CV Mastermind Marketing Campaign

Overview

After we designed and built the CV Mastermind website, the next step was to bring the right people to it. SystemLoom planned and ran a marketing campaign to reach UK job seekers who are actively struggling to get interviews — and give them an easy, risk-free first step.

The challenge

The UK CV writing market is crowded and led by large, established brands with big budgets. To compete, CV Mastermind needed a campaign that:

• Reaches people at the right moment — when they're applying and not hearing back.
• Speaks to each audience in its own language. A graduate, a nurse moving bands and a director changing sector have very different worries.
• Asks for something small first. People buying a CV service are often anxious and comparing providers; a hard sell loses them.

What we did

One irresistible first step

Every ad leads to the same simple offer: upload your CV for a free ATS check. It explains a real, hidden problem — automated filters rejecting CVs before a person reads them — and gives the visitor something useful straight away, with no commitment.

Messages for each audience

We built separate ad sets for graduates, NHS staff, tech workers and senior executives, each with its own headline, pain point and proof — matching the sectors the website already covers in depth.

Ads that land in the right place

Each ad sends people to the most relevant page — the ATS page, the NHS CV guide, the executive service — rather than a generic homepage, so the message carries straight through from the ad to the page.

Measured from the first click

We set up conversion tracking on the actions that matter — CV uploads, consultation bookings, contact-form messages and WhatsApp clicks — and tested headlines and visuals against each other, moving budget towards what performs best.

How the campaign works

Step	What happens
1. Reach	A job seeker in one of the four audiences sees an ad that speaks to their situation
2. Click	They land on the matching page of the CV Mastermind website
3. Act	They upload their CV for a free ATS check, book a call or message on WhatsApp
4. Measure	Every action is tracked back to the ad that drove it
5. Improve	Weaker ads are paused and budget moves to the best performers

Why choose SystemLoom

Because we built the website too, the campaign and the site work as one system: the same audiences, the same offer and tracking built in from the start — so every pound spent can be traced to a result.