Google Ads for Candle Making Supplies Business: 4x ROAS Case Study for a Wholesale Raw Material Brand in India

B2B ecommerce on Google Ads is underutilised. Most brands running Google campaigns are selling to consumers — which means wholesale buyers searching on Google often encounter fewer well-optimised competitors, lower CPCs, and less competition for the most valuable search terms. A Delhi-based candle raw material supplier came to Ho Digital wanting to scale their wholesale business online: soy wax, paraffin wax, fragrance oils, wicks, and moulds sold to small candle brands, gift shops, and home fragrance makers across India. In 2 months on a ₹1.5 lakh per month budget, we generated 4x ROAS — ₹12 lakh in revenue from ₹3 lakh spend.

About the Brand

The supplier stocks 300+ candle-making raw materials and sells in wholesale quantities — minimum order ₹2,000, average order ₹3,400. Customers include small candle brands, wedding décor businesses, and corporate gifting companies. They had an existing website but relied purely on word-of-mouth and industry directory listings for new business.

The Challenge

The challenge with wholesale on Google is that the same search terms attract both retail and wholesale buyers. Someone searching 'soy wax India' could be a DIY hobbyist wanting one block or a candle brand needing 50kg for production. Reaching the high-value wholesale buyer — without burning budget on retail searchers — required aggressive keyword qualification and ad copy filtering from the start.

Our Strategy

Every keyword was modified with wholesale intent signals: 'bulk', 'wholesale', 'supplier', 'distributor', minimum weight qualifiers like '5kg' and '10kg'. Ad copy led with MOQ and B2B pricing language — naturally filtering out retail buyers before the click. This dramatically improved lead quality without even touching the landing page. The remaining traffic was warm, qualified, and ready to buy in wholesale quantities.

Campaign Architecture

Performance Max — Business Buyer Audiences

PMax asset groups split by product category: waxes, fragrance oils, and tools & hardware. Business audience signals targeted small business owners, craft entrepreneurs, and home décor manufacturers — using Custom Intent audiences around searches like 'start candle business India' and 'candle making business wholesale'. PMax drove 48% of total orders.

Google Shopping — High-Margin SKU Focus

Custom labels segmented by margin: premium soy wax and fragrance oils (high margin, high repeat) versus utility items like wicks and thermometers (lower margin, lower priority). Budget was pushed toward fragrance oils and premium waxes — both had the highest AOV and the strongest reorder frequency among established candle brands.

YouTube — Skipped for This Campaign

We made the deliberate decision not to run YouTube for this campaign. B2B wholesale buyers in a raw material category don't respond to video-first discovery — they search with a need already formed. The YouTube budget was reallocated to Search, where intent was explicit and conversion value was higher.

CRO — BYPL Pages Built for Business Buyers

BYPL pages featured: MOQ and bulk pricing tiers (5kg / 10kg / 25kg) displayed prominently, GST invoice availability, pan-India delivery timelines by state, and a WhatsApp quote button for custom orders. GoKiwi added real-time social proof showing recent bulk orders. Conversion rate moved from 0.8% to 2.4%.

Results (2-Month Campaign)

Total Ad Spend: ₹3,00,000

Total Revenue Generated: ₹12,00,000

ROAS: 4x

Conversion Rate: 2.4% (up from 0.8%)

New B2B Customers: 280+

Average Order Value: ₹3,400

Best Performers: Premium Soy Wax (25kg bulk) + Fragrance Oil Sampler Sets

Key Takeaways

For wholesale and B2B categories, first-order ROAS understates the true campaign value. A candle brand that orders ₹3,400 in month one will typically reorder every 4–6 weeks. The lifetime value of a wholesale account is 10–20x the first order. A 4x first-order ROAS with 80% repeat customers is a stronger business result than a 7x ROAS with one-time buyers. Always evaluate B2B campaigns with reorder frequency — not just per-order returns.

Running a wholesale or B2B raw material business and want a Google Ads strategy that brings in recurring business accounts? Ho Digital builds paid acquisition systems for B2B ecommerce. Get a free audit.