How Business & Industrial Suppliers in Canada Can Use SEO + Google + Remarketing to Drive B2B Sales and RFQs
If you sell into Business & Industrial markets in Canada, your buyers are already online long before they call a rep. Some will buy straight from your eCommerce cart. Others will browse a catalog, build a list, and send an RFQ.
How Buyers Search in Canada
Either way, the journey starts the same way: with a very specific search and a quick gut check on trust, availability, and fit.
Imagine a maintenance lead in Ontario at 7:30 a.m. typing “A12345 bearing” into Google, or an engineer in Quebec searching “NEMA 4X enclosure 24×24 CSA” in French.
They’re not browsing. They’re looking for an exact match, proof that it meets the code, and confirmation that it’s in stock in Canada.
- If they’re replacing something older, the query becomes “equivalent to [Brand + Model]” or “cross reference [MPN].”
- If safety matters, you’ll see “CSA/ULc,” “SDS,” “NSF/food grade,” or “Health Canada compliant.”
- If timing matters, they add “in stock Toronto,” “same-day Calgary,” “lead time 2 weeks,” “MOQ 100,” or “bulk discount.”
- Procurement will often layer on local signals like “Canadian distributor” or “French datasheet.”
- That’s the moment you either win the click—or you don’t.
| Search Intent | Example Queries | What They Care About | Content/SEO Response |
|---|---|---|---|
| Part Numbers (MPNs) | “A12345 bearing” | Exact match, availability | Dedicated product page per MPN |
| Specs & Standards | “NEMA 4X enclosure 24×24 CSA” | Certification, compliance | Include CSA/ULc, SDS, datasheets |
| Replacements/Equivalents | “Equivalent to [Brand + Model]” | Compatibility | Cross-reference tables |
| Compliance/Safety | “Health Canada compliant,” “NSF grade” | Risk reduction | Downloadable certificates |
| Timing & Supply | “In stock Toronto,” “MOQ 100” | Lead times, bulk pricing | Real-time inventory & shipping info |
| Local Presence | “Canadian distributor,” “French datasheet” | Domestic trust, bilingual resources | CAD pricing, bilingual pages (fr-CA) |
What Buyers Expect on Your Site
What they need to see when they land on your site is simple: remove risk, speed up their decision, and make next steps obvious.
- Product pages that read like sales brochures won’t cut it.
- What works is real detail: dimensions, materials, tolerances, performance charts, CAD files (STEP/IGES, Revit), wiring diagrams, installation and maintenance PDFs, and downloadable certificates (CSA/ULc, RoHS/REACH, SDS).
- Cross‑reference tables and “works with” lists help them confirm compatibility faster than a phone call.
- Clear commercial info—CAD pricing, volume breaks, MOQs, warranty, returns, and lead times by variant and location—builds confidence.
- If you sell across Quebec, bilingual content and French datasheets are not a nice‑to‑have; they’re the difference between a bounce and an RFQ.
| Expectation | Why It Matters | Best Practice for B2B Sites |
|---|---|---|
| Technical Detail | Engineers need dimensions, CAD files | Provide STEP/IGES, Revit, PDFs |
| Compliance & Safety Docs | Proof for procurement & safety officers | CSA/ULc, RoHS, REACH, SDS downloads |
| Compatibility | Save buyer time | Cross-reference tables, “works with” lists |
| Commercial Clarity | Avoid RFQ friction | CAD pricing, MOQ, warranty, returns |
| Bilingual Content | Required in Quebec | Translate pages, metadata, datasheets |
| Flexible Checkout/RFQ | Some buy now, others quote | Show both “Buy Now” + “Request Quote” |
Before they buy or submit an RFQ, most Canadian B2B buyers quietly run the same checklist:
- Can I trust this supplier? Canadian presence, certifications, and recognizable references all help.
- Will this fit and pass compliance? Specs, drawings, and certifications should answer that without guesswork.
- Can I get it when I need it? Real-time stock, lead times by province, and transparent shipping.
- Is the price right for my quantity? CAD pricing, volume discounts, contract pricing for logged‑in accounts.
- How hard will this be to purchase? PO and net terms, tax handling (GST/HST/PST), curbside pickup, and quick access to a knowledgeable person if needed.
For catalog-only sites, make “Add to quote,” sample requests, and a promise of response time prominent. Let buyers upload BOMs, photos, or drawings to speed your reply. For eCommerce, keep “Buy now” fast, but don’t hide the RFQ option—larger orders often start as a conversation.
Why the marketing stack matters
SEO is the front door In B2B, most searches are identifiers and specs. You want a dedicated page for each model/MPN with unique titles and copy, clean spec tables, and the exact brand/MPN pair. Include GTINs where you have them. Use structured data (Product, Offer, FAQ, HowTo) so Google can understand, and make sure your filter pages don’t block crawlers from the useful spec combinations people search for. Create fr‑CA versions with hreflang for Quebec and translate metadata and key documents. Fast pages, crisp images, and sensible internal links to accessories and compatibles round it out.
Industrial SEO Checklist
| SEO Area | What to Do | Common Pitfall | Tools/Notes |
|---|---|---|---|
| Product Pages | One page per brand + MPN | Generic catalog pages | GTINs, unique titles/descriptions |
| Structured Data | Product, Offer, FAQ, HowTo schema | Missing markup | Google Rich Results Test |
| Filter Pages | Allow crawling of spec combos | Blocked by robots.txt | Test in GSC |
| French Content | Hreflang + translated metadata/docs | Only partial French coverage | fr-CA subfolder or subdomain |
| Internal Linking | Link accessories/compatibles | Orphaned SKUs | Site audit |
Google Merchant Center and Shopping Ads
Google Merchant Center and Shopping Ads Google Merchant Center and Shopping Ads are your lowest‑friction way to capture bottom‑funnel demand—if you take orders online. A clean Canadian feed with CAD currency, accurate availability, shipping to provinces/territories, returns, brand/MPN/GTIN, and a French feed for Quebec will put your products in front of buyers the moment they search that part number.
