How to use Google Ads to accurately attract genuine steel bulk buyers?

When you run steel product ads on Google, do you also encounter this situation: decent click-through rates, inquiries coming in, but mostly from individual buyers who only ask about price and small quantities, clearly not bulk procurement clients? The root of the problem lies in ad targeting precision.

First, keywords are too broad. If you only bid on generic terms like "steel pipe" or "steel plate," both individuals and small buyers will click. Genuine bulk procurement clients more frequently search for long-tail keywords like "wholesale steel coils," "bulk steel material suppliers," or "steel export vendors."

Second, ad copy lacks bulk purchase signals. Titles missing MOQ indicators or phrases like "bulk orders only" make buyers unable to distinguish between manufacturers and retailers. Clearly state "wholesale procurement, factory direct, minimum order quantity required."

Third, landing page experience issues. If your page resembles an e-commerce store with shopping carts and unit pricing, it attracts retail buyers. B2B pages must emphasize: MOQ, product catalog, target client segments, and export experience.

Fourth, targeting strategies lack refinement. You need to exclude retail-intent keywords like "DIY, small order," while focusing ad delivery on countries/regions with industrial demand.

In summary: From keywords and ad copy to landing pages and targeting, you must consistently highlight bulk procurement positioning to truly attract international bulk buyers.