“My ads get clicks from students and small traders.”
Bid on the product plus its spec or grade, not on one-word terms. Add unwanted words as negative keywords.
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Industries · Industrial manufacturing · B2B PPC for manufacturers
B2B PPC for manufacturers Google and LinkedIn ads for Indian makers
For owners and sales heads of firms that sell to other businesses. See what to bid on, what the page needs and how to count a real lead.
A strategist calls you in one working day.
/ 01 B2B PPC for manufacturers
What B2B PPC is for a maker of industrial goods
B2B PPC for manufacturers is pay per click (PPC) advertising aimed at other businesses (B2B). You pay Google or LinkedIn when a buyer clicks your ad, not when it is shown.
The aim is an RFQ, a request for quote: a written ask for a price on a named product, quantity and date. PromotEdge runs the ads. You close the order.
Google shows your ad when someone types a need, such as a part or a grade. LinkedIn shows it to people by job title and company, before they search. The wider plan is on our marketing for the manufacturing industry page.
Our view: an industrial buyer seldom orders from one click. So the ads have two jobs: bring the right person to the right page, and record what happened next.
- Since 2015working with Indian brands
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- Every monthwe visit clients, and we review with every client online every week
Our beliefWe look at your business first. Marketing comes second.
/ 03 The plan
B2B PPC strategy for manufacturers, step by step
Read on 1 November 2026, from Google and LinkedIn help pages. Your products can change the order.
| Step | What to do | What the platform says, or why it matters |
|---|---|---|
| 1. Choose keywords and match types | Give each product line its own campaign. Bid on product plus spec, material or standard. Use exact and phrase match. | Google: exact match shows for the same meaning, phrase for searches that include it, broad (the default) for related searches |
| 2. Clean the search terms | Each week, add jobs, courses and home use as negative keywords. | Google: the report lists the real searches behind your clicks |
| 3. Build a page per product line | Spec sheet, certificates, minimum order and an RFQ form. | Google: page quality affects your cost per click |
| 4. Set the conversion actions | Make the RFQ form the primary action. Track calls too. | Google: a primary action is used for bidding, a secondary one only for watching |
| 5. Choose how to bid | With few RFQs, start with a small daily budget. Use a target cost per lead later. | Google suggests judging it over 30 days with 30 or more conversions |
| 6. Add LinkedIn for named firms | Upload target firms and aim at buyer job titles. See our LinkedIn ads work. | LinkedIn: a company list needs at least 300 rows |
| 7. Send the results back | Save each lead's click ID in your CRM. Report quotes and orders. | Google calls this offline conversion import |
Go deeper
Read more about B2B PPC for manufacturers
Deeper reading if you want the research behind the plan.
Google Ads or IndiaMART: how the two compare
How a click and a BuyLead differ
IndiaMART calls a BuyLead a buyer's purchase requirement. A direct enquiry goes to one seller from their catalogue.
| Google Ads search ads | IndiaMART BuyLead | |
|---|---|---|
| How the buyer reaches you | Types a need and clicks your ad | Posts a requirement. IndiaMART shares it with relevant sellers |
| What you see first | The search term, in your report | The buyer's requirement, before you take up the contact |
| What you pay | A price for each click, set in an auction | A plan fee, with a weekly number of BuyLeads |
| What you control | Keywords, regions, ad words and the landing page | Which BuyLeads you take up |
Source: IndiaMART, What is a BuyLead? and BuyLead and Direct Enquiry, updated 6 March 2025, opened 1 Nov 2026
What a plan costs, and how to compare
IndiaMART's paid services page lists TrustSEAL Pro at ₹60,000 for one year with 14 BuyLeads a week, and Maximiser Pro at ₹85,000 with 28 a week. It does not say if GST is included. Divide a plan's fee by the orders it brought in the year, and do the same for Google Ads. Our view: tag the source of every lead in your CRM, and keep the channel with the lower cost per order.
