The U.S. Army’s recruitment marketing model was broken: of half a million annual leads, only 3% went on to sign up – at a cost of $32,000 per recruit. This case describes a multi-year programme to analyse the levers for converting leads and to create a more effective, cost-efficient, and personalised conversion journey for both recruiters and prospective recruits. Results are split into a pre-Covid phase, and two periods from October 2020 onwards. Evidence the strategy worked as planned includes higher conversion numbers, shortened times between initial lead and signed contracts, and falling cost to acquire each recruit.