Manufacturing / Advertising
Specified in the field, not the feed
The challenge
Professional contractors do not browse. They search when a system is being specified, quoted, or repaired, and the brand that answers that search with the right product detail tends to win the spec. Toro needed its professional-grade irrigation controls to surface in those short, high-intent windows, in the regions where contractor density is highest, without paying for the far larger consumer audience searching the same terms.
- Market
- Manufacturing
- Capability
- Advertising
- Client
- Toro
The outcome
0%
Increase in conversions
Result
0
Targeted impressions
Result
-18%
Reduction in cost per click
What we did
Targeting came first. Campaigns were mapped to contractor density rather than broad state or national coverage, and Google in-market segments were layered on top so ads reached people already researching irrigation systems instead of anyone typing an irrigation keyword.
Creative was built for a professional reader. Ads led with control-system capability, efficiency, and water management rather than lifestyle imagery, and A/B testing kept refining the message until the highest-performing variants carried the majority of the spend.
Optimization ran continuously. Bids, placements, and geographies were adjusted against live performance, so budget shifted toward the regions and queries producing conversions and away from the ones producing clicks alone. Cost per click fell 18% while conversions rose 24%.
Over the first three months the campaign delivered 291,403 targeted impressions and a 6.8% click-through rate, well above category norms, at a 5:1 return on ad spend. The structure was built to be repeated across other product lines and regions.
Creative spoke to professional-grade features rather than homeowner benefits.
Buy the moment, not the audience size
The program narrowed the buy to the places and people that could actually specify a Toro system. Geo-targeting concentrated spend on high-density contractor regions, in-market segments filtered for people actively researching irrigation solutions, and creative spoke to professional-grade features rather than homeowner benefits.
Precision made the budget go further. Every dollar removed from a low-intent impression was a dollar available for a contractor already halfway to a decision.
Markets
Let's reach the buyer who specifies
Tell us who signs off on your product and where they are. We will build the media that reaches them and nothing else.