Source: IndiaMART, How to Register for Paid Services, updated 14 October 2026, opened 1 Nov 2026
What a B2B PPC landing page needs
The page the click lands on
Send each product line's click to its own page, not the home page.
| On the page | What to put | Why |
|---|---|---|
| Heading | The product name and use, in the ad's words | Google rates how useful and relevant the page is |
| Spec sheet | Sizes, grades, tolerances and standards | An engineer checks it before asking for a quote. Our view |
| Certificates, as held | Number, issuer and date | A BIS licence covers only the varieties in its scope |
| Minimum order and lead time | Plain numbers | It saves calls from buyers you cannot serve. Our view |
| RFQ form | Product, quantity, date and a drawing upload | Keep it short. LinkedIn says fewer fields likely lift conversions on its forms |
Source: Google Ads Help, About Ad Rank, BIS, Product Certification FAQ and LinkedIn, Lead Gen Forms, opened 1 Nov 2026
How to count a lead and an enquiry
From click to order
Sales teams call leads junk when they count different things. Our view of the ladder:
| Stage | What it means | What to tell Google Ads |
|---|---|---|
| Enquiry | Anyone who calls or fills a form, even a student | A secondary action, for watching |
| Lead | The right product, region and buyer role | A primary action |
| Quote-ready RFQ | Product, quantity, date and drawing given | A primary action, once you get enough |
| Quote sent | Your team priced it | Imported later from your CRM |
| Order | A purchase order came | Imported later, with its value |
Source: Primary and secondary actions: Google Ads Help, opened 1 Nov 2026
Sending the later steps back
Google gives every click a unique Google Click ID. Save it with the lead, then send it back with the conversion type and time. Enhanced conversions for leads adds hashed email data to improve the match. The click window is 30 days unless you change it, and for some sources it can be 90. On LinkedIn, a CSV upload or the Conversions API counts events outside your site, such as phone calls. See our analytics and tracking and CRM integration work.
Source: Offline conversion import, enhanced conversions for leads, conversion windows and LinkedIn conversion types, opened 1 Nov 2026
LinkedIn Ads for B2B manufacturers: when they fit
What LinkedIn needs from you
A company list needs at least 300 rows, and 300 member accounts must match before ads run. Lead forms fill from the member's profile and need a privacy policy link. You buy clicks or impressions. Buying by lead is not offered.
Source: LinkedIn, company targeting lists and Lead Gen Forms, opened 1 Nov 2026
Who should skip it
Our view: LinkedIn fits high-value orders and a few hundred buyer firms to name, such as OEMs (makers who fit your part into their product) or EPC (engineering, procurement and construction) firms. Low-value goods sold in small lots usually do better on Google or a marketplace. See LinkedIn B2B lead generation and account-based marketing.
What to check before you hire help with B2B PPC
Questions to ask before you hire
Ask us these too.
| Ask | A good answer sounds like |
|---|---|
| Who owns the Google Ads account? | It should be in your name, with the agency added as a user |
| How do you count a lead? | By an RFQ with product, quantity and date, in writing |
| Will you link the ads to my CRM? | Yes. Quote sent and order go back to Google |
| How will you compare with IndiaMART? | Cost per order for each, source tagged in the CRM |
| What is the minimum contract? | Months and notice period, in writing |
/ 04 Sound familiar?
Common problems with B2B PPC for manufacturers
“My sales team says the leads are junk.”
Agree what a lead is before the ads run. A bare call is an enquiry. An RFQ with product, quantity and date is a lead.
“The sale takes months, so the ads look as if they fail.”
Send order results from your CRM (software with one record per enquiry) back to Google. Judge the ads on orders.
“IndiaMART gives me enquiries for less. Why pay for ads?”
Maybe you should not. Compare cost per order from each, not cost per enquiry. A table below shows how.
/ 05 Cost
What affects the cost
No price list. These things move the number.
We don't publish a price list. Google and LinkedIn set click prices in an auction. Ad spend is billed separately, and you approve it first.
What affects the cost
- Product lines. Each needs its own keywords and page.
- Competition. Popular terms cost more per click.
