Overview

This is one of the most common reasons an advertiser calls. The goal is to diagnose why the ad is underperforming using its actual performance data compared with similar ads, then recommend the highest-impact fixes. Acknowledge the caller's frustration first — an underperforming ad often means a role is sitting open and the recruiter is under pressure.

How to diagnose an underperforming ad

Compare the ad's performance against the market benchmark for the same role type and location. The metrics that matter most:

•     Applications vs the market median. The clearest signal. An ad getting far fewer applications than comparable roles has a fixable problem.

•     Apply rate (applications ÷ views/clicks). A low apply rate means people are seeing the ad but not applying — usually a content, salary, or relevance issue.

•     Search rank / visibility. If the ad sits low in search results, fewer candidates ever see it — usually an ad-type or title/classification issue.

SEEK's own Ad Performance report rates a live ad as low, normal, or high against similar ads and shows a Conversion view (how many people saw the ad, clicked to read more, and clicked apply), which points to where the drop-off is.

Common reasons an ad underperforms

•     Salary not displayed. Ads that hide salary consistently attract fewer applications, and fewer of the right ones. Most competitive ads now show a salary range.

•     Ad type too basic for the role. A Classic ad on a competitive or hard-to-fill role gives limited visibility; StandOut or Premium would surface it far more.

•     Title or classification mismatch. Creative or non-standard job titles are harder for candidates to find. Standard industry language and the correct classification improve discoverability.

•     Weak or overlong content. Job seekers skim. Long, unstructured descriptions reduce completed applications. Clear, scannable content with a short must-have list performs better.

•     Low search position. A combination of the above pushes the ad down the results, so fewer candidates ever see it.

Recommended fixes (highest impact first)

1.  Display the salary (or a salary range). Usually the single biggest, fastest win.

2.  Upgrade the ad type — Classic → StandOut or Premium — for more visibility and priority placement.

3.  Fix the title and classification to standard, searchable language.

4.  Tighten the content — concise, scannable, 5–10 key requirements, separate must-haves from nice-to-haves.

5.  Refresh or repost if the ad has been live a while and gone stale.

Talking about expected results

You can share a typical or expected uplift (for example, “ads like yours that display salary and move to Premium often see around a third more applications”) as an estimate based on comparable ads. Never promise a specific number of applicants or a hiring outcome — results depend on the role and market.

When to connect to a specialist

If the caller wants to action an upgrade, change ad spend, or make a commercial commitment, connect them to an Account Specialist with the diagnosis and context already attached. The virtual agent diagnoses and qualifies; the specialist actions the upgrade and any payment.

Ad types: Classic, StandOut, Premium

SEEK offers three job-ad tiers with increasing visibility:

•     Classic — the standard listing. Best for easier-to-fill roles with plenty of active candidates.

•     StandOut — a visually enhanced Classic ad with a bold border, your company logo, and up to three key selling points to draw more attention.

•     Premium — the highest visibility. Priority placement near the top of search results and proactive delivery to high-fit candidates. Best when a role must be filled quickly or needs scarce talent.

Indicative pricing rises with each tier and varies by role, demand, and location. Quote ranges, and let the specialist confirm exact pricing.

Displaying salary

Showing a salary range increases applications and improves their quality by setting expectations early and signalling transparency. Advertisers can add or display a salary on a live ad at any time. If an advertiser is hesitant, explain the benefit rather than pushing — most competitive ads now show salary, so omitting it tends to disadvantage the ad.

Search visibility and ranking

Where an ad appears in search results is influenced by its ad type and how well it matches what candidates search for. Levers to improve position: upgrade the ad type (Premium offers priority placement), use a standard searchable job title, choose the correct classification, and display salary.

Ad Budgets

An Ad Budget lets an advertiser pre-purchase advertising spend and draw it down as they post ads over time, usually at a better effective rate than buying ads individually. It suits employers and agencies that advertise regularly and want predictable costs and flexibility across multiple roles.

Talent Search (proactive sourcing)

SEEK Talent Search lets advertisers search SEEK's candidate profile database and contact suitable people directly, rather than waiting for applications. Useful for hard-to-fill or passive-candidate roles, and complements an active job ad.

Ad duration, editing, refreshing, reposting

A standard job ad runs for 30 days. Advertisers can edit, refresh, or upgrade an ad while it's live — including adding or displaying salary and changing the ad type — without losing applications already received. Once an ad expires, it can be reposted if the role is still open.

Branding solutions

Branding products let advertisers add company logo, imagery, and messaging to their ads and SEEK presence so candidates recognise and trust the employer brand. Stronger branding supports higher-quality applications, especially for ongoing or high-volume hiring.

How ad pricing is determined

Pricing depends on the ad type chosen and market factors: the supply of and demand for candidates in that role, the job's classification, and its location. Higher-demand roles and metro locations generally cost more. Volume and Ad Budget arrangements can reduce the per-ad cost.

Account types

Advertisers fall into two broad groups, which can change tone and next steps:

•     Direct employers advertising their own roles.

•     Recruitment agencies advertising on behalf of clients, often at higher volume — these callers may be interested in Ad Budgets, multiple-role efficiencies, and Talent Search.

What support can and can't do

Support can: explain products and pricing structure, diagnose ad performance, recommend improvements, and capture intent for an upgrade. The following should be handled by a specialist or the appropriate team, not resolved directly:

•     Processing payment, applying an upgrade, or editing the live ad on the advertiser's behalf.

•     Custom pricing, discounts, or contract / commercial negotiation.

•     Refunds or billing disputes on ad spend.

•     Complaints requiring investigation, or legal / regulatory matters.

•     Job-seeker / candidate enquiries — advertiser support is for businesses placing ads; candidate issues go to job-seeker support.

When a request falls outside scope, acknowledge it warmly, explain you can connect them to someone who can help, and transfer with context.