B2B mfg performance is Google + LinkedIn. Google for high-intent B2B search ('aluminium sheet supplier', 'custom furniture manufacturer India'), LinkedIn for ₹5L+ ACV against procurement/engineering titles. Meta rarely clears B2B CAC math. We plan to pipeline velocity - lead volume × qualification rate × cycle velocity × close rate - not monthly ROAS. The reason that distinction matters is that a manufacturing enquiry generated in April may become a purchase order in November, so a monthly return figure describes almost nothing about whether the spend worked. It also changes what we optimise: a campaign producing forty cheap enquiries that your sales team disqualifies in a phone call is worse than one producing six that reach a sample stage, even though the first looks better on a dashboard.
Google mfg CPC range: ₹20 - ₹200 depending on category. High-intent queries ('supplier', 'manufacturer', 'OEM') convert best. LinkedIn CPM for B2B mfg: ₹1500 - ₹4000 depending on title targeting. LinkedIn makes sense at ACV ₹5L+ with 30% qualification rate and 15%+ close rate. Meta rarely clears B2B mfg math. Long-cycle nurture via email + LinkedIn retargeting + phone SDR is essential - a lead in month 1 closes in month 6-9. The operational constraint most agencies underestimate is response time, because industrial buyers commonly send the same enquiry to several suppliers on the same afternoon and shortlist on who replies first with something specific. A manufacturer whose enquiries sit in an inbox until the next working day loses deals that the advertising already won. The second constraint is search volume: many industrial categories have genuinely thin query volume, which caps what paid search can deliver regardless of budget and pushes the programme toward LinkedIn, trade platforms and export channels. We have run paid programmes for Indian manufacturers since 2017 and can share names on request.
