Bonfire

Reaching the right doctor, in the right country, before the right event, is not a straightforward process.

Rural Health West is a not-for-profit organisation that has been supporting the recruitment of doctors to regional Western Australia for more than 30 years, working collaboratively with government agencies and private organisations at 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. A single, targeted Meta lead-generation ad opened with a single direct question: "Are you a GP thinking about relocating to Western Australia?" The creative offered two pathways. Doctors who could attend the fair in person, and those exploring relocation more broadly.

From October to November 2025, the results were clear:

- 1 confirmed UK doctor relocating to Western Australia
- $20.89 cost per qualified lead from UK and Irish GPs
- $2.82 cost per click from targeted international audiences
- 37 additional leads still being pursued

For Rural Health West, that first result means one more doctor in a community that needed one.

Read the full case study: https://www.bonfire.com.au/case-study/rural-health-west/

Chelsea has returned from San Francisco after attending Google Honours, and Day 2 of the Summit brought plenty of practical insights.

A major theme from Day 2 was the rapid blending of AI, Search, and Commerce. Chelsea learned how the evolution of search and AI is closing the gap between discovery and decision, which is raising the bar for performance marketers to personalise and make the customer journey more seamless.

As Chelsea put it, “The future of commerce is becoming more agentic. Brands need to think about how they show up when AI is mediating the consideration journey." Another key takeaway from Day 2 is that better lead-generation outcomes depend on higher signal quality, clearer conversion definitions, and closer business alignment. Platform automation is only as useful as the goal definition behind it.”

For clients, this means adapting to new AI-driven environments and ensuring that your first-party data, landing pages, and conversion goals are set up to provide clear, relevant signals to feed quality leads.

If your team is thinking through what that means for your strategy, creative or Search, we’re always happy to have a conversation.

Chelsea is back from San Francisco after attending Google Honours, where she joined fellow winners from across Australia and New Zealand at Google HQ.

Day 1 left her with one clear takeaway. AI is now shaping the environment marketers operate in, and that shift is already changing how people search, discover and make decisions.

Across the sessions, the strongest themes were Search becoming more intelligent, discovery and decision moving closer together, and the standard for relevance rising fast.

As Chelsea put it, “One line that stuck with me was that the best ads are just answers. Simple, but it captures a pretty fundamental shift in how this ecosystem is being rebuilt.”

It is a strong reminder that better performance now depends on being more useful, more relevant and more closely aligned to what people actually need.

If your team is thinking through what that means for strategy, creative or Search, we’re always happy to have a conversation.