Google Ads for manufacturers, measured in quote requests
Industrial buyers research for months, involve engineers and procurement, and ask for a quote only when they’re sure. I build campaigns for that kind of buying, and I track them to the quotes they bring in.
- 19 quote requests worth R$887,000 in the first month of one account
- Tracking tied to your CRM
- Flat monthly fee
- 5.0 on Google · 13 reviews
Google Ads for manufacturers puts your company in front of engineers and buyers when they search for the processes, materials and parts you make. Done right, it’s measured by quote requests and the deals they turn into, not by clicks. That takes campaigns built around how industrial buyers search and tracking connected to your CRM.
Most agencies treat a manufacturer like a pizzeria
They run the same campaigns, optimize for the cheapest click and report on form fills. That’s how you end up with students, job seekers and hobbyists in your inbox instead of buyers.
An industrial sale is different. The product is technical, the ticket is high, the buying committee has several people and the cycle can run for months. Gartner found that B2B buyers spend only 17% of the purchase talking to suppliers. When they look for a new supplier, search is still where most of them start: in Thomas’s survey of industrial buyers, 80% used search engines to source new suppliers. If you’re not there at each step of that research, you’re not on the shortlist.
What I’ve learned running ads for industrial companies
- The buyer usually acts when the problem is already happening. A line stops, a part wears out, a bottleneck costs money every hour. Ads written around the problem beat ads written around the product. In one account, the best-performing ad by click-through rate (12.95%) talked about the problem, not the material.
- The buyer needs data to defend the purchase internally. Landing pages need specs, test results and applications, not just a contact form.
- Some sectors buy in windows. If your customers plan purchases for a specific season or shutdown, the campaigns have to be strongest right before it.
- A quote isn’t a sale. The real result happens in the CRM weeks later, so that’s what the ads have to learn from.
What I do for manufacturers
The campaigns, the tracking and the follow-up, built around a purchase that takes months and passes through engineering and procurement.
- Keywords by application, not by product name.Research by application, problem and specification, which is how engineers actually search.
- One campaign per product line.Separate campaigns by product line and application, each with its own landing page.
- Every way a buyer contacts you, tracked.Forms, calls, WhatsApp and email, so nothing arrives as an anonymous click.
- Offline conversions from your CRM.Quote requested, quote sent and deal won go back into Google Ads, so the bidding learns to find buyers.
- Remarketing through a long cycle.It keeps you present over the months an industrial purchase takes.
- Trade show campaigns.Including ads shown only to people near the event while it runs.
- CRM automations.They flag the quotes that are sitting there without follow-up.
How industrial buyers search
They rarely type your company’s category. They type what they need. A good account covers four kinds of searches:
| Search by | Examples |
|---|---|
| Process | cnc machining services, custom sheet metal fabrication |
| Material | uhmw liner sheets, abrasion resistant plastic |
| Problem or application | chute liner for material buildup, wear liner for dump truck bed |
| Specification or certification | iso 9001 machine shop, food grade plastic sheet |
The searches I block from day one
Negative keywords protect the budget from people who will never buy: jobs, careers, salary, course, training, DIY, “how to”, free, PDF, used, and anything outside the regions you ship to. Every account gets this list before the first dollar is spent, and it grows every week from the real search terms.
The other half is measurement: the full tracking setup for manufacturers, from the click to the deal in the CRM.
Case: industrial coatings manufacturer
A manufacturer of wear-resistant coatings for mining and heavy industry. First month of Google Ads, running Monday to Friday only:
- 19quote requests in the first month
- R$887kin quotes from those requests
- R$2,205of ad spend, Monday to Friday only
- 8.9%click-through rate on 461 clicks
The campaigns behind it
Everything on this page is how I run Google Ads for B2B in general: measurement first, campaigns split by intent and a flat monthly fee, with the account in your name.
My client work is under NDA, so the companies stay anonymous. This case is from Brazil, and the method is the same for manufacturers in the US.
Frequently asked questions
How much does Google Ads management for a manufacturer cost?
