Category 42 – Advertising on the Web
New Holland Inventory Search Tool
Dynamic Product Shopping Ads
About this project
New Holland dynamic product shopping ads drive measurable results by delivering highly targeted traffic directly to dealer inventory pages, generating a significant increase in qualified leads, improving advertising efficiency through dynamic personalization, and giving New Holland and its dealers clear visibility into ROI at both the brand and local levels.
Thousands of Real-Time Ads, One Connected Inventory System
The New Holland Meta Product Shopping Ads program transforms how agricultural equipment is advertised online. By connecting directly to the brand’s full dealer inventory database, every ad is built from live data - automatically generating real-time product listings that reflect actual availability, dealer location, and offers. With intelligent geo-targeting and audience-specific customization, New Holland delivers hyper-relevant ads that expand visibility, drive engagement, and connect customers with the right equipment at the right time.
Product Shopping Ad Features
Smarter Ads Built From Live Inventory Feed
Connected directly to New Holland’s full dealer inventory database, Meta product shopping ads automatically generate thousands of real-time equipment ads that showcase actual units available nearby. Through Merchant Center integration, ads pull live details - model, price, dealer location, and current offers.
Sophisticated Data-Driven Geo-Targeting
Each Meta product ad is automatically geotargeted to users near participating dealers, ensuring the right equipment reaches the right audience. Geographic radiuses dynamically adjust based on dealer proximity, expanding up to 50 miles in rural areas where dealers are farther apart and narrowing to as little as 15 miles where multiple dealers are located nearby. This adaptive approach maximizes exposure while keeping leads highly local and relevant.
Audience-Specific Customization
Messaging and pricing formats are dynamically tailored to match the interests and buying preferences of different audience segments. For example, mid-range tractor ads highlight MSRP after all available cash discounts, appealing to value-focused buyers, while compact tractor ads display monthly payment amounts with current financing offers, aligning with customers seeking affordability and easy ownership options.
Product Shopping Ads Deliver Real Results
Since launch, the New Holland Inventory Tool has attracted consistent engagement from organic and paid channels, with Google and Meta driving the majority of high-intent traffic. What’s most impressive is the rapid performance of the Meta Product Shopping Ads, which in only their first month live have already become one of the top-performing traffic sources for lead submissions—outpacing several long-standing campaigns that have been active since launch.
This early success underscores the effectiveness of connecting live dealer inventory to Meta’s dynamic ad ecosystem. The ads are not only driving new traffic but also producing conversion rates comparable to mature, search-based sources, demonstrating how real-time inventory data can accelerate customer decision-making and deliver qualified leads to dealers faster.
Overall, this performance confirms that New Holland’s data-driven advertising strategy is expanding reach, improving conversion efficiency, and creating a sustainable pipeline of dealer-ready prospects.
Product Shopping Ads are accelerating customer movement through the lead funnel and generating more qualified engagement for dealers.
34%
increase in overall site sessions
38%
increase in lead form starts
30%
increase in leads submitted
Challenge / Opportunity
Digital advertising in agriculture has often lacked personalization. Standard brand ads rarely drove direct sales intent, and New Holland needed a way to convert awareness into measurable leads. The opportunity was to link advertising to real-time dealer inventory, giving customers ads for specific equipment available nearby.
Objective / Desired Response
The objective was to generate more efficient and relevant online advertising by connecting ad creative directly to the Inventory Tool. Ads would feature specific equipment, dynamically pulling in model names, pricing, dealer details, and offers, with the clear desired response: click through to submit a lead form.
Craftsmanship / Originality
The originality lies in tying a live product feed into the Meta digital ad network, creating thousands of unique ad variations personalized by geography, inventory, and dealer allocation. Each ad leads directly to the Inventory Tool’s product detail page, where customers can complete a lead form or browse more inventory.
Target Audience
The ads target farmers and ranchers in-market for equipment within a defined radius around each dealer location. Geotargeting rules (15–50 mile ranges) and audience retargeting (from prior website visitors and CDP profiles) ensure ads reach the most relevant prospects.