Case studies / Susco
How Susco turned ad spend into 100+ sales calls.
Custom software and AI development firm, Louisiana
Susco is great at delivery, and its clients refer others. Marketing was the problem. Other agencies and channels had taken about $100k in ad spend, plus agency fees, with almost nothing to show for it. We rebuilt the offer, ran a Meta funnel and pushed Susco to bring in a dedicated closer. RPG has booked 100+ sales calls, and ad spend is now $20k a month.
100+
Sales calls booked
All booked by RPG.
$20k
Monthly ad spend
Scaled up at Neel’s request.
20%
Leads who booked a call
Out of 410 leads from the Meta funnel.
68%
Show rate
Booked calls that showed up.
Where they started
Great delivery, strong referrals, and marketing that never paid back.
Susco builds custom software and AI systems, with a strong base in insurance. Clients stay and send referrals. Marketing was another story. Susco had tried other agencies and almost every channel: LinkedIn content and promoted posts, Meta, Google search, cold calling, cold email and content. Their own tracker shows about $100k in ad spend, plus agency fees, with almost nothing to show for it.
- “We’ve gotten some traction by going to certain conferences... if there’s a bad claims [year], things slow down.”
- “I want to have a reliable, steady... system that actually gets the leads at the top of the funnel... as opposed to like referrals and networking and unpredictable things like that.”
Neel Sus, Susco.
| Channel | Return |
|---|---|
| LinkedIn content and promoted posts | No ROI |
| Meta ads | No ROI |
| Google search ads | No ROI |
| Cold calling and cold email | No ROI |
| Content | No ROI |
| Total ad spend | About $100k, plus agency fees |
What was in the way
The ads sold what referrals buy: staff augmentation and big custom builds.
Someone who already trusts you will hire your developers. A stranger scrolling Meta won’t. Changing agencies or channels wouldn’t fix that. The offer had to change first.
“You can’t make relationship-type offers to strangers.”
What we built
An offer a stranger can say yes to, and a funnel behind it.
- Offer
- Custom AI that raises margins, aimed at business executives. It replaced staff augmentation as the lead offer.
- Funnel
- Meta ads into a short qualifying lead form, then a book-a-call page.
- SDR team
- Our SDRs call every qualified lead who doesn’t book on their own.
- Show rate
- Calls booked no more than a week out, reminders, and pre-call videos from the team.
- Sales process
- A discovery script for ad leads, and proposal coaching built on the cost of doing nothing.
- Entry offers
- A small fixed-scope first project and a paid AI workshop, so a new buyer can start without a big commitment.
- Dedicated closer
- We pushed Susco to bring in a dedicated closer instead of cross-training internal staff to sell.
- AAI offer for executives
- BMeta adsInto a short qualifying form
- Fit?The qualifier checks the answers on the qualifying form. If yes, continue to C.
- If no: Not a fit
- CBook-a-call page
- DSDR calls the lead
- ESales callDedicated closer: discovery, then proposal
- Feedback loop with step E: Expert sales trainerReviews the recorded call. Feedback goes into the next one.
- FSigned client
Results
100+ sales calls booked, and ad spend scaled to $20k a month.
| Metric | Before | After |
|---|---|---|
| Who ran marketing | Other agencies | RPG |
| Ad spend | About $100k in total, plus agency fees | $20k a month |
| Return on that spend | Almost nothing to show | 100+ sales calls booked |
| Who closes | Cross-trained internal staff | A dedicated closer |
| Metric | Result |
|---|---|
| Leads | 410 |
| Leads who booked a call | 20% |
| Show rate | 68% |
“Alll is good, I’m ride or die with you!”
The final piece
A dedicated closer took the brakes off growth.
With the funnel booking calls, one bottleneck was left. Susco planned to cross-train internal staff to run sales calls. We pushed them to bring in a dedicated closer instead. That was the final piece of the puzzle. It fixed the last bottleneck.
Timeline
Start
Neel clicks an RPG ad. Evaluation call. Growth plan presented.
Month 1
Onboarded. New offer built. Meta funnel live. First calls booked in week one.
Month 2
Ad leads are CEOs. SDRs call every lead.
Month 3
Discovery script and training.
Then
Show-rate work, proposal coaching and entry offers. A dedicated closer takes the calls.
Now
100+ calls booked. Ad spend at $20k a month. Engagement continues.
In their words
“I’m generally... a general sense of regret not doing something like this a year ago.”
“The weekend was kicking butt, man. They were just coming in right and left. Some of them were booking calls and everything.”
