franchise · france · meta ads
Recruiting franchisees where Google Ads captures nothing
Nobody types "become a franchisee" when they've never considered it. We had to reach intent before it existed — and that's what Meta allows.
20
franchise openings
Recruitment campaign — targeting by entrepreneurial profile
Where they started
A network looking to expand, and therefore to recruit franchise candidates. The profile is specific: entrepreneurial, with capital, ready to commit for years.
The default reflex would be Google Ads. But search only captures intent that already exists: people typing "open a franchise" are already in motion, and there aren't many of them. The real pool sits elsewhere — with people considering going into business without having chosen how.
Our work
- 01Choosing the channel for the right reasonMeta was selected for its ability to target a profile, where Google only targets a query. We're not capturing demand, we're creating it.
- 02Targeting built on profile, not sectorDemographic criteria crossed with entrepreneurial interests and lookalike audiences built from existing franchisees. The best predictor of a good candidate is a candidate already in place.
- 03A message calibrated to the stageNobody commits to a franchise from an ad. The campaign's job is to open an application, not to sell a network.
- 04Managed on quality, not volumeCost per application means nothing on its own. What matters is cost per viable application — the one that clears the interview and the financing.
After the Evoxa method
one year of campaign. Between the ad and the signature sit the application, the capital, the interview and the financing: the campaign feeds the pipeline, it does not close alone.
Practices involved
Acquisition, on the paid side. This project best illustrates our approach to channel selection: we don't take the most common lever, we take the one that matches the type of demand to capture.
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