From ad hoc marketing to a scalable lead generation engine

TechMan is a vertical SaaS garage management system for automotive workshops across the UK.

Before working with Xander Marketing, TechMan had marketing in place, but activity was ad hoc and lacked the breadth and consistency needed to support its growth plans. The brand and website were also dated and no longer reflected the quality of the platform.

TechMan needed a full-service marketing partner that could bring strategy and delivery together, improve lead generation and take responsibility for keeping the wider programme moving.

Turning ad-hoc marketing into one joined-up programme

We began working with TechMan across strategy and delivery in March 2024. Paid acquisition was a major initial focus, alongside email, organic social media, content, sales collateral and ongoing graphic design.

A stronger brand and website to make every campaign work harder

As the engagement developed, we completed a rebrand including a new logo, visual identity, positioning and messaging. We then wrote, designed and built a new website, which launched in October 2024.

Together, the new brand and website gave TechMan a more distinctive and professional presence while making the value of the platform easier for garage owners to understand.

The website was built on WordPress using our SaaS WordPress framework, making it much easier to update than the previous ‘Frankenstein’ WordPress setup.

Four times the Google Ads leads at nearly half the cost

We restructured and optimised TechMan’s Google Ads activity around relevant, high-intent searches. This included improving campaign structure, tightening targeting, refining bidding and budget allocation, and continually excluding irrelevant searches.

The work helped TechMan reach more workshop owners actively looking for garage management software while improving the efficiency of its advertising spend.

Monthly Google Ads lead volume increased fourfold, resulting in several sales-qualified leads and new sales each month, and six figures of new contract value.

Google Ads cost per acquisition fell by 48%.

Better Meta leads, not just more of them

Facebook and Instagram gave TechMan a way to reach potential customers before they started actively searching. TechMan was already generating a high volume of leads through Meta lead forms, but many were spam or came from unsuitable businesses. With only one or two ads running, there was also limited scope to learn which creative and messages attracted better prospects.

Over time, we ran a much wider range of creative tests across different messages, formats and approaches. We also added qualifying questions to the lead forms so unsuitable enquiries could be filtered before reaching the sales team.

Meta continued to generate hundreds of leads per month at a low double-figure cost per lead, but with a significant improvement in quality.

The proportion of Meta lead forms becoming sales-qualified opportunities increased nearly fivefold. The proportion of leads recorded in the CRM as usable rather than junk more than doubled, meaning the sales team spent less time dealing with spam and more time speaking to genuine prospects.

One team keeping the whole programme moving

Alongside paid acquisition, we ran a broader programme designed to keep the brand visible and turn interest into sales. Xander Marketing’s work included:

• Brand positioning and messaging
• Logo and visual identity design
• Website content, design and development
• Google Ads management and optimisation
• Facebook and Instagram advertising
• Content marketing
• Email marketing
• Organic social media
• Sales collateral
• Ongoing graphic design

Stronger marketing, measured in leads and sales

The combination of a stronger brand, a conversion-focused website and ongoing Google and Meta activity gave TechMan a more effective platform for growth.

Results included:

• Google Ads CPA reduced by 48% following the new website launch
• Monthly Google Ads lead volume increased fourfold
• Regular sales-qualified leads and sales from Google Ads, generating six figures of new contract value
• Hundreds of Meta leads generated each month at a low double-figure cost per lead
• Meta sales-qualified opportunity rate increased nearly fivefold
• The proportion of usable Meta leads more than doubled
• A significant increase in lead volume and quality across the marketing programme

TechMan now has a consistent brand and a joined-up marketing programme generating a greater volume of higher-quality leads.