Heading up the marketing efforts for a 9-store Kubota and New Holland dealership, Garton puts a high priority on Google Adwords, particularly on managing the negative words (the unrelated Google searches that can lead people to your site). This tactic has helped Garton Tractor ensure that its web visitors are strong leads of readyto- purchase customers and thus can’t be easily shrugged off by salesmen. Spending as little as $150 a month on simple tools like Google Adwords and Facebook ads, he has helped Garton Tractors top over $100 million revenues per year.

    He’s currently doing a side-by-side comparison of the New Holland and Kubota marketing programs to his own program to determine which has had a better ROI for the dealership.