- Tracking. A CRM link and call tracking take setup time.
How we price it
- We talk for 30 minutes about what you make and who buys it
- We read your site and recent quotes, then list what is missing
- A written quote follows within 2 working days
What you get in the quote
- The campaigns, pages and tracking in scope
- What you give us, and by when
How you pay
| Way of working | When it fits |
|---|---|
| Project fee | Landing pages and tracking, built once |
| Monthly retainer | Ads management and reporting. Minimum 3 months, 30 days' notice |
Our fee is separate from click costs. See also our guide to B2B marketing for manufacturers.
/ 06 Rules to know
Platform rules and checks for B2B ads
Four points from official pages, opened on 1 November 2026. Check the current text before you act.
Google lead forms. If you use Google lead forms, Google asks for your privacy policy link on every form. It keeps leads for 60 days, so download them often.
Calls from ads. In Google call reporting, the caller's number is recorded for calls over 15 seconds, except in India. Ask each caller for a name, company and number.
Uploads from your CRM. Google says these uploads move to its Data Manager API (a link between programs) from 15 June 2026. Ask your vendor if your link was updated.
BIS marks. The Bureau of Indian Standards (BIS) says a licence is compulsory for products the Central Government lists, and covers only the varieties in its scope. Show a mark only on those.
General guidance, not legal advice.
/ 07 What happens next
What happens after you ask
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop. A single job, such as one event or one print run, is quoted as one project.
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What people say
What clients say about PromotEdge
“PromotEdge and their team did an excellent job with our website. They engaged with every team member, understanding their needs with great patience before collating them into a user requirement and a design spec. The result was both aesthetically pleasing and usable. PromotEdge continues to support us and our ever-growing and very demanding wish list. We hope to grow this relationship beyond website design and into content development. I am confident that PromotEdge's team will continue to guide us in delivering product content to our global customers, making the website an important tool for product awareness and lead generation.”
Bimal ShahExecutive Director at Fine Organic Industries LimitedManufacturing
“PromotEdge is one of the most hard working creative agency that LISTENS ! Do I need to say anything more ?!!!!Saurav is one of the most open person I have come across who is ready to speak abt the elephant in the room , that no body wants to talk about !”
Harsh GuptaManaging Director at Rishta FoodsFMCG
“I am delighted with the successful launch of our new website, thanks to the exceptional support from PromotEdge. I extend my gratitude to Benjamin and the team for their dedication and hard work, which has resulted in a new, fresh-looking site that perfectly meets our expectations.”
Mom MitraMarketing Head at IleadEducationABP Education
“Working with PromotEdge has been an enriching experience for ABP at many different levels. Your understanding of the digital space, customized brand solutions and prompt servicing have helped us achieve our brand goals with so much ease.I would like to especially thank the creative development team, the digital strategy team and above all the servicing team with whom I have worked in close association with, for their all-round support. I wish you all the best in your upcoming projects and I look forward to collaborating with you in future as well.”
Satabdi SahuLead - Brand and Content at ABP EducationEducationBrahmaputra Volleyball League
“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team.When the team is wonderful, the outcome will definitely be wonderful. I have seen the first cut of the reel which they shot the first day, and they gave us on the morning of the second day.The entire first day they worked so hard and over the night they have edited and on the morning they shared it with us.This is just fabulous and the commitment they have shown. The FIVB team has said that they are very happy with team PromotEdge.And when I showed this clip to my friends, those who are from this industry, they (also said that they) have done a fabulous work.So happy and compliments to the team -- Sayantan and PromotEdge team.Thank you.”
Abhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball LeagueSports
“Hi, my name is Hitesh Malhotra. I'm working in FIVB. We are working with PromoteEdge (with Team Sayantan).I would like to give you a brief detail. So when we started this project, we had a good discussion with them. And personally, I feel PromotEdge is kind of a one stop solution for us. So basically, they provided us the whole storyboarding regarding the digital assets and how we can use those with our ambassadors programme.They helped us a lot to structurize the whole concept from our side. So in fact, there were a lot of great ideas they provided, guiding us...what we should do and what we should not do in this regard.And the best part was that they were very clear from there, from the whole blueprint. So they understood our request from the proposal and then accordingly they executed it.”
