How employers and candidates search
An HR manager in Dubai, Doha, Kuala Lumpur or Bucharest searches “Nepali workers recruitment agency”, “manpower supply from Nepal”, “hire construction workers Nepal”, “licensed recruitment agency Nepal”. A candidate in Nepal searches “job in Dubai for Nepali”, “Malaysia factory job”, “Japan SSW visa”, “Korea EPS”, “security guard job Qatar salary”. A domestic recruiter’s client searches “recruitment agency Kathmandu” or “outsourced staffing Nepal”. These groups share words and nothing else: the employer converts on a form or an email during office hours in their time zone, the candidate converts on a call or a WhatsApp message and often needs to be qualified before anyone spends time on them. My Google Ads services for agencies keep the two apart from the first campaign.
What changes in Google Ads for recruitment
Two campaign families
Employer campaigns target the destination countries in English (and the local language where useful), bid on agency and supply keywords, land on a page about licensing, process, sectors and past placements, and convert on a form or a call to a business line. Candidate campaigns target Nepal in Nepali and English, bid on job-and-country keywords, land on pages about open demand, requirements and the process, and convert on a registration or a WhatsApp message. Budgets, bids and reporting are separate because a signed employer and a registered candidate are worth entirely different amounts.
Keywords and negatives
Exact and phrase match. In candidate campaigns, negatives for “lottery”, “free visa” where you cannot offer one, “scam”, “news”, “salary chart”, “result”, “exam” and competitor names; in employer campaigns, negatives for “job”, “vacancy”, “apply”, “CV” and everything a candidate would type. The two negative lists are each other’s positive lists.
Policy
Google’s policies require employment ads to describe real openings accurately and prohibit misleading claims about pay, guaranteed placement or visas. In the USA and Canada, employment ads fall under restricted personalization: no targeting by age, gender or zip code. Landing pages should show the agency’s licence details and the actual process, because that is what employers verify and what keeps ads approved.
Assets and landing pages
Call and WhatsApp buttons for candidates, lead forms with a qualifying question on trade and experience, sitelinks to current demand, requirements and the process. Employer pages carry sectors served, countries supplied, licence number, timelines and a form that asks for company and headcount.
Tracking
Registrations, calls above a minimum duration, WhatsApp clicks and employer enquiries are tracked separately. The office records which candidates were qualified and deployed and which employers signed, and those outcomes are imported back so bidding learns from real placements. The method is under conversion tracking, and the enquiry layer follows lead generation campaigns.
Typical account structure
| Campaign | Targeting | Primary conversion |
|---|---|---|
| Employer: Gulf | UAE, Qatar, Saudi Arabia, Kuwait; agency and supply keywords; office hours GST | Employer enquiry form |
| Employer: Malaysia and East Asia | Malaysia, Japan, Korea by program; sector keywords | Employer enquiry form |
| Employer: Europe | Selected countries with active demand; local-language ads | Employer enquiry form |
| Candidate: by country and trade | Nepal; Nepali and English ads; job plus country keywords | Qualified registration or WhatsApp |
| Brand | Agency name, all markets | Enquiry |
| Remarketing | Employer page visitors, shown the employer offer only | Employer enquiry |
Mistakes I see in recruitment accounts
- Employer and candidate keywords in one campaign, so candidate clicks in Nepal consume the budget meant for employers in Dubai.
- Ads that imply guaranteed jobs or visas, disapproved and, in some cases, suspended.
- Counting every WhatsApp click as a candidate without any qualification.
- Employer campaigns targeting Nepal, where no employer is searching.
- Landing pages with no licence or process information, which employers leave immediately.
Full stack for manpower and recruitment
Paid search brings enquiries; automation handles the volume. The same industry is covered under Meta Ads for manpower and recruitment for candidate reach on Facebook, and marketing automation for manpower and recruitment for candidate qualification, document collection and employer follow-up through WhatsApp and CRM.
Next step
Send read-only access for a free Google Ads audit; the summary will show how much of the spend goes to candidates versus employers, whether any ad is at policy risk, and what the account counts as a lead.