Paid Social Advertising
for Industrial Manufacturers

Thomas has worked with manufacturers, distributors, and industrial service firms for more than 125 years. Our paid social team builds LinkedIn, Meta, and YouTube campaigns around how engineers, procurement managers, and plant operators actually search, research, and buy. Learn how we use LinkedIn, Meta, and YouTube differently to reach industrial buyers at each stage of a long purchase cycle.

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Industrial buyers use social platforms for different reasons at different points in the buying process. LinkedIn works as a business network, where buyers connect with vendors and read industry news during work hours. Meta and YouTube work as research and awareness channels, where buyers watch product video and follow companies before a formal conversation starts. We build a separate strategy for each platform instead of running one paid social campaign across all three.

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LinkedIn Ads: Reaching Decision-Makers in a Business Context

LinkedIn puts your company in front of engineers, procurement managers, and executives while they research vendors, read industry news, and follow suppliers for work. Industrial purchases often involve five or more stakeholders across engineering, purchasing, and operations, so we target campaigns by job title, company size, industry, and buying committee role rather than by broad demographics.

LinkedIn campaigns we run include:

  • Sponsored content

    Native posts that appear in the LinkedIn feed of your target audience.

  • InMail

    Direct messages sent to specific job titles or named accounts.

  • Lead generation forms

    Pre-filled forms that let a prospect request information without leaving LinkedIn.

  • Account-based targeting

    Campaigns built around a named list of target accounts, suited to long sales cycles with multiple decision-makers.

Meta Ads: Building Awareness Where Buyers Research

Engineers and buyers use Instagram and Facebook outside normal work hours, often to research a company before a first conversation ever happens. We run Meta campaigns for brand awareness, retargeting, and recruitment, since procurement and engineering staff frequently look into a vendor well before an RFQ goes out. Meta campaigns we run include:

  • Awareness campaigns

    Video and image ads introducing your company to a defined industry audience.

  • Retargeting campaigns

    Ads served to visitors who already viewed your website or a specific product page.

  • Recruitment campaigns

    Ads aimed at the local labor market for hard-to-fill technical and production roles.

YouTube Ads: Showing Your Process to Engineers and Buyers

YouTube puts your video content in front of engineers and buyers searching for how a product works or how a process runs, before they ever contact a supplier. We run TrueView and bumper campaigns tied to industry search terms and to viewers of competitor and category content.

Factory tour video, product demonstration video, and technical explainer video perform well on YouTube, since engineers use the platform to research equipment and process, not for entertainment.

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Paid Social And Organic Social,
Run As One Strategy

Paid and organic social media draw from the same content, the same platforms, and the same audience data, so we run them as one program instead of two separate purchases. Our organic social team builds the LinkedIn and Meta content calendar each month, and our paid social team puts that same content, plus a paid budget, in front of buyers who don't already follow your page.

This combined approach means a factory tour video posted organically can also run as a YouTube ad, and a LinkedIn post about a new product line can be boosted to reach procurement managers outside your current follower base. See how we build your organic content and profile strategy on the Social Media page.

How We Build a
Paid Social Program

Every paid social program follows the same four-step process, regardless of platform or budget.

  • Audit your current social channels, past campaign performance, and competitor activity
  • Set goals and budget by platform, based on the buying stage each platform serves
  • Build campaigns with platform-specific creative, targeting, and bid strategy
  • Report results monthly and shift budget toward the platforms and campaigns producing cost-effective leads
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Contact Thomas to Talk About Which Social Platforms Fit Your Buyers, Your Sales Cycle, and Your Budget

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