Sound familiar?
- Your products are searched for by part number and specification, not marketing phrases
- Most web enquiries are students, job seekers and suppliers trying to sell to you
- Sales cycles run for months, so nobody can link marketing to orders
- The sales team wants leads; the MD wants brand; nobody agrees what success is
- LinkedIn ads were tried once, cost a lot per click and were switched off
- Trade show contacts sit in a spreadsheet and never hear from you again
Key facts
- Google Ads and LinkedIn ads management from £150 a month + VAT each, plus ad spend paid to the platform
- LinkedIn targets by job title, function, seniority, industry and company size; Lead Gen Forms prefill profile details
- Under PECR, companies and LLPs are corporate subscribers and can be emailed without prior consent if you identify yourself and offer an opt-out
- Sole traders and ordinary partnerships are individual subscribers under PECR and need consent or the soft opt-in
- Google Customer Match targeting needs 90 days of account history and more than $50,000 lifetime spend, per Google's policy page
- Offline conversion import lets Google Ads learn from quotes and orders recorded in your CRM
- Monthly, cancel with notice
Search for specifiers, not browsers
Industrial buyers search differently from consumers. They use part numbers, materials, standards and applications: '316 stainless laser cutting', 'IP67 enclosure manufacturer UK', 'ISO 9001 precision machining Midlands'. Volumes are small but intent is high, and one order can be worth years of ad spend.
We build Search campaigns around your real product range and capabilities, using exact and phrase match for core terms and broad match only where conversion data is strong enough to guide it. Negatives matter: jobs, apprenticeships, careers, salary, 'what is', DIY, eBay and Amazon remove much of the waste. Landing pages should show specifications, tolerances, certifications and lead times, with a quote request form that asks for drawings. Where pages need building, our sister company dijitulwebdesign.co.uk handles web builds.
LinkedIn ads for the people who sign off
LinkedIn is the one platform where you can reach a purchasing manager at a food manufacturer in Yorkshire by job function, seniority, industry and company size. Clicks cost more than on Meta, so we use it for audiences that are worth it.
- Lead Gen Forms: the form opens inside LinkedIn and prefills the person's name, company and job title, which raises completion compared with sending them to a website.
- Document ads: share a datasheet, case guide or buyer's checklist that can be read in the feed.
- Matched audiences: upload a target account list of companies you want to win and run ads only to them.
- Retargeting: follow up with people who visited your site or watched your video.
Organic LinkedIn from named engineers and directors often outperforms the company page. Organic social management is from £125 a month + VAT per platform package.
B2B email and PECR
B2B email is governed by PECR and UK GDPR. ICO guidance says the PECR email rule on prior consent does not apply to corporate subscribers: limited companies, LLPs, Scottish partnerships and some government bodies. You can email them without prior consent if you say who you are and include a working opt-out in every message. Sole traders and ordinary partnerships are individual subscribers, so they need consent or the soft opt-in. Named contacts are still personal data, so UK GDPR transparency and a lawful basis (usually legitimate interests) apply.
We use that to turn trade show scans, old enquiries and quote requests into a regular nurture: a technical update, an application story, a new capability, sent monthly or quarterly. Email marketing is from £95 a month + VAT.
Linking marketing to orders
The usual reason B2B marketing gets cut is that nobody can show what it produced. We fix that first. Every enquiry form and tracked call is recorded in GA4 and Google Ads with the click ID captured. When your CRM, whether HubSpot, Pipedrive, Salesforce or a simpler system, marks a lead as qualified, quoted or won, we import that back as an offline conversion with its value. Google then learns which searches bring real buyers, and you see cost per qualified lead and pipeline by channel. If your CRM needs integrating first, our sister company dijitul developments builds those connections. Conversion tracking set-up is £145 + VAT one-off.
Trade shows, distributors and remarketing
Much B2B buying still starts at an exhibition or through a distributor. Paid media can make both work harder. Before a show, we run LinkedIn and Google Display ads to visitors' likely job titles in the region, inviting them to your stand. After it, the scanned contacts go into an email nurture and a remarketing audience, so they keep seeing your products during the weeks they spend comparing quotes. For firms that sell through distributors, we can run co-branded campaigns that send buyers to a 'where to buy' page and track which distributor received the enquiry.
Remarketing in B2B is about staying visible through a long decision, not chasing someone with the same banner for months. We cap frequency, rotate creative that answers common objections (lead times, minimum order quantities, certifications), and exclude existing customers unless you want them to see a new product line.
What you get
- Search campaigns built on technical, specification and application keywords
- LinkedIn campaigns for named job functions, sectors and target account lists
- Lead Gen Forms or gated technical content: datasheets, CAD files, guides
- B2B email nurture for trade show and enquiry contacts
- CRM-linked tracking with offline conversion import for quotes and orders
- Monthly report on enquiries, qualified leads and pipeline value where you share it
How it works and what it costs
Google Ads management from £150 a month, social media management from £125 a month and email marketing from £95 a month, all + VAT. Ad spend is separate and paid to the platform. No long contracts.
Free review
We look at your current ads, social, email and analytics, or your plans if you are starting out, and tell you plainly what we would change.
Plan and price
You get a written plan with targets, budgets and a fixed monthly fee before anything starts.
Set up properly
Tracking and consent first, then campaigns, audiences, content calendars or email flows, all in accounts you own.
Run and improve
We manage it every week: search terms, bids, creative, posts and tests, cutting what does not pay and doing more of what does.
Report in plain English
A monthly report on leads, sales and cost per result, not vanity numbers, with what we will do next.
Frequently asked questions
Is LinkedIn worth the cost for a manufacturer?
Often, if your buyers are a definable group by job function, industry and company size. Clicks cost more than on Meta, but one order can be worth far more. We start with a small test against a tight audience, measure qualified leads, and only scale if the numbers stack up.
Can we email companies we met at a trade show?
Usually yes. Under PECR, limited companies and LLPs are corporate subscribers and can be emailed without prior consent if you identify yourself and include an opt-out. Sole traders and ordinary partnerships need consent or the soft opt-in, and UK GDPR still applies to named contacts.
How do you measure results with a six-month sales cycle?
We track leads at each stage: enquiry, qualified, quoted and won. Importing those stages from your CRM into Google Ads lets us report cost per qualified lead within weeks, long before orders close, and gives Google better signals for bidding.
Do you write technical content?
Yes, working from your engineers' input. Copywriting is from £45 per piece + VAT and content marketing retainers from £195 a month + VAT. Your team signs off technical accuracy before anything is published.
Can you run ads in export markets?
Yes. Google Ads and LinkedIn can target specific countries and languages. We set up separate campaigns per market so budgets and reporting stay clear, and advise where local-language landing pages are needed.
Related
Get a free marketing review
We'll look at your ads, social, email and tracking, and tell you plainly what we'd change. No obligation.