Client: A leading crop protection brand (Hungary) — products for professional farmers
Engagement: March 2020 – July 2026
Services: social media management & PPC (2020–2025), PPC management (2025–2026)
The challenge in one sentence: a B2B audience that buys offline, through distributors — so success is measured in qualified professional attention.
The challenge
Crop protection is bought in person, on advice, through dealer networks. There is no “add to cart” moment to optimise for. The audience — professional farmers — is narrow, seasonal and sceptical, and every competitor includes global giants with global budgets. The task: make a mid-sized brand the one this audience actually engages with online.
What we did
We built a campaign architecture that mirrors how farmers think: year × crop × product. Over six years this grew into 65 Google Ads campaigns — arable, cereals, vineyard lines, each product with its own seasonal window — reviewed against engagement data throughout.
The flagship tactic: a weather-intent search campaign, running continuously since 2023. Farmers check weather and agronomic conditions daily; we met them exactly at that moment of professional attention, and it became the account’s single biggest traffic driver. Native and PR placements in trade media ran with full UTM tracking, so even “brand” media had to prove itself in the same dashboard.
On the social side, we managed the brand’s channels for five years — building what our 2024 competitive audit confirmed was the largest Facebook community in the competitive set, ahead of a global top-tier agrochemical brand whose paid search presence remained sporadic while ours ran year-round.
The results
- ~400,000 users and 650,000+ sessions from a narrow professional audience (GA4, Mar 2020 – Jul 2026)
- ~600,000 product-page engagement events on 620,000 sessions — effectively every visit produced meaningful product engagement (the tracked goals: product-page views, time on page, onward navigation)
- Paid social delivered the highest engagement density of any major channel (1.33 key events per session)
- The largest social community among competitors, including a global market leader (2024 competitive audit)
The final year: concrete conversion goals — all met
In 2026, measurement shifted from engagement to hard conversions across three campaigns, and every target was met:
- 158 activated product registrations on the brand’s loyalty platform — paid social was the largest campaign-driven source, outperforming organic and email combined
- 62 calculator email leads on a dedicated pest microsite — ~85% driven directly by our paid campaigns (Performance Max + Meta)
- 400+ promo entries — the top four traffic sources were all campaigns we ran
Why it matters
Six years, one client, one discipline: structure the account the way the customer thinks, measure everything, and let the data close the argument. That is what long-term B2B demand generation looks like when there is no webshop to hide behind.
Selling B2B, offline, in a niche? We know how to prove marketing value there. Get in touch →