Your next customer is already looking for a supplier. Are they finding your company?

McKinsey's Global B2B Pulse 2026 report, published on May 28, gathered responses from nearly 4,000 people who make business purchasing decisions across 13 countries. It places web search among the top five channels used to discover and evaluate suppliers, alongside supplier websites, in-person meetings, video calls and artificial intelligence tools.

The finding does not say that everyone buys through Google or that an ad guarantees contracts. It does show that online search is part of business purchasing. This is international evidence, not a study focused exclusively on Bogotá. Read the report.

For a company that currently relies on referrals, calls and established contacts, our reading is simple: it is worth evaluating an additional door to people who do not know the company yet.

Think about the difference between seeing a post while taking a break and typing “power plant maintenance Bogotá” because you need a quote for a service.

In the second case, the person is expressing a specific need. They may be gathering information, comparing options or preparing to hire. Your opportunity is to explain what you do and make it easy to start a conversation with your team.

Google Ads lets your company appear beside searches related to what you offer. It can bring you closer to people already looking for a solution; after that, your experience, proposal, price and sales service all matter.

Not every contact will buy. Business sales may involve meetings, visits and several decision-makers. The goal is to open opportunities your team can work on, not to promise immediate contracts.

• Maintenance and industry: a company needs equipment repairs, maintenance services or spare parts.
• Logistics and transport: a business needs distribution, warehousing or freight transport.
• Technology: a manager compares IT support, software or services that protect company information.
• Uniforms, packaging and supplies: a purchasing manager looks for quantities, delivery times and the capacity to handle repeat orders.
• Business services: an organisation evaluates accounting firms, training, cleaning or specialised consulting.
• Businesses that serve individuals: a clinic, academy, hotel or restaurant can also explore customer searches in its area.

These are possibilities to study, not a promise of demand in every category. To begin, we choose with you a service worth selling, an area you can cover and a proposal your company can deliver.

You may have spent ten or twenty years doing your job well. You have staff, customers and capacity to serve more businesses. But a company that has never heard your name needs to find you and understand why it should ask you for a proposal.

Your website should explain what you solve, who you work for, where you operate and how to request a quote. Real case studies, certifications and team experience can help build trust.

The point is not to turn a manager into an advertising expert. It is to make it easier for a potential buyer to reach the team that knows how to sell.

It is still useful for showing your work, maintaining relationships and building trust. Someone may discover you there and then search for more information before making contact.

As a local business reference, a BrightLocal survey published in July 2026 found that 52% began their most recent search on Google Search and 9% on social media. It included 1,227 people in the United States. This figure does not refer specifically to business buyers in Bogotá and does not compare advertising sales. Read the survey.

The central idea is to add another way to be found. The decision should be based on the sales opportunities that reach your company, not on claiming that one platform always wins.

If you already have a website, GMC can set up and manage your Google ads for COP $200,000 per month plus 20% of your monthly advertising investment. The money Google receives to display the ads is paid separately.

Example: if you invest COP $1,000,000 in Google, management costs COP $400,000. The total is COP $1,400,000 before taxes. Before you engage us, we explain the scope and applicable taxes. The example explains the price; the right budget is assessed for your business.

We also offer an option that includes a website redesign and a six-month commitment. We provide a complete quote based on your website's needs.

GMC was founded in 2010 and has worked with more than 450 clients in over 25 countries. Nicolás Gómez, our founder, has 17 years of experience in digital marketing.