The Google Ads Setup every agri-marketer should use

Google Ads offers more targeting possibilities for farmers and growers than any traditional medium, yet choosing the right bidding strategy remains one of the biggest challenges for agrimarketers.

At ReMarkAble International AgriMarketing, Google Advertising is a fixed and essential part of the growth strategies we develop for our clients. But when you run your own campaigns, you quickly see how confusing Google Ads can get. Clicks or conversion value? Target CPA or not? The “right” choice isn’t the same for every campaign.

To make things clearer, here’s a proven campaign structure we use successfully for many clients. It consists of three core campaigns, often combined with two or three bidding strategies.

1-Branded Search 

For people searching specifically for your brand or product name. 
Recommended strategy: Target Impression Share 
Why? It keeps you visible at the top, even when competitors bid on your brand name.

2-Unbranded Search 

For generic search terms (e.g., “front mower”). 
Recommended strategy: Maximise Conversions 
Why? Google drives traffic most likely to convert. 
Have 30+ conversions in 30 days? Add Target CPA for more control.

3-Performance Max 

For retargeting and expanding your audience. 
Recommended strategy: Maximise Conversions 
Why? Performance Max is built for performance. 
Again, with 30+ conversions, add Target CPA.

Why these strategies? 

Your campaign type + your conversion volume determine how much data Google has to optimise. The more data you provide, the smarter the system becomes and the better your results.

Need help choosing the right structure or bidding approach? 

Google Ads doesn’t have to be confusing. With the right setup, it becomes far more manageable. ReMarkAble International AgriMarketing is a Certified Google Partner, specialised in agribusiness. We are always happy to help you set up the best-performing strategy for your brand. Feel free to reach out to our Google Ads specialists Max Nieuwenhuis or Marc-M. Strijker.