Bonfire helped us connect with exactly the right audience in the lead-up to the Doctor’s Job Fair in London and Dublin. Despite a limited budget, the campaign delivered strong, targeted engagement, reaching doctors who were genuinely considering a move to Western Australia.
Bringing a GP into a rural or remote WA community provides essential care and provides a trusted presence - an impact that is truly priceless.
Finding Doctors in the Right Place
Rural Health West is a not-for-profit that has been supporting the recruitment of doctors into regional Western Australia for more than 30 years, working collaboratively with government agencies and private organisations across local, state and national levels.
In November 2025, they attended The Doctor’s Job Fair in London and Dublin—the largest event of its kind for medical employers seeking to attract overseas doctors.
To make the most of their presence, Rural Health West needed to reach UK and Irish GPs before the event and encourage them to engage with the team at the fair. With just $800 in media budget and a highly specific audience to reach, the campaign needed to connect with the right doctors at the right time and generate qualified leads ahead of the event.
One Message, Two Pathways
The strategy centred on delivering a message that immediately resonated with doctors already considering an international move. Rather than relying on multiple creatives or audiences, we focused the campaign on a single, highly targeted Meta lead generation ad designed to speak directly to UK and Irish GPs exploring relocation.
The ad opened with a direct question — “Are you a GP thinking about relocating to Western Australia?” — instantly signalling relevance and capturing attention from the precise audience Rural Health West wanted to reach. From there, the creative positioned the upcoming job fairs as an opportunity to meet the team in person while also offering an alternative pathway: doctors who couldn’t attend could register for a free one-on-one consultation.
This approach allowed a single ad to serve two engagement pathways, capturing interest both from doctors planning to attend the fair and those exploring relocation more broadly. By concentrating spend on a clear message and a defined audience, the campaign maximised the impact of a very limited budget.
Results
The campaign generated strong engagement from UK and Irish GPs and created valuable opportunities for Rural Health West to connect with prospective candidates ahead of the job fairs—all with a media budget of just $800.
- One confirmed UK doctor from the generated leads is relocating to Western Australia
- The campaign generated 37 other leads, which are still being pursued
- $20.89 cost per qualified lead from UK and Irish GPs
- $2.82 cost per click from targeted international audiences
