Social ads for taxi fleets: driver applications that reach the first shift.
A «taxi driver jobs» ad will collect hundreds of applications, but half will come from people without the required experience or real intention to drive. We set up ads on Instagram, Facebook and TikTok so that we count not applications but drivers who got a car and worked their first week.
Social ads are the main hiring channel for a taxi fleet. Drivers rarely search for a fleet on Google until they have decided to change jobs, while a clear offer in the Instagram or TikTok feed catches those already working at another fleet or in delivery. The audience is men and women with a licence, mostly aged 23–50, within the city, interested in cars, delivery and side jobs.
The key to a creative is specifics: car class, daily rental price, deposit, payout frequency, what you need to start. Videos from the parking lot and inside the car, a short story from a driver, an answer to the question about fines work better than stock photos and income promises.
Applications go to a lead form with qualifying questions — experience, own car or rental, city — or straight to a manager's WhatsApp. Each lead lands in the CRM tagged with its campaign, and the report shows how much a driver who went on the line actually cost.
What social ads for a fleet include.
Separate campaigns for drivers with their own cars, for rental, for rent-to-own and for experienced drivers from other fleets.
Videos and carousels with cars, rental rates, payout schedule and requirements. No promises of «guaranteed income».
Parallel campaigns in Russian and Kazakh — for drivers from the regions, a Kazakh creative often brings cheaper and more relevant applications.
Questions about experience, licence category and work format right in the form — the manager calls pre-screened candidates.
«WhatsApp messages» campaigns with a pre-filled first message and an auto-reply — for fast contact within the same hour.
Leads from Meta and TikTok go automatically into the hiring funnel, tagged with campaign and creative.
Showing ads again to those who watched a video or opened the form but did not apply — with answers to common objections.
Cost per application, per interview and per driver on the line, for each campaign — weekly.
Ad account structure.
- «Own car» campaign: connecting to an aggregator through the fleet
- «Rental for taxi» campaign: classes and daily price
- «Rent-to-own» campaign: owning the car on a schedule
- Kazakh-language campaign
- «WhatsApp messages» campaign
- Lead forms with qualifying questions
- Retargeting to video viewers and form openers
- TikTok: short videos from the parking lot and from drivers
- Lookalike audiences based on drivers who went on the line
What you cannot say in ads for drivers.
Hiring ads go through platform moderation, and their content is governed by advertising law: misleading promises are a common reason for rejections and complaints.
- You cannot promise guaranteed income: «from ₸1,000,000 a month» without conditions is misleading. We show a calculation with caveats or the rental and payout terms.
- You cannot pose as an aggregator: other brands' logos and names in creatives risk rejection and claims. We phrase it as «connect through a partner fleet».
- Meta may review job ads more strictly and restrict some targeting settings — we take this into account at launch.
- Terms in the ad, on the landing page and in the contract must match; otherwise the driver walks away at the interview and the fleet gets negative reviews.
Cost per application and cost per driver.
A driver application from social ads is usually cheaper than a customer lead in most B2C niches, but only part of them reach the first shift. In our experience and according to market data, 30–60 % of applicants reach the interview and even fewer get a car; exact numbers depend on the city, terms and response speed.
That is why we optimise campaigns not for a cheap application but for the «went on the line» event: we send it from the CRM back to the ad account via the Conversions API. The platform then looks for people similar to those who actually work, not those who just tapped a button.
The second lever is speed: if a manager replies within 10–15 minutes, conversion to interview is noticeably higher than with a call the next day.
How much social ads for a taxi fleet cost.
Managing one platform (Instagram and Facebook) in one city is ₸150,000–250,000 per month. Two platforms (Meta and TikTok), several cities or two languages — ₸250,000–400,000 per month. The ad budget is paid separately, from ₸200,000 per month; in Almaty, where competition for drivers is high, from ₸250,000–400,000. Setup is included in the first month; one-off setup without management is ₸150,000.
Full terms are on the social media advertising page.
The short version.
How much do social ads for a taxi fleet cost?
Management starts from ₸150,000 per month for one platform, ₸250,000–400,000 for two platforms or several cities. The ad budget is separate, from ₸200,000 per month.
When will the first driver applications come?
Usually in the first days after launch, and the first onboardings in 1–2 weeks, depending on how fast you run interviews and hand over cars.
Which is better for hiring: Instagram or TikTok?
Instagram and Facebook give an older audience and convenient lead forms, TikTok gives cheap reach to younger drivers through short videos. We usually start with Meta and add TikTok as a second stage.
Can we advertise in Kazakh?
Yes, and we recommend separate Kazakh-language campaigns: competition is lower, and candidates from the regions respond more readily.
Do we need a website for social ads?
You can start with lead forms and WhatsApp, but a hiring landing page with terms improves application quality and trust in the fleet.
Same service for other industries
Need drivers? Describe your fleet's terms — we will suggest campaigns and a budget.
Tell us your city, how many cars are idle, your rental and payout terms and how many drivers you need per month. We will reply with a campaign plan and forecast within 1–2 business days.