Sense Recruitment

Sense Recruitment is a Perth-based recruitment agency running Google Ads to attract candidates and clients in a competitive market. They had an existing digital advertising setup — Google Ads, GA4, and Google Tag Manager — but the three platforms were not talking to each other correctly. Conversion events were misfiring or missing entirely, which meant the campaign was spending budget without the algorithm ever knowing which clicks were turning into real outcomes. On top of fixing the setup, Sense Recruitment wanted to bring campaign management in-house — not outsource it indefinitely, but understand it well enough to run it themselves with confidence.

When Google Ads, GA4, and Google Tag Manager are not correctly aligned, the consequences compound quickly. GA4 is not seeing the right events. Tag Manager is firing tags that do not match what Ads expects. The conversion actions in Google Ads are recording partial data — or none at all. The algorithm, which depends entirely on conversion signals to decide where to spend budget, is making decisions based on noise rather than reality.

For Sense Recruitment, this meant an active, funded campaign that was underperforming not because the strategy was wrong, but because the infrastructure underneath it was broken. And beyond the fix itself, the team wanted to own their campaigns going forward — not hand them to an agency indefinitely and hope for the best. They needed both the setup corrected and the knowledge to maintain it themselves.

We came in, audited the existing setup across all three platforms, and identified exactly where the tracking was breaking down. GA4 was reconfigured to correctly capture the events that matter. Google Tag Manager was cleaned up — removing conflicting tags, fixing trigger logic, and verifying that every event fired when and how it was supposed to. The Google Ads conversion actions were rebuilt against the corrected data layer, giving the algorithm clean, reliable signals to optimise against.

But the engagement did not stop at the fix. Sense Recruitment wanted to own their campaigns going forward — and that meant practical, plain-language training across everything we had set up. Not a handover document. Not a one-hour walkthrough and a wave goodbye. Clear, step-by-step guidance so the team understood what they had, why it was set up the way it was, and how to manage it confidently without needing to call anyone. Hourly rate, honest timelines, delivered exactly as committed.

With the tracking stack correctly configured, Google Ads conversions increased 21.8% without any change to the campaign budget or strategy. The gain came entirely from giving the algorithm what it had been missing — accurate, complete conversion data to optimise against. Every dollar that was already being spent started working harder the moment the tracking was fixed.

Beyond the performance gain, Sense Recruitment came out of the engagement with something more valuable for the long term: the knowledge and confidence to manage their own campaigns. They are not dependent on an agency to keep their ads running well. They understand the setup, they understand how to read the data, and they are already seeing improvements — on their own terms, on their own schedule.