An Analysis of Indonesia’s Online Job Recruitment Platform Comparing the Benefits and Costs of AI Meta-Ads with and without AI

Indonesia faces significant youth unemployment challenges, attributed to factors like low job absorption, skills mismatch, and difficult job searches. Job search applications offer a solution, and digital marketing via Meta Ads is crucial for reaching users, given Indonesia’s high social media usage. This study investigates the effectiveness of Meta Ads’ AI feature, Meta Advantage, through a comparative analysis of campaigns with and without AI. Key metrics included signed-up and cost-per-signed-up, alongside overall campaign performance metrics. Over 63 days, the campaign achieved 326,453 impressions, 2,224 clicks, 1,149 installs with cost-per-install IDR 3,889, and 394 signed-up with cost-per-signed-up IDR 11,341. Notably, the AI-enabled ad set outperformed the non-AI ad set with the cost-per-signed up IDR 6,800 lower compared to ad set without AI. These finding demonstrate Meta Advantage enhance both ad strategy implementations and performance metrics compared to campaigns without AI.