Status
Public case study draft. Validation and quote approval are required before publishing. Numbers in this story must be validated with the customer before public release.
About Giga
Giga is a Y Combinator-backed AI customer support platform serving consumer marketplaces, fintech, and airlines. Their buyer is exclusively C-suite, and they were scaling paid demand generation aggressively in a competitive market.
The situation before Surface
Their marketing website was built for developer visitors, not the C-suite buyers they needed to convert.
Ad spend was scaling but attribution was broken. Click IDs were being stripped mid-flow, leaving marketing unable to prove which spend produced pipeline.
Lead scoring was inconsistent. High-value prospects were being scored the same as low-intent traffic.
Content marketing was not tied to pipeline, and AI visibility across ChatGPT and Perplexity was flat.
They needed a marketing operations layer that could move at product-team velocity without disrupting the marketing team already running paid campaigns.
What Surface built for Giga
1) The full marketing website and CMS.
Giga's full marketing website now runs on Surface CMS, including homepage, product pages, vertical-specific industry pages, and case study pages built for C-suite conversion.
2) Ad landing pages that convert.
Multiple landing pages were built and iterated with Giga's paid media partner. Each page is optimized for C-suite conversion with one primary CTA and an embedded form, and each page is iterated against A/B tests. Every page is backed by Surface forms with partial response capture so top-of-funnel intent is not lost.
3) Lead capture with partial response recovery.
Surface forms sit on every Giga conversion surface. Multi-step design with progressive profiling captures identity and firmographics, enriches them in real time, and still recovers leads when a visitor abandons mid-flow.
4) AI lead scoring rebuilt.
When Giga flagged inconsistent lead scoring, Surface engineering ran a full audit and rebuild in days. The new model was tested against historical form responses and surfaced previously misscored high-fit leads.
5) Attribution and measurement fixed.
Surface diagnosed a broken attribution persistence issue that was hiding paid conversions across the homepage-to-contact flow. The fix now runs attribution end-to-end through form submission, making ad spend trackable to pipeline.
Results
- Full marketing site and CMS shipped without an in-house web team.
- Website ported to code in 2 weeks.
- 4x lift in email capture.
- 10+ sales reps onboarded to intelligent scheduler in under one day.
- No seat-based pricing, so growth does not trigger per-rep overage costs.
- Multiple landing page iterations across paid campaigns, each attributed and A/B tested.
- Lead scoring rebuild recovered previously invisible pipeline within days of deployment.
- Paid spend now runs under closed-loop attribution.
- Conversion surfaces now recover leads that would have been lost to form abandonment.
Ready to see what Surface can do for your team?
Book a demo.
