EV Charger Installation Company
Multi-State Operations
Case Study · Clean Energy
From zero presence to 890 qualified leads
A multi-state EV charger installer had no digital presence in a new market. In 6 months, we built a multi-channel system across Google Ads, LinkedIn, and SEO that dropped CPL from $156 to $42 and generated a $3.4M pipeline.
0
Qualified Leads
0%
CPL Reduction
0%
Commercial Close Rate
$0.0M
Pipeline Value
The Challenge
New market, zero brand awareness, long sales cycles
The company was entering a market with no established digital presence. Both B2B commercial and B2C residential segments had long sales cycles that required prospect education before conversion. Without brand recognition, they were paying $156 per lead with minimal pipeline.
$156 cost per lead
Unsustainable CPL with no brand equity to lower it
Zero digital presence
No SEO rankings, no paid history, no audience data
Long, complex sales cycles
B2B and B2C prospects needed education before converting
The Strategy
Educate first, convert second
Market Segmentation
Separated B2B (commercial property managers, fleet operators, HOAs) from B2C (homeowners with EVs). Built distinct messaging, landing pages, and conversion funnels for each.
Google Ads — Intent Capture
Targeted high-intent keywords: "EV charger installation," "commercial EV charging," "home EV charger installer." Created separate campaigns for residential vs. commercial with location-specific ad copy.
LinkedIn B2B Campaigns
Targeted commercial property managers, facility directors, and fleet managers on LinkedIn. Used lead gen forms with whitepapers and ROI calculators as lead magnets.
SEO Content Strategy
Published 24 in-depth guides: "Cost of EV charger installation," "Commercial EV charging ROI," "Home EV charger buying guide," and more. Built topical authority and captured long-tail search traffic.
Lead Nurture & Scoring
Implemented lead scoring based on property type, budget range, and engagement level. Hot leads routed to sales immediately; warm leads entered nurture sequences.
Multi-State Scaling
Started in 2 states, expanded to 5 as campaigns matured. Replicated winning strategies per market while adjusting for local competition and demand.
The Results
Before vs. after — the numbers speak
Before
After
Performance comparison
Monthly Leads
Cost Per Lead
Commercial Close Rate
Timeline
6 months from zero to $3.4M pipeline
Month 1
Market research, segmentation, initial Google Ads and landing pages
Month 2
LinkedIn campaigns live, first commercial leads, SEO content publishing begins
Month 3
CPL drops to $78, pipeline building, nurture sequences active
Month 4
Expansion to 3rd state, SEO content ranking, commercial close rate improving
Month 5
5-state coverage, CPL at $48, pipeline hits $2M
Month 6
Full maturity — 890 total leads, $42 CPL, $3.4M pipeline, 28% commercial close rate
Key Takeaway
New markets reward the companies that educate first and sell second. By combining intent-capture ads with a robust content strategy, we built authority and pipeline simultaneously. The SEO content we published in month 2 is still generating leads today — that's the compounding power of content-led growth.
Ureb Arif
Growth Marketing Consultant
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