Your service and parts customers are the machinery sales pipeline you already own
The farmer paying $14k to fix a nine-year-old header is closer to buying than any cold lead you'll pay Meta for.
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YouTube pre-roll for tractors: what a five second skip window forces you to say
You get five seconds before a farmer hits skip. Here's what has to be in them, and what can wait.
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Owner stories on the farm: getting a useful testimonial from someone who hates cameras
A farmer who hates cameras is often your best testimonial. You just have to stop asking him to perform.
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Manufacturer co-op funds: how to spend them without handing over your leads
Co-op money is good money. Just don't let it buy the manufacturer your customer list and your ad accounts.
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UTM naming for dealer groups: one convention so every branch reports the same way
If five branches tag campaigns five different ways, your group report is fiction. Here's the naming standard I'd put in place.
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Spec tables that sell: how to show machinery detail without losing the buyer
Your spec table is either your best salesperson or a wall of numbers buyers scroll straight past. Here's how to fix it.
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The machinery buying guide that earns enquiries instead of traffic
Most buying guides pull clicks from people who will never buy. Write one that gets the right farmer to pick up the phone.
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Quote follow-up for machinery: the sequence I use to recover stalled deals
Most machinery quotes don't die on price. They die in silence, and nobody on your side picks up the phone.
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Lead forms or landing pages for farm enquiries? Here's what I actually run
Instant forms give you cheap leads. Landing pages sell more machines. Here's how I choose between them.
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How to write agricultural case studies when the client won't let you use their name
Most of our best ag results can't carry a logo. Here's how we turn them into case studies farmers actually believe.
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What to do with the leads that went quiet six months ago
Your six month old enquiries aren't dead. Most of them are closer to buying now than the day they first rang.
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Territory targeting for machinery dealers: how to sell beyond your local radius without burning budget
Your best next customer probably lives 300km away. Here's how I target them without wasting a cent on tyre kickers.
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Retargeting windows for machinery: why 30 days is wrong for a six-month buying cycle
Your 30 day retargeting window drops the buyer about five months before he signs. Here is what I run instead.
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GA4 for agriculture sites: the four reports worth your attention
Most of GA4 is noise for a machinery dealer. I check four reports, then I go to the CRM.
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Marketing budget for a single-branch dealership: where the first ten thousand goes
Ten thousand won't build a brand. Spent in the right order, it shows you which enquiries turn into machines sold.
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Bidding on competitor dealership names: when it pays and when it burns budget
Most dealers who bid on a rival's name are paying to annoy that rival's existing customers. A few are quietly winning deals.
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Brand versus direct response for agricultural machinery: how I split the budget
Most machinery dealers ask which one to fund. Wrong question. The split is what matters, and it moves with the season.
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Your landing page loads fine in town. Your buyer is on one bar in a header cab.
Your page looks great on office wifi. On one bar in a header cab it never finishes loading, and that lead is gone.
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Search campaigns for agricultural dealers: the keyword structure that stops wasted clicks
Most dealer Search campaigns waste money on parts hunters, job seekers and toy tractors. Here's the structure I use to stop it.
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Call tracking for dealerships: attributing the phone calls that actually close
Most of your machinery sales start with a phone call. If you can't see where that call came from, you're guessing with your ad budget.
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Audience size for rural targeting: why a small audience is not the problem
Meta's gauge says your audience is too small. Ignore it. Most ads to farmers fail on the offer and the timing, not the audience size.
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The negative keyword lists I load into every agricultural machinery Google Ads account before it spends a dollar
Half your tractor clicks might be kids after toys and blokes after jobs. Here's the list I block before launch.
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Handing leads to a sales manager who is already in the paddock
Your best closer is three hours from the office with dust on the windscreen. Here is how to get a lead into his hand without losing it.
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How I market a dealership through a drought year without going dark
New machinery stops in a dry year. The phone does not. Here is what I keep running, what I cut, and what it costs.
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Offline conversion tracking for machinery dealers: how to tie an ad click to the machine you sold
Your ads platform thinks a form fill is a win. Your bank account only cares about the header that actually sold.
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Video creative for farm machinery: what actually stops the scroll in the paddock
A phone clip shot in the dust beats the glossy drone video, and here's how to prove it sold a machine, not just a form fill.
