Case Study: Kubota Tractor Corporation Improves Search Performance with Goodway Group

National branded strategies and local dealer campaigns work together to produce better results and improved costs in search marketing

Kubota Tractor Corporation partnered with Goodway Group to improve search marketing for its residential, farm, and compact construction equipment. With long sales cycles, a narrow target audience, and high-priced products, Kubota needed a strategy that could engage buyers effectively at both the national brand level and the local dealer level.

Goodway Group solved this by aligning national branded search campaigns with scalable local dealer campaigns, using data to optimize performance by region and along the buying journey. The result was an 8.12% increase in national clickthrough rate, a 13% year-over-year decrease in national cost per action, a 68% reduction in local CPC, and a 53% decrease in local cost per action.

Kubota Tractor Corporation

John Lee

Director, Marketing