Van Hack

VanHack Case Study: How Blindspot Agency Cut Cost Per Lead by 50% and Scaled B2B + B2C Growth for a Global HR Tech SaaS Platform

Agency: Blindspot Agency (BlindspotAgency.com)

Client: VanHack — a SaaS platform that helps companies recruit skilled developers globally and helps developers land tech jobs abroad.

VanHack is an HR-tech / recruitment SaaS headquartered in Toronto and Vancouver, connecting employers with software developers, engineers, and data scientists from around the world. Their platform supports hiring teams at fast-growing startups and enterprise organizations that need to fill senior and niche technical roles.

Industry: SaaS • HR Tech • Recruitment Marketing • Talent Acquisition

Location: Toronto & Vancouver, Canada

Key Markets: North America • South America • Europe

 

Services Provided by Blindspot Agency

• Paid Media / Performance Marketing: Google Search Ads, remarketing, LinkedIn Ads, Facebook Ads, Instagram Ads, retargeting 
• Content Production & Content Marketing: blog articles, e-books/lead magnets, photography, short-form video, branded video, infographics 
• SEO (On-page + Content SEO): blog strategy, keyword targeting, internal linking, ranking improvements 
• Lifecycle Marketing / Email Drip Campaigns: nurture sequences and conversion flows 
• Conversion Optimization (CRO): landing page testing, funnel improvements, lead magnet optimization 

 

The Challenge

VanHack’s small internal marketing team needed a full-service partner to help manage growth priorities across a fast-moving SaaS business.

The goals were clear:

1. Improve lead generation efficiency from existing PPC and social ad campaigns 
2. Convert more website visitors into users and customers across both free and premium plans 
3. Scale acquisition across two distinct funnels: 
   • B2C: developers joining the platform 
   • B2B: employers booking calls and generating qualified hiring leads 

Blindspot Agency Strategy

We built a two-track SaaS growth engine designed for both B2C user acquisition and B2B pipeline generation.

1) B2C Acquisition Strategy (Developers)

To grow the developer community, we focused on high-performing content formats that create trust and intent:

• Success-story content profiling “VanHackers” who landed Canadian tech jobs 
• Short-form video + image-led creative built for paid social performance 
• How-to content to reduce friction and improve conversion from existing traffic (free and premium plans) 
• Lead magnets and top/mid-funnel assets to increase volume while lowering CPC and CPL 

2) B2B Acquisition Strategy (Employers)

For HR leaders, CTOs, and recruiters, we positioned VanHack as a faster path to niche technical hires by highlighting:

• Access to a massive global talent pool 
• Speed to hire and quality of candidates 
• Competitive advantages like an accelerated immigration/visa pathway (where applicable) 

We tested traffic to new and existing landing pages (e.g., employer and talent pool pages), then used remarketing/retargeting to re-engage visitors who showed intent but didn’t convert.

To support the funnel, we built email drip campaigns that included:

• Curated blog content 
• Example candidate profiles pulled from the platform 
• Clear calls to action to book a meeting with sales 

Over a two-year period, we continuously tested and optimized ads across channels, improving performance while expanding volume.

 

Key Results

Paid Media (PPC + Social Ads)

• 200% increase in leads from Facebook within 6 months without increasing ad spend 
• 300% increase in leads from LinkedIn within 6 months without increasing ad spend 
• 50%+ reduction in CPC and CPL over 6 months without increasing ad spend 
• 2× increase in ad budget within 6 months (after performance improvements) 
• 500% increase in B2B leads in 12 months, generating ~100 companies including Accenture, Deloitte, Shopify, and Lululemon 
• 300% increase in B2C leads in 12 months, generating 36,000 new users 

SEO (On-page + Content SEO)

• 200% increase in blog traffic within 24 months 
• Page 1 ranking + #1 image search result for the target keyword phrase: “Global Talent Stream” 
• 1,000 new links generated (content-led link acquisition) 
• 10,000 YouTube views on the Thinkific case study video 

Offline / Product-Led Enablement

• 98% hiring rate for 40 candidates screened using a custom survey tool we built 
• +10,000 Instagram followers 

Scale Impact

When Blindspot Agency began (2018), VanHack generated roughly 1,000 new users per month. Within two years, that grew to 10,000 users per month. Today, VanHack is on track to reach 25,000 users per month.

Content Production Highlights

To support both funnels, Blindspot Agency produced and repurposed high-performing assets, including:

Blogs & Lead Magnets (40+ blogs + 3 e-books)

• The Ultimate Relocation Guide 
• Create a Global Pipeline 
• Why the Global Talent Stream Solves Your Hiring Problems 
• How Does VanHack Work? 
• 5 Tips for Better Recruiting 

Video Production

• Collaborative script development + editing to improve storytelling and retention 
• Branded content interviews, including an interview featuring Thinkific CEO Greg Smith 
• Data-backed creative variations for paid social testing 

Infographics

• Repurposed internal data and case studies into shareable, conversion-friendly assets 

Summary

VanHack’s growth shows what happens when SaaS performance marketing, content marketing, and SEO work together as one system:

• Paid ads drove efficient demand while reducing CPL 
• Content production built trust and increased conversion across both B2B and B2C funnels 
• SEO expanded reach, improved rankings, and increased inbound traffic over time 
• Retargeting + lifecycle email nurtures turned intent into qualified leads and users 

If you’re a SaaS or HR-tech company looking to scale pipeline and user growth through paid ads, SEO, content production, conversion optimization, and lifecycle marketing, Blindspot Agency can help.