B2B merchants often consider ecommerce as a tool for existing clients.
B2B merchants should simplify their purchase process, to enable buyers to place an order entirely online, without internal assistance and without having to wait for an account.
I’ve seen innovative companies allow visitors to place initial orders by credit card, for products at the public list price.
After the first order, customers are assigned an account number and, also, custom pricing and terms.
By setting up products so they are visible at list price and buyers can add them to their cart without an account, you can create Google Shopping ads.
Consider the screenshot below for the search results from “electric centrifuge.” The images at the top of the page come from Google Shopping ads.