Project "CargoBoss INC"
Input data
Tariff
Subject
A trucking company from the USA, which deals with especially oversized cargo
Instagram link:
Monthly budget:
About the client:
Purpose
Results
Tariff package project
Short result
.png)
70%
Subscribers grew by
300%
Number of requests
.png)
100%
Number of clients per month
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
SMM case: targeted advertising by Cargoboss Inc — Meta Ads
A case study of how Meta Ads transformed social media into a managed channel for B2B requests in logistics. The People Needed team synchronized offers with the carrier's real capacities, translated creatives into the "language of logistics" — routes, deadlines, incoterms, weight/volume — and put together a form that immediately provides data for calculation. The result — a lower CPL, a predicted ROMI, and a request that is converted into a rate without unnecessary clarifications.
Context and objectives: what ice is considered suitable for calculation
Logistics requires precision. A suitable lead was considered a request that indicated the route (shipment → destination), type of cargo (general/haz/temp-control), weight/volume or dimensions, incoterms (EXW/FCA/FOB/CIF/DDP), delivery deadline and preferred communication channel. If available, a photo/packing list or HS code. Such a structure reduces the time to the tariff and reduces the percentage of "empty" dialogues.
The goals were pragmatic: CPL in the corridor for B2B freight, increasing the share of valid requests in CRM, increasing conversion to issued fare, stable ROMI on route clusters. Additionally, the dispatcher's SLA responses and the share of requests with a full data package (incoterms + weight/volume + deadline) were monitored.
Funnel architecture: three intentions — three streams of applications
"Export/import regular" flow. Advertisements with specifics of the routes "Kyiv → Warsaw LTL/FTL", "Odesa → Gdansk FCL 20'/40'", "Lviv → Romania groupage". The landing page contains an incoterms selector and weight/volume fields; CTA — "Get a rate in 30 minutes".
"Urgent/express" flow. Creatives with deadlines and SLA: "24–48 hours in the EU", "customs included", "overnight stays/route validation". The form is minimal, a phone number/messenger is required, and a photo of the packaging can be uploaded.
"Special conditions" stream. Temp control, ADR/IMDG, oversized/heavyweight. Visuals - icons of requirements and permits, checklist of documents (MSDS, certificates), separate block for HS code. Retargeting returns to the completed form, prompts for missing fields.
Audiences were collected from behavioral signals (50–75% interaction with route videos, visits to fare pages), CRM lookalike on customers with an invoice issued, as well as “full form vs. incomplete” segments for warm-up.
Creatives: talk in numbers — route, weight, Incoterms, SLA
The most effective were concise layouts: the first screen — "Kyiv → Hamburg, FCL 40', FOB/CIF, tariff issuance up to 30 min", the second — weight/volume range and fleet capabilities (Euro trucks, refrigerators, awnings/isothermals), the third — "customs clearance/transshipment on request". For LTL — "pallets/m3/kg" carousels, for FCL — 20'/40'/HC pictograms, for air — "AWB turnkey".
Texts without clickbait, with realistic SLAs and promises that correlate with the dispatch center. CTAs with intent: “Get a rate”, “Send specification”, “Pick a flight”. Trust grew through UGC photos of real shipments and cargo marking, as well as short “flight cases” with the route and dates.
Analytics and optimization: from the Lead event to the issued rate
Tracking is collected on the events Lead, Spec_Upload (packing list/photo), Quote_Issued (issued rate), Deal_Won. The UTM structure links "creative × route × type of transportation." Reports do not count likes, but the path to the rate and invoice.
Optimization took place in three cycles.
1) A/B of the first screen (route/incoterms) — reducing CPC without losing quality.
2) Form: masks for weight/volume, Incoterms selector with EXW/FOB/CIF/DDP prompts, city auto-suggestions, HS code field. The share of complete forms increased and the time to Quote_Issued decreased.
3) Frequency/intersections: negative audiences between streams, disabling placements with chronically poor form completion, frequency caps for long cycles.
Control metrics: median dispatcher response time, % of forms with weight/volume + incoterms, share of applications with Spec_Upload, conversion Lead → Quote_Issued → Deal_Won by route clusters. It was this discipline that kept CPL on target and raised ROMI.
Scaling: routes, geography, cargo types and service modules
Further growth is planned in four areas. Routes: separate clusters for the EU (PL/DE/CZ/RO), sea (FCL/LCL), air (EU/ME), multimodal. Geography: geotests within destination countries (port/border hubs), localized creatives with distances and transit time guidelines. Cargo types: separation of ADR/tempo control into separate links with other text and checklists. Service modules: customs clearance, transshipment, insurance — as an upsell in retargeting.
The essence of the approach is simple: ads promise only what the dispatcher can deliver; the form collects exactly what is needed for the tariff. At this junction, the predicted CPL and ROMI are born. The People Needed team maintains a metrics map, a creative rotation schedule, and form revisions so that scaling does not turn into noise and maintains quality control of lead generation.