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Heartland Soil Services
Advertising & Paid Media
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Heartland Soil Services partnered with Sierra Cargill Marketing & Creative to increase brand visibility and generate quality leads using a multi-platform paid advertising strategy. Through a mix of social media ads, streaming audio campaigns, and connected TV placements, we developed a tailored approach that positioned Heartland Soil Services as a trusted agronomy partner for producers.
The Challenge
Heartland Soil Services wanted to reach more growers, drive high-quality leads for their field reps, and grow brand recognition across the U.S.
Key goals included:
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Generating quality leads
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Expanding brand awareness beyond their existing customer base
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Reaching producers on multiple platforms where they already consume content
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Creating data-driven campaigns that maximize ROI
The Strategy
We built a comprehensive paid media strategy designed to meet Heartland Soil Services' objectives and reach their audience where they are:
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Social Media Paid Ads
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Developed platform-specific campaigns for Facebook and X
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Utilized lead generation forms to capture grower information directly within ads
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Designed scroll-stopping visuals and optimized ad copy for engagement
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Streaming Audio Ads
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Placed targeted ads on Pandora, Spotify, and podcast platforms
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Created short, conversational scripts to resonate with producers
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Reached audiences during drive time, fieldwork, and other high-attention windows
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Connected TV & Streaming Video Ads
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Produced video spots for streaming TV platforms like Hulu and YouTube TV
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Targeted relevant demographics and geographies to reach producers in Heartland’s service area
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Reinforced messaging consistency across all digital ad formats
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By combining multiple advertising channels into a single strategy, we created a full-funnel approach that boosted awareness, engagement, and conversions.
The Results
Heartland Soil Services achieved strong success across multiple platforms:
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40% increase in qualified leads for field reps
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3.5x ROI on paid advertising spend
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Expanded brand awareness through targeted streaming TV and audio campaigns
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Significant engagement from social ads, with above-average click-through rates
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A multi-platform presence that positioned Heartland as a leader in agronomy services
