Case Study · Benchmark Vehicles
Built from zero to demand they couldn't keep up with.
About
Benchmark Vehicles builds fully custom adventure vehicles — Sprinter van conversions, INEOS Grenadier upfits, and rally Porsches — from Portland, Oregon. Every build is bespoke, high-ticket, and made to order. Before Chalk Farms, their only marketing was organic Instagram.
Benchmark Vehicles
Premium B2C / Adventure
Paid Media, Creative Strategy
Zero paid media
18+
Van pre-bookings per quarter — goal surpassed, media paused to manage demand
2x
Returning customer rate driven by retargeting and lifecycle strategy
27%
Increase in total site users driven by paid search and organic lift
The situation
Benchmark had a loyal Instagram following and a product that sold itself in person. But their pipeline was thin — relying on word of mouth for a high-ticket, made-to-order product with a 6-month build cycle. Goal: pre-book 18 vans per quarter. Starting point: no paid media infrastructure, no tracking, no data.
The approach
YouTube
Awareness and consideration. Vertical video for action, horizontal for reach. Intent audiences over Interest.
Google Search
High-intent demand capture. Highest CTR (9.25%) at lowest CPC ($0.67).
Performance Max
Conversion engine. 12 form submissions in its first week live. $0.23 CPC by December.
Meta
Retargeting and lookalike audiences built from existing customers.
The results
26
Form submissions in Nov–Dec alone
$0.23
CPC on PMax conversions by December
1,935
Clicks on email and phone number on site
"The goal was to extend the pipeline from 6 months to 18 months. We hit the van pre-booking target, doubled returning customers, and grew site users 27% — then paused because demand outpaced capacity. That's the right problem to have."
Chalk Farms — Benchmark Vehicles engagement review, Q4 2025
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