In short
Google Ads works for a B2B company in Tunisia when your customers already type their need into Google — “generator Sfax”, “screw compressor price”, “home elevator” — and you have a page that answers it. It doesn’t work to create demand that doesn’t exist yet: that is Meta’s job. At BMMS (industrial equipment), Search ads get 7 clicks per 100 impressions, a sign that the targeted queries are the right ones.
Google or Meta: the first question to ask
| Google Ads (Search) | Meta Ads (Facebook, Instagram) | |
|---|---|---|
| The customer… | is actively searching, now | is not searching yet, or has forgotten you |
| What you buy | a query (“compressor Sfax”) | an audience (hotel managers, building managers…) |
| B2B example | spare part, breakdown, urgent quote | solar installation, renovation, new equipment |
| Prerequisite | a page that answers the query, measured conversions | a visual or video, a clean Facebook page, WhatsApp |
| Main risk | paying for off-target clicks (wrong keywords) | paying for poorly qualified contacts (wrong offer) |
Most of our B2B clients end up with both. But we start with the one that produces contacts fastest in your case — and to know which, we look at the search volume of your queries in Tunisia before launching anything.
The 4 prerequisites before spending
- Buying keywords, not curiosity keywords. “10 kVA generator price” buys; “how a generator works” reads an article. We build ad groups around queries that contain a product, a place or a price.
- A page that answers the query. If the ad says “screw compressor” and the click lands on the homepage, you pay more per click (Google scores relevance) and the visitor leaves. One page per product family, with the price or range, the lead time and a WhatsApp button.
- Conversions measured before launch. Form, WhatsApp click, call: every action must be reported into Google Ads. Without that, Google optimises for clicks — and clicks don’t pay your invoices.
- Exclusions from day one. “free”, “used”, “job”, “course”, neighbouring countries: every excluded off-target query is budget returned to the right queries. We review the search terms report every week.
What it looks like: BMMS, industrial equipment in Sfax
BMMS distributes generators, compressors and pumps. After the website rebuild, we launched Search campaigns on its product lines. The ads get 7 clicks per 100 impressions: when the ad matches what the person typed, they click. It is the first indicator we look at — a low click-through rate means the keywords or the ad are off. The BMMS case study covers the rest.
When Google Ads is not the right answer
- Your main query has a few dozen searches per month in Tunisia: the volume doesn’t justify a campaign. We check it with the keyword planner before proposing it.
- Your website can’t be edited: without a dedicated landing page, the click is expensive for little result.
- You sell something nobody searches for yet (a new service): demand has to be created, so Meta.
We look at your case in 30 minutes, queries and competitors included: book the free consultation.