How We Increased Fuelwise’s Inbound Leads By 150% Year After Year
When Fuelwise first partnered with us, they were already a trusted name in in the fuel and fleet management industry, but their digital presence wasn’t reflecting that strength. Their website was generating minimal inbound leads, paid campaigns were underperforming, and organic search visibility was limited to branded terms. Over the next four years, we transformed Fuelwise’s marketing engine into a high-performing inbound lead system, with year-on-year growth exceeding 150% in qualified inbound leads, all while reducing cost per lead by more than half. This is the story of how we built a scalable inbound marketing framework that continues to drive measurable growth today.
Fuelwise Fuel Card
Key Results
150%
Year On Year Inbound Lead Increase
62.5%
Cost Per Lead Reduction
134%
Increase In Online Customer Acqusition
Company Overview
Fuelwise is one of Ireland and the UK’s leading providers of fuel cards, telematics, and fleet management solutions. Established in 1989, the company helps businesses of all sizes reduce fuel costs, improve efficiency, and gain real-time visibility across their vehicles and drivers.
With over 6,000 fuel stations across Ireland and the UK, Fuelwise serves thousands of commercial customers, from small local operators to large national fleets. Their platform combines smart fuel card technology, GPS tracking, driver performance insights, and automated reporting to make fleet management simpler, more transparent, and more cost-effective.
As a long-established business with a strong offline reputation, Fuelwise recognised the need to modernise its digital strategy to match its industry leadership. The company wanted to move away from traditional outbound sales and instead build a predictable, scalable inbound marketing engine that could consistently attract, engage, and convert high-quality B2B leads. This shift would not only support new customer acquisition but also strengthen Fuelwise’s position as a trusted authority in fleet management and fuel technology.
Company Details
- Fuel & Fleet Management
- 10
- Fuel Cards & Vehicle Tracking
- 4 Years
Services Provided
- Lead Generation
- SEO
- Email Automation
- Social Media Management
The Challenge
Despite Fuelwise’s strong reputation and established customer base, the company faced a limited digital presence and an overreliance on outbound sales. The vast majority of new business came through an outbound call strategy, while inbound channels such as organic search and paid media were underperforming.
Impact on Business
Low Number Of Inbound Leads
Most new business still driven by outbound sales efforts
Low Organic Search Visibility
Ranking only for branded terms and missing key industry keywords
Low Website Conversion Rate
With limited CTAs and no structured lead capture or automation in place
Our Solution
🎯 Multi-Channel Advertising
We ran targeted campaigns across Google, Facebook, and TikTok, reaching decision-makers through tailored messaging, audience segmentation, and continuous creative testing.
🔍 SEO Strategy & Implementation
Developed and executed a comprehensive SEO plan focused on high-intent keywords, technical optimisation, and evergreen content that built sustained organic visibility.
⚙️ Conversion Rate Optimisation (CRO)
Analysed user behaviour and landing page performance to identify friction points, refine CTAs, and improve lead form efficiency, increasing conversions from existing traffic.
Results Timeline
Year 1 – Strong Start
Launched Google, Facebook, and SEO campaigns, inbound leads increased by 120% in six months.
Year 2 – Optimisation
Expanded to TikTok Ads, refined SEO and CRO, lead conversions were up and CPL decreased by 60%.
Year 3–4 – Scale & Consistency
Sustained 150% annual inbound growth, dominating key search terms across Ireland and the UK.
Client Testimonial
“Henkan has played a key role in helping us scale our digital marketing. Their work across paid campaigns, SEO, and lead generation has significantly increased our inbound enquiries while lowering our overall cost per lead. The team is proactive, data-driven, and always focused on tangible results.”
Clive Edgar
Operations Manager
What Worked
Success came from combining paid, organic, and optimisation efforts into one cohesive strategy. Running targeted campaigns across Google, Facebook, and TikTok captured high-intent audiences, while ongoing SEO improvements built sustainable visibility. Continuous CRO testing ensured every visitor and click delivered maximum lead potential.
Critical Success Factors
Performance was driven by accurate tracking, constant optimisation, and close alignment between marketing and sales. With GTM, GA4, and Meta Pixel providing full data visibility, we could test, refine, and scale quickly, turning insight into consistent, measurable growth.
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