Executive Summary
Three Sources Analyzed
- Discovery call transcript — 9 February 2026, approximately 50 minutes with Andrea Brosnan (Offsider AG co-owner)
- Existing B2B Growth Strategy HTML — Prepared 9 February 2026, covers Meta/Facebook strategy proposal
- Google Ads account data — Account ID: 5589048960, 6 months of campaign and search term data
Strategy Doc vs Transcript — Gap Analysis
Detailed comparison of what the HTML strategy document states versus what Andrea actually communicated during the discovery call. Gaps are colour-coded by business impact.
| Area | Strategy Doc Says | Reality (from Transcript) | Impact |
|---|---|---|---|
| Digital Ads Status | "Does not appear to have active Facebook Ads campaigns" | Andrea actively runs BOTH Meta and Google Ads, spending $50-80K/year on digital. She is hands-on managing campaigns herself. | CRITICAL |
| Founder Names | Gerald Hicks, David Hicks, Andrea Brosnan | Andrea's husband is "Dave" (civil engineer). Gerald may be correct as co-founder but Andrea is definitely co-owner and primary marketer. Surname may not be "Hicks" — verify before Thursday. | MEDIUM |
| What They Want | Full Facebook Ads management ($2K/mo + 5% + $2.5K setup) | Andrea wants CONSULTING/COACHING — "I need someone to teach me" and possibly short-term cleanup, NOT ongoing management. | CRITICAL |
| Google Ads | Not mentioned at all | They have 48 campaigns, $13.7K spend in 6 months, massive search term waste. Actively running and leaking money. | CRITICAL |
| Revenue / Financials | Not mentioned | $2.8M turnover, $350-400K profit after tax, 15-20% gross margin. | HIGH |
| Marketing Spend | Not mentioned | $50-80K digital + $20-25K ag publications + $130-140K events = ~$300K/year total marketing investment. | HIGH |
| Lead Volume | Not mentioned | 50-60 email inquiries/week at peak, 3-4/week during lull (Dec-Feb). Critical baseline for improvement targets. | HIGH |
| Seasonal Strategy | Basic field day mentions | Andrea runs sophisticated geo-targeted campaigns aligned to calving seasons, cattle/sheep/goat prices, rainfall, and regional farming activities. This should be built on, not replaced. | HIGH |
| Husband Dynamics | Not mentioned | Dave sees ads as an expense, wants "evidence", controls the purse strings. Andrea remortgaged a farm. This is a key internal selling challenge. | HIGH |
| Sales Process | Not mentioned | Dave = primary salesperson (excellent). Sales rep near Dubbo (great but will not use computers). 2 part-time admin women handling logistics. | MEDIUM |
| Reseller Strategy | Not mentioned | On books with Elders, Nutrient, AIR, CRT. Next phase is getting product in-store and line extension to grids/bridges. | MEDIUM |
| Social Media | Not addressed | Andrea hates it ("stupid f***ing social media") but knows it is necessary. Wants guidance on brand vs sales balance. | MEDIUM |
| Business Goal | Not mentioned | Sell the business in 10 years. Everything should ladder up to building a saleable asset. | HIGH |
| 10-Year Exit | Not mentioned | This is the BHAG — not just profit, but building a saleable asset with systems, brand value, and recurring revenue. | HIGH |
Google Ads Account Audit
Active Campaigns (6 Months)
Only 11 of 48 campaigns have recorded any spend in the past six months.
| Campaign | Type | Spend | Clicks | Conv | CPC | Notes |
|---|---|---|---|---|---|---|
| Summer Sheep 2025 | PMax | $2,486 | 19,779 | 17,915 | $0.13 | BROKEN 17K conv impossible |
| Local area Grids | Search | $2,396 | 436 | 17 | $5.50 | Targeting issues in search terms |
| Grids SEQ SWQ NE Northern NSW | Search | $2,222 | 569 | 57 | $3.90 | Better performance, still too broad |
| Meat Sheep Handler | Display | $2,046 | 1,442 | 1 | $1.42 | WASTE $2K for 1 conversion |
| Sell like crazy - calf and sheep | Search | $1,840 | 1,952 | 762 | $0.94 | BROKEN 762 conv from $1.8K |
| Spin-a-Calf Search | Search | $1,824 | 1,770 | 304 | $1.03 | BROKEN Conv tracking |
| SRBH Summer 23 Promo | PMax | $1,492 | 2,642 | 198 | $0.56 | BROKEN Conv tracking |
| Grids summer 25 26 | PMax | $606 | 1,373 | 66 | $0.44 | BROKEN Conv tracking |
| ANFD 2024 #2 | PMax | $488 | 1,081 | 17 | $0.45 | Event campaign still running |
| Competition targeted | Search | $168 | 131 | 30 | $1.28 | Paused |
| AgQuip 25 | PMax | $127 | 72 | 5 | $1.76 | Paused |
Conversion Tracking Is Completely Broken
"Summer Sheep 2025" shows 17,915 conversions from just $2,486 in spend — that is $0.14 per conversion. "Sell like crazy" shows 762 conversions from $1,840 = $2.41/conversion. This is impossible for agricultural equipment worth $10K-$50K per unit.
