Meta Ads for dispatcher Moving Company
What type of business is this, in straightforward terms? Picture yourself owning a truck in the U.S. You need a dispatcher to help manage operations and support you through the process. While you can find local solutions, it’s often more cost-effective to work with a company based in another country. This is the model of the Pershe agency, which operates a call center that works overnight for the U.S. market, aiding truck drivers in earning more and working more comfortably so they can concentrate solely on driving.
After analyzing the market, we determined that it would be more economical to target expatriates who speak Ukrainian or at least understand Russian (such as Kazakhs, Uzbeks, and Georgians). We identified the key challenges faced by these drivers and developed solutions aimed at improving a critical performance indicator: gross payment per mile. We launched an advertising campaign on Facebook and Instagram featuring a "lead form" for callback requests, which provided more favorable pricing. We have a website, but the lead form has proven to be more effective in attracting leads. We targeted specific car brands and job positions, narrowing our audience by language, with the average cost per request being $5.
While we can’t share the exact customer conversion rates or break-even figures, we can confidently say our strategy is effective, as we've been in operation for over a year.
Regarding our creative approach, during our competitive analysis, we noticed many typical stock images of joyful drivers on highways chasing the American dream. However, we chose to follow a more familiar strategy in Ukrainian content marketing by producing conversational videos (since people tend to connect with people). This approach significantly reduced our costs, resulting in simple conversational videos recorded on a smartphone.