PPC Ads Strategy: Hiring Seasonal Staff

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A chef wearing a white uniform and black apron cooking in a commercial kitchen, holding a frying pan over an open flame with visible flames rising from the pan. Stainless steel appliances and utensils hang in the background.
Paid socialPPC

Wondering how to approach recruitment with a reduced workforce? Here’s how we used PPC to strength the Mitchells & Butlers’ team.

Project achievements

Cost per click (CPC) 75p
Conversion rate 15%
Avg. applications per ad 600
Quality job applications 24,000
Avg. number of people subbing to job alerts 53
Someone holding an iPhone; on its screen is an example of a HR recruitment ad for Mitchells & Butlers.

Brief

Since 2021, we’ve been Mitchells & Butlers' trusted partner for HR & Careers Pay Per Click (PPC) campaigns.  

So, when the UK hospitality sector was plunged into a recruitment crisis after the pandemic, they came to us. 

We were tasked with generating high-quality job applications at scale while ensuring a streamlined user journey to maximise applications without compromising candidate quality. 

A team member at Miller & Carter delivering a steak sharing board to guests.
An example of a recruitment ad for Mitchells & Butlers, shown on a phone.

Approach

Our strategic response included a tailored, data-driven PPC plan including Google Search, Display Network, Performance Max, and Meta platforms. 

We managed every element from ad creation to targeting, testing, and reporting. Furthermore, we honed our ad campaigns with granular geographic targeting and role-based segmentation to ensure the right message reached the right jobseekers at the right time. 

Collaboration was vital; the Brew team worked in lockstep with Mitchells & Butlers’ HR & Careers department to align media activity with real-time recruitment priorities across locations.  

Together, we reimagined the candidate journey and removed friction points like lengthy application processes. This led to a fast-track system that kept the application quality high while boosting volume. 

A bartender shaking up a cocktail behind the bar.

Results

This campaign demonstrates not just performance, but the strength of our cross-functional teamwork. It’s a prime example of how our hospitality marketing agency doesn't just meet expectations—we exceed them, and we do it together.

The results speak for themselves:
• Cost-per-click (CPC): £0.75
• Conversion rate: 15%
• Average of 600 applications per ad
• Over 24,000 quality job applications generated
• Average of 53 job alert subscriptions per ad

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What our clients say

Daniel Sage
Daniel Sage
Mitchells & Butlers

Brew supported us throughout the campaign, from initial setup (where their expert guidance was invaluable), right up until campaign end where a thorough campaign breakdown with expert narrative was delivered.

Brew’s communication was excellent and included regular check-in emails and weekly check-in calls, where we were informed of performance, [alongside ways to]… maximise the campaign opportunities.

We are really happy with the campaign result, not just in terms of the tangible results… but also the thorough and committed partnership from Brew.

We would absolutely recommend Brew to anyone looking to run a similar campaign.

Got a project in mind? Let's brew together. 

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