// sector · HR & recruitment
Before booking a demo, an HR manager explains to ChatGPT their headcount, the tool they use and what is starting to break. Your solution can step into that conversation. It is also the sector of our first documented case.
we're growing from 80 to 150 employees next year, payroll is outsourced and leave is tracked in Excel, which HRIS for an SMB with no dedicated HR team?
At that size, what matters is how much manual work the tool takes off your plate: leave, onboarding, employee records. Before comparing prices, look at how it connects to your payroll provider, what employees see in their portal, and how long rollout takes when nobody in-house can run the project.
HRIS built for SMBs
Leave, onboarding, payroll. Demo on your case.
your-hris.com
// why this sector
An HR purchase is decided on context: headcount, legal framework, current tool, payroll calendar. The HR manager hands all of it to ChatGPT in one sentence, and we have already turned that kind of context into demos for an HR SaaS vendor.
The hunt for an HRIS starts when the company goes from 80 to 150 employees, or when outsourced payroll and leave in Excel no longer hold up. The HR manager slips that threshold into the question along with the tool in place, and in an SMB they often decide alone, without a committee, which shortens the road to a demo request.
"We track leave in Excel" gets said long before the word "HRIS". A context hint written like that problem joins the conversation; a category keyword never sees it go by.
For an HR SaaS vendor: +30 qualified demos per month, 12 SQLs, a CPL of about €250 and demo-to-SQL conversion at +70%. These numbers show that the method produces a readable signal in this sector. They promise nothing for your account, since your target, your price and your pages weigh more than any method.
// intents
Typical prompt
"We're passing 50 employees, when do we need an HRIS and where do we start?"
What the ad has to do
Surface the right starting scope. The ad names the size and the problem, not the module list.
Typical prompt
"Between two HRIS for a multi-site SMB, which handles shift schedules and outsourced payroll better?"
What the ad has to do
Carry a single verifiable difference per ad.
Typical prompt
"We need to hire 15 sales reps in six months: recruitment firm, ATS or freelance recruiter?"
What the ad has to do
Position your offer inside the HR director's real trade-off between cost, time and candidate quality.
Typical prompt
"A payroll tool compliant for France and Belgium, live before the next closing?"
What the ad has to do
Answer the deciding criteria (multi-country, compliance, timing) and lead to a demo centred on that exact case.
// context hints
An HR manager describes the problem before naming the category: a leave spreadsheet bursting at the seams, payroll variables re-keyed every month, a hiring drive that drags. The hints write those situations as they are, grouped by ad group, as in this extract for an SMB HRIS:
Generate your context hintsIllustrative excerpt. The real structure is built from your search terms, sales calls and support tickets.
AG · Leaving spreadsheets
AG · Comparison
AG · Recruiting
// scenarios
Three examples that tie a conversation to an ad, a page and a metric. They are not delivery promises.
// measurement
For an HR tool, the decision comes well after the click, and OpenAI's native report sees none of it. So we connect the OpenAI Pixel and the Conversions API to your demos, your SQLs and your pipeline, before placing the account against the Hiints Index.
Demo requests
The first signal. Our HR SaaS case produced +30 a month, qualified; an unqualified demo costs more than a lost click.
Demo → SQL
The ratio that made the case: +70% demo-to-SQL conversion, 12 SQLs generated. It's the one we watch every week.
CPL
About €250 on the HR SaaS case. Yours will depend on your target and ACV, and we compare it with your Google Ads, never with that case.
CAC per signed customer
Set against Google Ads over the same period, with a sales cycle of equivalent length.
Influenced pipeline
If your CRM supports it, the value of the opportunities the channel touched, last click or not.
HR benchmark in the Index
A payroll tool and a recruitment firm don't pay for the same click. The HR sector already has a reference point in the Hiints Index, against which we place your account.
// honest qualification
Yes, clearly
You sell an HR tool or service to SMBs and mid-market companies where the HR manager decides or prescribes, you have a page per use case (payroll, leave, onboarding, recruiting), and the demo can be booked online.
Yes, with one caveat
If your buyer is the HR director of a large group or a CIO, part of those profiles are on a paid plan and out of reach: ads only run on the Free and Go plans. The same caveat covers all of B2B. Before signing, we assess what we can actually reach inside your target.
Not yet
A sales cycle longer than nine months (public tenders, enterprise accounts) leaves too few usable signals, as does monthly media under €3,000. In both cases the test wouldn't have the volume to learn, and you're better served by the channels you already run.
Free setup, done in under 48h. Then 15% of ad spend under €5,000 of monthly media, 10% above. See pricing →
// questions
It's the sector of our first documented case: an HR SaaS, +30 qualified demos per month, 12 SQLs, a CPL of about €250. That case is no promise of generalisable results, since your target, your pricing and your pages change everything. Before launching, we check how much of your target we can reach.
Ads only reach the Free and Go plans, and an SMB HR manager has fewer reasons to be on a paid plan than the HR director of a large group equipped by their IT department. So we don't assert it for your target: we estimate it before signing, then measure it.
Yes, under the same rules. A firm positions itself inside the HR director's real trade-off (firm, software or freelancer); an employer brand aims at candidates for a specific job, with one careers page per job. Job ads themselves fall under OpenAI's advertising policies, so eligibility is checked before any launch.
No. Context hints describe situations ("HR manager tracking leave in Excel"), not exact queries. Your search terms help you read the demand, but the structure gets rewritten into intent families.
The demo request is only a start: we tie clicks to SQLs and CRM pipeline through the OpenAI Pixel and the Conversions API. On the HR SaaS case, the demo-to-SQL rate (+70%) settled it, not the CPC.
Start from your target CAC and what a qualified demo is worth to you: the budget must leave enough demos, hence enough SQLs, for the test to conclude before a cycle ends. Setup is free, and the fee follows your media (15% under €5,000 a month, 10% above). Below €3,000 of monthly media, we advise not running the test.
// keep reading
ChatGPT Ads B2B: the Free/Go limit to check before you sign
Ads in ChatGPT only reach the Free and Go plans. Who is still reachable in B2B, how to estimate it before signing, and when the honest answer is no.
Read →PerformanceChatGPT Ads KPIs: Which Metrics to Track and Why
The six columns of the native report, the KPI to follow for each campaign objective, reading by ad group, and the signal / diagnosis / action table.
Read →TrackingMeasuring ChatGPT Ads Conversions: Pixel, API, UTM and CRM
The native report has six columns and no conversions. OpenAI Pixel, Conversions API, a UTM convention, events by business model and CRM reconciliation.
Read →// shall we talk?
During the call, we open the Hiints Index on your category: the HR sector already has a reference point there. And if ChatGPT Ads doesn't suit your offer, we'll say so plainly.
Book a call30 minutes · no commitment · zero pitch
// other sectors
