Software for rural contractors · Meta Ads · Google Ads · Email nurture · NZ and Australia
From 200 to 1,400 website visits a month.
A software company built for agricultural and earthworks contractors had a strong product and a small audience. Most contractors who needed it had never heard of it, and marketing had been done in-house between everything else.
7x
Monthly website traffic
About 200 → about 1,400 visits
1,400
Monthly website visits
Approximately
32
Guide downloads
New lead-generation funnel
What we found
The strategy needed to speak to owner-operators running the whole business from their phone. Not everyone was ready to book a demo, so there needed to be a useful first step for people still weighing up their options.
The strategy
Connect paid campaigns with industry-specific landing pages, then create a second, slower path to a conversation: helpful videos, a practical free guide and an email series. Use the language contractors use, not software jargon.
What we implemented
- A strategy built around agricultural and earthworks owner-operators
- Meta and Google campaigns with messaging written for contractors
- Industry-specific landing pages matching each audience's work
- Educational videos, a free practical guide and a follow-up email series
What changed
Monthly website traffic grew from around 200 visits to around 1,400 — approximately seven times the traffic. The free guide generated 32 downloads, giving the sales team a warm list of contractors to talk to.
The bigger picture
Not everyone is ready to book a demo. Give them something useful first and the conversation starts itself.
Your turn
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