Tripled Qualified Leads While Cutting Ad Spend By 70%+
PCS Software is an all-in-one Transportation Management System (TMS) built for carriers and shippers. The company helps more than 1,000 fleets streamline dispatch, manage accounting, optimize routes, and boost profit margins - powered by Cortex AI, the platform's native artificial intelligence engine.
PCS engaged Virayo to grow qualified carrier and shipper pipeline from organic and AI search, and reduce its growing dependency on paid channels where CPAs had become unsustainable.
Goals
- Rank top 3 for priority Carrier and Shipper TMS keywords
- Get mentioned in LLMs across core category TMS prompts
- Double monthly qualified leads from organic search
- Reduce paid ad spend by at least 50%
Approach
We helped PCS build and execute a combined SEO and GEO strategy, powered by Virayo AI, our proprietary platform that ran weekly AEO audits, traffic analysis, and technical SEO reporting. Content and keyword roadmaps were aligned with PCS's core platform capabilities to ensure every asset ranked in organic search and had a strong chance of being cited by LLMs. We also monitored the sources LLMs draw on most for high-value TMS queries and built a plan to secure PCS brand mentions in those locations.
Process
- Virayo AI platform: We leveraged our proprietary Virayo AI platform to run weekly AEO (Answer Engine Optimization) audits, traffic analysis, and technical SEO reports. These surfaced quick-win opportunities and pinpointed specific actions to boost LLM citation and mention rates. More recently, we extended direct platform access to PCS via the Virayo AI MCP, enabling their team to query our platform and surface insights without leaving the Claude desktop app.
- LLM source monitoring: We identified the sources — industry publications, directories, review sites, and listicles — that LLMs cited most frequently when generating responses to high-value TMS queries. Using those findings, we built a targeted plan to secure PCS brand mentions in the locations most likely to influence LLM responses.
- Internal link audit: We delivered internal linking recommendations for new and updated content, strengthening topical authority and creating additional entry points to high-converting product and demo pages.
- Keyword strategy: We conducted ICP-focused keyword research to identify gaps across the TMS, dispatch, fleet management, and freight software categories. Each keyword was qualified by ranking potential, search intent, and business value, then mapped to the appropriate content type — product pages, comparison pages, use case content, and educational blog posts.
- Content production: We produced detailed content drafts for mid and bottom-funnel topics, including TMS comparisons and buyer-focused guides. Each draft was engineered to rank in organic search and increase the likelihood of PCS being cited or mentioned by LLMs when buyers ask about TMS and related solutions.
- Technical audits and consultation: Monthly technical site audits identified opportunities and issues related to site speed, schema markup, indexation, and accessibility. Each audit produced clear, prioritized recommendations the PCS team could act on immediately.
- AI search consultation: We provided targeted GEO recommendations to improve PCS’ visibility in LLMs for priority TMS topics. This included content structure, schema implementation, and entity-level optimization to help PCS appear in AI answers early and consistently.
- Reporting: We delivered monthly reporting across both SEO and AI search channels. SEO reporting covered keyword rankings, organic traffic, and qualified pipeline contribution. AI search reporting tracked AI search visibility, citation and mention rates, LLM referral traffic and demo requests. This gave PCS a clear, unified view of how both programs were driving visibility and pipeline.
Results
- Tripled qualified Shipper leads from organic and AI referral channels
- 232 top 3 rankings across high-priority keywords
- Highest AI search visibility and citation rate across tracked prompts
- Reduced Google Ad spend by 70%+ without sacrificing pipeline
As PPC costs continue to rise, it’s been great to see our SEO and AI referral channels delivering more qualified leads and larger deal sizes.
Bess Johnson
I’ve worked with Virayo at three different companies now. Each time, they’ve delivered SEO and GEO strategies that have had a measurable impact on pipeline. More recently at PCS, Virayo has helped us not only rank in organic search for high-value TMS keywords, but also show up extremely fast in AI Overviews. In some cases, less than 24hrs! As PPC costs continue to rise, it’s been great to see our SEO and AI referral channels delivering more qualified leads and larger deal sizes. This has enabled us to lower ad spend without sacrificing new pipeline. If you’re looking for an agency to help grow visibility and leads from organic search and LLMs, reach out to the Virayo team.
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