They are almost certainly tracking page views or button clicks as conversions, not actual leads or sales. This means Andrea literally cannot prove ROI to Dave because the data is garbage. Google's automated bidding is also optimizing toward junk signals, making every campaign less effective.
Massive Search Term Waste
An estimated 40-60% of search spend is going to completely irrelevant terms. Broad match keywords with no negative keyword lists are burning cash on searches for tractors, fencing, livestock purchases, and construction equipment.
Top Wasted Search Terms
Paying for clicks on completely irrelevant searches — none of these relate to Offsider AG products.
| Search Term | Campaign | Clicks | Cost | Relevant? |
|---|---|---|---|---|
| farm fence with wire mesh | Spin-a-Calf Search | 254 | $392 | NO |
| gumtree livestock queensland | Local area Grids | 22 | $145 | NO |
| 4wd tractor with loader for sale | Sell like crazy | 89 | $77 | NO |
| repossessed tractors for sale | Sell like crazy | 97 | $71 | NO |
| farm buggy for sale | Sell like crazy | 83 | $69 | NO |
| charolais heifers for sale | Local area Grids | 12 | $73 | NO |
| used machinery for sale | Sell like crazy | 24 | $55 | NO |
| repossessed equipment for sale | Sell like crazy | 35 | $52 | NO |
| earth moving equipment | Sell like crazy | 26 | $41 | NO |
| small tractor with front end loader | Sell like crazy | 44 | $42 | NO |
| seized tractors for sale | Sell like crazy | 26 | $28 | NO |
| ex council equipment for sale | Sell like crazy | 15 | $16 | NO |
| garden tractor landscape rake | Sell like crazy | 12 | $18 | NO |
| construction services | Grids SEQ | 14 | $20 | NO |
| driveway ramps | Grids SEQ | 7 | $21 | NO |
Relevant Terms That ARE Working
| Search Term | Type | Cost | Clicks | Assessment |
|---|---|---|---|---|
| spin a calf | BRANDED | $17 | 44 | Excellent — brand term capturing demand |
| calf cradle | PRODUCT | $22 | 21 | Good — relevant product category |
| calf cradle for sale | HIGH INTENT | $16 | 19 | Excellent — purchase-ready buyer |
| cattle grids for sale | PRODUCT | ~$50 | multiple | Good — core product search |
| cattle yard designs australia | RELEVANT | $19 | 3 | Relevant — top-of-funnel opportunity |
Campaign Structure Is a Graveyard
48 campaigns total, 37 with zero spend = campaign graveyard. Event campaigns from 2021-2024 are still "enabled" but doing nothing. There is no clear campaign hierarchy — products, events, and locations are mixed together. The "Sell like crazy" campaign is aptly named but burning cash on tractors and machinery.
No Negative Keywords
Given the search term waste, there are clearly no (or minimal) negative keyword lists. Should immediately add negatives for:
Problems Summary (Priority Order)
1. Conversion Tracking is Broken
Cannot measure ROI, cannot prove value to Dave, Google's AI cannot optimize properly. The data is completely unreliable — 17,915 "conversions" from $2,486 spend on equipment worth $10K-$50K.
2. Search Term Waste
40-60% of search spend on irrelevant terms. Immediate savings of $3-5K/year just from adding negative keywords. Money is literally going to clicks for tractors, fencing, and livestock purchases.
3. Strategy Doc Misaligned with Client Need
The document proposes full management. Andrea explicitly wants consulting/coaching — "I need someone to teach me." The pricing model is completely wrong for what she needs.
4. No Google Ads Strategy
The HTML strategy doc only covers Meta. Google Ads is actively running and leaking money. This is the platform where the biggest quick-wins exist.
5. Campaign Graveyard
37 campaigns with zero activity cluttering the account. Event campaigns from 2021-2024 still enabled but doing nothing. Creates confusion and makes the account impossible to navigate.
6. Display Campaign Wasting Money
Meat Sheep Handler Display campaign: $2,046 spent for exactly 1 conversion. Display is generating almost no leads for a niche agricultural equipment product.
7. Seasonal Gap Not Addressed
Dec-Feb dead zone (3-4 inquiries/week vs 50-60/week at peak) needs a specific strategy. Andrea already does some seasonal work — but there is no formal framework.
8. No CRM / Sales Automation
Andrea built sales scripts but has no automation. Market Lead Sales CRM (Go High Level) opportunity for lead follow-up, pipeline management, and reporting dashboards.
9. Social Media Balance
Andrea needs guidance on brand content versus sales promotion mix. She knows social matters but hates doing it. Consulting opportunity to create a simple content framework.
Opportunities (Priority Order)
1 Fix Conversion Tracking
Implement proper lead/enquiry tracking across Google Ads and Meta. Set up actual form submissions, phone calls, and email clicks as conversion actions. Remove junk page-view conversions. This alone will give Andrea the "evidence" Dave needs to see ads as an investment, not an expense.
