Case Study: Farmbelt Kubota achieves 157% more conversions with Goodway Group's Hyperlocal SEM Strategy

Farmbelt Kubota achieves 157% more conversions with Goodway Group's Hyperlocal SEM Strategy

Farmbelt Kubota, a Kubota dealer in rural Mississippi, faced the challenge of needing to drive a higher return on investment from its primary lead-driving paid search campaign, especially at the onset of the COVID-19 pandemic. The dealer worked with vendor Goodway Group through Kubota’s digital advertising co-op program to address this need.

Goodway Group implemented a hyperlocal SEM strategy, creating a customized campaign with over 50 specific ad groups. This approach used responsive search ads and hundreds of locally tailored keywords to target the dealer's corporate-assigned zip codes. The results were significant, with Farmbelt Kubota's campaign achieving a 157% year-over-year increase in conversion volume and a 63% improvement in CPA. Additionally, click-through rate increased by 159% while cost-per-click decreased by 28%.