Case study · Meta Ads, Google Ads and SMM
$117.09 per hired driver, about 20 drivers a month: Meta Ads, Google Ads and social media for DVL Express
DVL Express pays $117.09 in advertising per hired driver and brings on about 20 owner-operators and company drivers a month. Pixelco runs its Meta Ads, Google Ads and Instagram, and the Chicago-area carrier now gets strong leads every day.
$117.09 per hire and about 20 new drivers every month. Meta Ads reach drivers who are not searching yet, Google Ads catch the ones who are, and the Instagram shows real drivers and the team. A staffing agency would bill at least $10,500 for one hire.
$117.09 per hire, about 20 drivers a month
DVL Express hires about 20 owner-operators and company drivers a month from the Facebook and Google Ads that Pixelco runs. Hires are reported by the carrier.
Advertising per hired truck driver, across owner-operators and company drivers.
drivers hired every month
per hired driver
channels: Meta Ads, Google Ads, social media
Instagram followers
A staffing agency charges $10,500 to $17,500 per placed driver, a flat-fee recruiter $1,250 to $3,500. DVL Express paid about $117 in ads per hire. See what it costs to hire a truck driver.
Review from Oleksandr Dovgal, owner of DVL Express
After four months of working together, the owner of DVL Express left Pixelco a five-star review.
About DVL Express
DVL Express is a carrier from Markham, Illinois, with 13 years on the road. It was named the #1 Chicago Tribune Top Workplace in 2022 and runs Volvo, Peterbilt and Freightliner trucks. During a fleet expansion it needed a steady flow of drivers.
Who DVL Express hires
- Owner-operators
- OTR company drivers
- Local company drivers in Chicago and Dallas
What drivers get
- A $2,000 credit at the Markham truck center for new owner-operators
- Home every night on local routes
- A modern Volvo, Peterbilt and Freightliner fleet
- A safety team and operations team that supports drivers
Meta Ads, Google Ads and social media as one system
Each channel reaches drivers at a different moment, and together they keep applications coming every day.
Meta Ads find drivers
Ads on Facebook and Instagram reach owner-operators and company drivers who are not searching yet.
Google Ads catch the search
Drivers who type “CDL jobs near me” or “owner operator jobs” see DVL Express first.
Social media builds trust
Before applying, drivers check the Instagram and see real drivers, the team and the fleet.
Meta Ads for owner-operator and company driver recruiting
Most drivers are on Facebook and Instagram every day, including on the road. More on the setup in our guide to Facebook ads for truck driver recruiting.
A campaign per position
Owner-operators, OTR and local company drivers each get their own ads, audience and form.
Employment category setup
Campaigns run under Meta’s employment special ad category, which job ads are required to use.
Lead forms that screen
Meta instant forms collect contacts and qualifying answers, so recruiters know who they are calling.
Weekly optimization
Budget moves to the ads that bring hires, and weak ones are switched off.
Google Ads for truck driver recruiting
Google Ads reach drivers at the moment they search for a new job. More in our guide to Google Ads for truck driver recruiting.
- Search campaigns: keywords like CDL A jobs, owner operator jobs and local truck driver jobs in Chicago and Dallas.
- Location targeting: local driver ads shown only around the routes DVL Express runs.
- Negative keywords: searches like CDL school or training are excluded, so the budget goes to experienced drivers.
- Calls and forms: drivers can call the recruiter straight from the ad or apply through the form.
Social media management for a trucking company
Pixelco runs the DVL Express Instagram, with 14.3K followers and more than 1,200 posts. Every post works for recruiting: drivers see who they will work with before they apply.
Real drivers and team
Driver stories, the safety manager, the operations team and the office, with names and faces.
Jobs and offers
Company driver and local driver openings, the $2,000 owner-operator bonus and reasons to join.
Company moments
13 years on the road, holidays, driver celebrations and monthly hiring results.
One brand style
Orange and black from the DVL logo in every post, reel and highlight cover.
$84.89 a hire
$330 a hire
$213 a hire
$317 a hireTruck driver recruiting questions
How much does it cost to hire a truck driver with Facebook and Google Ads?
For DVL Express, $117.09 in advertising per hired driver, with about 20 owner-operators and company drivers hired every month.
Should a trucking company use both Meta Ads and Google Ads?
Yes. Meta Ads reach drivers who are not searching yet, Google Ads catch drivers who are already looking for a job. Together they keep leads coming every day.
Why should a trucking company run social media?
Drivers check a carrier’s Instagram before they apply. Real drivers, the team and the fleet build trust and make the ads bring more applications.
What does Pixelco do for DVL Express?
Meta Ads and Google Ads for driver recruiting, and social media management for the DVL Express Instagram.
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