2 Negative Keyword Audit
Add comprehensive negative keyword lists across all search campaigns. Immediate 40-60% waste reduction on search campaigns. Block tractors, machinery, second-hand, livestock buying, construction, and fencing terms. Can be done in a single session.
3 Consulting / Coaching Package
Design a custom offering: monthly strategy calls + platform update briefings + account reviews. This is what Andrea explicitly asked for — "I need someone to teach me" and "like a colleague I can call." Price it at $1,500-2,000/month consulting rather than $2,000 management.
4 Short-Term Account Cleanup
Offer a one-time account audit + cleanup ($2,500-5,000). Fix conversion tracking, add negative keywords, pause/remove dead campaigns, restructure for clarity. Delivers immediate results and builds trust for ongoing consulting engagement.
5 Seasonal Campaign Framework
Build on Andrea's existing geo/seasonal strategy (which is genuinely impressive) but implement it properly with correct targeting, budget pacing, and measurement. Create a 12-month calendar aligned to calving seasons, cattle/sheep/goat prices, rainfall, and regional farming activities.
6 Google Ads + Meta Together
The HTML strategy doc only covers Meta but Andrea needs BOTH channels working together. Dual channel consulting is more valuable and stickier. Google captures high-intent search demand while Meta builds awareness and retargets.
7 River City Playbook
Andrea specifically came to Market Lead because of River City Trailers. Create a documented "Agri Equipment Growth Playbook" that shows the path from where Offsider is now to where River City is. Use this as a powerful sales tool on Thursday.
8 Prove ROI for Dave
Create a simple monthly dashboard that shows actual leads, pipeline value, and cost per lead. This solves the "husband evidence" problem. Dave needs numbers, not feelings. Give him a one-page report each month with hard data.
9 Reseller Strategy Amplification
Use digital ads to support the Elders/Nutrient/AIR/CRT relationship building. Run awareness campaigns in regions where resellers are active. Support the next phase of getting product in-store and line extension to grids/bridges.
10 Market Lead Sales CRM CRM Setup
Eventually move from Squarespace AIO to proper CRM with sales automation, lead follow-up sequences, and pipeline reporting. Not priority one, but a natural upsell once the advertising foundations are solid.
Recommended Engagement Model for Thursday
Three engagement options to present, tailored to what Andrea communicated during the discovery call. Lead with Option A.
Account Cleanup + Consulting
One-time audit & cleanup: $2,500
Cleanup Includes:
- Fix conversion tracking (Google + Meta)
- Negative keyword overhaul
- Campaign restructure
- Pixel/tracking verification
Monthly Consulting Includes:
- Monthly strategy call (1 hour)
- Platform update briefings
- Campaign review & recommendations
- Ad copy/creative feedback
- Social media content guidance
No minimum contract — month to month
Andrea implements, we guide
Short-Term Management + Transition
Setup/audit: $2,500
- Full hands-on optimization for 90 days
- We do the work for 3 months
- Management: $2,000/mo + 5% ad spend
- Then transition to consulting: $1,500/mo
- Andrea takes over with our playbook
- Structured handover process
Best for: "Fix it, teach me, then I take over"
Full Management
Setup: $2,500
- Full ongoing campaign management
- We run everything — Google + Meta
- Monthly reporting & strategy
- Creative development
- Ongoing optimization
Note: This is NOT what Andrea asked for
- Matches what Andrea explicitly said she wants — "teach me", "colleague", "clean up then I handle it"
- Lower commitment = easier close on Thursday
- Builds trust before bigger engagement
- Still $1,500/mo recurring revenue
- Natural upsell to Option B or C if she gets too busy to manage herself
Thursday Call Prep Checklist
Things to do, show, and discuss on the Thursday 13 February follow-up call with Andrea Brosnan.
Show & Tell
- Show conversion tracking issues (actual data) — "This is why Dave can't see evidence." Show the 17,915 conversions from $2,486 spend figure. Let the data speak.
- Show search term waste examples — "You're paying for clicks on tractors and fencing." Instant credibility when she sees her money being wasted.
- Reference her seasonal geo-targeting approach — Compliment it, build on it. Andrea's strategy of aligning to calving seasons and regional farming activities is genuinely impressive. Show you listened.
- Present 3 engagement options — Lead with consulting (Option A). Let her choose. Do not push full management.
- Have River City parallel examples ready — This is why she came to Market Lead. Show the journey from where Offsider is to where River City is now.
Ask & Confirm
- Ask about Meta Ads access — Was it granted? Need to review current Meta setup before making dual-channel recommendations.
- Confirm product pricing ranges — Need exact price points for ROAS calculations. Calf cradles, sheep handlers, grids — what does each sell for?
- Ask about Dave joining a future call — Getting Dave involved early means he sees the data himself. Solves the "evidence" problem at the source.
Verify Before Thursday
- Confirm founder names — Is Gerald's surname actually Hicks? Verify before the call to avoid embarrassment.
- Review the existing HTML strategy doc — Know what was sent so you can address gaps and corrections proactively.