Meta ads case study · Pickup Master Logistics
Pickup Master Logistics: owner-operators for car hauling at $685 a hire
Published 9 October 2026 · by Yana Narynska, COO, Pixelco
Pickup Master Logistics hauls cars on pickup trucks and hires owner-operators who already own the truck, own the trailer and have moved vehicles before. We have run their Meta advertising for over two years. Last quarter: 10 owner-operators hired at $684.70 of advertising each, and 293 leads at $23.37.
This is what our Meta ads service looks like on one of the narrowest hiring requirements in trucking. What the client asked for, what we run every month, and what it produces.
The client and the brief
Pickup Master Logistics moves cars on pickup trucks with gooseneck trailers, not on full car carriers. The brief has not changed since the first campaign: experienced owner-operators who already have the pickup, already have the trailer, and have already moved vehicles for money.
Pickup truck car hauling runs smaller loads than a full car carrier, and the men who do it own their equipment, so recruiting for it has nothing in common with filling a company driver seat.
Three requirements at once, all of them on equipment and experience. The advertising has to check all three before the recruiter picks up the phone.
What we run every month
1
Campaigns and budget
Campaign structure, audiences and daily budgets inside the client's own ad account, rebuilt whenever the results move. Hiring ads run under the special ad category, which removes most of the targeting, so the structure has to carry what targeting normally would.
2
Creative and copy
New images and video on a schedule, so the advertising does not go stale. The requirement goes in the first line: your pickup, your trailer, your experience. The man who cannot meet it stops reading, and that is intended.
3
Lead form with qualifying questions
The form asks what the recruiter would ask first. What truck. What trailer. How long hauling cars. The recruiter calls with the answers already in front of him instead of finding out in the first minute.
4
Optimization and reporting
Spend, leads and cost per lead watched weekly, budget moved off what stops working. The client sees the same numbers we do, in his own dashboard.
The full service, step by step, is on the Meta ads service page.
What a quarter produces
| Advertising spend | $6,847 |
| Impressions | 420,393 |
| Cost per 1,000 impressions | $16.29 |
| Clicks | 7,603 |
| Click-through rate | 1.81% |
| Drivers hired | 10 |
| Cost per hire | $684.70 |
| Owner-operator leads | 293 |
| Cost per lead | $23.37 |
One quarter on the client's Meta ads account, reported by Meta Ads Manager. Cost per hire is advertising spend divided by hires and does not include the service fee. Spend to date across the whole engagement is $28,306.
Ten of those leads turned into owner-operators on the road, at $684.70 of advertising each. That is the number to judge the account on. Leads are only worth what they become.
Every lead confirms a phone number
Every lead on this account goes through phone verification. The man enters his number and confirms it, and only a lead with a confirmed US number reaches the recruiter. No fake numbers, nothing that rings nowhere.
That is what stands behind the $23. The recruiter calls men who can be reached, and more of those calls end with an owner-operator hired, which is where the cost per hire comes from.
What the client says
We have been working with Pixel Co for over two years, and they have been great. They consistently help us bring in owner-operators; the communication is always good, and the team really knows what they are doing. Very reliable, professional, and easy to work with. We are very happy with the results and definitely recommend Pixel Co to other trucking companies.
Pickup Master Logistics LLC
The same service for your company
Pixelco runs Meta advertising for trucking companies as a monthly service. Company drivers, owner-operators, or a requirement as narrow as this one: the shape of the work is the same every month, and what changes is who you are hiring and what you can offer him.
Every account runs on our own SLTM™ methodology, written out of recruiting for small fleets: what a driver checks before he answers an ad, and what makes him still be there in a month. On this account that is why the requirement sits in the first line of the creative, and why the form asks what the recruiter would have asked on the call.
Advertising is one part of marketing for a trucking company: the website, the social accounts and how fast the recruiter calls all decide what a lead turns into. We run the advertising and tell you plainly when the problem sits somewhere else.
How it starts
- An audit first: the ad account you have now, the offer you run, and what a hire costs you today.
- Setup inside your own account: campaigns, creative, the lead form and the qualifying questions. First leads inside the first weeks.
- Then the monthly work: new creative before the old goes stale, budget moved off what stops working, and a report that opens with cost per hire.
The step by step version is on the Meta ads service page.
What it costs to run the same
| Meta ads, service fee | $2,000 a month |
| Media budget | Paid to Meta, set against the seats you need filled |
Pixelco rates, 2026. On this account the quarter came to $6,847 in media.
The ad account, the billing and the lead history stay in your name. You hire us to run them, not to hold them.
Frequently asked questions
Is $23 a lot to pay for a lead?
Not for a lead that has been verified. Every lead we hand over has confirmed a US phone number, so the recruiter is not calling dead numbers, and more of these leads turn into hires. On this account the quarter came to $684.70 of advertising per owner-operator hired.
Will this work for my segment?
If the requirement can be written down and checked, yes. Car hauling on pickups, hotshot, step deck, reefer teams, hazmat tankers. The narrower the requirement, the more of the work goes into the ad and the form, and that is the part we do.
What does it cost?
Running the advertising is $2,000 a month. The media budget is separate and goes to Meta, and we set it against how many seats you need filled. On this account the quarter came to $6,847 in media.
Whose ad account is it?
Yours. The ad account, the billing and the lead history stay in your name and we work inside them with access. If you ever leave, everything the account has learned leaves with you.
How fast do leads start?
First leads inside the first weeks. A narrow segment then needs months of work on top: new creative before the old one goes stale, the offer rewritten when the market moves, the requirement tightened when the wrong leads start arriving.
Hiring owner-operators for a narrow segment?
Get in touch and we will walk you through the process step by step and run an audit for you.
Book a call