Case study · Meta Ads management
17 truck drivers hired at $330 each: Meta Ads for Frontliner Inc
Frontliner Inc is a US carrier hiring owner-operators, company drivers and lease drivers. Pixelco runs its Meta Ads: the offer, a campaign per position, owner-operator creatives, screening forms and weekly optimization. The result: 17 drivers hired at about $330 each, and a five-star review from the owner.
A campaign for each position, two ad angles tested against each other, forms that screen, and budget moved weekly to what brings hires. Result: 17 drivers at about $330 each. A staffing agency would bill at least $10,500 for one.
17 drivers hired at $330 each
Frontliner Inc hired 17 company drivers, owner-operators and lease drivers from Meta Ads that Pixelco runs. Hires are reported by the carrier.
Advertising per hired truck driver, across company drivers, owner-operators and lease drivers.
truck drivers hired
per hired driver
driver applications
positions: company, owner-operator, lease
A staffing agency charges $10,500 to $17,500 per placed driver, a flat-fee recruiter $1,250 to $3,500. Frontliner Inc paid about $330 in ads per hire. See what it costs to hire a truck driver.
Review from Eric Hunt, owner of Frontliner Inc
After the results came in, the owner of Frontliner Inc left Pixelco a five-star review.
About Frontliner Inc
Frontliner Inc is a US carrier hiring solo owner-operators, company drivers and lease drivers.
Pay
- $7,000 to $10,000 gross a week for solo owner-operators
- 90% of the gross to the owner-operator
- $3,000 to $7,000 average net take-home
- Safety, fuel and referral bonuses
How Frontliner works
- Mostly PO loads
- No rate cuts
- No forced dispatch
- 24/7 monitoring and support
- $300 for every driver referred
Why Facebook ads work for hiring truck drivers
Most drivers are on Facebook and Instagram every day, including on the road. Meta Ads reach them before they start searching job boards, and they apply in two taps. More on the setup in our guide to Facebook ads for truck driver recruiting.
Drivers are already there
Company drivers and owner-operators scroll Facebook and Instagram daily, at home and at truck stops.
Reach drivers who are not looking
An ad reaches a driver while they are still with another carrier, before they post a resume anywhere.
Apply in two taps
A Meta instant form fills in their name and phone, so they apply without leaving the app.
What Meta Ads management includes
Pixelco runs the whole account. Frontliner tells us who it hires and what it pays; we deliver drivers who are ready to talk.
1. Offer and driver profile
Gross, percentage, net, bonuses and dispatch terms turned into the arguments each type of driver responds to.
2. Account setup
Campaigns under Meta’s employment special ad category, which job ads are required to use, with lead tracking from day one.
3. A campaign per position
Company drivers, owner-operators and lease drivers each get their own ad set, audience and form.
4. Creatives every month
Dozens of versions of the same offer: different faces, headlines, styles and formats.
5. Lead forms that screen
Questions about position, truck, experience and start date, so recruiters call the right drivers first.
6. Weekly optimization
Budget moves to the ad sets where drivers get hired, with a report on leads and hires.
Owner-operator recruiting ads
Two angles tested against each other: the weekly gross with 90% to the driver, and the net take-home with no rate cuts and no forced dispatch. Each in several visual styles.
How creatives are tested
- Gross vs net: some owner-operators respond to $7,000 to $10,000 gross, others to $3,000 to $7,000 take-home. Both run, and the budget follows hires.
- Different styles: a rugged vintage look, clean white and bold red and black, so Meta finds who responds to each.
- A referral angle: $300 for every friend a driver brings, which turns current drivers into recruiters.
- Judged on hires: a creative stays if its leads become drivers, not just because leads are cheap.
Weekly optimization and reporting
Every ad set is tracked from lead to hire, and the budget moves to where drivers actually sign.
Cut what does not hire
Ad sets that bring leads but no hires are switched off.
Scale what works
Budget moves to the positions and creatives where drivers get hired.
A clear report
Leads, cost per lead and hires by position, so the carrier sees what every dollar brought.
More cases
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$317 a hire
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$720 a hireTruck driver hiring questions
How much does it cost to hire a truck driver with Facebook ads?
For Frontliner Inc, about $330 in advertising per hired driver: 17 company drivers, owner-operators and lease drivers hired from 1,267 applications.
Can Facebook ads hire owner-operators and lease drivers?
Yes. Frontliner Inc runs a separate ad set for each position, and its 17 hires came from company drivers, owner-operators and lease drivers.
What do owner-operators look for in a recruiting ad?
The weekly gross and their percentage, the net take-home, and terms like no rate cuts and no forced dispatch. Frontliner tests both gross and net angles.
What does Pixelco do in Meta Ads management?
The offer and driver profile, account setup under the employment special ad category, a campaign per position, monthly creatives, screening lead forms, weekly optimization and reporting.
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