Caterpillar media strategy
Two goals. Two paths to get there.
Situation
A Caterpillar campaign needed to support $1M in part sales and 288 lead submissions in an October–December 2024 flight. Each goal called for its own audience, channel mix, and conversion path.
What I did
I authored and presented the media strategy, modeling a $112K media buy with a 70/30 split between the two goals. For parts sales, I weighted 63% of the budget toward conversion-stage tactics. For lead generation, I combined lead forms with first-party equipment-data targeting through industry-publisher partnerships and cookie-free segments.
I connected tactic choices to the business question: who we needed to reach, what would move them forward, and how we would judge the outcome.
Tools
- Google Ads
- Meta Ads
- LinkedIn Ads
- Randall Reilly
- Budget modeling
- Forecasting
Result
The client approved the plan as written, and it ran in Q4 2024. The numbers below are planning forecasts, not actual campaign results.