Driving Millions in Monthly Pipeline and a 15x 'Closed Won' ROAS

Summary

After seeing strong success working with Surgely on Cold Email outreach campaigns, JuiceBar Electric Vehicle Chargers partnered with Surgely to diversify its channel mix to Paid Search. JuiceBar saw some impressive results:

• Improved landing page MQL conversion rate by 4.5x
• Reduced cost per MQL by 60%
• Maintained a 35-45% MQL to SQL conversion rate
• Drove consistent multi-million dollars in new SQL monthly pipeline at 90x pipeline ROAS, and 15x closed won ROAS (3-12 month sales cycles).

What we've done

Paid Search and Retargeting:

Targeting only B2B buyers, JuiceBar had to be precise with its marketing budgets in a world with skyrocketing B2C EV Charger-related searches.

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Surgely architected a campaign architecture that allowed granular control of budget as well as insight into performance - both in terms of MQL conversion and all the way through to purchase. This allowed JuiceBar to further focus on top performing segments of search, and get highly qualified leads. 

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To stay top of mind across relevant channels, Surgely deployed Retargeting ads across LinkedIn and Display. This has driven LinkedIn Lead form submissions, as well as a lift in branded search traffic. 

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Conversion Rate Optimization: 

Prior to scaling spend, Surgely quickly identified Conversion Rate challenges. We redesigned and rebuilt the page, initially increasing the CVR by 2x. After seeing good performance on the base landing page, we deployed Dynamic Text Replacement – creating continuity between the search query, the ad headline, and the landing page headline. After testing this and various other minor page changes, landing page CVR increased another 2x.

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JuiceBar was able to generate 40% more leads for the same budget, despite increased market competition and CPC.

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Our results

• Improved landing page MQL conversion rate by 4.5x
• Reduced cost per MQL by 60%
• Maintained a 35-45% MQL to SQL conversion rate
• Drove consistent multi-million dollars in new SQL monthly pipeline at 90x pipeline ROAS, and 15x closed won ROAS (3-12 month sales cycles).