Fuel Card Lead Generation Case Study | Digital Henkan

Fuel Card Lead Generation Case Study

In this blog post, we have a Fuel Card Lead Generation Case Study.

Lead generation is the “process of gaining the interest of potential customers”.

The company we will be covering is Fuelwise Fuel Cards.

We will show you how Fuelwise managed to increase the leads they generate by 164% in 12 months.

In this post, we will cover;

  • Who Are Fuelwise
  • Campaign Planning
  • Campaign Execution
  • Results
  • Scaling
  • Recap

Who Are Fuelwise

Fuelwise are Ireland’s leading provider of fuel and fleet management solutions.

They provide products such as Fuel Cards, GPS Vehicle Tracking, and Dash Cameras.

Products are designed to help businesses reduce costs, save time, and take back plus.

The company was founded in 1989 and continues to be the largest fuel card provider in Ireland.

They generate their leads by using Google Ads and converting organic website traffic.

The Fuel Card industry is very active online and the company faces direct competition for impression share on Google from 20 different suppliers at any one time.

This isn’t the first time we have worked with Fuelwise, as we previously helped them to improve their Core Web Vitals.


Campaign Planning

The first step of any campaign is to plan exactly what you will do and how you will do it.

For Fuelwise, the first step was to redesign their website.

The new website launched in September and has helped increased their conversion rate to 2.25%.

Once the website was created, Fuelwise had to carry out the following steps;

  • Landing Page Creation
  • Keyword Research
  • Automated Email Reply Integration

Let’s have a look at each stage and discuss exactly what they did.

1. Landing Page Creation

A landing page is one of the most important aspects of any Lead Generation campaign.

Fuelwise created their landing pages using SeedProd.

It is an easy-to-use drag-and-drop landing page builder.

The landing page Headline presents a problem and the Sub-Headline explains how Fuelwise can help fix that problem.

Following that are some benefits before including social proof from one of their existing customers.

They wanted to gather five pieces of information that are important to them;

  • Contact Name
  • Contact Number
  • Email Address
  • Litres Used Per Month

The contact name, number, and email address are very common.

Litres used per month enables Fuelwise to prepare for the call.

This helps them to understand the value of the prospect.

Fuelwise uses a soft CTA to capture the details.

At this stage, the prospect is only expressing interest rather than signing up.

Check out the landing page that Fuelwise created.

2. Keyword Research

Fuelwise drive traffic to their landing page using Google Ads.

Therefore, Keyword Research is vital to ensure they get the right traffic.

To discover new keywords they used the Keyword Planner from Google.

According to Wordstream the advised amount of Keywords per Ad Group is 20-25.

Before building and publishing their campaign in Google Ads, there’s one step left.

3. Automated Email Reply Integration

Fuelwise receives leads at every time of the day. Even when they are closed.

Geckoboard quoted Dr. James Oldroyd who discovered that “the odds of the lead entering the sales process, or becoming qualified, are 21 times greater when contacted within five minutes versus 30 minutes after the lead was submitted.”

Therefore, it’s important that Fuelwise acknowledge their prospect’s interest straight away.

They do this by sending an automated email via MailChimp.

Fuelwise used the Integration for Contact Form 7 and MailChimp Plugin to achieve this.

Campaign Execution

After planning the campaign, it was then time to build it.

Fuelwise drove traffic to their website using Google Ads.

They used a Search Campaign, targeting the UK and Ireland.

The campaign consisted of three Ad Sets, one for each landing page they created.

The Ad Sets were Completed Applications, More Information, and Price Quote.

The number of ads per Ad Set varied between two and three.

Expanded Text Ads have been phased out so Fuelwise used Responsive Search Ads.

This means the ads are tailored to match the search term.

As stated by WordStream, Responsive Search Ads provide improved performance due to machine learning.


Using this Fuel Card Lead Generation strategy Fuelwise had great success.

The number of leads generated in 2021 was 168% more than in 2020.

Their website conversion rate in the same period increased from 1.64% to 2.25%.

A fantastic increase!


Fuelwise could scale this strategy by moving into different mediums.

Options available include Facebook and LinkedIn which both have lead generation options.

They could also assign more budget to Google Ads to increase their impression share.

This could help increase the traffic they receive and the number of leads generated.


In this blog post, we provided a Fuel Card Lead Generation Case Study.

We provided an overview of Fuelwise and their Lead Generation Strategy.

This included the campaign planning, strategy, and results.

We showed how they increased leads generated by 168% and their conversion rate by 33.93%.

Lead Generation Northern Ireland

If you are a business in Northern Ireland and would like to increase the number of leads you are generating then contact us by completing our form.