Hitesh MalhotraSports Development at Fédération Internationale de Volleyball - FIVBSportsTATA Metaliks
“PromotEdge has been working with our organization for social media management and other creative activities. They are responsive, supportive and hard working. We look forward to a long and positive relationship with them.”
Medha SharmaStrategic Head at TATA MetaliksSteel and metalsShyam Metalics Group
“We have been working with PromotEdge for almost a year. We have engaged them to manage our Digital marketing campaigns and are impressed with the outcome. Within weeks, we had noticed an increase in performance and they continuously worked on adapting to a new strategy if required to get the maximum mileage for us based on our requirements. A big thank you to their team, and I would highly recommend them to anyone who is considering growing on their Digital Space.”
Shubham GadodiaDeputy Brand Manager at Shyam Metalics GroupSteel and metals
“I've known PromotEdge for quite a few years. PromotEdge is passionate, knowledgeable, and destined for success. What stands out is their positivity, energy, passion, and innovative thinking. They bring a warm presence to their work. Best wishes to PromotEdge.”
Mahendra SurekaFounder & CEO at India MACJ - A Buyers Choice Home InspectionsReal estate
“PRAN & PromotEdge have been working together for last 1.5 years. Throughout, the work experience is good and satisfactory.As a client, we found PromotEdge very professional and dedicated towards any project assigned to them.Most importantly, They have a bunch of energetic young people who always think from clients’ point of view and come up with the solution which is appropriate for them.I would personally refer PromotEdge to those who want creative and contemporary work.We wish PromotEdge a successful journey ahead.”
Sharif Rezwan KabirBrand Manager at PRAN RFL GroupFMCGPrime Volleyball League
“I would just like to congratulate, PromotEdge Led by Sayantan and his Team who have done an absolutely fantastic job of branding for the Kolkata Thunderbolts, the Branding, the social media campaign was bang on, and I think it help not just the Kolkata Thunderbolts but its really helped me because in the East there was at least one Team that looking very well promoted and branded. Thanks guyz, well done.”
Joy BhattacharjyaCEO at Prime Volleyball LeagueSports“In the city of Kolkata , there are very few full service advertising agencies which are compact, agile, quick and yet have the vision and creative /executional abilities of large reputed agencies. My experience with PromotEdge has been extremely satisfying and they have done world class job for Brand Building exercise of LION INDIA.In my professional life spanning over 4 decades I have always worked with leading agencies like Lintas, Grey, etc so my benchmarking was rather high. I am delighted to say that i did find the agency measuring up nicely on every parameter of our expectations. The team […] comes majorly from experienced staff who have had experience in large agencies. Added to this is the” young oozing with unique new.”
Hardeep SinghMarketing Consultant“It’s a great way to be back at PromotEdge. I had a great time working them in Kolkata Tunderbolts doing the Volley Biswas character and they all are like good friends like family Saurav Bhaiya, […], and as I speak, I see Sayantan da walking in. HA HA! But it’s been a great experience I am glad to again meeting them and being here at the PromotEdge. Make Calcutta relevant again.”
Priyam GhoseContent CreatorBirdman Chemeng Pvt Ltd.
“PromotEdge has been a unique creative group amongst unique creativity world. Approaching, analysing, understanding the deliverables with ethos and transferring the same into a spellbound creative identity, just cut out for clients’ requirement are signature values of the team. A huge ROI, thy name is PromotEdge.”
Rajat ChatterjeeHead Business Development at Birdman Chemeng Pvt Ltd.Manufacturing
“An aligned partner is always a welcoming step. Someone who can think deep through lines, understand the matrix of product management. Fortunate enough, PromotEdge has been a partner in progress for me. Their uniqueness lies in their hands down knowledge of delivering the strategy and communication needed for the hour. A practical approach to ensuring return of investment has been the day one mantra. An advisory to an executionist, the systematic approach by team PromotEdge has been the impeccable.”
