WEX

The Challenge

How do you generate leads in markets where nobody knows you exist?

WEX needed leads fast – but the deeper problem was structural. Poor organic visibility in key B2B categories meant the brand was invisible at the research stage, before any paid activity could reach buyers. Fragmented paid structures drove up cost without driving qualified demand. Limited in-house content production meant the gap was widening.

More than a media optimisation brief, this was a marketing infrastructure rebuild.

The Insight

To succeed in the era of discoverability, you need more than budget. You need infrastructure.

In B2B, search is where trust is built before a buyer ever clicks an ad – and WEX wasn’t showing up where buyers were researching. Propping up performance with paid spend alone would never solve the underlying discoverability gap.

The Solution

ROAST built WEX a global discoverability infrastructure: an AI-powered content engine designed to scale visibility in global markets where WEX was once invisible.

ROAST created a proprietary AI content pipeline producing search-optimised articles at speed, with close human editorial oversight aligned to high-intent B2B keywords. Alongside this, Paid Search across EMEA was restructured from broad, inefficient campaigns to high-intent targeting by market, product and business type – delivering a 916% increase in leads and a 97% reduction in Cost Per Lead in seven months.

In the Netherlands, an integrated brand campaign combined CTV, YouTube, Meta video, out-of-home near key fuel routes and a Sparta Rotterdam sponsorship. Brand consideration grew 30% and branded search doubled year-on-year. Performance and brand worked together, not in silos.

The Results

Success in EMEA led to ROAST being appointed to scale this discoverability infrastructure across APAC and North America.

What began as a regional performance fix became a global growth model.