Case Study · FELFEL
From stalled pipeline to 3x monthly SQL growth in 60 days.
About
FELFEL brings restaurant-quality, chef-crafted meals into the office through a smart fridge platform — stocked every morning, open 24/7, zero admin. Trusted by 1,000+ companies across 12+ years. Founded in Switzerland, now serving the NYC tri-state market.
FELFEL NYC
Food Tech / Workplace
Paid Media, Lifecycle, Tracking
February 2026
3x
SQL volume growth within 60 days of engagement
103
SQLs generated in March 2026 vs. 40/month goal
2.5x
Above monthly target, sustained over 6+ consecutive weeks
The situation
FELFEL had paid media running across three channels. The problem: they couldn't tell what was working. Ads were stale, audiences were broad, attribution was broken, and the program was consistently missing its 40 SQL/month target — averaging around 30.
The approach
Before touching a single campaign, we rebuilt the tracking infrastructure — GA4, GTM, and HubSpot. Then redesigned all creative and assigned each channel a distinct role:
LinkedIn
Quality driver. Targets decision-makers by title and company size.
Meta
Volume driver. Expanded audiences for top-of-funnel reach and retargeting.
Google
Efficiency driver. Search and display capturing in-market demand.
The results
Monthly SQL volumeGoal: 40 SQLs/month
Jan 2026
30
Feb 2026
52 ↑ start 2/9
Mar 2026
103
SQLs = Sales Qualified Leads entering the US pipeline.
"Within three weeks of rebuilding the program, weekly SQLs went from 3–6 to 12–15. By March, we were running at 2.5x goal consistently."
Chalk Farms — FELFEL engagement review, March 2026
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