Performance Max can then do the heavy lifting across Shopping, Search, YouTube, and Discover. If you run a catalog without checkout, prioritize strong organic SEO and high‑intent Search Ads with quote extensions, lead forms, and call extensions. You can still use a product feed for dynamic ads that drive to RFQ pages, even when the CTA isn’t “Add to cart.”
Google Merchant Center & Ads for B2B
| Feed Element | What to Include | Common Mistake | Fix |
|---|---|---|---|
| Currency & Region | CAD pricing, ship to provinces/territories | USD feed only | Canadian-specific feed |
| Stock & Availability | Real-time stock + lead times | “Available” with no timing detail | Use inventory API or bulk updates |
| Product Identifiers | Brand, MPN, GTIN | Missing GTINs for industrial SKUs | Add GTIN fields in feed |
| Language | English + French feeds | English only, no fr-CA hreflang | Upload dual feeds |
| Shopping/Performance Max | For eCommerce SKUs | Running Search only | Enable PMax for Shopping+YouTube |
| Lead-Gen Ads | For RFQ/catalog SKUs | Cart-only ads | Quote extensions, lead forms, call ads |
Remarketing on Google and Facebook (Meta)
Remarketing on Google and Facebook (Meta) keeps you in the conversation after the first visit. Someone who downloaded an SDS or a CAD file is signaling intent – show them a reminder with the exact SKU they viewed, a short case study, or an offer to ship a sample. Sequence your messages: first, confirm fit and compliance; next, share social proof; then, make it easy to act (request a quote, schedule a call). Exclude recent converters and open opportunities from your CRM so you don’t waste budget.
Remarketing Strategy for Industrial Buyers
| Signal of Intent | What It Means | Remarketing Action |
|---|---|---|
| CAD file download | Engineering team is evaluating fit | Show spec sheets, case studies |
| SDS or certificate download | Compliance is being checked | Show safety/certification proof |
| RFQ started, not submitted | High purchase intent | Email/Ads reminding to finish RFQ |
| Product page visits | Initial research | Show sample offers, bulk pricing |
| Returning visitors | Buying cycle in progress | Sequence ads: compliance → proof → CTA |
Measurement turns activity into revenue
GA4 should capture both eCommerce events and lead‑based outcomes so you can see the whole picture:
- Purchases, add‑to‑cart, checkout steps, and revenue in CAD
- RFQs, contact and sample forms, file downloads (SDS/specs/CAD), chat starts, and click‑to‑call
- Dynamic number insertion for phone tracking by channel
- Product dimensions in your data layer (item id as MPN, brand, variant, stock status, discount)
- Cross‑domain tracking if quotes, portals, or payment happen on another subdomain
- Offline conversion imports from your CRM so you can tie ad spend to won quotes, not just form fills
- Consent management aligned with PIPEDA and CASL, and Google’s Consent Mode where applicable
Tracking & Measurement (GA4 + CRM)
| Event to Track | Why It Matters | Tools/Setup |
|---|---|---|
| eCommerce Transactions | Direct orders in CAD | GA4 Enhanced eCommerce |
| RFQs & Forms | Core B2B conversion | GA4 events + CRM sync |
| File Downloads | Buying signal (CAD, SDS, spec) | Tag Manager events |
| Calls | Quote and support inquiries | Dynamic number insertion |
| Multi-domain Conversions | Quotes or payments on subdomains | GA4 cross-domain tracking |
| Offline Wins | Tie ad spend to won quotes | Offline conversion import from CRM |
| Consent/PIPEDA Compliance | Legal requirement in Canada | Consent Mode + CASL handling |
A few practical touches make a big difference in day‑to‑day buying:
- Make the site search user-friendly. Many buyers type MPNs (Manufacturer Part Number) with hyphens, spaces, or typos. Recognize units, voltages, and certifications as filters.
- Show local reality. “In stock in Mississauga,” “ships from Vancouver,” and estimated delivery dates beat generic “available.”
- Respect Canadian nuances. Display GST/HST/PST handling, dangerous goods policies, remote area shipping, and customs‑free domestic fulfillment.
- Offer human help without friction. A visible phone number, live chat with technically literate reps, and clear response SLAs turn hesitancy into action.
If you operate both a catalog and an eCommerce store, route people by intent. Exact part‑number searches and price‑sensitive buys should land on cartable SKUs. Engineering and replacement queries can land on deeper product pages with RFQ, sample, drawings, and cross‑references visible above the fold. Measure both paths the same way so you can compare conversion rate, margin, and time‑to‑close, then invest where the return is strongest.
Show up for the searches that matter, prove fit and compliance fast, be transparent about price and availability in Canada, and make it effortless to buy—or to get a quote within hours.
Back it with Shopping Ads and remarketing where checkout exists, SEO and high‑intent Search Ads where it doesn’t, and GA4 plus CRM data to keep you honest. That combination feels seamless to buyers and gives your team the numbers they need to grow.
Your competitors are already showing up for the searches that drive sales. Let’s make sure your products, specs, and quotes are the ones buyers see first. Book a quick strategy call and let’s align your SEO, ads, and tracking so every click turns into real revenue.
