When customer knowledge finally meets the right ad strategy.
The situation
A seasonal peony farm in need of a solid digital ad strategy.
The Peony Fields is a seasonal peony farm in North Carolina where visitors come to tour the fields, pick fresh blooms, shop the boutique, and photograph one of the most fleeting and beautiful things nature produces each spring. The owner had tried digital advertising before without seeing the results she needed, and like most small business owners running a seasonal farm, she was quite literally in the weeds running day to day operations without the bandwidth to figure out Google Ads on top of it.
What The Peony Fields brought to the table was something more valuable than most clients: a deep, personal understanding of exactly who their customers were. The owner had spent years getting to know them through guided tours and garden classes, building real relationships with the people who came back season after season. They knew their customers. They just needed someone to translate that knowledge into the right digital strategy.
Running a seasonal farm means you’re in the weeds, literally and figuratively. The last thing you have time for is figuring out Google Ads from scratch.
The right channel changes everything.
Meta hadn’t been the right channel for The Peony Fields’ audience. Their customers weren’t impulse scrollers, they were deliberate planners who search for experiences, like “tour peony farm,” before they book them. That pointed us directly toward Google, where we could show up at exactly the moment they were already searching.
Rather than starting from scratch on messaging, we built the campaign around what our client already understood about their customers and researched how to best reach them digitally, finding the right keywords, the right targeting, and the right structure to connect their audience with The Peony Fields at the moment of intent.
What we built
A campaign built on client knowledge, and the research to back it up.
Google Ads from scratch
Set up the account, built the campaign structure, and configured targeting around their core audience.
Keyword research
Identified how their customers search for experiences like this and built the campaign around those terms.
Messaging built on audience knowledge
Ad copy built around what our client already knew made customers fall in love with the fields.
We set up The Peony Fields’ Google Ads account from scratch and built a campaign structure around their customer knowledge and our keyword research. The ad copy was built around what our client already knew made their customers fall in love with the blooms, highlighting the value of the business. We didn’t manufacture a message, instead we built the digital expression of what they had already been communicating to their customers in person for years.
What changed
For a seasonal business, the first campaign has to count.
600+
Tickets sold across tour visits, season passes, car group entries, and photography passes
8.5×
Return on total ad spend in a seasonal window where every ticket counts
For a seasonal business with a narrow window to sell tickets each spring, that kind of efficiency in the first campaign matters enormously. The result wasn’t surprising once you understood the strategy. Our client knew their customers deeply. We knew how to reach them digitally. Putting those two things together with the right channel and the right keyword structure meant the ads were finding people who were already looking for exactly what The Peony Fields offers.
What it looks like when customer knowledge meets the right digital strategy.
Sometimes what’s broken isn’t the client’s understanding of their business, it’s the digital strategy built around it. They had the customer knowledge. We built the right strategy to match it. The results followed.
“The Fix Point makes the daunting task of handling Google Search advertising easy and straightforward. Anastasia is so easy to work with and very responsive to my business timelines. I’m glad to have found somebody so capable to take this part of the business puzzle off my plate.”
— Erin Howe, The Peony Fields