Crux

SEO/GEO, Paid Media, Blogs + Articles

Crux is a capital markets firm helping developers, manufacturers, and investors efficiently finance clean energy and climate infrastructure projects. As the market for transferable tax credits and related financing mechanisms evolved rapidly, Crux needed to increase visibility, educate prospective customers, and drive high-quality demand across a complex, highly regulated space.

LaunchSquad partnered with Crux on an integrated digital marketing program spanning SEO/GEO, ongoing editorial content, paid media, and short-form video. We developed and published a consistent cadence of articles to break down complex policy and financing topics and capture emerging search and LLM demand. We also produced a series of short explainer videos introducing the Crux platform, which were used both in social media advertising and by the sales team in prospect outreach. 

In parallel, we managed and optimized paid campaigns across Google, Bing, and LinkedIn—owning ad copy and creative, refining targeting, and improving conversion paths to increase efficiency as spend scaled. Following an in-depth audit, we implemented data-driven optimizations focused on conversion quality and cost efficiency, ensuring paid and organic efforts worked together to support pipeline growth and market education.