Taco Bell faced ongoing challenges recruiting candidates for restaurant positions, including crew members, managers, and assistant managers. My team was brought in to improve the performance of its Google Ads recruitment campaigns and increase engagement from job seekers.
We optimized the campaign and website structure, improved landing-page experiences, refined targeting, and aligned the digital experience more closely with how candidates searched for jobs.
Result: 292% increase in average daily PPC clicks compared with previous campaign performance, significantly expanding job-seeker engagement and campaign reach.
McDonald’s approached my team at NAS to improve underperforming Google Search campaigns targeting job seekers across the United States.
We analyzed campaign performance and identified opportunities to improve targeting, keyword strategy, ad performance, and overall campaign efficiency. Through ongoing testing, optimization, and performance analysis, we were able to substantially increase engagement without a proportional increase in advertising cost.
Result: 1,496.5% improvement in clicks relative to cost over four years, dramatically improving campaign efficiency and generating significantly more engagement from job seekers.
I lead international campaigns for Synchrony Financial across the U.S., India, and The Philippines, developing targeted strategies to reach specialized talent across multiple markets.
One U.S. customer service recruitment campaign generated 110,825 application clicks from a $56,363 advertising investment, delivering exceptional traffic volume while maintaining strong cost efficiency.
For additional context, industry benchmark data from Wordstream indicated that achieving the same volume of traffic at average Jobs & Education PPC rates would have required an estimated $3.7 million in advertising spend.
Result: 110,825 clicks from $56K in media spend, demonstrating the impact of strategic audience targeting, campaign optimization, and disciplined paid media management.
Shelf Life Clothing was an independent apparel brand built around original designs, digital content, and an e-commerce storefront. I helped develop and promote campaigns that combined social media, paid digital advertising, creative content, and community-driven marketing.
Using Twitter, Reddit, Facebook, Instagram, Google Ads, and other digital channels, we developed campaigns designed to generate conversation and extend the reach of the brand beyond traditional advertising.
The approach produced a series of viral moments and significant earned media attention, with the brand and its designs featured by Forbes, ESPN, NBC Sports, CBS Sports, CNN, The Huffington Post, and other major media outlets.
One campaign became a viral internet phenomenon and reached #1 on Reddit, demonstrating the ability of the right combination of creative content, audience insight, timing, and digital distribution to generate substantial organic reach.
Result: Viral audience growth, extensive earned media coverage, and national visibility for an independent e-commerce brand.
Copyright © 2026 Brian Kirby
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