19.1X ROI from Google Ads for Graduate Recruitment Agency

  • Drove a ROAS of £250,000 for a well-known, diverse graduate recruitment agency with an ad spend of around £5000 per month.

  • Lifetime value of clients in excess of £750,000.

  • Wrote several articles to improve the SEO of the Sanctuary Graduates website.

PPC, SEO, Content Writing, Google Search Advertising, Google Display Advertising, Facebook Advertising.


September 2018 - March 2019



The Problem

The company in question was a graduate recruitment agency who wanted to Google AdWords to generate revenue from B2B leads for the business among FTSE 100 companies in the UK.

There was a difficulty disseminating between keywords which would attract graduate job seekers between companies that were hiring graduates. As expected, this created an abundance of click through and organic website traffic from graduate job seekers, but not companies looking for a graduate recruitment partner.

In addition, this double edged keyword phrase meant that advertising spend was not accomplishing it's primary marketing objective - to be the


Main Responsibilities

  • Helped manage the marketing for Exeter Chiefs Men, Exeter Chiefs Women, Sandy Park, the Club Shop and summer stadium concerts.

  • PPC - management of all paid advertising (Facebook & Instagram Ads, Google Adwords Display)

  • Website maintenance of Exeter Chiefs main website, Club Shop, Sandy Park & Foundation & SEO for these websites.

  • eCommerce Marketing - increasing sales of the Club Shop

  • Management of all OTT traditional advertising: billboards, radio, TV, media, bus stops, outdoor banners, monoliths, petrol pumps, posters, flyers, big screens in stadium, internal screens and more

Working a match day at Exeter Photo Credit: JMP Photography
Working a match day at Exeter Photo Credit: JMP Photography


Conducted A/B Testing

As a company, Chiefs hadn't run a lot of digital paid advertising campaigns before and the primary focus was on connecting up Meta's Advertising Manager to the four respective websites and separately, the TicketHub which was used to sell tickets for matches an events.

I ran brand awareness, consideration & conversion campaigns on Facebook, Instagram and Google as well as display advertising for brand awareness of the 22/23 Half Season Ticket and 23/24 Full Season Ticket campaigns.

CTR for Half Season Ticket Display Campaign, AdWords

Average ROAS from Club Shop PPC Campaigns

Average CPA for match ticket purchasers (men's & women's rugby)



Average monthly amount spent across all advertising campaigns




Filming & Editing

I occasionally helped film various Sandy Park events or match days in the absence of the videographer, which I really enjoyed getting the opportunity to do.

I also filmed these videos although the editing was done by the very talented full-time videographer, Ben Marshall:

  • Sandy Park Christmas Parties

  • Exeter Chiefs Community Team

Website Management

Exeter Chiefs and Sandy Park had four websites that I was responsible for looking after the maintenance and content of:

  • Exeter Chiefs Official

  • Sandy Park

  • Club Shop

  • Exeter Chiefs Foundation

I worked alongside the existing website design agency to redevelop the websites and make them more functional, minimalist and simplistic. In addition, I helped improve the digital processes and tracking of customers when they were purchasing match day, events, concerts or Exeter Chiefs Club Shop merchandise.


highlights from my time at Chiefs


”Every day, they strive to improve their service to the clients by developing the right blend of technology and creativity to make sure every job done is done as efficiently as possible.”

- Clarice Turner