Not a performance issue: A CV Rewrite… for the Business Model
Brand
The CV Guru
Services Used
Competitor Analysis, Keyword Forecasting
Deliverables
Google Ads, Solid advice
The CV Guru came to us with an issue. They had seen their Google ads ROAS fall off a cliff in April 2025 and no matter how hard they worked – or how much money they spent – they couldn’t get it back. After trying several agencies, they came to us because they had heard about our reputation and liked our straight-talking manner.
We set about optimising their ads, re-working campaigns, adding negative keywords to deter traffic looking for cheap, AI written content, and we achieved a ROAS of 300% for them. But something was still off. It kept coming back to the huge drop off in ROAS they had seen earlier that year, so, we did some research to see why that was. What we found was that their competitors, particularly those with a budget offering, had increased their monthly ad budgets collectively by over £100k: Effectively pushing The CV Guru out of the ad auction.
Our client had a premium offering – all CVs and cover letters written by native English-speaking specialists with years of experience in getting results. This combination leads to more interviews and a higher hiring rate for their customers, but with the rise of AI options, people weren’t looking for this on the same scale they had been before.
Find out more about Google AdsThe Ads Were Qualified. The Market Wasn’t
It turns out, The CV Guru had a business decision to make. We poured over the research with them, showing them the drop in demand, the increase in ad spend by competitors, and the alternative services available. It was our specialist opinion that while they could continue to achieve a ROAS with us with their current service – they wouldn’t see the results they had previously with the current market climate. They needed to rethink their offering to stay current.
A new career path for the business itself
The CV Guru still stand by their core offering, and so they should. They provide CVs, Linkedin services, cover letters and even interview coaching with prices starting at a really reasonable £97. Instead of following the competition and providing yet another AI CV writing tool to consumers, The CV Guru developed a SAS (software as a service) offering; a tool that could be licenced and used by the employability sector to create high-quality AI written CVs to their clients. Effectively, instead of competing with the other AI CV writers, The CV Guru rose above to become their competitors’ supplier.
What we achieved
I could talk to you all day about how the leads we generated for The CV Guru had a 91.7% conversion rate. Or how we brought in more revenue than any other channel for the business. But that’s not really the point. What we achieved was actually dissuading the client from continuing to pursue an avenue that wasn’t working for them, even if it meant that they would no longer be a client of ours – they will always be friends.
Are you looking for some straight-talking business advice? Perhaps you want to know if Google Ads is really a good fit for your business? Get in touch today for a free keyword forecast and budget requirements. We believe in creating and delivering success – and if that success isn’t possible right now, we’ll tell you what you need to do to get there.
Get a free consultation for your business.
Want to just run something past someone in the know or in need of just an open, friendly and very honest conversation, then try us.
Sign up to receive our email newsletter
We won’t write often, perhaps a lovely warming Merry Christmas message or from time to time, when we think we have something important to say, we’ll message with some of the latest industry updates.
