VASS Engineering: $4.1M+ in quotes in 8 weeks

Written by Michael Nadalin, Founder of Market Lead and Harvest Lead · Last updated 17 September 2026

Farm equipment, built from Australian steel in Home Hill, Queensland. A leads and sales system across Meta and Google that took a word-of-mouth business to $4.1M+ in quotes in its first 8 weeks.

The situation

VASS Engineering builds farm machinery from Australian steel in Home Hill, in the Burdekin region of Queensland: stool splitters, Confidor applicators, cultivators, rippers with crumble rollers, hydraulic bedformers and a hydraulic back blade. A small fabrication team, ten years in.

Until this year, almost every new customer came from word of mouth and posts on the business Facebook page. That works until you want to grow past it, because it gives you no control over when the next enquiry arrives and no way to reach the grower three hours down the highway who has never heard of you.

What we built

• Tracking first: Google Tag Manager, GA4, Google Ads enhanced conversions, the Meta pixel, Microsoft Clarity and click-fraud protection, so every lead is attributed from day one.
• Sugar cane equipment campaigns on Meta, targeted around the Burdekin, and on Google search.
• A longer lead form landing page, so each enquiry arrives with more detail to quote from.
• Farm equipment campaigns across Australia on Meta and Google, once the local campaigns had proven the offer.
• A 54 second video ad of the back blade.
• A lead sheet where every enquiry is logged with the product and the quote value, so the pipeline is visible in dollars, not just in lead counts.

The part that actually made the difference

Going national. The sugar cane campaigns proved the offer locally, but the Australia-wide farm equipment campaigns produced most of the leads, at a fraction of the cost per lead of the local campaigns. A machine built in Home Hill is just as useful to a producer in New South Wales or Western Australia, and before this none of those buyers knew VASS existed.

The second was video. The back blade video produced leads at less than half the cost per lead of the static image ads, and the back blade became the most requested product in the lead sheet. Machinery buyers want to see the machine do the job.

One fix worth checking on your own account

A broad negative keyword list was blocking every Google search containing "for sale". On most accounts that negative is there to filter out bargain hunters. On a machinery account, "for sale" is the buyer. Removing it opened up exactly the searches the campaigns were built to win.

Quotes are not sales, and that is the point

$4.1M+ is the value of quotes issued to enquiries, not sales closed. On five and six figure machinery the buying cycle runs for months, so quote value is the leading indicator. It shows the pipeline is real long before the invoices land.

Because every lead is logged with its product and quote value, each sale can be matched back to the campaign that produced it as those quotes close. That is what lets the budget follow revenue instead of lead volume.

Written by

Michael Nadalin

Founder, Market Lead & Harvest Lead

Michael is the founder of both Market Lead and Harvest Lead, building lead and sales systems for agriculture and machinery businesses across Australia and the USA.