Google Ads — Employer Sponsorship
Role: Head of IT — Campaign setup, strategy & management (sole)
Business Impact
Campaign set up and managed entirely in-house. Agency management fees for Google Ads typically run 10–15% of spend or $1,500–$3,000/month — avoided entirely by Vanessa managing it directly.
High-intent keyword targeting across employer sponsorship, immigration consulting, and migration agent terms drives qualified employer enquiries directly to RedBridge. An 8.5% CTR — more than double the 3–5% industry benchmark — confirms strong ad relevance and keyword alignment.
Employer sponsorship is RedBridge's highest-value service category. Each converted employer client represents significant consulting revenue and creates a pipeline of candidate visa lodgement work through Insight Idea — compounding revenue across two subsidiaries.
Scale at a Glance
Project Summary
| Field | Details |
|---|---|
| Campaign Name | Leads-Search-RB-08/05/26_EmployerSponsorshipEN |
| 广告系列名称 | Leads-Search-RB-08/05/26_EmployerSponsorshipEN |
| Period | May 8, 2026 – Present (active) |
| 周期 | 2026年5月8日 – 至今（运行中） |
| Company | RedBridge Consulting (Siddeley Group) |
| 公司 | RedBridge Consulting（Siddeley Group） |
| Role | Head of IT — Sole campaign manager |
| 职能 | IT 总监 — 独立广告管理者 |
| Campaign Type | Google Search — Leads objective |
| 广告类型 | Google 搜索广告 — 潜在客户目标 |
| Target Audience | English-speaking employers seeking sponsorship and migration services |
| 目标受众 | 寻求担保及移民服务的英语雇主 |
| Daily Budget | A$211.91 |
| 每日预算 | A$211.91 |
| Total Spend (to date) | A$861 |
| 累计花费 | A$861 |
| Impressions | 2,100 |
| 展示次数 | 2,100 |
| Clicks | 178 |
| 点击次数 | 178 |
| Avg. CTR | 8.5% (industry avg: 3–5%) |
| 平均点击率 | 8.5%（行业均值：3–5%） |
| Avg. CPC | A$4.84 |
| 平均每次点击费用 | A$4.84 |
| Keywords | 10+ keyword groups (visa sponsorship jobs, job placement services, immigration consulting, migration agent, visa sponsorship, and more) |
| 关键词 | 10+ 关键词组（签证担保工作、招聘服务、移民咨询、移民顾问、签证担保等） |
Key Highlights
- Sole ownership of campaign setup, keyword research, ad copywriting, and ongoing management
- 8.5% average CTR — more than double the 3–5% benchmark for legal and migration consulting
- Top keyword: "visa sponsorship" at 15.48% CTR; "job placement services" at 10.09% CTR with highest click volume (32 clicks)
- "visa sponsorship jobs" generated 31 clicks at 14.90% CTR for A$138.92 — strong ROI on a high-intent term
- 10+ keyword groups covering the full employer sponsorship search intent landscape
- A$4.84 avg CPC — competitive for the migration and legal services category in Melbourne
- Campaign launched May 8 and active — performance data reflects the first 3 days of a live, ongoing campaign
EN Campaign — Keyword Performance (Top 5)
| Keyword | Cost | Clicks | CTR |
|---|---|---|---|
| visa sponsorship jobs | A$138.92 | 31 | 14.90% |
| job placement services | A$96.96 | 32 | 10.09% |
| immigration consulting | A$90.54 | 9 | 8.18% |
| migration agent | A$85.88 | 9 | 5.00% |
| visa sponsorship | A$69.80 | 13 | 15.48% |
* Top 5 keywords shown. Data reflects the first 3 days after launch. 10+ keyword groups active.
The industry average Google Search CTR for legal and migration consulting services is 3–5%. The EN campaign achieved 8.5% — more than double the benchmark — indicating strong ad copy relevance, keyword intent alignment, and audience targeting.
ZH Campaign — Tracking Setup
Leads-Search-RB-19/05/26to25/05/26_EmployerSponsorshipZH · May 19–25, 2026
Researched the tracking template setup for the ZH ad group; performed multiple searches in the Google Ads Help Center to validate the template format (UTM parameters + ValueTrack IDs) against current best practices; confirmed the use of custom parameters ({_camp}, {_adgrp}) for granular attribution.
Navigated directly to the Ad groups management interface; modified the Ad groups statistics table by adding two hidden attribute columns — Tracking template and Custom parameter — then scrolled horizontally to verify both columns were visible and actionable.
Identified and resolved an 'illegal characters' error — diagnosed that Google Ads custom parameter values cannot contain slashes or spaces; corrected all values using underscores. Managed three browser disconnections and one 'unrecoverable state' error to ensure the configuration was completed.
Entered the final tracking template: {lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={_camp}&utm_content={_adgrp}&utm_term={keyword}&device={device}&matchtype={matchtype}&network={network}&locale=zh; defined custom parameters: _camp = Leads-Search-RB-19_05_26to25_05_26_EmployerSponsorshipZH, _adgrp = Ad_group_ZH_19-25_May.
Performed a final visual audit in the Google Ads UI to confirm all settings saved correctly; clarified the ctasrc parameter strategy — Google Ads passes the user to the landing page, then GTM takes over to capture the specific CTA button clicks for page-level attribution.
{lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={_camp}&utm_content={_adgrp}&utm_term={keyword}&device={device}&matchtype={matchtype}&network={network}&locale=zh