Google Ads, Microsoft Ads and LinkedIn for manufacturers, wholesalers and trade suppliers. Your sales close after a quote, a call or a sample, so the campaigns are judged on qualified leads and orders, not form fills.
Live Google Ads data · updated monthly · through September 2026 Google Ads accounts we run, complete months only. Accounts run in GBP; figures converted to USD.
The platforms we work in every day
A B2B enquiry can take months to become an order. The account has to find real buyers, filter out everyone else, and learn from the deals that actually close.
Search built around specifications, part numbers, materials, standards and trade terms, the language of buyers and engineers. Consumer, DIY, job and student searches are cut, so budget goes on people who can order.
Leads are imported back from your CRM as they become qualified, quoted and won. Google and Microsoft then bid towards the enquiries that turn into orders, and you see cost per deal, not cost per form.
LinkedIn targets buyers by job title, industry and company size. Microsoft Ads reaches business searchers and can add LinkedIn profile targeting. Both are judged on the same qualified lead goals as Google.
B2B accounts rarely fail on clicks. They fail on what gets counted as a result, and on who the ads end up reaching.
Spam, job seekers, students and other suppliers all fill in forms. When each one counts as a conversion, bidding finds more of them. Offline conversions teach the platforms the difference between a lead and a buyer.
Many trade products share names with consumer ones. Without negatives, budget goes on people who want one item at a retail price. Search terms are read weekly and cut at the cause.
When sales take months, a campaign that looks expensive in its first month may be filling the pipeline. Reporting follows leads through to orders, so decisions are made on deals, not on last month's form count.
A buyer searching for one specification should land on that product, with a quote or sample request beside it. Home page traffic makes buyers search again, and many do not.
Lead quality first, because bidding only learns from what it is told counts. New channels come once the measurement is right.
Conversion actions, call tracking and form spam checked, and a sample of past leads traced to outcomes.
Lead stages agreed and imported as offline conversions, so the platforms learn what a good lead is.
Ad groups by product and application, consumer and job searches cut, landing pages matched to each.
Tested on the same qualified lead goals, with budget moved to whatever brings deals.
Shopping, Search, Meta and TikTok for beauty brands, scaled into peak on profit.
IndustryPPC for haircare and salon brands, with non-brand Search built to beat brand.
IndustryShopping and Meta for fashion and fabric stores, with feeds built on size and colour.
Yes. Leads are imported from your CRM as they move through qualified, quoted and won, and reporting follows them through. It takes longer to read than e-commerce, so we agree the stages and the time frame with you in writing first.
Any CRM that records where a lead came from and what happened to it. The ad click ID is captured with each form or call, and stages are sent back to Google Ads and Microsoft Ads, either automatically or through a regular upload.
Sometimes. LinkedIn is rarely the cheapest click, but it can reach buyers and specifiers by job title and industry before they search. We test it on qualified leads against Google and Microsoft, and keep it only if it brings deals.
Yes, where prices can be shown publicly. A clean feed with part numbers and specifications can bring trade orders through Shopping. Google expects UK Shopping prices to include VAT, so trade sites that only show ex VAT prices need checking first.
It shapes it. If distributors bid on your name or products, your own brand campaign keeps your site in front, and the ads can send each buyer to the right route: direct orders, a trade account or a distributor near them.
Send a short brief about your business. A specialist reads the account with read-only access and replies with the three changes we would make first, yours to keep whether you hire us or not.
We use Google Analytics and Meta Pixel cookies to measure the site and our ads, only if you agree. Our other analytics use no cookies. Cookie policy
Google Ads
Meta Ads
Microsoft Ads
Performance Max
TikTok Ads
Amazon Ads
Merchant Center
LinkedIn Ads
GA4