Focusing on What Matters: From Awareness to Results
Imagine you’re a farmer, relying on the perfect drop of water to make your crops thrive. Advanced irrigation solutions can be life-changing for farmers - but how do you reach the ones who need them the most? Our client, a global leader in irrigation systems, specializes in drip and micro-irrigation technologies that help farmers optimize water use and increase crop yields in the competitive agricultural market.
The Challenge
The client’s early campaigns focused heavily on brand awareness—building visibility and collecting impressions. Yet, the results on paper felt hollow, with few measurable conversions the client expected – Leads and brochure downloads. Adding to the complexity was the seasonal rhythm of agriculture, which demanded precise timing and impactful messaging for each location targeted.
Our Solution
Shifting Gears to Drive Results: By shifting from awareness-driven campaigns to conversion-driven campaigns that speak directly to farmers’ pain points, we prioritized lead generation and brochure downloads.
Here’s How We Did It:
- Choosing the Right Platforms: Shifted resources to Google and Meta, where we saw the most impact while eliminating high-cost platforms and poorly targeted audience settings that didn’t align with the client’s goals.
- Compelling Content: Short, impactful videos designed for platforms like YouTube Shorts and Reels captured the attention and boosted engagement and CTR.
- Changing the campaign objective to conversions:
- Leads: Farmers showing interest in solutions tailored to their challenges.
- Brochure Downloads: These are more than Brochure Downloads-they’re tools that explain how these solutions can transform farms into more profitable, sustainable operations.
- Precision Targeting: Broad targeting on Meta worked well to attract new audiences, but on Google, narrower targeting brought better results.
- Focused on high-potential markets, like Brazil, where one search campaign on Google Ads alone landed a $200,000 deal.
- Analyzing Meta’s broad targeting revealed it missed key agricultural regions, so we refined the focus to specific cities. This increased media costs but improved CTR by 17% without significantly affecting website traffic.
The Results
191% growth in Traffic with only a 13% increase in budget.
39% more leads year-over-year.
1,304% increase in Brochure downloads, turning interest into actionable opportunities
