Waqas is the best in the game and is consistently delivering.
Abdullah Baig
Founder • PamHQ
Rebuilding PAM’s fragmented marketing system
Delivered over 3× ROI within months. By auditing accounts, refining targeting, creating full-funnel campaigns, and integrating analytics, the initiative improved lead quality, boosted revenue, and unlocked scalable growth.
$72K
Ad spend
$234K
Annual contract value
3.25X
Return on ad spend
Background
PAM is a voice‑AI platform for car dealerships. The company’s product is designed to be “always on,” answering calls, booking appointments and following up so that no customer slips through the cracks. In early 2025 the team hired Waqas (founder of ScalixAI) to run digital advertising on Google Ads and LinkedIn. They had previously worked with another agency that attempted to rely heavily on AI tooling without establishing a strong marketing foundation. This earlier engagement left PAM with little visibility into performance, a fragmented campaign structure and poor ROI. Waqas’s mission was to build a sustainable marketing engine that could scale across PAM’s large total addressable market.
About
PAM (pamhq.com) is marketed as the fastest growing voice‑AI and customer‑experience platform for car dealerships. Its voice assistant handles inbound and outbound calls, schedules service appointments and follows up with customers automatically, ensuring that “no customer slips through the cracks” . The platform integrates with dealer management systems and has been adopted by hundreds of dealerships across North America. By automating phone interactions and appointment scheduling, PAM helps dealerships capture service revenue that would otherwise be lost to missed calls
Challenges
When Waqas joined the project, PAM had been working with another agency that promised AI‑driven marketing. In practice, the agency relied on off‑the‑shelf AI tools without understanding the business’s unique sales cycle. The campaigns lacked proper segmentation and tracking, and there was no clear funnel from ad click to qualified lead. As a result:
- Fragmented campaign structure — scattered accounts and inconsistent tracking.
- Poor attribution — no CRM linkage to identify which ads drove results.
- Weak creative strategy — AI-generated ads misaligned with the product’s core value.
Solutions
Waqas applied a structured, data‑driven approach to rebuild PAM’s marketing engine. The key steps were
- Account Audit: Consolidated all Google Ads and LinkedIn campaigns, cleaned audiences, and added consistent UTM tracking.
- ICP Definition: Identified mid-sized dealership groups and service centers as key targets.
- Full-Funnel Setup: Built awareness, retargeting, and demo-focused campaigns to guide prospects through every stage.
- Custom Creative: Developed ad copy and landing pages that reinforced PAM’s “always on” value proposition.
- Rigorous Testing: Continuously tested and optimized creatives, focusing budgets on high-performing variants.
- Feedback Loop: Created weekly dashboards to track spend, conversions, and lead quality with the sales team.
Impact
In a highly competitive automotive SaaS market, PAM rebuilt its marketing foundation to transform performance visibility and ROI measurement. By combining strategic restructuring with data-driven campaign execution, PAM turned inefficient ad spend into a sustainable growth engine.
- Focus on Fundamentals: Strong structure and clean data are essential for effective AI-driven optimization.
- Human Oversight: Strategic input and creative judgment ensure campaigns stay aligned and impactful.
- Leverage Digital Advantages: Real-time metrics and precise targeting enable faster testing, scaling, and higher ROI.
