UZB Freight
Audited the recruitment system, rebuilt advertising and connected sources to HubSpot. After relaunch, inquiries grew 83% and the company received 20–30 qualified applicants per month.
- Period
- 2025–2026
- Market
- United States
- Scope
- Funnel audit, advertising strategy, lead generation, analytics and CRM
- Stack
- Meta Ads, Google Ads, TikTok Ads, HubSpot
- Growth in inquiries
- +83%
- Qualified candidates per month
- 20–30
Client and challenge
UZB Freight provides transportation services across 48 states in Truckload, Less-Than-Truckload and Expedited Services. The company is expanding its fleet and regularly recruits OTR drivers and owner-operators.
Digital advertising was already active, but the team could not reliably compare sources or see where applicants were lost. The goal was to relaunch lead generation and produce a steady flow of suitable drivers at a controlled cost.
Relaunching driver recruitment
The goal was not the highest possible form volume. It was a steady flow of OTR drivers and owner-operators who met the business requirements.
- 48
- states in the operating footprint
- OTR
- company drivers and owner-operators
- Quality
- the primary metric after the initial inquiry
Started with an audit
We reviewed the US driver market, the existing funnel, applicant requirements and team follow-up after an inquiry. The audit covered channels, audiences, geography, offers, response time, HubSpot data and the stages with the greatest loss.
Traffic volume was not the only issue. Applicant quality, overly broad targeting, weak prequalification and fragmented analytics all reduced hiring efficiency.
Where applicants were lost
The audit covered channel selection, offer, response time, qualification and CRM handoff.
- 01Traffic was too broad and insufficiently segmented.
- 02The offer did not explain the conditions drivers evaluate before applying.
- 03Weak prequalification created unnecessary recruiter workload.
- 04Applicants were lost between inquiry, screening and interview.
- 05Channel quality could not be compared inside one system.
Rebuilt the advertising strategy
Acquisition was separated by driver type, language, geography and channel. Dedicated campaigns addressed OTR company drivers, owner-operators, and English-, Russian- and Spanish-speaking audiences.
Meta, Google and TikTok campaigns were rebuilt across geography, language settings, creative, bids and budget. Some traffic went to the website while some used native lead forms to balance higher-intent visits and fast applications.
Every source stays visible through the outcome
Every inquiry receives a source, segment and status. The team evaluates movement through the funnel, not just the cost of a form submission.
- 01Meta, Google, TikTokChannels and language segments
- 02Website and lead formsCDL, experience and documents
- 03HubSpotSource, ad and status
- 04RecruiterInterview and screening
- 05HireApplicant decision
Improved the offer and qualification
Ads made the conditions drivers evaluate before applying explicit: route type, potential income, rates and payment system, available miles, home time, dispatcher support and document requirements.
Before recruiter handoff, the funnel checked CDL status, relevant experience, documents and readiness for required screening. This reduced time spent on unsuitable applicants.
Connected advertising, website and HubSpot
Every inquiry entered HubSpot with its source, ad and audience segment. The team could see whether a candidate qualified, where they were in the process and which channels produced the strongest applicants.
Performance could now be evaluated by movement through the recruitment funnel, not just initial lead cost.
Result
After the relaunch, inquiries increased by 83%. The company began receiving 20–30 new qualified applicants per month. Initial responses were higher, but the reported figure includes only drivers who met the core requirements.
UZB Freight gained a transparent recruitment system and a foundation for scaling budget according to applicant quality rather than raw lead volume.
The 20–30 monthly figure counts candidates who passed the core requirements, not all initial inquiries.
