Business model: Trade & Wholesale
Google Ads for Trade and Wholesale Ecommerce Brands
Trade and wholesale ecommerce runs on a fundamentally different commercial logic than consumer retail. Tiered pricing per account. Longer purchase cycles. Lower conversion frequency, much higher AOV. Smart Bidding sees the same conversion signal it would for a £40 consumer order - but the trade order is £4,000, and the buyer has been in the funnel for six weeks.
JudeLuxe runs profit-led Google Ads for UK trade and wholesale ecommerce brands spending £15k+/month - across builders' merchants, industrial supplies, hospitality wholesale, packaging, and B2B specialist retail. The methodology stays the same (BOI® at SKU level, POAS measurement, weekly Five Rounds rhythm) - calibrated for B2B attribution windows, Microsoft Ads inclusion, and account-tier pricing visibility.
What makes trade and wholesale different for ecommerce PPC.
Longer purchase cycles need longer attribution windows
Trade buyers typically take 2–8 weeks to convert. Google's default 30-day attribution window may cut off before the conversion happens. Extended attribution windows (60–90 days), brand-search defence, and remarketing across the consideration period are infrastructure for B2B PPC - not optional layers.
Tiered pricing requires account-gated discount visibility
Trade pricing is account-specific. A Tier-3 buyer sees a 12% discount; a Tier-1 buyer sees 35%. Public PPC creative can't show the discount without breaking pricing parity. The conversion path needs an account-gated layer (login, registration, account-application) before pricing reveals - which means PPC bids against the registration, not the order.
Microsoft Ads is materially more important than for consumer retail
B2B buyers skew older, use Bing more, and convert through Microsoft Search at a meaningful share - typically 15–35% of B2B paid search traffic. Treating Microsoft Ads as a footnote loses material trade revenue.
LinkedIn Ads complements Search, not replaces it
Trade buyers search Google for solutions; they're targetable on LinkedIn by job title and company size. Coordinated Google + LinkedIn campaigns lift conversion rate at half the blended CPC of either channel alone - but require shared attribution, shared creative, and shared budget governance.
How JudeLuxe runs Google Ads for trade and wholesale brands.
BOI® job assignment runs with B2B-tier awareness for trade accounts. Scale SKUs are typically frequently-reordered consumables (re-order volume drives growth). Profit jobs run on margin-rich specialist items. Protect runs on hero brand-defence SKUs against competitor bidding. Recovery covers stale stock and end-of-line SKUs. Gateway runs on entry-tier products and trade-account applications - where the value of a new account opening is multiples of the first order's margin.
The Five Rounds rhythm extends Tuesday's SKU intent re-segmentation to include account-tier mix monitoring - what proportion of new orders came from which trade tier, and where bidding should reallocate based on tier profitability. Microsoft Ads runs the same five rounds in parallel.
Typical verticals using this model.
- Builders' and trade merchants
- Industrial supplies and MRO distribution
- Hospitality and catering wholesale
- Packaging, print, and signage trade
- B2B specialist retail (chemicals, lab supplies, parts)
FAQs
How is Google Ads for trade and wholesale different from B2C ecommerce PPC?
Longer purchase cycles (typically 2–8 weeks), account-tier pricing, Microsoft Ads materially more important than for consumer retail, and the value of a converted lead is often a registered trade account - worth multiples of the first order. JudeLuxe runs trade PPC with extended attribution windows, account-application conversion tracking, and Microsoft Ads in parallel under the BOI® framework.
Should trade and wholesale brands run Microsoft Ads alongside Google Ads?
Yes - Bing accounts for 15–35% of B2B paid search traffic in the UK. JudeLuxe manages Google Ads and Microsoft Ads in-house under one engagement, with shared attribution and synchronised bid strategies.
How do you handle tiered pricing in PPC creative?
Public PPC creative can't show tier-specific discounts without breaking pricing parity. JudeLuxe runs trade PPC against account-gated landing pages - public creative bids on the application or login, and pricing reveals after authentication. POAS measurement tracks the conversion as application + order, not just order.
What's the minimum spend for retained trade and wholesale PPC management?
£15k+/month on Google Ads (typically with Microsoft Ads running 10–30% on top of that). Trade brands at this tier usually run £20k–£300k/month. Below £15k/month, the free audit is the better starting point.
Bid for the trade account, not just the order.
Request a free Google Ads audit of your trade and wholesale account including Microsoft Ads review.