Optimising the Xanh SM Driver Recruitment Campaign with Meta Lead Forms

[dinosvietnam]

This article was originally shared in the Publisher Dinos Việt Nam, aimed at publishers interested in driver-recruitment campaigns especially Xanh SM, which continues to see exceptionally high market demand across Hanoi, Ho Chi Minh City.

Hi everyone, I’m Hang, 26, currently based in Hà Nội.

After observing this campaign for a while, I finally decided to dive deeper, run some tests myself, and focus specifically on using Meta Lead Forms. Below is a full breakdown of my experience, setup, and the lessons learned throughout the process.

Why I Chose Lead Forms for the Xanh SM Driver Recruitment Campaign

While researching, a few points quickly stood out:

• Xanh SM is constantly expanding its fleet, meaning ongoing recruitment in all three major cities.

• The target audience—mostly blue-collar workers—rarely complete long web forms, but respond exceptionally well to Facebook’s native Lead Forms.

• Lead Forms reduce pointless clicks and filter intent far better than a landing page.

• With a payout of 280,000 VND per approved lead, any improvement in efficiency directly boosts profitability.

For these reasons, Lead Forms became the most practical route: simple to complete, optimised for conversions, and ideal for improving lead quality right from the start.

My Lead Form Setup – Simple but Very Effective

Objective

Collect high-quality leads containing:

• Full name

• Phone number

• City

• Driving experience or current ride-hailing platform

Form Type

I used Higher Intent, which adds a confirmation step before submitting—great for reducing fake leads and increasing approval rates.

Form Fields

To filter applicants early, I included:

• Full name

• Phone number

• Location (Hanoi / Ho Chi Minh City)

• Current platform (Grab, Be, Gojek, freelance, etc.)

• Whether they own a personal vehicle

This saved the recruitment team a huge amount of filtering time.

Ad Creatives & Copy I Used

Copywriting Approach

I built the content around the real needs of drivers:

Strong hook:

“Xanh SM is hiring drivers – Earn 18–25 million VND/month. Drive VinFast electric cars – smooth, comfortable, low running cost!”

Body (driver-focused benefits):

• Stable income per trip

• Bonuses based on location

• Flexible working hours

• Professional, trustworthy brand

Clear CTA:

“Complete the form in under 30 seconds – Our team will contact you immediately.”

Visuals

I used simple, direct and relatable creatives:

• Images of Xanh SM drivers and VinFast EVs

• Highlight badges like “Urgent Recruitment – Limited Slots”

• Short videos with on-screen text: “Start working today – No experience required”

Everything was built around clarity and relevance.

Targeting Setup

To avoid overly broad targeting, I split my audiences into three clear clusters:

1. Transport-related audience

• Interested in Taxi, Grab, Be, Gojek

• Followers of ride-hailing communities
  → Best-performing group with the lowest CPA.

2. Job-seekers

• Blue-collar job groups

• Driver recruitment communities

3. Retargeting

• Video viewers

• Post engagers

• Website visitors (if pixel is installed)

This segmentation kept my budget focused and significantly easier to optimise.

Daily Monitoring, Optimisation & Cost Control

To keep the campaign profitable, I spent time each day analysing performance and making small adjustments. This prevented wasted budget and ensured stability.

Tracking Lead Quality with UTM

I added UTM parameters to differentiate traffic sources:

• Ads

• Recruitment groups

• Organic shares from friends

This helped me identify which channels delivered the best conversion quality.

Key Metrics I Monitored Daily

• CPL – Cost per Lead

• CPA – Cost per Approved Lead

• CR – Approval rate

These metrics gave me a clear picture of traffic quality and recruitment performance.

Daily Optimisation Tasks

Based on data, I regularly:

• Removed or narrowed targeting groups that produced low-quality leads

• Reduced text on images to avoid delivery penalties

• Adjusted form questions to filter unserious applicants

• Tested shorter forms during scaling phases

These small changes made the campaign far more stable and easier to scale.

A Look at My Xanh SM Affiliate Results

Here’s a quick snapshot of the results I achieved while running this campaign.

(You can insert your screenshot/visual here.)

Tips to Boost CTR & Conversion Rate

One of the most effective tactics I discovered was updating ads with real-time internal promotions and incentives offered by Xanh SM.

How I Gathered Updates

• Following Xanh SM & GSM official pages

• Joining driver communities to monitor discussions

• Checking official recruitment posts

• Asking campaign support for updated policies

How I Integrate Incentives into Ads

Examples:

• New driver bonus 1–2M VND → headline

• Charging fee support → benefits section

• Weekly revenue bonus → graphic badge

• No upfront cost – receive vehicle immediately → CTA

These drastically improved CTR and completion rate.

Key Lessons Learned

From hands-on testing, here’s what made the biggest difference:

• Lead Forms are perfect for the driver audience—cheap, simple, and high intent.

• Clear, benefit-driven content improves approval rate more than anything else.

• Incentives (bonuses, perks, support) significantly increase both CTR and CR.

• Proper targeting ensures budget efficiency and makes scaling easier.

If you're looking for a campaign that’s easy to enter, high-demand, and profitable, the Xanh SM recruitment offer is absolutely worth testing.

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