Google Ads across Canada · Industrial B2B
Google Ads for industrial B2B companies.
An industrial buyer looks for a supplier, a custom part or a subcontractor, often with very precise words. These searches are rare and valuable. We build the campaigns that show you at that moment, a page that answers technical questions and the tracking that ties every lead to its cost, all the way to the sale. The goal: quote requests from businesses, not consumers.
Let’s talk about your next contractsSee the mistakes to avoid- Your Google Ads account in your name
- Every lead tied to its campaign
- Your results online, anytime
What your customers search for
Few searches, but each one can be worth a contract.
In industrial B2B, buyers search with precise words: a process, a material, a standard, a tolerance, often paired with “supplier”, “manufacturer” or “subcontractor”. These searches are few. Every relevant click counts, and every useless click weighs heavily on a small budget.
The useless searches are easy to predict: consumers looking for a part, jobs and internships, courses, definitions, used equipment for sale. They should be excluded from launch day. Google doesn’t apply exclusions to close variants: you have to add plurals and synonyms yourself.
The sales cycle is long. Weeks often go by between the quote request and the purchase order. Google lets you import sales closed offline so that bidding targets the leads that become contracts, provided the sale is reported within the set window, 14 or 90 days depending on the data source.
Some of your customers are outside Quebec. The campaigns can target the markets you actually serve, with ads and a page in each language. In Quebec, under the Charter of the French Language, your commercial publications must exist in French, including online.
Google Ads Help, importing offline conversions
Government of Quebec, Charter of the French Language, s. 52 (in French)
Example: searches that trigger your ads
- stainless steel cnc machining subcontractorpaid
- custom parts manufacturer quebecpaid
- cnc machining online courseexcluded
- machinist jobs drummondvilleexcluded
- used metal lathe for saleexcluded
The most expensive mistakes
Five mistakes that cost a lot in B2B.
Each one takes a few minutes to check, in your Google Ads account or on your page. None of them is fixed by raising the budget.
- 01
Keywords too broad for a small market.
Because precise searches are rare, it’s tempting to go broader. Overly broad keywords then attract consumers, students and job seekers, and the budget runs out before the right buyers search.
Check: what share of your search terms from the last 90 days comes from businesses?
- 02
Leads that are counted, but never followed to the sale.
In B2B, a quote request isn’t a contract. If Google never learns which leads became sales, it optimizes toward easy form fills, not toward the right customers.
Check: do you know which Google Ads leads from the last six months became orders?
- 03
A page that doesn’t answer technical questions.
An industrial buyer wants to know quickly whether you can do the job: processes, materials, capabilities, certifications, volumes, lead times. A generic page sends them to the next supplier.
Check: does your page name your processes, your materials and your capabilities?
- 04
A form that doesn’t let you price the job.
Ask for the company, the need, the volume, the deadline and the delivery location, and let people attach a technical drawing. Your team can prepare a quote without three emails full of questions.
Check: does your form accept an attached file?
- 05
One language for several markets.
If you sell in Quebec and elsewhere in Canada, a campaign only in English or only in French leaves some of your buyers out. Each market deserves its own ads and its own page.
Check: do your campaigns cover every market you serve, in its language?
These fixes don’t require a bigger budget. They require a well-built account, then a monthly follow-up based on real contracts.
What the engagement includes
Campaigns built for a long sales cycle.
One team handles the campaigns, the page and the tracking, then adjusts them every month based on quotes and orders.
One campaign per product or process.
Each product, process or service you sell gets its own precise keywords, exclusions and page. You see which one produces serious leads, and the budget follows.
Keywords · Exclusions · MarketsA page written for buyers.
Processes, materials, capabilities, certifications, industries served and a form that accepts technical drawings: the buyer finds the answers and requests a quote. Your website stays in place.
Copywriting · Design · FormEvery call and every form, tied to its source.
A trackable phone number, conversion tracking in Google Tag Manager and your tracking portal: you know which campaign produced which lead, and at what cost. Our guide on call and form tracking explains the method.
Trackable number · Google Tag Manager · Tracking portalSales sent back to Google, when possible.
When your sales tracking allows it, the leads that became orders are sent back to Google, so the campaigns target the buyers who sign.
Offline conversions · BiddingEverything an engagement with our Google Ads agency includes
Is this the right time?
For companies that want new accounts.
We manage campaigns for service businesses, and we build applications for manufacturers. Google Ads delivers in industrial B2B when your offer can be described in precise words, your buyers search online and someone answers quote requests quickly. If your quotes are still prepared in Excel, see also our custom applications for manufacturers.
- Your new customers come mostly through your sales reps and contacts, at a pace you don’t control.
- You already pay for advertising without knowing how many orders it produced.
- You want quote requests from businesses, in your markets.
Frequently asked questions
Costs, timelines, sales cycle: your questions about Google Ads.
How much does Google Ads cost for an industrial B2B company?
Two amounts, always kept separate. Our management fees generally range from $700 to $3,000 per month, depending on the number of campaigns and pages to build. Your ad budget comes on top and is paid directly to Google: plan on at least $1,000 per month, often more depending on the competition in your markets. The proposal states both amounts before you commit.
How soon do the first leads come in?
Your landing page is ready in 7 to 10 days, and a standard campaign is live in about two weeks. The first leads come in over the following weeks. To know whether Google Ads is profitable, meaning how many quotes turn into orders, plan on three to six months, sometimes longer with a long sales cycle. The engagement also requires a minimum commitment of six months, with fees billed monthly. Our guide on how to read a Google Ads report shows what to watch in the meantime.
Does Google Ads work when there are few searches?
Yes, if every search counts. In B2B, a few serious leads a month can be enough to make a campaign profitable, depending on the value of your contracts. The work is to pay only for those searches, and to measure all the way to the order.
Can we target specific companies?
Not with Search Network campaigns, which target searches, not companies. That is precisely their strength: you reach the buyer at the moment they look for a supplier, whatever company they work for.
Who owns the Google Ads account?
You do. The account is in your name from the start. If the engagement ends, you keep your campaigns, your history, your access and your data.
Let’s start with your markets
Let’s talk about the contracts you want to win.
Tell François about your products, your markets and your goals. You will find out whether Google Ads can bring in the leads you are looking for, and whether Kasvu is the right partner to get you there. If not, he will tell you. The first conversation comes with no commitment.
