Lead Generation Strategy & Digital Growth for an Agricultural Machinery Manufacturer

The Challenge

Votex Hereford Ltd has been manufacturing agricultural machinery in Hereford since the 1960s and has built a strong reputation as one of the most respected manufacturers in the industry.

However, like many established manufacturing businesses, their digital marketing activity was not fully aligned with modern lead generation practices.

The objective of the project was to develop a structured digital acquisition strategy that would:

Generate high-quality enquiries from farmers, dealers and agricultural businesses
Improve visibility in relevant search markets
Connect marketing activity with measurable lead tracking
Use data insights to optimise performance over time

Initially planned as a short-term engagement, the project began as a two-month initiative to establish a new Google Ads lead generation strategy.

Our Approach

The project evolved into a long-term digital growth programme focused on structured lead acquisition, performance tracking and ongoing optimisation.

Google Ads Lead Generation Strategy

We began by designing and implementing a targeted Google Ads strategy focused on high-intent agricultural search queries.

This involved:

Campaign restructuring around commercial keywords
Keyword refinement and negative keyword filtering
Ad messaging aligned with agricultural machinery buyers
Landing page optimisation for enquiries

The goal was not simply traffic, but qualified leads from relevant agricultural sectors.

CRM Integration & Lead Tracking

A key part of the strategy was ensuring that enquiries could be tracked and analysed effectively.

We implemented CRM integration to allow the business to:

Track enquiry sources
Monitor lead quality
Measure campaign performance
Improve follow-up processes

This connected marketing activity directly with sales outcomes, providing clearer visibility into which campaigns were generating genuine opportunities.

Data-Driven Campaign Optimisation

With campaign tracking in place, ongoing optimisation became possible.

Using performance data we continuously refined:

Keyword targeting
Campaign structure
ad messaging
lead acquisition channels

This data-driven approach has allowed the strategy to evolve and improve over time.

A Long-Term Digital Partnership

Although the original project was planned as a short-term engagement, the results led to an ongoing collaboration.

The strategy has now expanded to include:

Continued Google Ads optimisation
Website management and updates
Integration of additional digital marketing channels
Performance analysis and acquisition strategy development

The relationship has grown from a two-month project into a multi-year digital partnership focused on long-term growth.

Impact

Through structured digital strategy and ongoing optimisation, Votex has achieved:

Consistent online lead generation
Improved visibility for agricultural machinery searches
Clearer data insights into marketing performance
A scalable digital acquisition strategy
A stronger connection between marketing activity and sales enquiries

The website now acts as a reliable lead generation platform supporting the company’s long-standing industry reputation.

This project formed part of a wider digital platform strategy combining SEO, CRM integration and lead generation.

What This Demonstrates

This project highlights The DM Lab’s ability to:

Develop structured lead generation strategies for manufacturing businesses
Manage high-intent Google Ads campaigns in niche industrial sectors
Integrate CRM systems to track and measure marketing performance
Use data-driven insights to optimise acquisition channels
Build long-term digital partnerships that support sustained growth

Services Delivered

This project required a lead generation strategy to increase visibility and generate qualified enquiries.

Google Ads for Industrial & B2B
Targeting high-intent searches to generate qualified enquiries
CRM Integration
Connecting website enquiries with sales pipelines for improved tracking and follow-up

These services work together to transform manufacturing websites into structured lead generation systems.

Speak to The DM Lab about generating more enquiries from your website.