Case study
Lead Generation and Sales Success for The Owl's Nest
The Owl's Nest partnered with McCracken to build a strong online presence and foster a supportive community for agriculture educators and administrators.
Through a series of targeted Facebook and Google ad campaigns, McCracken helped The Owl’s Nest reach key audiences with the right messaging, driving engagement and converting prospects into new customers.
At a glance
- Client
- The Owl's Nest
- Services
- Campaign Development, Creative Concepting, Digital Campaign Management
About the organization
The Owl's Nest provides ready-to-use agricultural curriculum and resources for ag teachers. With options for full-year curriculum or single units, The Owl's Nest is designed to support ag educators with tools to help them free up their time and energy so they can focus on what matters most: fostering student growth and leadership.
The challenge
As a newly-launched business in the ag education space, The Owl’s Nest needed to build a strong online presence and clearly communicate its curriculum product offerings to key audiences. In addition to driving awareness, the campaign also prioritized generating sales conversions.
The solution
McCracken implemented a series of Facebook and Google ad campaigns to test various messages and measure performance. By continually reviewing campaign metrics, our team was able to refine targeting, serve the most relevant headlines, and track every conversion back to its original ad. As a result, The Owl’s Nest successfully reached key audiences and increased sales throughout the campaign.
Implementation
How the work ran
McCracken ran multiple ad groups across Facebook and Google, testing and refining campaign components. The campaigns included:
Audience Segmentation
Testing categories such as curriculum, education, lesson plans, and resources.
Message and Keyword Testing
Developing multiple copy sets and keyword groups to find the best-performing combinations.
Ongoing Optimization
Adjusting ads monthly to make the most of the dedicated ad budget.
Creative Refreshes
Creating new copy and graphics each quarter to prevent ad fatigue and highlight different product offerings.
Results
What changed
January - July 2025 results; compared to the previous year
63%
Total sales
223%
Sales attributed to marketing
686%
Website sessions
211%
Return on ad spend for Google Ads
I just spoke with an agriculture teacher in New Mexico who had never heard of The Owl's Nest until he saw our sponsored ad on Facebook last night. He's now planning to purchase our Introduction to AFNR curriculum this spring. I know our business model can be hard to quantify since most orders go through schools rather than direct links, but I wanted to say a big THANK YOU to the McCracken team. Your work is making a real difference—and I'm seeing the results!
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