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The five questions every machinery buyer asks before they enquire, and how to answer them
Price, timing, fit, trade-in and service. Answer them on the page and buyers ring you, not the dealer down the road.
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Selling used machinery online when every unit is a one-off listing
Every unit sells once, then the page is dead. Here is how I build machinery campaigns that survive stock turning over.
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Why your cost per lead looks fine while your cost per sale climbs
Cheap leads and flat sales are the same problem. The form fill is not the finish line, and your bidding is learning from the wrong thing.
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Booking the inspection: the one conversion step machinery dealers skip
The enquiry is not the win. The date in the diary is. Most dealers never actually ask for it.
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Finance pre-qualification as a lead magnet for high-ticket machinery
Brochure downloads tell you nothing. A finance pre-qual form tells you if the buyer can actually write the cheque.
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Trade-in enquiries are the warmest leads in your dealership, and most of them die in an inbox
Most dealers treat a trade-in form as an admin job. It is the closest thing to a buyer putting his hand up before he shops around.
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Why a 30,000 person rural audience is not too small for Meta Ads
Most rural audiences that look too small are just being fed too much budget and one tired ad.
Read the guide →Demand Gen for machinery dealers: getting in the shed before the search
Farmers pick their two dealers long before they type anything into Google. Demand Gen is how you get in early.
Read the guide →Pricing transparency on machinery pages: publishing a band beats price on application
Price on application does not stop the price conversation. It just moves it to a competitor page that gives the buyer a number.
Read the guide →Speed to lead in rural markets: why 24 hours is already too late
A farmer who fills in your form at 6am is in a paddock with no signal by 8. Ring back tomorrow and you're the fourth call, not the first.
Read the guide →Bidding strategies for low volume, high value machinery accounts
Smart Bidding needs volume a machinery dealer will never have. Here is the bidding order I run instead, and when I finally switch.
Read the guide →Retargeting farm equipment buyers: the campaigns most dealers miss
Most dealers run one retargeting ad to everyone who hit the website. That is why it does nothing.
Read the guide →When to scale spend in agriculture marketing, and when to hold
Most ag advertisers spend evenly all year and wonder why it never works. The season decides the budget, and the lag decides the verdict.
Read the guide →CRM and pipeline visibility for agribusiness sales teams
Most agribusiness CRMs I open are a graveyard of half-filled records. Here is the setup that survives harvest.
Read the guide →How to sell farm machinery on Facebook and Instagram without discount-chasers
Cheap leads are easy. I would rather pay $90 for a bloke with a shed full of gear and a budget.
Read the guide →Qualifying rural leads: separating buyers from tyre-kickers automatically
Half the enquiries you get are never going to buy. The fix is not more leads, it is a system that sorts them before you pick up the phone.
Read the guide →The rural sales follow-up sequence that closes more machinery quotes
Most machinery quotes are not lost on price. They are lost because nobody rang back on day nine.
Read the guide →Why machinery brands lose to competitors on speed, not price
Buyers do not compare your price to a rival's. They compare your answer to whoever answered first.
Read the guide →Shopping campaigns for equipment dealers: feed setup that wins the click
Most dealer feeds are built by a plugin and never touched again. That is why your Shopping ads get scrolled past.
Read the guide →Conversion tracking for agriculture: measuring sales, not just form fills
A form fill is not a sale. Here is how I track ag and machinery leads all the way through to the invoice.
Read the guide →The anatomy of a machinery landing page that actually books inspections
Most machinery landing pages read like a brochure. Here is the structure I use to turn cold traffic into booked inspections.
Read the guide →Building a lead magnet that agricultural buyers actually want
The generic ebook is dead. Here is what farmers and machinery buyers will actually trade their contact details for.
Read the guide →Performance Max for agricultural machinery: settings that stop wasted spend
The exact Performance Max settings that stop ag machinery budgets leaking on junk clicks and browsers.
Read the guide →How agricultural machinery dealers generate more sales-qualified leads online
The end-to-end playbook: from search demand to qualified enquiries your sales team can actually close.
Read the guide →Google Ads for farm equipment and machinery: what actually works
The Search, Shopping and Performance Max settings that win high-intent rural buyers without burning budget.
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