American Surplus

Project Overview

Atlas Studios partnered with American Surplus, a company historically reliant on Google Ads with an annual spend exceeding $500,000. The collaboration began with a comprehensive evaluation of American Surplus’s internal sales processes. This analysis revealed a critical need for an organized and efficient lead management system to better align marketing efforts with sales execution.

Atlas Studios developed and deployed a custom lead management platform tailored to American Surplus’s operations. The system ensured that incoming leads were evenly distributed among sales agents and allowed for full visibility into the sales pipeline, including lead assignment, follow-up, and conversion tracking.

With foundational systems in place, Atlas shifted focus to building long-term marketing assets—primarily through SEO and social media. The goal was to reduce advertising dependency while increasing lead volume and revenue through organic means. Over the course of 16 months, the results exceeded expectations. Paid ads were completely eliminated after 8 months of implementation. Lead volume more than doubled, from 125 to over 300 organic leads per week, and revenue surged by over $5 million—setting a new record in the company’s 25-year history.

Objectives

To restructure American Surplus’s marketing and sales ecosystem for sustainable growth by integrating custom lead tracking technology and transitioning from paid advertising to a highly effective organic marketing model.

• Sales Process Optimization: Evaluate and improve the internal sales process to identify friction points and inefficiencies. 
• Lead Management System: Develop a custom platform to evenly distribute leads, ensure accountability among sales agents, and track the lifecycle of each opportunity. 
• Paid Ads Reduction Strategy: Strategically phase out paid advertising by replacing it with organic traffic sources that generate equal or greater lead volume. 
• Organic Growth Marketing: Build and execute a scalable SEO and social media plan to increase brand visibility, traffic, and qualified inbound leads. 

Key Features

• Custom Lead Management Platform: Designed to automate lead assignment, monitor engagement, and provide analytics across the sales pipeline. 
• Sales Accountability Infrastructure: Ensured equitable lead distribution and transparent tracking of follow-up efforts and conversions per sales agent. 
• SEO & Social Media Campaigns: Created and deployed a long-term content and optimization strategy to improve rankings, traffic, and organic engagement. 
• Cost-Efficient Scaling: Successfully transitioned away from $500k+ in paid ads, replacing them with a sustainable inbound system that generated more than double the weekly leads and dramatically increased revenue. 

Conclusion

Atlas Studios’ engagement with American Surplus exemplifies the power of aligning technology, marketing strategy, and sales operations. By replacing an overreliance on paid ads with a custom-built lead management system and a data-driven organic growth strategy, Atlas delivered transformational results. The campaign not only doubled lead flow and added $5M+ in revenue, but it also redefined what was possible for American Surplus—ushering in their most profitable era in over two decades.