Linguedo finds Italian and Spanish nurses a secure hospital job in Germany, and teaches them German for free along the way. Midsummer Agency rebuilt its Google Ads around what nurses actually search for: leads rose 30% and CPA fell 36%.
PPC
Linguedo works between 2 labor markets. Nurses in Italy and Spain often struggle to find steady work at home, while German hospitals need staff. Linguedo matches the two, and teaches the nurses German for free so they can actually do the job once they arrive.
Everything runs through a landing page, and Google Ads fills it. That makes the account demanding in 3 ways.
Linguedo came to us in 2020 looking for native Italian speakers who knew how Italian nurses search.
Linguedo wanted more leads from nurses ready to relocate, at a target cost per lead. Competition for the clicks was high, so every euro had to reach the right nurse.
Before we took over, around 80% of the Italian budget went into one broad campaign that showed the same ads for very different searches. Fewer than 3 in every 100 of its clicks turned into a lead. There was clear room to make the ads more relevant to each nurse.
A nurse typing “infermieri Germania” (nurses, Germany) is already thinking about moving to Germany. A nurse typing “concorso infermieri”, the public exam for a hospital job in Italy, wants to stay home. In one generic campaign, both got the same ad.
We worked on Google Ads in 3 moves: we rebuilt Search around intent, took Display onto the sites where nurses hunt for work, and leaned on the Search Partner Network where Google Search got too expensive.
ServicesGoogle Ads
We replaced the generic structure and split the Italian account by what the nurse was looking for.
Each theme ran twice, on exact match and on a looser broad match, so we could see which searches earned their clicks. The Germany campaigns clicked through at around 14%, and exact-match brand at nearly 38%.
We ran an n-gram analysis of the search terms and blocked the words that brought in the wrong nurse, such as “pubblico” (public) and “avvisi” (job notices). The exam campaigns converted around 1% of their clicks, against 3.5 to 5.5% for the campaigns about working abroad, so we paused them and moved the budget to nurses who wanted to go.
Inside the ads, we tested a salary headline against “contratto a tempo indeterminato” (a permanent contract), raised bids on the 25 to 34 age group that converted best, and moved the campaigns onto target CPA bidding once they had the data to support it.
When the search network ran out of nurses to reach, we followed them to a big listings site where people look for jobs and second-hand goods. The Display ads targeted “lavoro infermiere” (nurse jobs) and said exactly what was on offer: nurse jobs in Germany. A nurse with no plans to move had no reason to click.
Plain placements already came close to Search. Narrowed by that keyword, they converted at roughly a fifth of the cost per lead. Remarketing followed, for nurses who had seen the landing page and not yet signed up.
Search Partners shows the same search ads on sites beyond Google, and it reports every visitor’s age and gender as unknown. So by raising or lowering bids for that “unknown” group, we could push Search Partners up or down without touching Google Search.
We pulled back on Google Search in Spain, where it was underperforming, and pushed Search Partners. Google Search lost half its conversions on a quarter of the spend. Search Partners held its conversions steady. Across our campaigns it ran at a CPA 68% lower than Google Search.
Against the Italian campaigns the previous manager ran in the same account, ours brought in 30% more leads at a 36% lower CPA, and Linguedo reached its lead goal.
Midsummer Agency lowered the cost per action and increased the Wordstream score. Meeting the business’s goals, their workflow was very effective and they notified us when tasks didn’t fall into their immediate responsibility.
CEO
Linguedo
Micky
Pay Per Click
Led the account: the audit, the negative keyword cleanup, the Display placements and the switch to target CPA bidding.
Valentinas
Pay Per Click
Ran the day-to-day optimization, the ad copy tests and the Search Partners push in Spain.
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