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Google Ads for B2B and manufacturing

Business buyers search on Google too: "plastic packaging supplier", "CNC machining in Goiás", "PPE distributor". Search volume is lower than in retail, but each lead is worth far more. The right campaign brings quote requests from people looking for a supplier.

EixoAds · Updated on November 1, 2026

What is different in B2B

  • Fewer searches, more value: few people search technical terms, but a single contract can pay for months of ads.
  • Long sales cycle: weeks can pass between the click and the order. Track quote requests, not immediate sales.
  • The searcher is not always the decision-maker: the buyer, the engineer or the owner may search. The page needs to answer all of their questions.

Keywords that work

  • Technical and product terms: "galvanized steel sheet", "2-inch stainless ball valve".
  • Supply terms: "supplier of", "manufacturer of", "distributor of", "wholesale".
  • Region: "in Goiás", "Center-West", "nationwide", depending on your logistics.
  • Important negatives: "retail", "single unit", "used", "jobs", "how to make", "technical course".

The quote page

In B2B, the landing page should make it easy to request a quote:

  • Technical specifications, standards and certifications.
  • Minimum order, lead times and regions served.
  • A short quote form and the sales team's WhatsApp.
  • Clients served and years in business, to build trust.

How much to invest and how to track

In B2B, a click usually costs R$ 2 to R$ 10. Because volume is lower, many companies start with R$ 30 to R$ 80 per day. Track quote requests and sales contacts, and follow in your CRM which became proposals and sales. Over time, importing those sales into Google Ads helps the algorithm find more similar buyers. See how to track conversions and Performance Max vs Search.

At EixoAds, management starts with mapping the technical keywords of your market.

Frequently asked questions

Does Google Ads work for manufacturers?

It does when your buyers search for suppliers on Google, which is common for technical products, raw materials and industrial services. Volume is lower, but each lead is worth a lot.

Which campaign should I use for B2B?

In most cases, Search campaigns with technical and supply keywords. Performance Max works better once the account has built up conversions.

How long until the first sale?

It depends on your sales cycle. Quote requests usually come in during the first weeks; the sale itself can take longer.

Want to know how much to invest?

Talk to Lucas on WhatsApp: we review your industry and city before you invest.

Chat on WhatsApp See plans and pricing

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