Manufacturers are expanding beyond traditional trade shows, print ads, and word-of-mouth by investing in digital platforms that reach buyers earlier in the decision-making process. Selecting the right advertising formats is an important part of that shift. Each option offers unique strengths, placement opportunities, and measurable data that can help companies refine their marketing strategies over time.
Below is an overview of the digital ad formats that work especially well for manufacturers, along with where they appear, how they can be applied, and the performance data they generate.
Display Ads
Display ads are among the most familiar formats in digital marketing for manufacturers. They use visual design (static images or animations) to promote awareness and reinforce brand presence. Because they can appear across thousands of websites and apps, display campaigns help keep your company visible even when prospects aren’t actively searching for your services.
- What they are: Banner-style ads that showcase graphics, text, or animation.
- Where they appear: The Google Display Network, industry websites, and mobile apps.
- How they help: Display ads build awareness by repeatedly placing a manufacturer’s name and capabilities in front of targeted audiences. They also play a key role in retargeting by reminding past website visitors of your company and encouraging them to return to request a quote or learn more.
- Trackable data: Impressions, click-through rates (CTR), conversions, and view-through attribution.
Video Ads
Video has become a central part of digital marketing for manufacturing companies, offering a dynamic way to explain processes or highlight success stories. Manufacturers with complex capabilities often benefit from video because it shows machinery, production lines, or end-use products in action.
- What they are: Short-form videos that run before, during, or after online content.
- Where they appear: YouTube, LinkedIn, Facebook, Instagram, and streaming platforms.
- How they help: Video ads provide a more engaging way to connect with buyers, helping them quickly understand technical capabilities and product applications. They create stronger brand recall and allow companies to demonstrate value in a way that text or images alone can’t.
- Trackable data: Views, watch duration, engagement metrics, and conversions.
Search Ads
Search ads connect manufacturers with buyers who are actively looking for products or services. They are highly targeted because they respond directly to keywords entered into search engines. For many companies, they form the foundation of search engine marketing strategies within a broader industrial advertising plan.
- What they are: Text ads displayed at the top of search results.
- Where they appear: Google, Bing, and other search platforms.
- How they help: Search ads reach potential customers at the exact moment they’re researching solutions, which makes them highly effective for lead generation. Manufacturers can use these ads to compete for visibility on industry-specific keywords, ensuring they’re seen before competitors.
- Trackable data: Keyword performance, impressions, CTR, cost per click (CPC), and conversions.
Social Media Ads
Paid social campaigns enable manufacturers to target audiences based on industry, job title, geography, and more. LinkedIn is especially valuable for B2B industrial marketing, allowing companies to reach sourcing managers, engineers, and executives directly in their feeds. These ads also pair well with content marketing for manufacturing companies, extending the reach of blogs, case studies, and eBooks.
- What they are: Paid or sponsored content designed to appear alongside organic posts.
- Where they appear: LinkedIn, Facebook, Instagram, and X (Twitter).
- How they help: Social media ads help manufacturers expand their professional networks while generating leads and traffic to key resources. They also allow precise audience targeting, which makes them an effective option for companies that want to build thought leadership and credibility in a specific sector.
- Trackable data: Reach, engagement rates, CTR, conversions, and demographic details.
Native Ads
Native advertising blends into the content environment around it, making it feel more like part of the editorial experience than a traditional ad. This subtlety can be an advantage for manufacturers sharing technical insights, product comparisons, or thought leadership articles in trusted industry publications.
- What they are: Ads formatted to match the look and feel of the hosting platform.
- Where they appear: Online news sites, trade journals, LinkedIn feeds, and resource hubs.
- How they help: Native ads drive engagement by delivering valuable content in a format that feels natural to the reader. They work particularly well for manufacturers who want to promote articles, whitepapers, or technical guides that showcase their expertise while reaching new audiences.
- Trackable data: CTR, engagement time, resource downloads, and conversions.
Why Variety Matters
Relying on a single advertising format can limit results. Display ads may generate awareness, but search ads capture high-intent buyers. Video builds credibility, while social campaigns encourage conversation. A well-rounded approach supported by trackable metrics allows manufacturers to connect with prospects at multiple stages of the buying journey.
Industrial companies exploring digital options can work with industrial marketing agencies or B2B marketing agencies for manufacturers to evaluate which formats fit their objectives and budget. The right partner will help interpret data, refine strategies, and integrate digital ads with broader marketing tactics such as website development, SEO, and trade show promotion.
Takeaways
Digital advertising provides manufacturers with tools to reach new audiences, highlight capabilities, and convert interest into action. Each format – display, video, search, social, and native – offers measurable data that helps companies adjust campaigns for stronger results.
Investing in the right mix of advertising formats is one of the best marketing strategies for manufacturing companies today. For teams exploring new ways to approach marketing for manufacturing companies, digital ads provide flexibility, scalability, and accountability that traditional tactics often lack.
Ready to explore how digital advertising can support your goals? Contact Vive, a dedicated Milwaukee marketing agency, to discuss strategies tailored to your business.