Choosing a marketing agency for an export or import business
What to ask a marketing agency before hiring them for an export business, and the signs they understand international B2B buyer behaviour.
4 min read
A single global Google Ads campaign for an export business often spreads budget across countries where the exporter has no realistic shipping capability, documentation experience, or competitive freight cost — narrowing geographic targeting to actual served markets improves efficiency significantly.
Structuring campaigns by market and product
- Separate campaigns by target country or region, reflecting where you can realistically compete on freight cost and lead time.
- Product-specific ad groups, since buyers search by specification, not company name.
- Landing pages addressing that specific market's typical compliance or documentation questions.
Time zone considerations for campaign scheduling
Schedule ads to run during your target market's business hours where budget allows, since a buyer clicking outside your team's working hours may not get a timely response and could move to a competitor's listing instead.
A global campaign that ignores time zones and realistic shipping capability spends budget reaching buyers you cannot actually serve well.
Setting realistic conversion expectations
Track quote requests and sample requests as conversions, judged over a longer period, since export B2B sales cycles rarely close within the same window a typical e-commerce campaign would be judged on.
The takeaway
Target specific countries where you actually have export capability and experience, rather than running a single global campaign that spreads budget too thin across unqualified markets.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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