Valent U.S.A. Corporation is a leading producer of chemical products for agricultural and professional uses, including lawn care operators. South Florida was experiencing an infestation of fig whitefly that was killing ficus trees and hedges in the area. We used the opportunity to generate consumer demand for Valent’s product (Safari Insecticide) by inspiring people to ask their professional pest control operators for Safari by name.

We used a geo-targeted SEM campaign to drive people to the optimized landing page we created. The landing page contained educational information about whitefly and explained how Safari could save their ficus. As the campaign progressed, we monitored and readjusted the keyword buy, for optimal return on investment.

Our campaign was highly successful:

• Generated a 14% click-through rate (the benchmark CTR is 4%)
• Average cost per click was $0.35