The Challenge
Virtual fencing for cattle is one of the most competitive spaces in ag tech right now. Multiple players — at varying levels of maturity and capitalization — are all chasing the same audience, trying to broaden their reach across different segments of ranchers and cattle producers. The market is noisy, the messaging is converging, and standing out means more than having a compelling product. It means getting in front of the right operator with the right message at the right moment.
Vence had the visibility, the budget, and a compelling product story. What they didn’t have was a paid social channel that produced leads worth a conversation. Spend was spread thin across too many campaigns, cost per lead had historically run well into the hundreds, and the funnel was optimized for clicks instead of conversions. The leads that did come through weren’t qualified enough to land in front of a field sales rep. Engagement was shallow. The dashboards looked busy. The pipeline did not.
Strategic Approach
Most agencies optimize for traffic. We optimized for leads.
That meant accepting that the buyer — a pragmatic, ROI-focused ranch operator running large cattle operations across rugged Western terrain — doesn’t convert from a clever creative click. They convert from a direct, frictionless ask matched to real intent. We consolidated the campaign structure, tightened audience and geographic targeting around the right operator profile, and made sure every dollar was working toward a conversion event that actually mattered.
Paid Social Rebuilt Around Lead Gen
We replaced the awareness-heavy campaign structure that had driven cost per lead into the hundreds with a focused lead generation approach. By keeping the conversion experience seamless and pulling qualified inquiries directly into Vence’s sales process, we eliminated the drop-off points that had been killing performance. The first full month of the new structure delivered hundreds of qualified leads at a fraction of the previous cost.
Audit-Led Campaign Consolidation
Before any new campaigns launched, we audited what was already running. What we found was a sprawling account structure with weak conversion tracking and engagement that measured in seconds. We cut what wasn’t working, protected what was, and reallocated spend toward the audiences and channels showing real downstream intent.
Funnel and Tracking Cleanup
A performance number is only as trustworthy as the tracking behind it. We cleaned up the measurement foundation across the account so that every result Vence saw was defensible — not a dashboard artifact — and the team could report confidently on what the program was actually producing.
The Results
The first month of the implemented strategy saw a surge of ~300 leads and cost per lead dropped 93%, providing the sales team with hundreds of qualified opportunities at a sustainable cost. The results validated the core thesis: a tighter, better-targeted program optimized for the right conversion event will outperform sprawl every time. That foundation is now driving Vence’s broader plan to scale qualified leads in 2026.
~300
LEAD INCREASE
IN FIRST MONTH
93%
LOWER COST
PER LEAD
QUALIFIED
OPPORTUNITIES