Recruitment platform for drivers and couriers in Poland
Client:
Qiwi Partner — a Polish platform that connects drivers to taxi services and couriers to delivery services. It operates in Warsaw and other cities in Poland — Katowice, Poznań, and others.
Tasks:
Objective:
Attract new employees for the platform and achieve the client's KPI — +500 new active drivers and couriers by the end of the year. The main focus was not on the number of leads, but on people who actually make it to their first working shift.
Challenge:
The project operated in the recruitment niche, where the path from advertising to starting work is longer than standard lead generation. Additional complexities included:
- three language audiences (Ukrainian, Russian, English);
- seasonality of job demand;
- varying effectiveness of channels and quality of leads;
- technical issues with analytics due to loss of UTM tags.
Solution:
1. Multichannel strategy. Built a recruitment system through three channels — Meta Ads, Google Ads, and TikTok, where each played its role in the funnel.
2. Campaign segmentation. Launched separate ads for drivers and couriers, testing different creative formats and audiences in three languages.
3. Search demand through Google. Launched Performance Max and search campaigns to intercept users who are already actively looking for work as couriers or drivers.
4. TikTok testing. Used the platform as a channel for cheap reach to a younger audience — it provided the lowest CPL, although with a smaller volume of leads.
5. Optimization and scaling. Regularly redistributed budgets among channels based on CPL and activation rates, allowing for scaling of advertising during the season without a sharp drop in effectiveness.
Results:
Meta Ads
- 4,639 leads in 8 months
- Best CPL for couriers — 12.92 zł
- 1,020 leads just for November
Google Ads
- 1,646 conversions in 6 months
- Highest activation rate among all channels
- Record month — 586 conversions at CPL 52 zł
TikTok
- Lowest lead cost — 3.41 EUR
- Up to 238 leads per month with minimal spending
Overall result:
over 6,500 leads from three advertising channels during the operational period.
Qiwi Partner — a Polish platform that connects drivers to taxi services and couriers to delivery services. It operates in Warsaw and other cities in Poland — Katowice, Poznań, and others.
Tasks:
Objective:
Attract new employees for the platform and achieve the client's KPI — +500 new active drivers and couriers by the end of the year. The main focus was not on the number of leads, but on people who actually make it to their first working shift.
Challenge:
The project operated in the recruitment niche, where the path from advertising to starting work is longer than standard lead generation. Additional complexities included:
- three language audiences (Ukrainian, Russian, English);
- seasonality of job demand;
- varying effectiveness of channels and quality of leads;
- technical issues with analytics due to loss of UTM tags.
Solution:
1. Multichannel strategy. Built a recruitment system through three channels — Meta Ads, Google Ads, and TikTok, where each played its role in the funnel.
2. Campaign segmentation. Launched separate ads for drivers and couriers, testing different creative formats and audiences in three languages.
3. Search demand through Google. Launched Performance Max and search campaigns to intercept users who are already actively looking for work as couriers or drivers.
4. TikTok testing. Used the platform as a channel for cheap reach to a younger audience — it provided the lowest CPL, although with a smaller volume of leads.
5. Optimization and scaling. Regularly redistributed budgets among channels based on CPL and activation rates, allowing for scaling of advertising during the season without a sharp drop in effectiveness.
Results:
Meta Ads
- 4,639 leads in 8 months
- Best CPL for couriers — 12.92 zł
- 1,020 leads just for November
Google Ads
- 1,646 conversions in 6 months
- Highest activation rate among all channels
- Record month — 586 conversions at CPL 52 zł
TikTok
- Lowest lead cost — 3.41 EUR
- Up to 238 leads per month with minimal spending
Overall result:
over 6,500 leads from three advertising channels during the operational period.
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Oleksandr Hristich
 Zheltye Vody 90 0
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A little busy
91 Safes completed
2 arbitrations
On the service 10 years
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