Austin (USA)

VeroCharge EV Infrastructure

Duration

6 Months

Situation

Demand Creation Before Demand Capture

Primary Channels: YouTube + Meta + Search Capture

The Outcome

Created measurable demand lift before conversion optimization.

Branded Search Volume

+0%

Increased

Cost per Acquisition

-0%

Reduced over cycle

Sales Inquiries

Doubled

Without increasing final month budget

What Was Happening

VeroCharge installed commercial EV charging infrastructure.

Search volume was low.
Category education was weak.
Most facility managers did not actively search for vendors.

Search campaigns alone plateaued quickly.

The business assumed: "There isn't enough demand."

There was demand. It just wasn't activated.

Month 0 → Month 6

Economic Snapshot

Monthly Sales Inquiries

38 → 82

Branded Search Queries

≈420 → ≈1,320

Cost per Acquisition

$1,180 → $776

Blended Paid Spend

$42,000 → $44,000

Stable

Baseline Reality

The account was structured purely around capture:
- High intent search campaigns
- Competitor bidding
- Limited retargeting
- No structured awareness layer

Constraint

B2B infrastructure purchase cycle
Long education process
Buying committee involvement
High ticket sales
No appetite for uncontrolled awareness spend

Leverage Insight

If no one searches your brand, your capture ceiling is fixed.

Paid must do two jobs:

Create demand signals.
Capture that demand efficiently.

We built a layered system:
Awareness → engagement → retarget → capture.

Intervention Moves

Deployed YouTube and Meta education campaigns targeting:
- facility managers
- property developers
- fleet operators
Creative structured around:
- regulatory compliance
- government incentives
- ROI modeling
- case visuals
Built retargeting pools based on:
- video watch depth
- landing engagement
- repeat visits
Increased branded search protection once awareness lift started
Introduced lead magnets:
- EV infrastructure ROI calculator
- compliance checklist
Shifted bidding to qualified inquiry event once signal volume stabilized
Monitored correlation between awareness spend and branded search growth

Proof Set

Branded Search Volume

≈420 → ≈1,320

(+214%)

Sales Inquiries

38 → 82

(+116%)

Cost per Acquisition

$1,180 → $776

(−34%)

New vs Returning Visitor

3.2:1 → 1.8:1

Higher repeat engagement

View-to-Conversion Assisted Path

Contributed to 41% of closed deals

Multi-touch attribution

Economics Translation

Assumptions clearly labeled: Average project value: $58,000 Close rate from inquiry: 24%

Incremental monthly inquiries: 82 − 38 = 44

Est. incremental monthly pipeline: 44 × $58,000 = $2,552,000

Modeled Closed Value ($2,552,000 × 24%):

≈ $612,480

Measurement

Control & Tracking

Assisted conversion paths reviewed monthly
Inquiry quality tagged manually
Correlation analysis between awareness spend and capture performance

Signals monitored:

Branded search volume

CAC guardrails

Growth Trajectory

Next 90 Days

Expand education creative into two adjacent compliance angles
Introduce industry-specific landing pages
Test webinar funnel for deeper engagement
Increase retargeting frequency cap gradually

If search volume is low in your category, the problem is not performance.

It is demand activation.

We will show you whether your growth ceiling is a capture problem or a demand problem, and how to build the layer that lifts both.