More Than a Machinery Show: Making FTMTA the Industry’s Must-Attend Event
Driving qualified leads and tractor sales growth in the UK through targeted social media marketing.
This client is a well-established international tractor manufacturer with a comprehensive range spanning from 55hp to 310hp — covering everything from compact utility tractors to high-horsepower machines. While the brand sells internationally, this campaign was focused on growing their presence and driving tractor sales in the UK market.
Despite having a strong product range and solid brand recognition, this client faced a common problem: a lack of consistent, quality inbound leads. Limited paid social activity and an inconsistent organic presence also meant the brand was missing opportunities to reach and engage potential buyers.
The goal was clear: build a reliable pipeline of high-quality leads that the client could convert, and make paid and organic social media a genuine driver of tractor sales rather than an afterthought.
We planned and activated Meta campaigns at highly relevant points in the farming calendar — targeting periods ahead of busy seasons when operators and farm businesses are actively thinking about upgrading their machinery. A combination of video and static creative, alongside A/B testing of multiple ad variations, was used to maximise campaign engagement and performance.
We used Meta Instant Forms as the primary lead capture mechanism. By keeping the enquiry process quick and seamless — without requiring a user to leave the platform — we significantly reduced drop-off and made it easier for genuinely interested buyers to reach out. Form questions were carefully selected to capture meaningful information, helping the sales team prioritise and qualify leads from the outset.
Not every potential buyer converts on first contact. We built retargeting audiences based on individuals who had visited high-intent pages on the client's website, engaged with specific ads, and lookalike audiences built off existing customers and engaged social media followers. This layered approach ensured our budget was consistently being directed toward the most likely buyers, not just broad audiences.
Alongside the lead generation activity, we worked to establish a more consistent organic social media strategy for the client, maintaining a regular social media content calendar that built awareness of various models across the range. This meant that when a potential buyer encountered a paid ad, there was a credible, active brand presence behind it to reinforce trust.
One of the most important elements of this campaign's success was close, ongoing communication with the client. Regular feedback on lead quality allowed us to make meaningful campaign adjustment, refining audience targeting, updating ad creatives, and shifting budget toward what was performing. This loop between marketing and sales is something many businesses overlook, and it made a tangible difference to results.
