The client is an agricultural company that provides smartphone-based tractor navigation and autosteer systems for farmers.
To support product growth, we launched a marketing campaign to generate qualified leads in new markets. The campaign covered Germany, Italy, Austria, Spain, Greece, Poland, France, Portugal, Switzerland, Ireland, the Netherlands, Lithuania, Slovenia, and South Africa.
Campaign Objectives
Key goals:
- Drive relevant traffic to the website
- Identify high-potential countries and audience segments for targeting
- Increase the number of qualified leads
Campaign timeline: July–December 2021
Our Approach and Solution
Driving relevant website traffic with a high potential to convert into leads was the primary success metric for this campaign.
The first step was to audit and properly configure web analytics and conversion tracking to capture the full customer journey. As part of this setup, we implemented the following:
- CRM and Google Analytics integration to evaluate lead quality
- Import of Facebook Ads cost data into Google Analytics
- A Looker Studio dashboard to consolidate data from all channels and provide clear insights for campaign optimization
Next, we focused on selecting traffic sources aligned with the client’s objectives. We analyzed the target audience profile and researched Google search behavior. This allowed us to identify the most relevant acquisition channels.
Based on this research, our team launched campaigns across Google Ads and Meta Ads.
In Google Ads, we launched:
- Brand, category, and competitor search campaigns
- Smart Display and Discovery campaigns to acquire new users
- Display remarketing campaigns to re-engage users and drive lead submissions
In Meta (Facebook) Ads, we launched:
- Conversion and lead generation campaigns targeting behavioral audiences and lookalike segments based on existing customer data
- Remarketing campaigns using first-party audiences, including website visitors, CRM data, page followers, and engaged users
The final phase focused on continuous analysis and optimization. We ran A/B tests to refine creatives and identify the most effective messaging and audience segments for higher CTR and conversion rates. Search term analysis was also conducted to expand high-performing queries and exclude low-quality or inefficient traffic.
Results
- Generated 120,000+ website visits within six months
- Acquired 3,000+ leads, including 900 qualified leads
- Reduced CPC by 50% through continuous testing and optimization
- Increased conversion rate by 50% over the campaign period
- Decreased cost per lead (CPL) by more than 65%
We help B2B and SaaS teams turn media spend into predictable growth.
