CPL — $12 | Lead Generation for Hiring more Drivers | Facebook Ads

Role
FB & IG Lead Generation Expert

Project goal
About the Project
Olpy is a logistics company that specializes in transporting motor vehicles.
Promotion region — USA.
Main Goal
Collect potential employees’ contacts (name and cellphone number) through a lead form.

Solution
First of all, we analyzed the current situation.
Therefore, we’ve developed the following Audience Segments for further promotion:
1. Users 25-39
• Interests: Career, Interview, Job Exchange, Resume, Recruitment Agency, Job hunting, Job, Job fair, Profession, Income or Labor relations.
• And further:
• Position: Delivery Truck Driver, Truck Driver/Operator, Operator and Truck Driver, Heavy Truck Driver, Truck Operator, Transport Truck Driver, Local Truck Driver, Truck Driver/Laborer, Long Haul Driver, Haul Truck Driver, Log Truck Driver, Trailer Truck Driver, Tow Truck Driver, Tow Truck Operator, Driver, Transportation Driver, Long Haul Truck Driver, Trailer Driver, Class A Truck Driver or CDL Truck Driver (Commercial Drivers License Truck Driver).
2. Users 40-60
• Interests: Career, Interview, Job Exchange, Resume, Recruitment Agency, Job hunting, Job, Job fair, Profession, Income or Labor relations.
• And further:
• Position: Delivery Truck Driver, Truck Driver/Operator, Operator and Truck Driver, Heavy Truck Driver, Truck Operator, Transport Truck Driver, Local Truck Driver, Truck Driver/Laborer, Long Haul Driver, Haul Truck Driver, Log Truck Driver, Trailer Truck Driver, Tow Truck Driver, Tow Truck Operator, Driver, Transportation Driver, Long Haul Truck Driver, Trailer Driver, Class A Truck Driver or CDL Truck Driver (Commercial Drivers License Truck Driver).
3. Users 25-60
• Interests: Trucks, Trucker, Logistics or Trucking;
• Industry: Transportation and relocation.
• And further:
• Interests: Interview, Labor Relations, Career, Career Development, Curriculum vitae, Job Exchange, Cover letter, Recruitment agency, Job hunting, or Resume;
• Position: Unemployed or Not yet employed.

Then we made 12 customized ads for different placements (Facebook Feed, Instagram, and Stories).
Later we maintained the campaign made A/B tests every two weeks — changing banners, target audiences and, texts, and others to improve conversion rate and reduce cost per lead.

Test period results:
— Adv Budget — $504
— Leads received — 42 pcs.
— Average Cost per Lead — $12

Therefore, we consider the test period successfully completed — other results under NDA.