Trade fairs and B2B portals still matter, but more international buyers now shortlist suppliers through Google and LinkedIn before they ever send an enquiry. For Indian exporters, that is an opportunity to reach importers directly, without depending only on marketplaces.
Step 1: make your website export-ready
Foreign buyers judge credibility quickly. Before spending on ads, make sure your site shows:
- Product ranges with specifications, certifications and packaging details.
- Export experience: countries served, shipping terms you work with, typical lead times.
- Photos and short videos of your facility, quality checks and packing.
- A clear enquiry form plus email and WhatsApp, with fast replies.
Step 2: pick two or three target countries
Spreading a budget across twenty countries teaches you nothing. Choose markets where you already have some traction or strong demand, and run separate campaigns for each so results are clear.
Step 3: Google Search for importer intent
Target searches such as "[product] supplier India", "[product] manufacturer for export", "wholesale [product] importer" and product-plus-specification terms, limited to your chosen countries. Add strong negatives for retail and job searches. Our guide to Google Ads for manufacturers covers the setup in detail.
Step 4: LinkedIn for procurement roles
LinkedIn lets you target purchasing managers, sourcing heads and owners of importing companies by country and industry. Offer something concrete: a catalogue, price list or sample request. See LinkedIn Lead Gen Forms for B2B.
Step 5: show your craft visually
For handicrafts, textiles, furniture and home decor, short videos of materials, making and finishing build trust that photos alone cannot. Meta and Instagram ads targeted at retailers and interior designers in chosen countries work well for these categories.
Step 6: follow up across time zones
A US buyer's enquiry arrives during your night. An automatic reply that confirms receipt, promises a response time and asks one qualifying question keeps it warm. Then reply properly within your next working hours with prices, MOQ and lead time. Our follow-up system adapts well to email for international buyers.
Step 7: measure by enquiries that become samples and orders
Export sales cycles are long. Track leads to sample requests, then to first orders. Cost per sample request is often a more useful early metric than cost per lead.
Budget and patience
International clicks, especially in the US, UK and Australia, cost more than Indian ones. Start with a focused budget in two or three markets and give campaigns at least 90 days before judging, because buyers take time to evaluate new suppliers.