Put your capabilities in front of buyers who are searching right now
There are procurement managers searching Google for exactly what you manufacture. PPC gets you in front of them today, not in six months.
Get your free assessmentManufacturing PPC is wasted money if it's done wrong. Generic ads targeting broad terms like "manufacturing" or "engineering" attract clicks from job seekers, students, and competitors. You pay for every one of those useless clicks.
B2B manufacturing needs a different approach. Your buyers search with specific intent: they need a supplier for a particular process, material, or volume. They're often comparing 3-4 suppliers before making contact. If your ad doesn't speak directly to their requirement, they scroll past it.
The manufacturers who get results from PPC are the ones targeting precise terms with ads that answer the buyer's question immediately. Not "We're a leading manufacturer," but "CNC machined aluminium components, 5-day lead time, ISO 9001 certified."
We build PPC campaigns around how procurement managers actually search.
Tightly targeted keyword groups. Ads that lead with capability, capacity, and certification. Landing pages designed to convert a technical buyer into an RFQ. And rigorous negative keyword management so you're not paying for irrelevant clicks.
Our Process
Common Concerns
We tried Google Ads before and it was a waste of money.
That's the most common thing we hear from manufacturers. Usually the problem is broad match keywords, no negative keyword management, and generic landing pages. We've taken over campaigns burning through budgets and cut cost-per-lead by 60% just by tightening the targeting and building proper landing pages. It's a different approach.
Our average order value is high but sales cycles are long. Can PPC work for that?
Absolutely. B2B manufacturing is a long sales cycle, but PPC captures buyers at the research and shortlisting stage. That first RFQ might not convert for months, but getting on the shortlist is the critical step. We track the full pipeline, not just the initial click, so we can show real ROI even with longer cycles.
The cost per click for manufacturing terms seems expensive.
Some terms are expensive, but consider the maths. If a click costs £8 and you convert 5% of clicks to RFQs, that's £160 per enquiry. If one in four RFQs becomes an order worth £15,000, your cost of acquisition is £640. That's a solid return. We focus on the cost-per-qualified-lead, not the cost-per-click.
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