Bobby SrinivasChief Manager Marketing & Brand Marketing at Utkarsh IndiaSteel and metals
“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.”
Priyanka GuptaDirector at Nitya Gold & DiamondsJewellery retail
“We are thoroughly impressed with the extensive knowledge and professionalism demonstrated by PromotEdge. Their adept management of our digital and creative requirements has significantly contributed to our satisfaction with their digital marketing services and expertise.”
Rahul MishraAssistant Manager Digital Marketing & Ecommerce at Magik LightingElectricalsUnimark Group
“As a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them.The format they have created is great, there is a smooth flow of communication, great brainstorming sessions and additionally super ideations and executions.Pritha, the account manager, has always been supportive. Whether day or night, weekday or weekend, she came through and solved the problems.…”
Anish Basu MallikMarketing Executive at Unimark GroupReal estate“I had a great time in Kolkata, I met entire PromotEdge team and they are amazing. Design language that they follow is crazy, the copywriting is crazy. I think they are one of the best digital marketing agencies, not just in Kolkata, entire eastern region and I think brand should not leave the chance to interact with these guys, make stories together.So, if I had something here, I would have definitely collaborated with them and worked. Now is the time, I mean it’s not even a question whether digital is important or not you don’t have an option today. Go digital work with PromotEdge and create your brand stories. Thank You.”
Manish PandeyConsultant & Coach to Content Creator“The PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team).Sayantan and his team is providing you to see this video.I just (want to say) _Shukriya_. Thank you so much for your team, because we are here in front of the camera but all the team is behind. The entire team together did this great job so that you can see how much volleyball is a lovely sport.”
GibaBrazilian Former Volleyball PlayerSports
A maker selling to other businesses?
Tell us what you make and who buys it. We'll show you what to bid on first
Common questions
-
B2B PPC is pay per click advertising aimed at other businesses. A maker pays Google or LinkedIn when a buyer clicks the ad, not when it is shown. The aim is a request for quote from the right person at a buying firm.
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Bid on the product plus its spec, grade, material, standard or use, such as a part number with a size. Exact match shows for searches with the same meaning. Avoid one-word terms, and add negative keywords from the search terms report.
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In B2B PPC the buyer types a need and clicks your ad, so you control the keywords, page and message. On IndiaMART a buyer posts a requirement and IndiaMART shares it with relevant sellers. Compare the cost per order of each channel.
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Count a lead when the product, region and buyer role fit. Count a quote-ready RFQ when the product, quantity and date are given. Keep bare calls as enquiries. Agree the rule with your sales team before the ads run, then judge the ads on RFQs and orders.
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It can, if you track past the form. Google lets you set a conversion window longer than its 30-day default, up to 90 days for some sources. Better still, send quote and order results from your CRM back to Google.
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Neither is better for every maker. Google reaches people who are searching now. LinkedIn reaches job titles at named firms, but a company list needs at least 300 rows. Start with Google unless your buyer list is long. On LinkedIn, ads with lead forms are billed per click or per impression, not per lead.
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Google and LinkedIn set click prices in an auction, so no one can quote them in advance. Cost depends on product lines, regions, competition and tracking work. We don't publish a price list. A written quote follows within 2 working days of a call.
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Yes. We plan the keywords and pages, set up tracking, run Google and LinkedIn ads, and report on RFQs, quotes and orders. We do not close your sales, and we promise no orders. The minimum contract is 3 months, with 30 days' notice.
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Ongoing monthly work has a 3-month minimum. After that you can stop with 30 days' notice. A project has a clear end, and we confirm its timeline in the quote. The smallest first step, a free 30-minute call and a one-page plan, commits you to nothing.
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Before work starts, we agree in writing who your main contact is, how often you meet, and who signs off each piece of work. The person who plans your campaign talks to the person who designs it every day. The seniors you meet at the first call are the people who run your work.