Olam Agri (Paid Media)

Olam Agri is a global leader in the production and supply of agricultural products, including Wood, Rice, and other essential commodities. The company sought to expand its digital presence and drive leads for its Wood business unit by implementing a targeted Google Ads campaign.

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As they have primarily grown through relationships, we had the extra challenge of working with a limited budget as we tried to prove the value of these marketing initiatives to the organization's executives.

Since August 2024, PBJ Marketing has been running a global Paid Media campaign across three key types of Google Ads campaigns for Olam Agri's Wood business unit:

- Search Campaigns targeting industry-specific keywords.

- Display Remarketing to engage previous website visitors.

- Display Affinity targeting a custom audience segment of individuals searching for related keywords, such as "Wood Supplier."

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Tracking and Analytics: The installation of CallRail for call and form tracking has been crucial in tracking leads. We can see every lead along with detailed marketing data such as campaign, ad group, keywords, and more. This granular tracking allows us to monitor performance in real-time and optimize the campaigns for the best results.

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Collaboration: Close collaboration with Olam Agri's global marketing team has been essential.

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Moving forward, we will work closely with the sales reps and business leads of the Wood business unit to gather feedback on which leads turn into MQLs (Marketing Qualified Leads), SQLs (Sales Qualified Leads), and ultimately customers with revenue. This will help prove the value of Paid Media to key stakeholders and pave the way for other business units like Rice to engage in similar campaigns. Our campaigns span across 226 countries worldwide, ensuring global reach and visibility for Olam Agri's Wood business.

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Looking Ahead

The Google Ads campaigns run for Olam Agri have driven remarkable results with a low CPL, enabling the company to efficiently capture high-quality leads globally. As we move forward, ongoing collaboration and insights into lead-to-revenue tracking will help continue to prove the effectiveness of paid media and expand its reach to other business units.

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Results Worth Bragging About

- 643 Total Leads Generated

- Cost per Lead (CPL): $4.20

- Inexpensive Keyword Strategy: We identified cost-effective, low-competition keywords (as low as $0.03 per click), driving conversions at a fraction of the cost typically associated with the industry

- Lead Quality: Several high-quality leads have come from multi-billion-dollar companies in need of bulk wood supplies for their global locations

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