WebCitz started working with this client in 2021
- Client: Hill Transportation
- Platform: WordPress
- Industry: Automotive / Powersports
- Services: Digital Marketing, Maintenance / Support
The Challenge
In 2021, the logistics industry was facing a critical shortage of semi-truck drivers. Hill Transportation needed to:
- Lower Cost-Per-Hire: Traditional recruiting sites were becoming increasingly expensive and delivering low-quality leads.
- Target Regional Professionals: They needed drivers specifically familiar with the New England and Northeast routes.
- Bypass Aggregators: They wanted their brand to be the first thing a driver saw when searching for new opportunities, rather than a generic job board listing.
The WebCitz Solution
We implemented a “Direct-to-Driver” Google Ads strategy that prioritized speed of contact and mobile-first accessibility:
- High-Intent Search Campaigns: We didn’t just bid on “trucking jobs.” We targeted high-intent, regional search terms like “CDL-A jobs New Hampshire” and “flatbed driving jobs Northeast.” This ensured the budget was spent only on drivers looking for the exact type of work Hill provides.
- Conversion-Optimized Landing Pages: We designed specialized landing pages that stripped away the clutter. Recognizing that most drivers search for jobs on their phones during downtime or at truck stops, we made the “Apply Now” or “Quick Inquiry” form the center of the experience.
- Frictionless Lead Intake: We shortened the initial inquiry process. Instead of asking for a full multi-page resume immediately, we captured the essential data (Name, Phone, CDL Type, Experience) to allow Hill’s recruiters to call the driver back within minutes – a critical factor in closing top talent.
- Geographic Geo-Fencing: We used advanced geographic targeting to focus the ads on the specific regional hubs where Hill Transportation operates, ensuring that the applicants were already living in or preferred the Northeast corridor.
- A/B Testing & Optimization: Over the four-month sprint, we continuously tested ad copy and landing page headlines to determine which benefits (Home Time, Pay Per Mile, Equipment Quality) resonated most with the driver pool.
The Result
The four-month recruitment sprint successfully funneled a steady stream of qualified CDL candidates directly into Hill Transportation’s pipeline. By taking a proactive, search-driven approach rather than a passive “post and pray” strategy, we helped them navigate one of the toughest hiring environments in the history of the trucking industry. Our work proved that for specialized carriers, a targeted Google Ads campaign is often the most cost-effective way to put “butts in seats.”
