First Student

First Student is North America's largest provider of student transportation - and like every operator in the category, the business depends on one critical hire: bus drivers. After more than five years of partnership, the brief has stayed the same and the bar has only risen: keep recruitment pipelines full, route by route, season after season, in a labour market where qualified drivers are harder to find every year.

We've run an always-on driver recruitment program built around two complementary engines - Meta Ads (Facebook + Instagram) for top-of-funnel awareness and warm community engagement, and Google Display + Remarketing to capture intent and bring interested candidates back to apply. Creative, audiences and offers are continuously refreshed against application volume, cost-per-lead and seasonal hiring windows.

End-to-end campaign management: creative production for Meta feed, story and reel placements; Google Display Network ad sets sized for the entire GDN inventory; remarketing audiences for site visitors and partial applicants; geo-targeted route-level segmentation; landing-page coordination; and continuous optimisation across the calendar year.