LinkedIn and Google Ads for wine industry suppliers

How the two channels split the work

Google and LinkedIn do different jobs, and running them as one budget hides which of them is working.

Google catches the buyer who has already decided to buy something. Those searches are few and they cost a lot, and they are worth it: somebody searching your product category by name in March is a real project with a real budget behind it. These campaigns stay tight, on terms that describe what you actually sell, with the loose matching turned off.

LinkedIn reaches the people who will search in three months. The wine trade is small enough to target by job title, company and region with unusual precision, which is what makes it worth the higher cost per click. The click is not the point. The point is that when they do search, your name is the one they recognise.

Both get timed around the season. A campaign for bottling equipment in the week before harvest is spending into a wall.

What I need from you

The calendar: when your buyers plan, when they order, and when they are far too busy to read anything. You know this and no tool does.

A target list if you have one, or the job titles and company types to build one from. Access to your ad accounts and your site. A budget for each channel, held for a full season, because a three-week test of a six-month buying cycle tells you nothing.

And a quick verdict from your sales team on whether the enquiries are any good. That feedback is what sharpens the targeting.

Who this suits

Suppliers with a defined buyer, a decent order value, and a sales team ready to follow up the same week.

It suits you best when what you sell is a considered purchase worth thousands, because clicks in this trade cost enough that small orders cannot carry them.

If you are not yet sure which customers are your best ones, paid advertising will find that out expensively. A marketing audit finds it out cheaply, and I would rather sell you that first.

How you will know it is working

Qualified enquiries by channel and what each one cost, set against the spend. Impressions stay out of it.

If a channel spends a season without producing qualified work, I stop it and tell you which part of the thinking was wrong.