Two things decide whether a trucking company grows: freight and drivers. We help Canadian carriers, freight forwarders and 3PLs get more of both, from Google, from Facebook and from a website that finally earns its keep.
The problem with how most carriers market
Most small and mid-size fleets grow on relationships, load boards and broker freight. That works until a big customer leaves or rates drop, and then there is no second source of loads. Meanwhile the website was built years ago, has no quote form, and the careers page says “email your resume”.
Drivers are the other half. A truck without a driver earns nothing, and most fleets recruit the same way they did ten years ago: a job board post and word of mouth. Good AZ drivers have options. If your ad and application take longer than a coffee break, they apply somewhere else.
We fix both sides with one plan, because the same website, Google profile and ad account serve shippers and drivers.
Shipper and broker leads
Shippers rarely search “trucking company”. They search for the thing they need moved, from where to where: flatbed carrier in Ontario, reefer trucking out of Mississauga, cross-border trucking Canada to US, LTL to Calgary. We build a page for each piece of equipment and each main lane you run, so your site matches those searches instead of hoping your homepage does.
Each page ends with a short quote form: origin, destination, freight type, pickup date, contact. Five fields. Brokers will fill that in; they will not fill in fifteen.
For faster results we run Google Ads on the same searches, with call tracking so you know which lane and which ad brought each call.
Driver recruitment
We run recruitment campaigns on Facebook, Instagram and Google that target AZ and Class 1 licence holders in the areas your trucks run from. The ads lead to a mobile application that takes two minutes, asks the questions your safety team cares about (licence class, years of experience, abstract), and sends each applicant straight to your recruiter.
You see cost per application and cost per hire every month. More on our driver recruitment ads page.
A website that works for both audiences
A trucking website has two visitors with very different questions. Shippers want to know what equipment you run, where you go and whether you are safe and insured. Drivers want pay, home time and equipment age.
We design sites that answer both quickly: equipment and lanes, safety record (your CVOR in Ontario or NSC rating in other provinces), insurance, cross-border programs such as PIP and C-TPAT if you hold them, and a careers section with real numbers. See trucking company website design.
SEO and Google Business Profile
Your terminal or yard should show up on Google Maps with photos, hours and reviews from both shippers and drivers. On the website, we fix the technical basics and publish lane and equipment pages over time. SEO is the slow channel, usually three to six months for competitive searches, but leads from it cost less every month after that. Details on our SEO for trucking companies page.
Keeping track of every lead
A quote request answered the next afternoon is usually lost. Through our partner HubsPlanet we set up HubSpot CRM for trucking companies: every quote and driver application lands in one pipeline, gets an instant reply, and reminds your dispatcher or recruiter to follow up.
What we report
Every month you get four numbers that matter, and the reasons behind them:
- Quote requests and calls, by lane and by source
- Driver applications, by source
- Cost per quote request and cost per application
- Rankings for the lane and equipment searches we target
Who this is for
Carriers running roughly 5 to 100 trucks, freight forwarders and small 3PLs in Ontario, British Columbia and Alberta. Owner-operators planning their first hires are welcome too; we will tell you honestly if ads make sense at your size yet.
Running out of Peel Region? See trucking company marketing in Brampton.
Pricing
Trucking marketing plans, driver recruitment campaigns and websites are each priced in Canadian dollars and quoted after a free audit, so you know the monthly cost before you commit. Recruitment campaigns are billed plus ad spend.
Frequently asked questions
Most of our freight comes from brokers. Do we still need marketing?
Broker freight is fine until rates drop. Direct shippers usually pay better and stay longer, and the only way to reach the ones who don’t know you yet is to show up when they search. You also need drivers either way.
How fast can we get driver applications?
Recruitment ads usually produce applications in the first week after launch. How many depends on your pay, home time and the area you hire in, and we will tell you if the offer itself is the problem.
Do you work with cross-border carriers?
Yes. Many of the searches we target are for Canada to US freight, and we build pages for cross-border lanes and programs.
Do we have to sign a long contract?
Terms are agreed in writing before work starts.
Get a free trucking marketing audit
We’ll check your website, Google profile and current driver ads, then send a plan for shipper leads and driver applications, priced in CAD.
