What the policy means for HR tech
- Software for HR teams: usually treated as a digital product.
- Individual job listings: prohibited. Recruiting platforms may link to job platforms only if the ad and landing page don't reference a specific listing.
Buyer questions that work
- "Applicant tracking system for a company hiring 500 people a year"
- "Payroll software for employees in the UK and Germany"
- "How to run performance reviews for a remote team of 150"
Where review sites matter more
In one 2026 study, applicant tracking and HR questions drew 13–16% of their citations from review platforms, more than most software categories. Keep your review profiles complete and current alongside your own pages.
AI visibility priorities
- A product facts page with countries, company sizes and integrations (HRIS, payroll).
- A fair comparison page for your category.
- Compliance pages per country or state, which buyers ask AI about often.
Questions buyers ask by country
| Market | Example question |
|---|---|
| US | "Payroll software for a company with employees in 12 states" |
| UK | "HR software that handles right-to-work checks" |
| Both | "Global payroll for a 150-person company with staff in the UK and US" |
Questions
Can recruitment agencies advertise?
Ads for individual job listings are prohibited. Agencies should check eligibility before planning budget.
Do HR buyers use AI to compare vendors?
Yes, especially for compliance-heavy topics where they want a quick overview first.
Should we prioritise review sites?
In HR and applicant tracking, review sites were cited more than in most categories. Keep profiles strong alongside your own pages.
Why compliance questions are valuable
HR buyers often turn to AI when rules change: new employment laws, new reporting requirements, new countries. Those moments create urgent, specific questions and short shortlists. Vendors with clear, current compliance pages are well placed to be cited, and ads on those questions reach buyers with a deadline.
Content to prioritise
- Country or state compliance pages, dated and sourced.
- Payroll and HRIS integration pages.
- Implementation timelines by company size.
- Clear pricing models: per employee, per module.
Start here: AI ads for SaaS and tech. More articles in Industry playbooks.
