Leveraging Paid Campaigns to Dramatically Expand Solera’s Sales Pipeline

EXTRAORDINARY RETURNS ON AN ADVERTISING INVESTMENT

Lets’s start at the end of the story: 647% ROI on a paid media campaign. A campaign that VSSL planned, created, and executed for our client Solera and their Sylectus Load Board product generated a full 647% return on their total advertising spend. The Sylectus Load Board is a SaaS offering that allows trucking companies to find drivers and capacity for excess freight they can’t handle or, conversely, find additional freight so they make use of available capacity. Our job was to let the right people know that Sylectus was here and one of the best. 647% ROAS indicates the strategy succeeded.

Great returns start with great research. The work that drove these results was a combination of text and display advertising, with every word and image chosen to catch the attention of the audience by being relevant and clear. Continuous keyword research is an essential part of that equation. VSSLs’s extensive research into the trucking industry as a whole, supported by keyword trends, gave us a deep understanding of the needs of fleets and drivers and the challenges they face.

The campaigns tested two eBook offers and a more general “Speak with a Specialist” offer. They ran in three channels: Google Ads, Microsoft Ads, and Meta Ads. Google and Microsoft focused on high-intent, text-based search ads, while Meta allowed for brand awareness and value proposition graphics.

Keyword research played a huge role in a campaign’s success on Google and Microsoft, but it was not the only factor. The content on the landing page was curated to instill confidence, address any questions, and capture the audience’s attention. Keyword research helps VSSL to make educated decisions on the type of content that is useful to the ideal customer. In the case of Sylectus, we focused on the quality of the service and the ease of turning extra space into revenue, and the audience responded.

Meta’s interest-based and look-alike targeting provided a new dimension to reach a top-of-funnel audience. Using Sylectus customer quotes and statistics from case studies, we centered the content around priorities for our audience, such as convenience, ease of use, and business value. We took full advantage of Meta’s carousel format, using images of vehicles and drivers in action as an eye-catching, industry-relevant showcase for the Sylectus customer quotes.

We can’t guarantee that every campaign will result in a 600%+ ROI. But we can promise that every campaign will be just as carefully researched and deliberately written, designed, placed, and scheduled to return the best results possible.