Truck Driver Growth And Cutting CAC at PrePass

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When I joined PrePass, our customer acquisition cost (CAC) for owner-operators was over $200. The average customer lifetime was about 2.5 years. We needed a better ROI.

First, I audited every paid program: Google Ads, social, and retargeting. We cut waste and doubled down on what worked. I then used hyper-targeted, geographic ads around high-traffic truck stops. This strategy included a co-branded in-store campaign with Pilot Flying J that added location-based reach we couldn’t get from digital alone.

Then we rethought media. In addition to standard Sirius spots, we leaned into earned media. I worked with RoadDog Trucking to secure recurring interview placements that positioned PrePass as a safety and compliance partner to the truck driving audience.

Finally, we had a major product milestone: the launch of our new mobile app for weigh station bypass. Many owner-operators were loyal to their plastic transponders, so we ran a targeted campaign designed to shift perceptions, positioning the app as innovative, easy to use, and built for drivers on the go. This included co-promotion with Garmin to advocate for technology and driver health. The campaign didn’t just drive app installs—it boosted subscriptions across both app and traditional platforms.

The result?

• 36% subscriber growth
• 278% increase in attributed revenue
• 72% reduction in CAC