The need: a training programme, not a job offer
In summer 2026, Servagroupe gave me a rather unusual brief: not to fill a position, but to fill a paid training programme for slaughterhouse technicians, across three sites.
| Site | Département | Speciality |
|---|---|---|
| Vitré | Ille-et-Vilaine (35) | Beef: trimming and primal cutting |
| Trémorel | Côtes-d'Armor (22) | Beef: trimming and vertical boning |
| Saint-Mars-la-Jaille | Loire-Atlantique (44) | Pork: boning and belly trimming |
The difficulty was twofold. The job is little known and suffers from a difficult image. And a training programme needs explaining: the duration, the contract, the start date, what you learn. Impossible to fit all that into a two-tap form.
The page: one for three sites
I could have made three. I made one, because the essentials were shared: same organisation, same contract, same modules. What changed from one site to another fitted into three cards side by side.
A single real question: “Which training programme interests you?”, with the option to tick several. Of the 90 applications, 58 chose Vitré, 37 Trémorel and 26 Saint-Mars-la-Jaille, and 22 people ticked several sites.
And a deliberate choice: no strict sorting. The aim was to open the door, not to filter it.
The result, in figures
| Indicator | Result |
|---|---|
| Ad delivery | 49 days, from 10 August to 27 September 2026 |
| Ad spend | €889.52, or €18.15 a day |
| Views (impressions) | 161,033 |
| Price of 1,000 views | €5.52 |
| Applications received | 90 |
| Cost per application | €9.88 |
| Applications contacted or shortlisted | 54 out of 90 |
For context: €9.88 is in line with the average of my 2026 landing page ads (€9.86 across 17 ads). And €5.52 per 1,000 views is an ordinary price for me (€5.30 on average), neither a bargain nor an accident.
Where each euro went
The €889.52 is the ad spend paid to Meta, on Facebook and Instagram. What each euro bought:
| For… | It took… |
|---|---|
| 1,000 views | €5.52 |
| €1 of ad spend | about 181 views |
| 1 application received | €9.88 |
| 1 application that Servagroupe contacted or shortlisted | €16.47 |
This last figure is the one I look at first: an application is a contact, an application the employer moves forward is someone they are interested in. Here, 54 out of 90: six in ten.
A caveat on the score. Servagroupe uses a deliberately generous scoring scale: every application scores above 70. So the score cannot be used to compare these candidates with another client's, and I do not use it here.
What worked
- Candidates went all the way. Of 240 people who started applying, 90 sent their application: 37.5%. That is the highest rate among my five clients measured in 2026 (from 31% to 38%). A single real question helps.
- Ad delivery that ran long enough. Nobody cut it off after three days thinking “it isn't working”.
- An employer who handles its applications. Of 90 received, 54 contacted or shortlisted, 32 rejected, 4 pending: the team read them and followed up. An application left waiting cools off quickly.
- A modest budget. €18.15 a day was enough for three départements.
What I would do again, and what I would change
I would do again a single page for the three sites, a single real question and ad delivery that runs long enough.
I would change:
- Follow the end of the story. I know how many people were contacted, not how many started the training. Next time, I will ask Servagroupe to tell me, so I can work out a cost per trainee.
- Watch the pace towards the end. 84 applications out of 90 arrived up to 15 September, and ad delivery lasted until the 27th. From 16 to 27 September, ad delivery cost €150.73 (17% of the budget) for 6 applications, or €25.12 each, against €8.80 before. It should have been shortened or redirected.
- One page per site, perhaps. With results per site, I could boost the one that is short of candidates.
In summary
- A training programme for slaughterhouse technicians, three sites, a single landing page.
- €889.52 of ad spend in 49 days, 161,033 views, €5.52 per 1,000.
- 90 applications received at €9.88, of which 54 were contacted or shortlisted by Servagroupe.
- The next step forward: measuring entries into training, not just applications.
