How Checkr used incentivized conversation ads to 2X their enterprise pipeline goal

About

Checkr is a background screening company that leverages AI to help businesses make safer and faster hiring decisions. 

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‍Challenge

Checkr had seen some initial success with incentivized demo ads, but they were struggling with a lack of brand awareness. 

This lack of awareness resulted in two major issues: 

1. Many prospects were not interested in taking a demo, despite the incentive, due to a lack of brand affinity and trust. 

2. Most prospects that did request a demo were largely doing so because of the incentive, but weren’t actually looking to make a purchase, leading to wasted time and resources.

‍Solution

1. We ran more brand awareness content to expand Checkr’s remarketing pool and ONLY promoted the incentivized demo offer to a warmer 90-day remarketing audience. 

2. We added more relevant social proof to Checkr’s messaging. For example, the enterprise companies that we were targeting only saw ad copy that highlighted similar enterprise logos, leading to greater trust, more demo requests, and ultimately, more opportunities.

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‍Results

By making these changes, along with consistent refinements in messaging and targeting, we helped Checkr surpass their enterprise pipeline goal for the quarter by more than 2X.