WEX

The Challenge

How do you build a marketing model that drives short-term performance while solving long-term visibility across regions?

WEX – a global leader in intelligent payment solutions – faced a multifaceted challenge: It needed to generate leads, reduce acquisition costs, and become more discoverable in underperforming markets, starting with EMEA.

But this wasn’t just a media problem. WEX also needed to overcome:

• Poor organic visibility in key categories
• Outdated search content with low SEO value
• Limited in-house content production capability
• And fragmented paid performance across markets

What they needed was a partner who could deliver immediate results and build a smarter marketing machine to power sustainable growth.

The Insight

To win in the era of discoverability, you need more than budget – you need infrastructure. ROAST identified that WEX’s growth was being held back not just by weak paid structures, but by missing visibility in organic search – a key driver of trust and traffic in B2B categories. Rather than relying solely on paid to prop up performance, we built a bespoke AI-powered content engine, feeding in SEO-optimised briefs and producing high-quality articles aligned to search intent, powered by human QA.

This wasn’t automation for the sake of scale – it was precision-engineered discoverability, designed to improve performance across markets, languages, and funnel stages.

The Solution

A Custom AI Content Engine to Power Organic Visibility. ROAST created a proprietary AI content pipeline that could produce search-optimised articles at speed, with close human editing and alignment to high-intent keywords.

• +1,487 new SERP features YTD
• +714 Top 10 keyword rankings
• Multiple articles published per quarter – covering commercial, operational, and industry topics relevant to WEX’s B2B audiences
• Designed to scale across EMEA, APAC and the Americas

This became a marketing asset in its own right – delivering compounding value with every new page indexed.

Paid Search Rebuilt for Lead Growth

ROAST restructured WEX’s Paid Search programme across EMEA beginning in December 2023. We shifted from broad, inefficient campaigns to high-intent targeting by market, product, and business type.

By July 2024, just seven months into the programme, results included:

• +916% increase in leads generated via Paid Search
• -97% reduction in Cost Per Lead
•  CPL improvements seen consistently across Netherlands, UK, and France – key growth territories

Omnichannel Brand Activation for Local Impact

In the Netherlands, we launched an integrated brand campaign to reach overlooked SME operators – using emotional storytelling, geo-targeted placements, and local sponsorships.

• CTV, YouTube and Meta video strategy
• OOH near key fuel routes
• Sparta Rotterdam partnership
• Paid Search to convert interest

Delivered: +30% brand consideration, +14% awareness lift, and branded search volume doubled YoY

The Outcome

This wasn’t about chasing global expansion, it was about earning it.
The performance in EMEA built confidence. The AI innovation created strategic value. And the partnership fostered trust. As a result, ROAST was asked to take the model global – scaling success into APAC and North America.