Choosing a marketing agency for a pharma or life sciences company
What to ask a marketing agency before hiring them for a pharma or life sciences company, and why regulatory literacy matters as much as content quality.
4 min read
Pharma marketing
Google Ads for pharma B2B suppliers: reaching regulatory and procurement teams
How pharma ingredient and API suppliers should structure Google Ads campaigns around molecule and regulatory search terms, and the realistic conversion expectations for this cycle.
Pharma B2B search behaviour is precise: a procurement or regulatory professional searches the exact molecule, often with a CAS number, grade or pharmacopeial standard attached. Broad category campaigns waste budget reaching an audience that is not the actual decision-maker.
What to target
- Molecule name plus CAS number combinations.
- Grade and pharmacopeial standard terms (USP grade, EP grade).
- Regulatory filing terms (DMF availability, CEP holder) for buyers specifically checking filing support.
Landing pages that match technical intent
An ad for a specific molecule should land directly on that molecule's page, with specification detail and a document request option, not a general 'our API portfolio' page that requires further navigation to find the relevant detail.
A regulatory reviewer clicking a specific molecule search expects a specific molecule page — anything less costs the click without capturing the buyer.
Setting realistic expectations
Given how slow buyers are to switch an approved API source, judge campaigns on document requests and sample requests over a full quarter or longer, not on any immediate order volume.
The takeaway
Bid on molecule name plus CAS number combinations, and send traffic to the specific molecule page with a document request form, not a general company page.
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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