From Fragmented Audiences to Quality Leads: How Waiv Drove 127% Lead Growth in 90 Days
Waiv.ai is a specialized technology provider serving the marine fleet management sector with GPS tracking and SaaS-based solutions tailored for boat and watercraft rental businesses. Their core offering combines solar-powered GPS devices with a robust management platform, enabling operators, sailing schools, and tour companies to monitor their fleets in real-time, improve efficiency, and safeguard valuable assets. With applications ranging from small-scale boat rental shops to larger coastal tour operators, Waiv.ai is positioned at the intersection of advanced technology and niche marine operations.
However, the client faced significant challenges in translating this specialized value proposition into scalable digital marketing outcomes. The marine rental industry is highly fragmented, with decision-makers spread across coastal regions, each managing small to mid-sized fleets. Unlike mass-market B2B sectors, this audience is challenging to reach with broad digital advertising tactics. Purchase decisions typically involve substantial investment and extensive consultation, as operators must evaluate installation processes, technical specifications, and support services before committing. As a result, previous campaigns struggled to generate meaningful engagement and failed to produce qualified leads.
Scaling Marine Tech Adoption: Targeted Meta Ads Deliver High-Quality B2B Leads for Waiv
Adding to the complexity, seasonality further disrupted demand cycles, while traditional advertising approaches often failed to capture high-intent prospects. Decision-makers in this space prefer direct communication — particularly phone calls and personalized consultations, making it crucial for lead-generation campaigns to prioritize conversions through calls and contact form submissions over online transactions. Waiv.ai needed a marketing strategy that not only connected them with the right audience but also delivered leads who had genuine purchasing authority and budget to adopt fleet-tracking solutions. This was the context in which our team was engaged: to design a campaign capable of cutting through market noise, educating a niche audience, and driving high-quality inquiries that could translate into long-term customer relationships.
The Goals
- Generate high-quality B2B leads via phone calls and contact forms from boat rental operators, sailing schools, and tour businesses.
- Overcome the fragmentation of the marine rental industry by targeting decision-makers across diverse coastal regions.
- Improve cost efficiency compared to prior campaigns by lowering cost per lead.
- Ensure lead quality by reaching prospects with authority and budget to purchase GPS tracking solutions.
- Effectively communicate the unique value proposition of solar-powered GPS trackers paired with SaaS fleet management.
Approach
- Designed a full-funnel Meta Ads campaign that combined awareness-building and direct conversion tracks.
- Created video content highlighting real-world use cases where Waiv.ai’s GPS tracking improved efficiency and prevented losses.
- Implemented multi-layered targeting:
- Interest-based audiences in marine operations, fleet management, and boat rentals.
- Geographic focus on U.S. coastal regions with high rental density.
- Behavioral filters for users engaging with the marine industry or B2B management content.
- Developed conversion-focused ads featuring product benefits such as solar reliability, simple installation, and strong customer support.
- Directed leads to optimized landing pages, encouraging phone calls and form submissions.
- Ran continuous optimization cycles: testing creative variations, refining audiences, and adjusting bids weekly.
- Monitored audience segments closely, scaling high performers and eliminating underperforming ads.
The Results
- Delivered a 127% increase in qualified leads within the first 90 days.
- Generated 280+ high-quality phone calls and form submissions, providing multiple sales touchpoints.
- Achieved a 43% reduction in cost per lead, improving efficiency compared to previous campaigns.
- Increased lead-to-customer conversion rates by 68%, ensuring high sales pipeline quality.
- Phone call inquiries increased by 156%, while form submissions rose by 98%, expanding prospect engagement options.
- Awareness campaigns achieved video view rates 34% above benchmarks and engagement rates 41% higher than typical B2B tech campaigns.
- Validated by client feedback: Waiv.ai reported the most qualified prospect pool to date, with better sales conversations and improved close rates.