When you’re working on a big proposal or tender, it’s easy to spend most of your time on the document itself. Pricing, technical details, case studies and references all need to be spot on. But something people often miss is that the bid document is only part of it. The people reviewing your submission will usually do their own research online. They’ll visit your website, check out your LinkedIn profiles and look for any news or proof you can deliver.
That’s where paid ads can quietly help out. It’s not about trying to sell directly at this stage. It’s about making sure the right people see your company and the strengths you bring. Ads can help keep your business visible and build a bit of trust. If you have some quieter time with it being the summer holidays, it’s a good chance to test this out and see what works.
Here’s a checklist to help you get going.
1. Check Your Website and Profiles
Before you start spending on ads, make sure your website and online profiles back up what you say in your bid.
- Does your website highlight the same strengths you mention in your proposal?
- Are case studies, awards and recent news easy to find and up to date?
- Are your leadership team’s LinkedIn profiles current and professional?
- Fix any broken links or slow pages because first impressions really count.
2. Figure Out Who You Need to Reach
It’s not just the person in procurement who makes the decision. Often there are several people involved.
- Write down the decision-makers you know
- Think about others who might have a say, like finance, operations or legal teams
- Use job titles and industries to narrow down your target audience
- Platforms like LinkedIn and Google let you get very specific – so use that to your advantage.
3. Choose the Right Places for Your Ads
Different platforms work better for different things. Using a mix usually works best.
- Google Search Ads catch people actively searching for your company or services
- LinkedIn Ads let you reach specific job roles and industries
- Retargeting ads remind people who have already visited your site
- Using several channels means you reach people at different points in their research.
4. Make Sure Your Ads Match Your Bid Messaging
Your ads should back up the story you tell in your proposal.
- Repeat key points like reliability or innovation
- Include proof like awards or successful projects
- Keep the tone consistent so it all feels like one clear message
5. Time Your Ads Well
When your ads run matters as much as what they say.
- Start running ads two to four weeks before you submit your bid
- Keep them going while decision-makers review the bids
- Pause or adjust campaigns after the contract is awarded
- People often research more after bids are submitted, so stay visible.
6. Look at the Right Metrics
This isn’t about immediate sales. It’s about awareness and engagement.
- Are your ads reaching the right job titles and companies?
- Is traffic going up on important pages of your website?
- Are people spending more time on your site or coming back?
Round Up
Paid advertising will not win the bid on its own. However, it can help raise your profile and support your proposal while decisions are underway. If you have a quieter period coming up, use it to try this approach and see what works. This will prepare you well for your next opportunity.
If you would like help setting up a simple, effective ad campaign for your next bid, please get in touch.
