The idea
One ad every so often goes quiet. A new campaign every month keeps you in front of buyers.
Marketing that runs in bursts leaves you invisible in between. The dealers who win online are not the ones with the flashiest single ad. They are the ones with something new in market every month, aimed at what is actually selling that month.
We run that for you. Planters in April, hay tools in June, combine parts in July: a featured campaign every month across Google Search and Display, an always-on parts and remarketing layer underneath it, a video program feeding your YouTube channel, and a weekly e-blast keeping your list warm. Next month's work is started before this month's is done.
The goal is not one good month. It is a steady run of them. The longer this has run for the one equipment dealer on it, the bigger the numbers in their monthly report have grown.
A new campaign every month keeps buyers seeing you all year.
How the month runs
The same loop, every month, so nothing goes stale.
This is not a set-and-forget account. It is a rhythm. Here is the shape of a month.
- 1
We plan the feature
We pick the month's featured push around your season and your inventory, then design and write the search and display creative, each export sized for every corner of the Google Display Network.
- 2
We ship the campaign and its landing page
The ads go live with a landing page built to convert, over the always-on parts and remarketing layer, with the e-blast and any video timed to the same push.
- 3
We report what it did
On the first business day of the month, you get a plain read on what the program delivered: reach, traffic, the pages that pulled, and where it is trending. Numbers you can take in over a cup of coffee.
The benchmark
Cheaper clicks and higher click-through than the ag industry average.
When the dealer's executive team asked the fair question, growth is nice, but how does it compare, we had the receipts. We set the dealer's 2023 campaign numbers next to published agriculture-industry advertising benchmarks.
On search, the campaigns ran clicks about 31 percent cheaper than the ag benchmark, at a 6.77 percent click-through rate against a 5.74 percent benchmark. On display, clicks came in about 44 percent cheaper than the benchmark, at a 0.89 percent click-through rate against 0.47 percent. Cheaper clicks and higher click-through, on both networks.
Benchmark figures are published 2024 agriculture advertising benchmarks (ThinkShift). The dealer figures are the 2023 campaigns we ran, with costs shown relative to the benchmark at the client's discretion.
Cheaper clicks. Higher click-through. On both networks.
Who else this works for
Swap the equipment for anything with a season and a customer list, and the engine still runs.
Nothing about this program is specific to tractors. It works because you have a season, an inventory or a service line, and a list of people who already bought once. Any business built that way wins the same way, with something new in market every month and a plain report on the first business day. If that is you, this runs for you too.
- HVAC and mechanical: your year already runs in seasons, so tune-ups in spring and heating in fall map cleanly to a featured campaign a month over an always-on service floor.
- Home services: roofing, remodeling, and the trades all sell to a route and a season, and the same monthly feature keeps you in market between the busy weeks instead of going cold.
- Senior living and healthcare: the demand is always on, not a one-time buy, so a steady monthly program plus a report you can hand your board fits how you already plan.
- Trade schools: enrollment moves on a calendar, and a fresh campaign timed to each intake, with landing pages built to convert, keeps the pipeline full all year.
- Insurance: renewal windows and cross-sell run on a cycle, and an email layer on the same monthly cadence keeps your book warm without you touching it.
- Any multi-location operator, roughly ten to fifty million: if you have more than one door and a list to feed, one team running every channel off one floor is the point.
The full story, and what else the engine can pull.
This program is one way we help an equipment dealer sell all year. See how it ran for one dealer, and where else the same engine points.
- The full story: .
- Everything ag & equipment: what we do for dealers, from the campaign to the parts counter.
- The digital engine: how we build and run digital, in-house.