A flat monthly fee based on the scope, never a percentage of your ad spend. You get the number after I understand your products and goals.
How long until we see quote requests?
Usually within the first month. It takes about three months for the account to stabilize and learn from your CRM data.
Do you need to understand our product?
Yes, and I take the time to. I can’t write ads or pages for a buyer I don’t understand.
Do you work with manufacturers in the US?
Yes. I work in English with clients in the US and in 6+ countries.
Can you also handle LinkedIn or trade show campaigns?
Yes. Google Ads is usually the core, but I add LinkedIn and event campaigns when your buyers are there.
What should my landing pages show?
What an engineer needs to justify the purchase: specs, materials, tolerances or test results, applications, certifications and a quote request that takes less than a minute.
Should I send ads to my homepage?
No. Each product line or application needs its own page. A generic homepage makes the buyer hunt for the answer, and most won’t.
What clients say
Working with Lucas on my website was a really great experience. He’s a fantastic listener—patient, thoughtful, and was genuinely committed to understanding what I wanted to convey. I came in with ideas and pieces of my story, and Lucas brought the structure and creativity needed to pull it all together. His insights and suggestions helped turn my vision into a website that truly reflects who I am and what I do. I’m so grateful for his partnership and highly recommend him to anyone looking to bring clarity and impact to their online presence.
Jackie VickBusiness Guide · Jackie Vick Growth PartnersWe've partnered with Lucas on numerous development projects, and it's not an overstatement to say he's become an invaluable extension of our team. Lucas consistently delivers top-notch work, combining exceptional coding skills with a keen eye for design. What truly sets Lucas apart is his problem-solving ability. We've thrown some complex challenges his way, and he always comes through with elegant, effective solutions. His technical expertise is matched only by his dedication to understanding our needs and exceeding our expectations. We have complete confidence in Lucas's ability to tackle any project we throw at him. We wholeheartedly recommend Lucas to anyone seeking a highly skilled, reliable, and results-oriented developer.
Tony JuaysOwner · First IgniteWorking with Lucas completely shifted how I see the value of a website. Lucas not only built a digital presence that better reflects my credibility, but also helped me uncover and communicate key success metrics I had overlooked. I walked away with far more confidence in my positioning.
David LeavittCEO and Managing Director · CxO Advisory, LLCLucas is exceptional at helping me elevate my digital presence. He listens carefully, clarifies expectations, and communicates with both clarity and empathy. His design skills go beyond aesthetics, they’re strategic, helping me stand out with authority and attract the right clients. I highly recommend him to any business who wants to stop blending in and start leading with confidence.
Breandan FilbertManaging Partner · SalezworksLucas Nobre has been an exceptional asset to my projects and my clients projects. His punctuality and reliability in delivering work on time have been impeccable. Lucas always brings fresh, creative ideas that elevate our web pages far beyond the ordinary. His attention to detail is AMAZING, and his expertise in SEO has significantly improved our web visibility. Thanks to Lucas, my digital presence has never been better. Highly recommend his services if you're looking to take your project to the next level!
Natalia NogueiraFounder & Strategic Consultant · Natália Nogueira Tech100% recommended. It was an absolute pleasure to work with someone like Lucas. His work ethic and implementation in web development were truly appreciated. He created a website using GHL, and even when we faced some challenges, Lucas always provided the best he could.
Kevin CardosoOwner · Kevin Cardoso ProFantastic! Lucas is the best.
Tim YoungOwner and attorney · Jones Act Law
Lucas Nobre
I'm Lucas Nobre, a freelance marketing and CRM specialist based in Fortaleza, Brazil. I started as a software developer at HP, which is why I test everything before it goes live.
Since 2021 I've built 150+ GoHighLevel sub-accounts and 100+ websites across 20+ industries, for clients in the US and 6+ other countries. Certified by CXL and the Interaction Design Foundation. My client work is under NDA, so names stay private.
Want ads that bring quote requests, not clicks?
Email me what you manufacture, who buys it and how long they take to decide. I’ll reply with how I’d approach it.
Email me