Many Australian importers and trade suppliers still rely on repeat customers, reps on the road and word of mouth. That works until a key account moves on or a new competitor starts appearing at the top of Google for the products you have been supplying for years. Buyers in procurement, fit-out, hospitality and construction now research suppliers online before they pick up the phone. A clear B2B website and a well-structured Google Ads campaign put you on that shortlist. Here is how we approach both.
What a B2B enquiry site needs to do
A trade website is not a retail shop. Buyers rarely add to cart; they want to confirm you can supply the right product, in the right volume, on time. A good B2B site should:
- Show product ranges clearly, with specifications, materials, finishes and minimum order quantities.
- Explain lead times, delivery coverage across Australian states and whether you hold local stock.
- Make it easy to request a quote, with a short form that captures quantity, timeline and delivery postcode.
- Show proof: project photos, industries served, certifications and compliance with relevant Australian Standards where applicable.
- Load quickly on mobile, because many site managers and buyers browse between jobs.
- Send every enquiry straight into your CRM or inbox, tagged by source.
Shopify or WordPress?
We build on both. WordPress suits catalogue-style enquiry sites with lots of content and flexible layouts. Shopify suits suppliers who also want to sell some lines online or offer trade pricing behind a login. We recommend one based on what you sell and how buyers order.
Product imagery
Importers often only have plain factory photos. We can produce AI-generated lifestyle and in-situ product images based on your real products, which helps buyers picture the product in an office, venue or warehouse. Every image is checked by our team for accuracy before it goes live.
Examples from similar projects
StillPods (stillpods.com) is a B2B site for acoustic office pods serving the UK, Europe and Australia. Ethergifts Australia (ethercustom.com) is a corporate gifts site where we run an SEO and GEO project built around a 30-article content plan. Both are designed to turn research visits into quote requests rather than casual browsing.
Common mistakes on supplier websites
When we review sites for Australian importers and wholesalers, the same issues come up again and again:
- Product ranges listed only as downloadable PDF catalogues, which buyers skim past and search engines struggle to read.
- No indication of minimum order quantities or lead times, so buyers cannot tell whether you suit their project.
- Generic contact forms that ask for a name and message only, leaving your team to chase basic details by email.
- Enquiries arriving in a shared inbox with no tracking, so nobody knows which campaigns or pages produced them.
Fixing these is usually more valuable than a visual redesign on its own, and it makes any advertising you run work harder.
Google Ads for trade suppliers
Google Search ads put you in front of buyers searching for exactly what you supply, for example "commercial bar stools wholesale" or "warehouse racking supplier Brisbane". For B2B, the structure matters more than the budget.
How we set campaigns up
- Search campaigns grouped by product line, so each ad and landing page matches the search closely.
- Location targeting by state or metro area if you only deliver to certain regions, or national if you ship Australia-wide.
- Negative keywords to filter out retail shoppers, job seekers and DIY searches, which can waste a lot of B2B budget.
- Conversion tracking on quote forms, calls and chat so you can see which keywords produce real enquiries.
- Ad schedules aligned with business hours if your team handles calls directly.
Ad spend is paid directly to Google from your own account, so you keep full ownership of the account and its data. We manage the campaigns, report monthly in plain English and make changes based on enquiry quality, not just clicks.
Being realistic about results
No agency can guarantee leads or sales from ads. Results depend on your market, pricing, competition and how quickly your team follows up. What we can do is build the campaign properly, track it accurately and keep improving it. Most B2B accounts need a few weeks of data before the clearest optimisation decisions can be made.
What it costs in Australia
All prices are in Australian dollars.
- B2B export/trade website (Shopify or WordPress): US$6,100.
- Brochure/company website: US$2,200.
- One-page site: US$770.
- Google Ads setup: US$390 per platform.
- Ads management: from US$230/month per platform.
- SEO (optional, minimum 6 months): Light US$300/month, Basic US$610/month, Growth US$1,300/month.
Ad spend is separate and paid directly to Google. If you combine a website with a second main service such as CRM or AI customer service, setup fees are 10% off, or 15% off for three or more.
How we deliver
A B2B site typically takes about 5 weeks and a brochure site about 3 weeks, counted from when we have your product information, images and access. We work fully online by WhatsApp, email or text, so you can send materials and approve pages when it suits you. You pay a 20% deposit to start, 60% at launch and 20% after sign-off. Monthly services such as ads management and SEO are billed at the start of each period with no lock-in, except SEO, which has a 6-month minimum. Overseas contracts and invoices are issued by AETHER INT'L ENTERPRISE CO., LIMITED, Hong Kong. A rush option roughly halves the timeline for an extra 20% on the setup fee.
FAQ
Can you work from our supplier catalogues and spec sheets?
Yes. Send us your catalogues, price lists (for reference only) and spec sheets, and we will structure them into product pages and categories for you to review.
Do we need Google Ads if we are doing SEO?
Not necessarily. SEO builds visibility over months; ads can bring enquiries from launch. Many suppliers start with ads while SEO content builds up, then rebalance.
Who owns the website and ad account?
You do. The site, domain and Google Ads account are in your name, and we work with access you grant.
Can enquiries go into our CRM automatically?
Yes. We connect forms to Zoho, HubSpot, Salesforce or Pipedrive, or to a shared inbox if you do not use a CRM yet.
Next step
If you want more trade enquiries from buyers already searching online, start with a free diagnosis. We will review your current site and search visibility and reply within 24 hours with recommendations. Full rates are on our pricing page.