Case Study: Google Ads Setup for Alfalfa Group in the Agriculture Sector (Region – Arabian Peninsula)

Project Overview and Business Goals

The website alfalfa-group.com is a supplier of agricultural feed: alfalfa hay, cattle and horse feed, straw, and related products. The goal was to generate stable leads from wholesale buyers in Saudi Arabia and neighboring Arabian Peninsula countries via Google Search Ads. A key consideration for financial reporting: the ad account currency is UAH.

Business Challenges

• Set up a clear lead generation channel for bulk orders, recurring supply, and logistics.
• Attract users actively looking to purchase feed, rather than seeking general information.
• Provide predictable cost per lead to facilitate ad budget and inventory planning.
• Cover key Saudi cities and neighboring markets without diluting the budget.

Demand Research and Keyword Mapping

Analysis revealed stable demand clusters: alfalfa hay, animal feed, cattle feed, horse feed, wheat straw, hay Dubai, alfalfa hay supplier. Buyers’ main concerns were: price per ton, delivery terms, feed quality, and volume stability. Keyword strategy focused on commercial intent, using precise queries with geo-targeting (Riyadh, Jeddah, Dammam, Dubai for cross-market interest).

Account Structure: Control over Broad Networks

• Narrow ad groups per product cluster to match ad copy precisely with search intent.
• English and Arabic ad versions to cover primary regional language scenarios.
• Geo-targeting for Saudi Arabia and selected Arabian Peninsula countries with purchasing power.
• Segmentation by buyer type: wholesalers, farms, equestrian clubs – different creative emphasis for each.

Ads and Offers: Specifics That Sell

• Clear product focus: alfalfa hay / wheat straw / cattle feed – no vague wording.
• Buyer benefits: stable volumes, KSA logistics, fast specification, photos and quality analysis on request.
• Call to action: one-click request for a commercial proposal, quick contact via form/WhatsApp/phone.
• Ad extensions: quick links (“Alfalfa Hay,” “Wheat Straw,” “Logistics,” “Wholesale”), description, phone – to simplify lead capture.

Filtering “Empty” Clicks

From day one, a negative keyword list was compiled and expanded: free, job, vacancy, pdf, price list download, wiki, what is, definition – anything leading to informational or educational interest. Additional negatives targeted non-relevant animals/products. Result: reduced “noisy” traffic and notable budget savings.

Landing Pages and Conversion

• Simplified user journey: large headlines with feed name, photo/video, clear CTAs – “Request Price,” “Get Specification.”
• Short forms: contact info, required volume, delivery city – increased mobile submissions.
• Arabic traffic: correct localization and block order, clear feed terminology.
• Trust signals: origin, supply regularity, basic quality parameters, KSA logistics.

Post-Launch Optimizations

• Every 48–72 hours – search term cleanup and addition of negative keywords.
• Budget redistribution to clusters with best cost per lead.
• Device and time adjustments: peak lead hours – business hours and early evening; emphasis on mobile without ignoring desktop (corporate purchases often made from PCs).
• Headline testing emphasizing benefits: “Alfalfa Hay – Stable Supply,” “Wholesale Wheat Straw – KSA Logistics,” “Cattle Feed – Request Price Today.”

Results in Numbers

• Clicks: 1,174
• Impressions: 13,232
• CTR: 8.87%
• Average CPC: 12.13 UAH
• Conversions (leads): 173
• Conversion Rate: 14.98%
• Cost per Conversion: 81.20 UAH
• Total Spend: 14,240.01 UAH

Note: All amounts in UAH, as the ad account currency is UAH.

Business Implications of These Metrics

• Lead at 81.20 UAH – predictable lead cost, convenient for planning purchases and logistics.
• Conversion 14.98% – nearly 1 in 7 visitors leaves contact info, indicating “mature” traffic and relevant landing pages.
• CTR 8.87% – ads are visible and relevant, allowing controlled expansion of keywords and geo-targeting.

Why the Strategy Worked

• Narrow product clusters: ad and landing page speak the searcher’s language, avoiding unnecessary clicks and confusion.
• English/Arabic bilingual ads: no market lost due to language barrier.
• Strict traffic hygiene: negative keywords and regular cleanup reduced “empty” clicks.
• Simple forms and clear CTAs: fewer fields = more leads, especially from mobile.

Growth Opportunities for the Next Phase

• Keyword expansion: related commercial queries (bales, bulk, UCOG specifications), additional geo-variations within KSA and Peninsula countries.
• Separate landing pages: dedicated pages for “Alfalfa Hay,” “Wheat Straw,” “Cattle Feed” with industry-specific arguments (cattle, camels, equestrian clubs).
• Micro-conversions in analytics: WhatsApp clicks, specification downloads, video views – for fine-tuning bids.
• A/B testing forms: “quick price request” vs. “extended request” for large wholesalers.
• Performance campaigns with narrow audience signals – only after search campaigns show stable lead economics.

Risks and Considerations

• Seasonal purchasing: adjust budgets and bids in advance; during peak demand, reinforce clusters with best lead cost.
• Logistics and delivery time: communicate realistic timelines in ads and landing pages to avoid unmanageable “hot” leads.
• Lead quality: regularly review keywords to prevent expansion into informational searches.

Conclusion for the Business Owner

Google Ads provides a controlled flow of wholesale leads at around 81.20 UAH per lead with a high conversion rate of 14.98%. This result is achieved through discipline: precise product clusters, bilingual ads, clean keyword strategy, user-friendly forms, and regular optimizations. The strategy is scalable without sudden increases in lead cost, if expanded methodically and only through commercially-intended search queries.