Hookspec / Trucking & freight
Video ads for driver recruiting
Recruiting ads compete for the same drivers with the same promises: home weekly, new equipment, sign-on bonus. I make the ad that answers the question a driver actually has: what is it like to work here?
Who the ad talks to: Experienced CDL-A drivers who are open to moving but skeptical of anything that reads like a job board.
Your lane, on a map
One idea, shown not told. Word-by-word captions. Real footage look, no stock-photo smell.
Your logo. One line. One thing to do.
One of the angles below, as a storyboard
Where driver recruiting ads leak
- 1
The ad is a list of benefits with a truck photo. Every carrier's ad is the same list.
- 2
Pay is quoted as a range so wide it means nothing, or as 'up to' a number nobody hits.
- 3
Nothing shows the dispatcher, the yard, or the freight. Drivers want to see the actual job.
Angles I’d test first
Your free spec ad takes one of these. A retainer works through all of them and whatever the numbers point at next.
- 1
Your lane, on a map
Show the actual lanes, the actual home-time pattern, in 20 seconds. Specific lanes filter for the right applicants.
- 2
Meet the dispatcher
A talking-head angle voiced as the person a driver will talk to every day. The relationship is the product.
- 3
Why drivers leave, and what we changed
Address the turnover reasons head-on. Honesty is rare enough in recruiting to be a hook on its own.
How it works
- 1
Send me your website and your Ad Library link.
- 2
Within a week you get a 9:16 video, captions and end card included, reviewed by me.
- 3
Run it on your own account. If it wins, I make you eight to ten a month. If not, keep it anyway.
Questions from driver recruiting owners
- Can you make one ad per division?
- On a retainer, yes: OTR, regional, dedicated, each with its own hook and end card.
- Will the pay figure be accurate?
- I use exactly what you give me and note whether it's average or top-end. I won't run 'up to' numbers you can't back.
- Something else?
- The general questions are on the homepage, or write ed@madeyouanad.com.
Get a free driver recruiting ad
I’ll look at your site and your current ads and reply within one business day.