They didn't change their ads. They changed what happened after a driver responded.
A hopper and dry van carrier with about 300 trucks was already paying Meta for applicants. Same campaigns, same daily spend, no new creative. Facebook hires went from one in July to eleven in September, and Facebook became their top source of seated drivers.
Seated driver hires attributed to Facebook by the carrier, by month. Same campaigns and daily spend cap across all three months.
| Source | Hires | Share |
|---|---|---|
| 17 | 27% | |
| All other sources combined | 45 | 73% |
| Total | 62 | 100% |
Facebook was the carrier's single largest hire source in the window, and the only major source still rising in September. Other sources aren't named here.
These are the carrier's own hire counts, shared with permission and published without the carrier's name.
- About 300 trucks, hopper and dry van.
- Already running Facebook and Instagram driver recruiting ads, plus other lead vendors, job boards, and driver referrals.
- An internal recruiting team fielding applicants across lead forms, Messenger, and ad comments.
- Same Meta campaigns. No new ads, no new creative.
- Same daily spend cap for the whole engagement.
- Recruiters got no new login, no new dashboard, no new tool.
- Tenstreet and every other lead vendor stayed exactly as they were.
- July 2026
The carrier engaged Throughlined. The system was built and tested unpaid until it was ready.
- July 2026
Went live on the carrier's existing Meta campaigns.
- July to September 2026
The reporting window below. Same ads, same spend, the entire time.
The minutes after a driver responded.
- Every Meta applicant gets an immediate response, at any hour.
- Applicants answer the carrier's own qualification questions before a recruiter is involved.
- Qualified applicants reach a recruiter as a notification with the answers attached.
- Recruiters call during working hours. An overnight applicant is the first call of the morning.
- That Throughlined caused every Facebook hire. The carrier's recruiters made every call and every offer.
- Cost per hire or return on ad spend. Spend figures aren't published here.
- That your carrier will see the same curve. Your ads, your market, and your recruiters decide that.
Want your Meta applicant path traced the same way?
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A 30-minute call. We trace what happens from the moment a driver responds to your Meta ad to the moment a recruiter is on the phone.
Where applicants are leaking and what to change. Yours to keep whether or not we work together.