CASE STUDY
Offsider Ag Equipment
20x Increase in Sales Qualified Leads, 82% Decrease in Cost Per Lead
How Market Lead engineered Offsider AG Equipment's jump from self-managed ads to a national lead engine in 30 days, with 225 sales qualified leads at $18 CPL and the first high-ticket sale closing within seven days of launch.
Client
Offsider Ag Equipment
Industry
B2B Agricultural Equipment (Livestock Handling)
Services
Google Ads, Meta Ads, 3 High-Converting Landing Pages, CRM Integration + Sales Automation
Markets
National Australia (Regional Cattle and Sheep Farmers)
20x
82%
225
9%
A Specialist Brand Locked Inside Self-Managed Ads
Offsider AG Equipment manufactures premium livestock handling equipment for Australian cattle and sheep farmers, Tonto Cattle Crushes, Meat Sheep Handlers, and a growing product range serving operations from small holdings to commercial herds. Builds run $4,000 to $100,000+ depending on configuration.
The product was specialist and regional reputation was building. About 20 leads a month landed through a self-managed mix of Google Ads and Meta Ads pointing at the website, with cost per lead running $50-$100 from their own previous campaigns.
But the system underneath was opaque. Conversion tracking was unclear, attribution was fragmented, and the in-house setup couldn't tell which campaign, channel, or audience was actually driving qualified demand. A high-ticket B2B product was being marketed like a commodity, and the sales team had no way to qualify commercial intent before reaching for the phone.
~20 leads/month (self-managed), $50-$100 CPL on their own previous campaigns, unclear conversion tracking, fragmented attribution, no sales qualified lead filtering, no CRM workflow, no per-product campaign architecture, $0 in clearly attributed paid revenue
Engineer the Engine, Then Expand the Range
Market Lead rebuilt the entire acquisition and follow-up stack from scratch. The opening move wasn't ad creative or campaign rebuilds. It was the CRM. The team is rural. Sales reps are on the road. Customers are farmers with phones in their trucks. Speed-to-call mattered more than ad copy.
The system needed to wire every form submission directly to a sales rep's pocket with the qualifying data attached, then automate the follow-up by product line and funnel stage. Start with two product ranges fully wired (Tonto Cattle Crush and Meat Sheep Handler), each with its own high-converting landing page, its own ad architecture, its own CRM workflows. Once the engine was proven, roll out additional product ranges through the same machine.
The Key Insight
When your customer is a farmer with a phone in their truck, the lead-to-call latency matters more than the ad creative. Build the SMS-to-rep handoff first, then optimise the ads.
Four Pillars That Transformed the Pipeline
From 20 Leads to a National Brand in 30 Days
Offsider AG went from self-managed ads at around 20 leads a month at $50-$100 CPL to a multi-product national acquisition engine delivering 225 sales qualified leads in the first 30 days at $18 per lead, up to 82% lower than their own previous cost.
83% of those leads named a commercial budget. Meta CTR sustained above 2% against the 0.8-1% baseline. Landing page conversion held at 9% against the 2-5% generic benchmark.
The first high-ticket sale closed within seven days. The company has since hired new sales reps to keep up with the sales qualified lead volume. Organic traffic is climbing as brand recognition builds. With two product ranges launched and more high-converting landing pages rolling out for additional ranges, the system is being engineered for national market-leadership in Australian livestock handling equipment.
Ready to Build Your Market-Leader Engine?
We've helped businesses like Offsider AG Equipment go from 20 self-managed leads a month to a national brand machine delivering 225 sales qualified leads in 30 days. Let's talk about what we can build for you.
© 2026 Market Lead Pty Ltd. All rights reserved.