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CVCheck provides speedy and reliable domestic and international background checks, as well as employment and qualification screening services. Starting out in Australia, the company recently expanded into the New Zealand market and switched their focus from consumers to businesses. In order for the move to be more viable, CVCheck turned to their search partner Bonfire.

  • 12.5%

    Growth in transactions from organic search

  • 12%

    Increase in revenue from paid search

Results as of December 2019.


By expanding outside of Australia into New Zealand, CVCheck faced the challenge of entering a new market with new competitors. At the same time, their business model changed from B2C to B2B. Bonfire was put in charge of revamping their existing search marketing strategy, both paid and organic, to meet their new objectives and improve their return on investment.


The Bonfire team reviewed and restructured CVCheck’s paid and organic search activity to align with their new business goals. To engage new B2B audiences in both countries, the paid search campaign was segmented to target variables, such as geographic region and product type, as well as high-value audiences to reduce cost-per-acquisition (CPA). In addition, Bonfire’s approach to organic search included best-practice optimisation of keywords, ad copy and landing pages.



By partnering with Bonfire, CVCheck has continued to grow and become profitable. The organic search strategy contributed a 16% increase in sessions year on year and 12.5% growth in transactions. The CVCheck website also dominated the top 10 Google rankings for the search queries “NZ Vetting” and “Police Checks NZ”. In addition, the paid search strategy contributed a 12% growth in revenue and an impressive 11% reduction in CPA. These results have not only proved the value of search marketing but also contributed to CVCheck reaching its highest share price in the last three years in December 2019.

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