CDL-Drivers and Dispatchers Recruitment | Social Media Lead Generation / US

The client is a US-based logistics company specializing in commercial freight. The company operates modern fleets (Freightliner, Volvo) offering dry van transportation services.

Objectives: The primary goal of the advertising campaign was Lead Generation to recruit qualified staff for specific vacancies. The campaign utilized internal lead forms with pre-qualification questions to filter candidates similar to a quiz format.

Target Roles:

• CDL Drivers: Experienced OTR (Over-the-Road) drivers and new graduates.
• Dispatchers: Office-based logistics specialists.

 

Solution

Targeting Strategy: Based on the setup report, the audience was segmented by role, language (English, Russian, Ukrainian), and geography.

Audience Segments:

• • CDL Drivers (Anglophone): Men, aged 25–55.
    • • Geo: USA (48 states), excluding Alaska, Hawaii, and Puerto Rico.
      • Interests: CDL Driver, Semi Truck, Freight moving, Trucking industry, Job hunting.

    
  • CDL Drivers (Ru/Ua Speakers): Men, aged 25–55, same geography and professional interests.

• New Drivers (Rookies): Men and Women, aged 21–25.
  • • Geo: Specific focus on Texas, Georgia, Illinois, Florida, Pennsylvania.
    • Interests: Driving schools, Job Exchange, Career.

  

• Dispatchers: Men and Women, aged 20–40.
  • • Geo: Strict targeting on Illinois (Chicago + suburbs).
    • Interests: Logistics, Freight broker, Supply chain management.

  

 

Process

Campaign Setup:

• Format: Facebook & Instagram Lead Forms were used to capture candidate details directly within the platform.
• Pre-qualification Questions: To ensure quality, the forms asked specific questions such as «Do you have a Class A CDL?» and «Years of experience».

Creative Approach: The campaign utilized a multi-lingual approach to maximize reach among immigrant communities in the US logistics sector.

• Timeline:
  • • Oct 13: Launched English and Russian campaigns for Drivers and Dispatchers.
    • Oct 16-19: Launched Ukrainian creatives.
    • Oct 23: Initiated A/B testing for new ad texts.

  

Ad Copy Examples (English):

• Driver Headline: «Join Our Team of Professional OTR Drivers! Looking for drivers with at least 6 months of experience.»
  • Offer: Modern trucks, preloaded trailers, weekly pay, 24/7 support.
• Dispatcher Headline: «Want to work as a logistics specialist? We’re looking for you!»
  • Offer: High salary + bonuses, stable schedule, career growth.

 

Results

The campaign demonstrated high efficiency, generating a significant volume of leads at a Cost Per Lead (CPL) well below the industry average (estimated at $25–40 for the US market).

Overall Key Performance Indicators (All Campaigns):

• Total Leads: 308
• Total Amount Spent: $1,602.23
• Average Cost Per Lead (CPL): $5.20
• Impressions: 69,699
• Reach: 30,485

Performance Breakdown by Ad Set: The English-speaking driver segment delivered the highest volume, while the Russian-speaking dispatcher segment was the most cost-efficient.

Ad Set Name	Leads	Cost Per Lead (CPL)	Amount Spent
1. Driver Eng	198	$2.69	$533.54
6. Dispatch RU	27	$1.89	$50.97
2. Driver RU	26	$14.41	$374.71
7. Dispatch UA	24	$3.75	$90.11
8. Driver UA	17	$28.98	$492.74
9. Mechanic UA	10	$2.67	$26.69

Conclusion: The campaign successfully validated the hypothesis that targeting segmented language groups for logistics roles in the US is highly effective. The «Driver Eng» ad set was the top performer, generating 64% of total leads at an extremely low cost of $2.69.