Your dealers make the sale. We help you see what led to it.
InAdz runs technical-buyer and dealer enquiry campaigns for CPVC and UPVC pipe, TMT and steel, LED and lighting, scientific equipment and agri-input manufacturers across Madhya Pradesh, India and export markets. Marketing for manufacturers who sell through dealers differs in three ways: several people are involved in one purchase, search volumes are small but intent is very high, and the trail goes quiet the moment an enquiry is handed to a channel partner.
What is actually in the way
Several people, one purchase
A technical evaluator, a procurement head and a finance approver each need different material, over months. One lead form serves none of them.
Low volume, very high intent
A few hundred specification searches a month can be worth more than thirty thousand generic ones. That changes the whole media approach.
The trail goes quiet at the handover
The enquiry reaches a dealer and nothing comes back, so the campaign has no way of learning which enquiries were worth having.
Dealer coverage shapes the campaign
There is little point generating demand in a territory with no one to service it, so the campaign has to follow the footprint.
Where the trail usually goes cold.
What the reporting showed
- Two thousand enquiries generated across the year
- Cost per enquiry down two quarters running
- A monthly report full of green arrows
What actually happened
- Nobody could say how many became orders
This is the most common reporting gap in the category. Enquiries are passed to dealers by email or spreadsheet, and once they leave that file they leave the reporting. The campaign keeps optimising toward volume because volume is the only thing it can still see.
Two faults usually sit underneath it. Enquiries are routed to the wrong territory and never followed up, and the pages that actually convert are specification and technical pages that attract too little traffic to look important in a report. Both are fixable in the campaign. Neither is visible until the tracking is rebuilt.
A pattern we see across accounts in this category, not a single client engagement.
Who this is for
CPVC, UPVC and agricultural pipes
Specified by plumbers, contractors and consulting engineers before the dealer ever quotes.
TMT bars and steel
Construction-stage demand, dealer-led fulfilment, price visibility that changes weekly.
LED and lighting
Specified on an electrical drawing, bought through a channel, judged on warranty.
Scientific and laboratory equipment
Long evaluation, institutional procurement, a technical buyer who reads the specification sheet.
Industrial components and agri-inputs
Small search volumes, very high intent, demand shaped by where the channel reaches.
Who you are actually talking to
Rarely one person, and the chain differs by category. A campaign built around one link in it will miss the others.
- Architect or engineerDoes it meet the specification on the drawing?
- DealerWill it sell, and what is my margin?
- Builder or contractorWhich brand is available, and at what rate?
- Lab head or HODDoes it meet our testing requirement?
- Purchase departmentIs the firm approved, and are the quotations in order?
- Finance or accountsIs it inside this year’s budget?
- DealerWhat will the farmer come back and ask for?
- Field officerWill this work in this soil, this season?
- FarmerWhat is the farmer next to me using?
How we work
Three stages, run in order. Each one earns the next.
Reach the people who specify
LinkedIn targeting by company and job role. Specification-term search capture for the searches that matter. Catalogue and specification content written for search and for AI extraction.
Generate dealer enquiries
Dealer-facing campaigns with their own landing pages and their own creative, run separately from end-customer work so the two can be read apart.
Route and track
Pin-code level enquiry routing so each lead reaches the right territory, with technical, dealer and end-user enquiries counted separately.
What we report
What you can share back, if you choose to
What happened to the enquiries after your team or your dealers picked them up. Where that comes back to us, campaigns can be weighted toward the territories and enquiry types that are working for you.
What we work within
Questions people ask
How do manufacturers generate dealer enquiries online?
With dealer-facing campaigns run separately from end-customer ones, using LinkedIn role targeting and search terms a prospective dealer would actually use. The enquiries then route by pin code so each one reaches the right territory.
Does LinkedIn advertising work for Indian manufacturers?
For technical and procurement buyers, yes. It is the only platform where you can target by job role and company rather than by interest. Volumes are small, and that is normal for the category.
How do you market a pipe or TMT brand when the plumber decides?
By running separate campaigns for the people who specify, the dealers who stock and the customers who buy, so you can see which audience is actually producing enquiries rather than guessing.
Why is search volume so low for industrial products?
Because the audience is small and specialised. A specification term with three hundred searches a month can be more valuable than a generic term with thirty thousand, so the campaign is built for coverage rather than reach.
Which manufacturing categories do you work with?
CPVC, UPVC and agricultural pipes, TMT and steel, LED and lighting, scientific and laboratory equipment, and industrial components and agri-inputs, across Madhya Pradesh and India.
Tell us where you want to get to.
Thirty minutes, at a time that suits you. We will tell you what we would look at first in your category.
Talk to us