Hudson Investments: Farm & Ranch Brand Launch Through Lead Generation
Hudson Investments launched a new Farm & Ranch division focused on hay production and local agricultural services.
The goal: establish the brand locally, validate market demand, and generate leads for both hay sales and hay cutting & baling services as new revenue streams.
The campaign needed to:
Quickly reach local farmers, ranchers, and businesses.
Generate qualified leads for services and product sales.
Validate unit economics before scaling operations.
Problem Statement
How can a newly launched Farm & Ranch division quickly:
Acquire customers for hay cutting services and bale sales,
Test demand in the local agricultural market, and
Generate measurable ROI to guide future investment?
Hypotheses
H1: Meta Ads can efficiently acquire local leads for hay services & sales.
H2: CAC < 15% of average order value will validate marketing profitability.
H3: A lead-to-sale conversion rate of 20–30% will justify expanding campaigns.
The campaign needed to:
Quickly reach local farmers, ranchers, and businesses.
Generate qualified leads for services and product sales.
Validate unit economics before scaling operations.
Strategy
1. Brand Launch & Local Targeting
Built Farm & Ranch brand presence on Meta platforms with service-focused campaigns.
2. Lead Generation Campaigns
Ran two lead-gen campaigns for Hay Cutting & Baling Services and Fresh-Cut Coastal Round Bales.
Designed ad creatives, managed budgets, optimized targeting radius for rural/local reach.
3. Revenue Alignment
Priced bales at $50 (standard) and $80 (premium); measured revenue per lead and per acre for cutting services.
Key Metrics (60 day)
Ad Spend: $1,568.32 on 2 campaigns
Lead Costs: $62.73 average per lead
Unit Economics: Average order value far exceeded CAC, delivering strong profit margins.
Reach: 25,880
Leads Generated: 25 total leads
Revenue: Thousands in hay sales & cutting services (multiple orders of 50–100+ bales each)
Business Impact
Validated local market demand for both services and hay sales.
Proved digital advertising as a profitable acquisition channel for agricultural operations.
Created a playbook for scaling future Farm & Ranch marketing campaigns.
Next Steps
Expand campaigns with seasonal offers and retargeting for repeat customers.
Test Google Search campaigns for high-intent local traffic.
Build email database for customer retention and bulk-order offers.