Search ads for manufacturers: queries from companies already looking for a supplier.
Search ads are the fastest B2B lead channel for a plant: a buyer types a product name with «wholesale» or «manufacturer» and sees your ad. The goal is to show it to companies, not private buyers, and bring them to a page with specifications and an RFQ form.
In B2B search advertising for manufacturers, queries are few and mistakes are costly. The same query «corrugated sheet» is typed by a site foreman on a large project and by someone building a shed. Unless retail is filtered out with negative keywords, scheduling and ad copy, the budget goes on calls asking «can I get two sheets».
That is why campaigns are built around commercial modifiers: «wholesale», «from the manufacturer», «manufacturer», «plant», «price per ton», a grade or a standard. Ads state the minimum order and terms for businesses upfront, and the landing page is a product group page with a specification table, documents and a quote basket.
The second feature is the long cycle. A lead from an ad turns into a contract weeks later, so we measure effectiveness not by cost per click but by quote requests and deals in the CRM. Without that link it is impossible to tell which campaigns bring in money.
What search ads for manufacturers include.
Queries by product group with modifiers «wholesale», «manufacturer», «plant», «made to order», grades, sizes and standards, by city and for Kazakhstan as a whole.
Negative keywords, device and time bid adjustments, copy with minimum order and «for businesses» — so you pay for clicks from companies.
Each campaign leads to a product group page with specifications, documents and an RFQ form, not to the home page.
In Kazakhstan most search happens on Google; Direct adds part of the audience and regions. We split budget by actual cost per lead.
Separate campaigns for delivery cities — Astana, Atyrau, Aktobe, Karaganda, Shymkent — with delivery terms in the ad.
Re-showing ads to those who viewed the catalog but did not send a request: the long decision cycle makes remarketing especially useful.
Dynamic numbers, goals for quote requests, document downloads and WhatsApp clicks, data passed to the CRM.
Spend, quote requests, their cost and the share that reached a contract — by campaign and product group.
Typical campaign structure.
- Product groups + «wholesale» and «from the manufacturer»
- Product groups + grade, size, standard
- «Manufacturer» or «plant» + product + Kazakhstan
- Custom fabrication: cutting, bending, casting, painting
- Campaigns by delivery city
- Kazakh-language queries for key groups
- Brand campaign
- Remarketing to catalog visitors
- Display campaign for industry audiences
How to measure search ads when a deal closes a month later.
Cost per click on B2B manufacturing queries in Kazakhstan is usually higher than in retail, and there are fewer leads. Based on our experience and market data, a quote request from search ads in industrial niches can cost from a few thousand to tens of thousands of tenge — and that is fine if the average order is measured in millions.
The right metrics for a plant:
- cost per qualified quote request, not per any call;
- share of requests that received a quote;
- share of quotes that reached a contract, and contract value per campaign.
To get this, all leads go into the CRM tagged with campaign and keyword. After 2–3 months you can see which product groups and regions pay off, and the budget is reallocated there.
When plants get more orders.
Demand for most industrial products in Kazakhstan is seasonal. Building materials, steel structures and engineering systems grow from March to October with the construction season. Agricultural products peak before sowing and harvest. Government tenders cluster at the start of the year, when budgets are approved, and at the end, when funds are being spent.
What this means for campaigns:
- Budget and bids are planned by month, not evenly.
- Before the season — launch and testing, so that well-tuned campaigns run at the peak.
- Off-season — narrow queries, custom fabrication and remarketing to the existing base.
Ad budget starts at ₸200,000 a month, and in competitive Almaty niches at ₸250,000–₸400,000.
What drives the price of search ads.
Managing one platform costs ₸150,000–₸250,000 a month, with setup included in the first month. Google Ads and Yandex Direct together, several delivery regions or two languages — ₸250,000–₸400,000 a month. Ad budget is separate, from ₸200,000 a month, and in competitive Almaty niches from ₸250,000–₸400,000. One-time setup without management — ₸150,000.
The price goes up with: the number of product groups and campaigns, regions, languages, landing page improvements. Base terms are on the search advertising page.
The short version.
How much do search ads for a manufacturer cost?
Management starts at ₸150,000 a month for one platform; two platforms or several regions cost ₸250,000–₸400,000. Ad budget is separate, from ₸200,000 a month.
How do we avoid paying for clicks from private buyers?
Negative keywords like «retail», «1 pc», «DIY», the modifiers «wholesale» and «manufacturer» in keywords, minimum order in the ad copy and time-of-day adjustments. Retail does not disappear completely, but its share drops noticeably.
Google Ads or Yandex Direct?
In Kazakhstan we start with Google Ads — it has the main share of search. Direct is added second if the niche has enough query volume, and we compare platforms by cost per quote request.
Can we run ads without a new website?
Yes, if the site has pages with specifications. If not, we build a landing page for the product group in 1–2 weeks, otherwise the budget goes to bounces. See website for manufacturers.
When will leads come in?
First requests arrive within days of launch, a stable cost-per-request picture in 3–4 weeks. A contract report takes 2–3 months because of the long sales cycle.
Same service for other industries
Want leads from companies, not retail? Describe your products — we will propose campaigns and a budget.
Tell us which product groups to promote, which regions you deliver to, your average order and whether you are running ads now. We will reply with a campaign plan and a budget forecast within 1–2 business days.