US Car-Hauling Carrier
A US car-hauling company with more than 50 leased trucks standing idle and no advertising of any kind — no ad account, no funnel, not a single boosted post. In two months we built the Meta side from zero and delivered 437 driver leads at $9.19 each, using conditional lead funnels that branch on licence, role and language so only drivers who can legally do the job ever reach the recruiter's call list.
Niche
Driver recruitment · Trucking
Channel
Meta Ads (Facebook + Instagram)
Timeline
2 months, June – August 2026
Service
Media buying & lead generation
437
driver leads in two months
$8.04
cost per car-haul driver lead
−72%
flatbed cost per lead after the rebuild
$0.17
per profile visit on the follower campaign
Sound off — tap a video for sound
The company had more than 50 trucks out on lease and not enough drivers to move them. Everything that existed was an Instagram account with content on it — no ad account, no funnel, no tracking, not one boosted post — so there was no baseline to improve, only a build. The market makes it harder than a normal hiring campaign: almost every US applicant holds a CDL and almost none of the Russian-speaking applicants do, which means a single ad written for "drivers" pulls in two audiences that can only be offered completely different work. And the real risk was trust — drivers get pitched constantly, and a hiring ad that looks produced in an office reads as a broker rather than a fleet with trucks parked outside.
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Built the whole Meta side from scratch, because none of it existed: ad account, campaign structure, native lead forms, and a Make automation that pushed every submission from LeadCBuilt the whole Meta side from scratch, because none of it existed: ad account, campaign structure, native lead forms, and a Make automation that pushed every submission from LeadCenter into the Google Sheet the recruiter called from the same day.enter into the Google Sheet the recruiter called from the same day.
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Wrote a conditional funnel per role instead of one generic form: the questions branch on licence, experience and language, and an applicant who answers wrong is stopped before the contact step, so they never count as a lead and never teach the algorithm to find more people like them.
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Split the search by CDL rather than turning away drivers who don’t hold one: applicants with a CDL were routed to semi-truck and car-haul openings, applicants without one to pickup-truck work they can legally do — the single decision that made the volume possible.
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Ran English and Russian-language audiences as separate ad sets, because the licence split runs along language lines and the two groups needed different offers, different creative and different funnels.
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Rebuilt the flatbed campaign after the first version failed: iteration one bled to $59.53 per lead and was switched off, iteration two found the working angle and settled at $16.67, launched weekly and reported twice a week against cost per lead and the client’s own feedback from working the list.
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Took on two side briefs inside the same account: a traffic campaign optimized toward Instagram profile visits, which returned 2,971 visits at $0.17, and a Messages campaign that produced 34 conversations at $5.16 to fill a back-office accounting role.
— Rosty C.
Founder, collaba.team
“In a hiring niche the product is the working conditions, not the creative. If the pay is competitive you don't need a clever ad — you need to prove through the screen that you are a real company with real trucks, which is exactly why a driver filming himself after a week on the job outperformed everything that was produced for the account. What you cannot skip is the conditional funnel: without it you collect the wrong people, the algorithm learns from them, and the account drifts away from the drivers you can actually hire. Two months in, the hiring need was covered and the campaigns were still running after our engagement ended.”
A lead form with no logic is a data-collection tool that teaches Meta to bring you more of the wrong people. Branch the questions on what the business actually cares about — licence, experience, language, which role they want — and stop the ones who don’t fit before the contact step. You lose volume on paper and gain a call list the recruiter can work.
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