The goal
Tractors, mowers and excavators are big, considered purchases. The job was to keep Hartington Equipment in front of farmers, contractors and property owners across the region during the busy spring season, and to send that attention to the website.
What we did
- Reels that show real people. Customer deliveries, equipment demos and the team behind the counter, plus coverage of events like the Big Orange sale.
- Community content. Giveaways, staff birthday shout-outs and team spotlights on Facebook that gave people a reason to comment and share.
- Meta ads. Traffic campaigns that reached 189,224 people and delivered 588,809 impressions in the period.
- Google Ads. Search campaigns built around high-intent searches like Kubota tractor prices and compact tractors for sale, which drew 18,350 clicks from 1.35 million impressions.
The result
Compared with the previous period, Hartington's reach jumped on both platforms: Instagram impressions rose 887% to 761.9K and Facebook impressions rose 1,026% to 668.9K.
- Reels led the way. Instagram Reels reach rose 89%, interactions rose 72% and saves rose 45%.
- More engagement on Instagram. Overall Instagram engagement was up 24%.
- Efficient ads. Meta ads drove 25,018 link clicks at an average of nine cents each.
- Search demand captured. Google Ads brought 18,350 clicks from people actively searching for equipment.
What other businesses can take from it
- People sell equipment. Staff stories and customer deliveries outperformed product-only posts.
- Video earns the reach. Reels did the heavy lifting on Instagram, so they deserve the biggest share of the content plan.
- Pair organic with paid. Social builds familiarity, and ads and search turn it into website visits.
See our social media services and paid advertising, or watch more client video.