Digital seeding, real harvest - how to get leads in agriculture when the farmer in the field?.

How does a farmer use the Internet during the season and what does this mean for agricultural marketing?

The farmer uses the Internet mainly on task and mobile. During the season, he looks at his phone for brief moments to check the weather, find specific information or compare solutions.

In practice, purchasing decisions in agriculture often begin online, even if the final contact comes later. Farmers look online for reviews, field tests, experience results and recommendations from other farms. However, the way content is consumed depends on the season. The off-season is dominated by longer content, while seconds count during the season.

Effective marketing efforts in agriculture must be aligned with this rhythm. Communication should reach the farmer when he has 30 seconds between fieldwork, not when it requires 30 minutes of focus.

When is a farmer active online?

Farmers are active online both when they need quick information to make decisions and in short breaks when they browse the Internet as entertainment.

Surveys conducted by Martin & Jacob „Sources of information on crop protection products” (2023) and „Digital agriculture in Poland” (2024) show that farmers use the Internet in a very precise way. They look for answers to specific questions: about the effectiveness of a product, a comparison of varieties, the availability of a machine or the opinion of other users. Online activity varies throughout the day and year. During the season, short mobile interactions dominate during the day, while in the evening and off-season, farmers return to longer analytical materials.

Do Meta Ads in agriculture work when the farmer is working in the field?

Yes. Meta Ads work during the farming season if the message is fast, simple and mobile.

A farmer always has his phone with him, but often doesn't have time for long forms or complicated pages. That's why it's worth betting on campaigns that allow you to leave a contact in seconds.

Results in practice - concrete data from agro campaigns

Theory is not everything. To understand how Meta Ads realistically translate into interest in an offer, it's useful to look at hard data from executed campaigns. The following examples show that a precisely targeted message generates valuable inquiries (leads) even with relatively low expenditures.

A summary of the results of a campaign to acquire potential customers:

Why does this solution work for the season?

The above figures are not a coincidence, but are due to the specifics of the tools tailored to the rhythm of the farmer's work:

• elimination of barriers: The use of instant forms allows a farmer to leave a contact in seconds, without having to wait for the website to load,
• cost effectiveness: Even with high-value products such as machinery, the cost of acquiring a direct inquiry remains at a level that ensures the profitability of operations,
• mobile priority: The advertisements reach the viewer where he or she currently resides.

Does the landing page generate agro leads during the farming season?

Yes. A landing page is an effective tool for generating valuable contacts during the season, as long as its design takes into account the specific conditions of the farmer's work - it must be simple, fast and targeted.

In agricultural campaigns, well-optimized landing pages almost always deliver a steady flow of inquiries. Even with a high product price and a longer decision-making process, a properly prepared site effectively shortens the path from interest to leaving a contact. Experience from a number of implemented campaigns has shown that with broad outreach reaching hundreds of thousands of recipients, a landing page allows for the acquisition of leads in agriculture.

Three elements are key to success:

• short form: Reducing fields to the bare minimum dramatically increases conversions with mobile users,
• fast page loading: parameter absolutely crucial when a farmer uses the Internet in short breaks between field work,
• content marketing that responds to the real needs of the farmer: Substantive arguments and concrete solutions instead of generic marketing slogans. 

What content formats work best during the farming season?

Short, visual and specific content formats work best during the season.

The most effective are:

• A short video of work in the field,
• product carousels,
• simple graphics with a clear benefit.

Such materials can be viewed in seconds, in the booth or during a short break. They show the product in a real-world application and facilitate a quick comparison of options.

When does a farmer search for a listing on Google and how to use Google Ads in agriculture?

A farmer searches for an offer on Google when he has a specific need and a high purchase intention.

The search engine checks prices, availability, compares products, looks for dealers and reviews of other users. This is the moment when decisions are made fastest.

Google queries occur exactly when a farmer realistically needs a product or service, making Search one of the most effective channels for acquiring leads in agriculture.

What queries dominate Google Ads in agriculture?

The agricultural search engine is dominated by product, problem, purchase and comparison queries.

The most common examples are:

• Selecting a tractor or machine for a specific acreage,
• Selection of a crop protection product for a specific problem,
• seed variety comparison,
• Checking prices, availability and dealers.

These are very high intention inquiries, immediately preceding the purchase decision.

What role does Performance Max play in agriculture?

Performance Max is an important complement to search network campaigns, as it allows you to reach the farmer at an earlier stage of the purchase path - before he or she even types a specific phrase into the search engine. Using signals from the entire Google ecosystem, the system is able to identify high purchase intent and display ads at the right moment, while capturing traffic like long-tail, which often goes beyond standard keyword matching in Search campaigns. It's a format that works in the background to build interest in an offer as the farmer browses through content about crops, treatment technologies or machinery tests.

Experience from a number of advertising campaigns shows that PMax provides a steady flow of clicks and conversions, working well with seasonal products such as seeds and fertilizers, as well as in the premium machinery segment. By being present where farmers analyze reviews or watch videos of equipment operation, the format effectively strengthens the entire sales funnel. It helps to close the conversion when the user - after having previously viewed substantive materials - returns to the search engine to make a final decision.  

What role do graphic and flexible ads play in agriculture?

Graphic and flexible ads in agricultural marketing support brand recognition building and remarketing, reaching farmers as they browse industry portals, news sites and video content.

Display and flex ads appear in Google's ecosystem outside of search - including on agricultural portals, thematic sites, mobile apps and YouTube. As a result, they reach the farmer when he or she is not yet typing in a purchase inquiry, but is actively consuming content related to the farm, crop technology or machinery.

In practice, graphic and flexible ads work best in three situations:

• Building brand awareness and pre-season offerings,
• reminding the farmer after the first contact,
• remarketing to users who visited the site or watched the videos.

In agricultural campaigns, flexible and graphic ads enhance the effectiveness of Search and Performance Max. They increase the number of touchpoints before the purchase decision, which is crucial for more expensive products such as agricultural machinery, tractors or precision technologies.

Display ads don't replace Meta Ads or Google Search, but they complete the entire marketing funnel, solidifying brand presence and building trust that pays off when the final purchase decision is made.

Why do Meta Ads and Google Ads work best together?

Meta is the beginning. Google is the moment of decision. The two channels work differently, but together they create a path that takes a farmer from initial contact to leaving contact information. Meta attracts attention on social media in short time windows and generates a large number of leads - even when the farmer is busy working in the field and can only scroll through a few seconds of material. Google captures it later when he returns to the topic with a specific need and looks for a solution.

This combination works extremely effectively in agro. The industry is seasonal, decisions are deliberate, and buying machinery or inputs requires multiple points of contact. The Met builds presence and interest throughout the year. Google responds exactly when the farmer is ready to make a decision.

Together, these two channels provide more contacts than each separately - lowering the cost of acquiring a lead, increasing conversions and delivering a steady flow of requests.

It is digital seeding that leads to real harvests. Even when the farmer is in the field.

Contact us and let's create effective agricultural advertising campaigns! We offer comprehensive marketing services in the agricultural industry.

We have been connecting agro brands with farmers for over 20 years.

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