LAPD
Conversion Campaign
Los Angeles Police Department
Sensis continued to work with LAPD to increase their recruitment pipeline with a new campaign that launched in 2022. The Los Angeles Police Department hired Sensis to increase the recruitment of younger, more multifaceted officer candidates and to support the following goals:
Increase enrollments on the myPD website
Support City of LA in-person recruiting efforts by promoting monthly events
Solutions
Sensis utilized Google Display Advertising around a 60-mile radius around Los Angeles, targeting adults over the age of 21.
Sensis utilized tactics such as Responsive Display Ads, Google Discover Ads, and Google Performance Max Ads to drive people to a friendly, dedicated landing page for more information on starting an application to enroll in the LAPD.
We performed measurable testing for the LAPD landing page to try out variations in order to optimize performance, altering the apply button, top navigation bar, and typography.
Sensis also assisted in promotion of four seminars run by the city and developed RSVP landing pages that led to a form that the city created and managed with each landing page customized for each specific event. For the promotion of these events, Sensis utilized Google Discovery Tactic and Performance Max Tactic.
Outcomes
Recruitment Campaign Performance
10.5MM Impressions
122,131 Clicks
12,931 Conversions ($4.01 Cost/Conversion and 10.7% Conversion Rate)
Hiring Seminar Promotion Performance
884,397 Impressions
18,008 Clicks
939 Conversions ($2.80 Cost/Conversion, 1.3% Conversion Rate)