Case study · Professional services

FarmCap: turning agricultural investment interest into enquiries through paid social.

FarmCap is a specialist non-bank lender and private credit investment manager supporting Australian agriculture. We used Facebook, Instagram and LinkedIn advertising to reach prospective investors and build measurable enquiry channels.

Sector: Professional services
Service: Social media advertising
Channels: Facebook · Instagram · LinkedIn

105LinkedIn lead form submissions in one month

A$30.47Average cost per LinkedIn lead

52Leads from the main Meta lead form campaign in one month

A$48.30Average cost per lead on the main Meta campaign

Digital marketingCampaign delivery

Cattle grazing beneath gum trees on green Australian farmland under a blue sky.

The challenge

What needed to change.

FarmCap’s investment offering serves a specialist audience, so attracting interest needed to lead somewhere useful. The opportunity was to introduce prospective investors to agricultural private credit, give them a way to explore the offering and create a clear route to enquire.

Campaign performance had to be proven first, before moving into dedicated lead generation.

Two FarmCap team members standing in a green paddock with hills behind them.

Approach

How the work took shape.

We started with a traffic campaign across Facebook and Instagram, sending people to FarmCap’s investment page and building an audience for the next stage. After reviewing delivery and engagement through launch and the first full month, we moved into native lead forms. On Meta, the main lead campaign combined lookalike audiences and retargeting, supported by a separate co-investment campaign.

Each channel had a clear job: website traffic helped people explore FarmCap, while lead forms gave them a direct route to register interest. Monthly reporting showed where enquiries came from and shaped our next recommendations.

On LinkedIn, we ran lead form campaigns aimed at senior roles and finance and investment audiences, with organic posts managed alongside the paid activity.

Each monthly review tracked delivery, engagement and enquiries by channel, and recommended optimising around lead quality as the campaigns matured.

FarmCap’s sponsored LinkedIn post for a Western Australian co-investment opportunity shown on a phone.

The shift

Native lead forms became the turning point, giving interested investors a direct route from an ad to an enquiry without leaving the platform.

The work

The work, up close.

In just over two months, FarmCap’s paid social grew from a website traffic campaign into a working enquiry engine across Meta and LinkedIn. In one month the platforms reported 157 leads: 105 from LinkedIn and 52 from the main Meta lead form campaign.

LinkedIn was the standout. Campaigns aimed at senior roles and finance and investment audiences produced 105 lead form submissions at an average of A$30.47 each, well below the main Meta campaign’s cost per lead.

105

LinkedIn lead form submissions in one month.

A$30.47

Average cost per LinkedIn lead.

On Meta, native lead forms drove most of the recorded leads, while the traffic campaign kept sending people to FarmCap’s investment page. The main lead form campaign, combining lookalike audiences and retargeting, recorded 52 leads at an average of A$48.30 each.

52

Leads from the main Meta lead form campaign in one month.

A$48.30

Average cost per lead on the main Meta campaign.

Together, the campaigns gave FarmCap a measurable way for investors to register interest and for the team to follow up. The next step is connecting campaign reporting with lead quality feedback, tracking which enquiries become investment conversations and using that to guide targeting and budget.