Recruiting drivers: how to tackle the shortage using Google campaigns

The quickest way to tackle the driver shortage is to be visible when a driver is actually looking for a job. Google search campaigns work so well because you appear as soon as someone types in “lorrie driver vacancy + location”. This results in more qualified applicants and a shorter recruitment process than waiting for someone to stumble across your careers page by chance.

In this article, you’ll find out how big the shortage is, why search campaigns perform better than broad social ads for this audience, which channels to combine, and how to set up such a campaign step by step.

How severe will the driver shortage be in 2026?

The shortage of lorry drivers is structural and is growing. According to the UWV, commercial goods transport has for years been one of the sectors with a very tight labour market (UWV, 2025), which means that there are more vacancies than there are available candidates.

The causes are well known: an ageing workforce, a lack of people joining the sector from other fields, and competition amongst transport operators for the same staff. Transport and Logistics Netherlands has long been warning of the consequences of this staff shortage for the sector (TLN, 2025).

For a small or medium-sized transport company, this means that the traditional approach — posting a job advert and waiting — no longer works. You are competing with dozens of other employers for a small pool of active drivers. Whoever is the first to stand out — and stands out the most — wins.

Why do Google search campaigns work so well for drivers?

Google search campaigns work so well because you reach a driver at the exact moment they’re searching for something themselves. Someone who types in ’driver wanted Rotterdam“ or ”CE lorry driver vacancy“ in the evening already has a specific intention. So you’re capturing demand rather than creating it.

With a scarce profile, that difference is significant. On social media, you interrupt someone whilst they’re scrolling; with a search campaign, you respond to an active search query. The click comes from a driver who wants something right now, which means the application is received with greater enthusiasm.

Our campaign data shows that search campaigns targeting drivers often result in a higher conversion rate to applications than broad awareness adverts, precisely because the intention is already there. This is in line with Data-driven recruitment in practice: you base your decisions on measurable search behaviour, not on gut feeling.

A second advantage is regional targeting. Drivers usually prefer to work close to home. With search adverts, you can target the town where the business is based and the surrounding areas, ensuring that your budget is spent on candidates within a reasonable travelling distance.

Which Google channels do you use for drivers?

When recruiting drivers, you combine three Google tools: search campaigns for active job seekers, Google for Jobs for free visibility, and Display/YouTube to reach latent candidates repeatedly. The table below shows when to use each channel.

Google for Jobs is an underrated channel. If your job listings page contains the correct structured data, Google will display your job vacancy prominently in a separate job listing block, at no advertising cost (Google, 2025). So make sure your job description is technically well-structured in accordance with the Google’s guidelines on job posting structure.

This combination works best: search campaigns target people who are ready to buy right now, whilst YouTube and Display advertising raise brand awareness amongst drivers who won’t be making a move for a few weeks.

How do you set up a recruitment campaign for drivers?

You can set up a recruitment campaign for drivers in five steps, starting with the search terms the drivers themselves use. This ensures your advert matches what people actually type in.

1. Identify the target audience and keywords. Compile a list of the terms used by drivers: job title, driving licence (C, CE), region and type of journeys (distribution, international, construction traffic). A target audience analysis for blue-collar vacancies will help you with this.
2. Define the region. Focus on the location and the actual travel distance, so that your budget is allocated to viable candidates.
3. Writing adverts. Focus on the benefits: home base, travel, earning potential and working atmosphere. Avoid a dry list of job duties.
4. Optimising the landing page. Direct the click to a short, quick application page with a clear next step. Drop-offs are often caused by forms that are too long.
5. Measure and adjust. Track the cost per application, the quality of responses and turnaround times, and reallocate your budget to what works.

That final step makes all the difference between one-off clicks and sustained recruitment. We combine data from hundreds of campaigns with public labour market data to fine-tune our campaigns on a weekly basis. You can read more about this on our page about the data-driven approach.

What are the benefits of a search campaign in terms of speed and quality?

A well-organised recruitment campaign shortens the time taken to fill a vacancy and reduces the time you spend dealing with applicants. At FosFor, vacancies are filled on average within 3 to 8 weeks, and as an employer, you’ll only interview the 2 to 4 best candidates per month — we take care of the rest of the shortlisting process for you.

Speed is a key factor for drivers. Jobseekers often apply to several companies at the same time. If you respond within days rather than weeks, you’re far more likely to be the first to speak to the candidate and secure their commitment.

Would you like to see how this works in practice? Take a look at our measurable recruitment results or discover the Current vacancies for top performers the reasoning behind this approach.

Frequently asked questions about recruiting drivers with Google

Why do Google search campaigns work better than social media alone for drivers?

Recruitment campaigns reach drivers at the very moment they are actively searching themselves, with a specific intention. Social media interrupts people whilst they are scrolling. For a role with a shortage of candidates where people are actively seeking opportunities, that intention usually results in more enthusiastic applications and the role being filled more quickly.

How much budget do I need to recruit drivers via Google?

The budget required depends on the region, the role and the level of competition for the keywords. In competitive regions, the cost per click is higher. More important than the amount is how you manage the campaign: by measuring the cost per application and reallocating the budget, you can get the most out of your spend.

What is Google for Jobs, and is it free?

Google for Jobs is a separate jobs section at the top of the search results. If your job page contains the correct structured data, your job advert will appear there at no advertising cost (Google, 2025). This mainly requires your job description to be structured correctly from a technical point of view.

How quickly can a driver vacancy be filled?

With a data-driven approach, vacancies are filled within 3 to 8 weeks on average. The turnaround time depends on the region, the job requirements and how quickly you respond to applicants. A swift response is often crucial when recruiting drivers, as candidates tend to apply to several employers at the same time.

Has your driver vacancy been unfilled for weeks? Work out how much an unfilled seat is costing you each week and use that time to develop a targeted approach. Book a no-obligation strategy meeting and find out how search campaigns can help you reach the right drivers more quickly.