Why is Google Ads management for industrial distributors different from general digital marketing?

B2B industrial procurement follows a fundamentally different path than retail purchasing. Buyers are operations managers, EHS coordinators, and procurement leads with long approval cycles, CSA compliance requirements, and purchase orders. The keywords they use, the intent signals they leave, and the landing pages that convert them require deep familiarity with industrial vocabulary, compliance standards like CSA, ANSI, and NFPA, and B2B procurement cycles — not retail conversion patterns.

What does efrain do before launching Google Ads campaigns?

Every engagement starts with a full account audit before a single dollar is spent. This covers wasted spend identification, irrelevant search term analysis, bid strategy misalignment, Merchant Center feed accuracy, landing page friction, and conversion tracking gaps. For most accounts, the audit alone recovers budget that goes directly into higher-performing campaigns.

What ROAS has efrain achieved managing Google Ads for industrial distributors?

efrain has achieved a verified 12x ROAS on over $2.5M in managed Google Ads spend, generating more than $30M in attributable revenue for industrial safety and MRO clients across Western and Central Canada.

How does efrain respond to breaking news events with Google Ads?

Through efrain's AI intelligence system, we monitor breaking news — wildfires, regulatory changes, workplace incidents, and infrastructure projects — and translate them into live Google Ads campaigns within hours of the event. Industrial buyer demand spikes within a 48–72 hour window following major news events. efrain captures that window before competitors have finished reading the headline.

Your competitors are bidding on keywords. You're bidding on buyers.

B2B Search Engine AdsPowered by Google
B2B procurement in the industrial safety space doesn't look like a consumer purchase. Your buyers are operations managers, EHS coordinators, and procurement leads with long approval cycles, CSA compliance requirements, and purchase orders. Not credit cards. The keywords they search, the intent signals they leave, and the landing pages that convert them are fundamentally different from anything a generalist agency is built to optimize for.

efrain's Google Ads management is built on 12+ years of exclusive industrial sector experience. That means every campaign is structured around real buyer intent: the way a warehouse supervisor in Winnipeg searches for lockout/tagout kits is different from a safety director in Calgary sourcing NFPA 70E-compliant arc flash PPE. We know the vocabulary, the compliance standards, and the procurement triggers. Because this is the only industry we work in.

Our Digital Edge

Industry vocabulary
We build keyword architecture around CSA, ANSI, and NFPA standards, product SKUs, and distributor-specific search behaviour — not generic safety terms.

Buyer intent layering
Audience signals, job title targeting, and in-market filters built for B2B procurement cycles — not retail conversion patterns.

ROAS discipline
Every bid strategy, match type, and budget allocation is optimized for distributor margins — not vanity metrics like impressions or CTR.

12x
Verified ROAS on Google Ads

$30M+
Attributable revenue generated

$2.5M+
Ad spend managed

12+ yrs
Exclusive industrial B2B focus

Amazon outspends you. Uline outships you. Grainger outbrands you.
None of them out-targets you.

How it works

We fix the foundation before we spend a single dollar.

Most agencies launch campaigns on day one. efrain doesn't. Every engagement starts with a full account and asset audit — because running ads on a broken foundation doesn't scale, it just accelerates waste.

Phase 1 · Account audit

Stop the bleed before building

We conduct a full Google Ads account audit — identifying wasted spend, irrelevant search terms, misaligned bid strategies, and structural inefficiencies. For most accounts, this alone recovers budget that goes directly into higher-performing campaigns. Nothing gets built until the foundation is clean.

Search term analysis Bid strategy review Negative keyword audit Conversion tracking Quality score assessment

Phase 2 · Asset optimization

Fix where ads are directing buyers

Ads are only as strong as what they point to. Before campaigns go live, we optimize the Google Merchant Center feed for industrial product accuracy, audit Google reviews for credibility signals, and identify landing page friction points that kill conversions. A buyer clicking through on a safety harness query shouldn't land on a generic category page.

Merchant feed optimization Product data accuracy Google reviews audit Landing page friction Category page structure

Phase 3 · Campaign buildout

Campaigns built for industrial buyers

With a clean account and optimized assets, we build campaign structures designed for B2B industrial procurement — not consumer retail. Brand awareness campaigns to enter new markets. Product campaigns optimized around CSA, ANSI, and NFPA search behaviour. Audience layers targeting EHS coordinators, operations managers, and procurement leads at the right moment in their buying cycle.

Brand awareness Product search campaigns Compliance-driven keywords B2B audience signals New market entry

Phase 4 · AI intelligence · Real-time demand capture

When the news breaks, your campaign is already live

This is the efrain edge no other agency can replicate. Paired with our AI intelligence system, we monitor breaking news — wildfires, regulatory changes, workplace incidents, infrastructure projects — and translate them into live Google Ads campaigns within hours. While your competitors are still reading the news, you're already capturing the surge in real-time buyer demand it creates.

AI news intelligence Real-time demand capture Regulatory trigger campaigns Environmental event response Same-day deployment

Every phase is a prerequisite for the next. No agency skips to step four — because without the foundation, real-time intelligence is just expensive noise.

That's the efrain difference. Built in sequence. Optimized for distributors.

Pricing

Starter Foundation

$250/ Month

$0 – $1,000 monthly ad spend/account

Coverage scope

Free account audit + findings report
Google ecosystem audit and setup
Merchant Center (GMC) feed setup & cleanup
2 campaign type managed (1x Search and 1x Shopping)
Conversion tracking setup
Monthly performance report
1 strategy call / month
*This tier is for distributors starting from zero.

Get Started →

Intermediate Growth

$750/ Month

$1,001 – $5,000 monthly ad spend/account

Coverage scope

Free account audit + findings report
Google ecosystem audit and setup
Merchant Center (GMC) feed optimization + rules
Search + Shopping + PMax managed
Conversion tracking setup
Audience segmentation (remarketing, customer match)
Negative keyword mining (monthly)
Bi-weekly performance report
2 strategy calls / month

Get Started →

Enterprise Scale

$1,500+/ Month

$5,001+ monthly ad spend/account

Coverage scope

Free account audit + findings report
Google ecosystem audit and setup
Competitive landscape analysis
Full Merchant Center (GMC) feed management + supplemental feeds + rules
GMC promotions management (price promotions, clearance badges, and seasonal offers)
Full campaign portfolio managed
Custom audience + B2B account targeting
Bi-weekly performance report
Dedicated weekly calls

Get Started →

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Your competitors are bidding on keywords. You're bidding on buyers.

B2B Search Engine AdsPowered by Google

We fix the foundation before we spend a single dollar.

Stop the bleed before building

Fix where ads are directing buyers

Campaigns built for industrial buyers

When the news breaks, your campaign is already live

Starter Foundation

$250/ Month

Intermediate Growth

$750/ Month

Enterprise Scale

$1,500+/ Month