Knight Transportation

Knight Transportation is a leading logistics company renowned for its commitment to reliability, safety, and efficiency. With a rich history spanning several decades, Knight Transportation has established itself as a trusted partner in the trucking industry, providing innovative solutions tailored to meet the diverse needs of its clients.

During a pilot program following their merger with Swift Transport in 2017, our digital marketing strategies yielded significant improvements in their recruitment efforts. Over the course of a two-month period, we observed a substantial decrease in their investment in Paid Search advertising, while enhancing key performance indicators related to lead generation and engagement.

Our collaboration led to a 26.7% reduction in Cost Per Lead (CPL) within Google Ads over the 60-day pilot period. During this time, the generation of Qualified Leads increased by 20%, all achieved with a similar monthly budget. This resulted in an 8.7% increase in new driver hires.

Following the conclusion of the pilot program and the end of our management involvement, the subsequent data revealed a concerning decline in key performance metrics. Notably, there was a significant 41.3% reduction in Qualified Leads, a 49.5% decline in phone call activity, an 8.6% decrease in site chats, and a 32.2% reduction in driver hires.