Price-checkers and students
Technical searches attract spares hunters, job seekers, students and resellers comparing prices. They all count as RFQs.
Industrial & manufacturing
Performance marketing for manufacturers, distributors and EPC firms
Cheaper RFQs are not better RFQs. Zephra creates, runs and improves Google, LinkedIn and Meta Ads for RFQ-led businesses, using quote-ready enquiries, quotes and orders rather than enquiry volume, with your approval.
- 10–15 minutes
- No CRM required to start
- No campaign changes during assessment
The problem
Why RFQ-led businesses outgrow cost per lead
Dealer leads with no feedback
Enquiries passed to dealers or distributors disappear. Nobody records whether they became quotes, so campaigns can’t learn.
Orders outside the window
An order that lands months after the click is too late for Google, Meta or LinkedIn to learn from. An earlier stage has to steer.
How it works
How Zephra works for an RFQ journey
RFQ
The enquiry arrives from Search, LinkedIn, Meta, a phone call or WhatsApp, with its source recorded.
Requirements review
Sales marks whether the specification, volume and location are in range: the earliest reliable quality signal.
Quote
Quote sent. Where configured, the stage goes back to Google, LinkedIn and Meta as a conversion.
Order
Orders confirm which campaigns produce revenue, and check that the earlier signal still predicts value.
Status can come from a CRM or a spreadsheet. See lead quality optimisation for how evidence turns into decisions.
See it in action
Two scenarios
Industrial · AsterFlow
Same opportunity stage. Different buying signals.
- The issue
- Stage alone misses intent. A distributor is comparing quotes with no end-buyer access; a manufacturer has budget approved and a plant visit complete. CRM notes and activity suggest different win likelihoods.
- The action
- Weight the feedback. Where configured, Zephra sends both opportunity events with assessed values once you approve. Company type alone does not decide the score.
- After it runs
- Compare later wins and losses against the earlier signals across more opportunities.
Manufacturer · IndiaInvestigate
₹3,00,000 a month: 240 RFQs, 4 purchase orders
- Funnel
- 240 RFQs at ₹1,250 each → 60 quote-ready (₹5,000 each) → 18 quotes (about ₹16,667 each) → 4 purchase orders (₹75,000 each).
- The issue
- Three in four RFQs never reach requirements review. The search terms behind them share spares, project-report and student patterns.
- Decision
- Investigate those terms with sales, steer on quote-ready RFQs, and judge campaigns on cost per quote.
Who it’s for
Built for manufacturers, distributors and EPC firms
Specifications and capacity
Technical and part-number searches, long approval cycles and plant visits. Manufacturer playbook
End buyers vs resellers
Price-list searches, dealer hand-offs and repeat buyers. Record dealer outcomes as the stage. Distributor playbook
Tenders and vendor lists
Few, high-value opportunities where tender invitations and vendor registrations are the useful signals.
Channels
How each platform fits an industrial account
Google Ads
Capture active demand
Technical and part-number terms, negative keywords, search-term review by outcome, Quality Score.
LinkedIn AdsReach specifiers
Engineers, procurement heads and named accounts, judged on cost per quote rather than cost per lead.
Meta AdsRetarget and remind
Retargeting site visitors and trade-show audiences, with Instant Form quality kept in check.
Markets
India, the UAE and the US
Directories, fairs and WhatsApp
- Compare IndiaMART and TradeIndia enquiries with Search on the same qualified definition.
- Log trade-fair leads and WhatsApp follow-ups in the same sheet.
- Plans are priced in INR.
GCC campaigns and vendor lists
- Country-level campaigns across the GCC.
- Vendor registration and in-country value requirements shape what “qualified” means.
- Plans are priced in AED.
Directories and certifications
- Owned Search compared with supplier directories on cost per quote.
- Certification and standard terms often signal serious buyers.
- Plans are priced in USD.
Free assessment
What the free assessment checks for an industrial account
- Wasted spend on non-buyer terms: spares, jobs, students, project reports.
- Campaign structure by product line or capability, and brand versus Performance Max overlap.
- Performance constraints such as budget limits and learning phases.
- Measurement gaps, such as conversions that count every RFQ and nothing after it.
It takes 10–15 minutes, needs no CRM, makes no campaign changes and uses the platforms’ own sign-in, revocable at any time. What the assessment covers · Security · Pricing
Questions, answered
Industrial marketing FAQ
01Can Zephra optimise Google Ads for RFQs that become quotes?
Yes, where configured. Zephra takes RFQ status from your CRM or a spreadsheet, such as quote-ready, quoted or ordered. It uses that status to assess lead quality, sends the stages to Google, LinkedIn and Meta as conversions, and recommends budget, keyword and negative-keyword changes. You approve changes within spend limits.
02Is Zephra an alternative to an industrial marketing agency?
Zephra is software that creates, runs and improves your Google, Meta and LinkedIn campaigns using lead quality, with your team approving changes. Some firms use it instead of an agency retainer; others use it alongside their agency or in-house marketer.
03Does it work with IndiaMART or directory leads?
Zephra doesn’t connect to directories, but you can record the status of leads from any source in the same sheet. That lets you compare directory enquiries and paid campaigns on the same qualified definition.
04What about leads we pass to dealers?
Ask dealers for the outcome and record it as the lead’s stage. Without dealer feedback, campaigns can only learn from enquiries, not from quotes or orders.
05Do we need a CRM?
No. A spreadsheet with the lead, date, stage and reason is enough to start. A CRM adds history and automation.
06Will Zephra change campaigns without approval?
Only low-risk changes your team allows to run automatically. Everything else follows your permissions or waits for approval, within spend limits, and every change is recorded in an audit log.
Start with your account
Find the RFQs your campaigns shouldn’t be buying.
The free assessment reviews Google, Meta and LinkedIn Ads for wasted spend, structure, constraints and measurement gaps.