Held consistently across scaled ad sets, not a one-off test.
State-level segmentation built around where carriers actually need seats filled.
Instant forms plus site conversions, tracked end to end.
Trucking recruitment is expensive and noisy.
Carriers need drivers on the road, but recruitment leads are typically pricey and low-intent — endless form fills from people who never get a CDL check, never answer the phone, never haul a load. The brief was simple and brutal: bring in real, road-ready drivers, and bring the cost per lead down far enough that scaling makes sense.
Qualify before the click, not after.
Rather than chasing volume, I built the funnel to filter. Creative spoke directly to working drivers in their language, targeting was segmented by state and driver profile, and the lead form asked the qualifying questions up front — so the leads that landed in the client’s inbox were already close to hireable.
- Driver-first ad creative & hooks
- State-level audience segmentation
- Qualifying questions in the lead form
- Pixel + conversion event tracking
Test relentlessly, kill fast, scale what wins.
Campaigns ran as a continuous testing loop — multiple creative angles and audiences live at once, with underperformers cut early and budget pushed into the winners. Frequency was watched closely to keep fatigue in check, and every ad set was judged on one number: cost per qualified lead.
Qualified drivers, at $4–$5 a lead.
The program now runs on a repeatable lead engine: high-intent drivers coming in at a cost that makes recruiting profitable, with a creative-testing system that keeps it there as audiences fatigue.
Live campaign data from the ads manager — account names and spend figures blurred for client privacy.