Client Overview

Farmbot is an Australian Ag-tech company helping rural businesses monitor water, infrastructure, and assets across vast properties. With a national footprint and a highly specialised audience, their digital strategy needed to do more than generate interest, it needed to deliver qualified opportunities that translated into real sales conversations.

During a transition between internal hires, we provided senior-led Google Ads and Meta Ads management to maintain momentum, strengthen campaign structure, and align paid media activity with business growth objectives. Through a full-funnel strategy, high-intent targeting, and resilient conversion tracking, we built a reliable lead generation engine designed to support Farmbot’s long sales cycle and nationwide expansion.

The Objective

• Increase qualified lead volume across Australia’s rural sector
• Improve conversion rates and reduce cost per lead
• Align paid media performance with CRM opportunities and revenue outcomes
• Maintain momentum during an internal staffing transition
  
  

The Challenge

As Farmbot continued to expand across Australia’s rural sector, their paid media needed to evolve alongside the business. With seasonal demand patterns and a diverse national audience, campaigns had to support both consistent brand visibility and timely lead generation when purchasing intent increased.

At the same time, the business was navigating an internal transition within the paid media function. This created an opportunity to bring in senior-led support to maintain continuity, refine campaign structure, and ensure paid media remained closely aligned with broader commercial and growth objectives.

During this period, website updates also required a review of tracking pathways to ensure data accuracy and measurement integrity. Strengthening conversion tracking and maintaining reliable reporting became a priority, enabling confident optimisation and informed budget decisions as the business continued to scale.

Our Approach

We prioritised rapid immersion into the business during the first two weeks, enabling us to diagnose priority issues, implement immediate adjustments, and establish a continuous optimisation rhythm. Our senior-led approach allowed us to integrate seamlessly with the Farmbot team and provide strategic direction from day one.

Rather than chasing volume, we focused on intent. Media spend was allocated toward high-intent search themes and full-funnel strategies designed to re-engage existing audiences and nurture prospects already familiar with the brand.

What We Implemented

We deployed a full-funnel paid media strategy across Google Ads and Meta Ads, designed to support both immediate lead generation and long-term demand building. On Google Ads, this included Performance Max and high-intent search campaigns structured to prioritise qualified enquiries over low-value clicks. On Meta, we ran video, lead generation, and website conversion campaigns to engage rural audiences at multiple stages of the decision journey.

To strengthen measurement, we reviewed conversion pathways and worked toward CRM alignment, enabling clearer visibility into qualified opportunities and revenue impact. Even when tracking disruptions occurred during a website rebuild, we maintained data integrity to support informed optimisation decisions.

Strategic Evolution

Over the course of management, we simplified account structures, consolidated lower-intent spend, and refined exclusions to accelerate learning and improve consistency. This streamlined approach allowed budgets to be directed toward campaigns delivering the strongest return, while ongoing testing ensured the strategy remained agile and responsive.

By maintaining a simple optimisation rhythm and focusing on measurable outcomes, we created a system Farmbot could continue to scale and refine internally.

Outcomes

• Meaningful uplift in revenue attributed to paid media
• Noticeable increase in qualified opportunities entering the pipeline
• Improved conversion rates across high-intent search campaigns
• Strong growth in Meta lead volume and engagement
• Greater efficiency in cost per qualified lead

What This Means for Farmbot

By focusing spend on high-intent audiences and simplifying campaign structures, Farmbot achieved a more qualified pipeline from the same or lower media spend. The improved measurement framework enabled confident scaling decisions, while the streamlined system provides a foundation they can continue to use internally.

Conclusion

Farmbot’s results demonstrate how a strategic, senior-led approach to paid media can stabilise performance, improve lead quality, and support revenue growth, especially during periods of internal transition.

Through full-funnel strategy, precise targeting, and resilient measurement practices, we helped transform paid media into a dependable source of qualified rural leads. The result is not just stronger short-term performance, but a scalable system designed to support Farmbot’s long-term growth across Australia.