Industrial buyers search differently from consumers. They type product names, grades, sizes and "manufacturer" or "supplier". That precision is an advantage: if your ads are set up to match it, Google can deliver buyers at the moment they are sourcing.
Keywords that bring buyers
- Product + supplier/manufacturer: "BOPP tape manufacturer", "pharma packaging supplier".
- Product + specification: "48mm brown packaging tape bulk", "SS 316 pipe fittings".
- Product + location: "corrugated box manufacturer Ahmedabad", "yarn supplier Gujarat".
- Product + buying words: "bulk", "wholesale", "price per kg", "MOQ".
Group these into tight ad groups by product line so each ad and landing page matches the search closely.
Negative keywords are half the job
Industrial searches attract a lot of irrelevant traffic. Block it from day one:
- Job seekers: "jobs", "vacancy", "salary", "career".
- Students and researchers: "project", "pdf", "notes", "wiki".
- Retail buyers, if you only sell in bulk: "near me", "single", "Amazon".
- DIY and "how to make" searches.
Review the search terms report weekly for the first two months. This single habit often saves a large share of wasted spend.
Landing pages that convert B2B visitors
- One page per product line, not the homepage.
- Specifications, sizes, certifications and minimum order quantity visible without digging.
- Photos of your plant, machinery and packing to prove capacity.
- A short quote form: product, quantity, location, contact. Plus a WhatsApp button.
- Client logos or industries served, where you have permission.
Tracking what matters
Many B2B buyers call or WhatsApp instead of filling forms. Track calls from ads, clicks on your phone number and WhatsApp buttons as conversions, alongside forms. Otherwise Google optimises for only a fraction of your real leads. Then match leads to orders monthly, as explained in tracking which ad brought which customer.
Campaign types
- Search: the core for most manufacturers. Start here.
- Performance Max: useful once conversion tracking is solid, but watch placements and lead quality closely.
- Remarketing: keep your name in front of buyers during long evaluation cycles.
Budgets and expectations
B2B search volumes are smaller than consumer ones, and clicks can cost more, but one order can be worth a great deal. Set a cost-per-lead target from your order value and close rate using our cost-per-lead guide, and give campaigns 60 to 90 days to settle.
Selling abroad?
Exporters can target buyers in specific countries with the same approach, adjusted for local search terms and currency. See lead generation for exporters.