Reaching engineers and procurement managers in a niche B2B market
Industrial robotics is not a consumer category. Robotec's potential customers — plant managers, production engineers, and operations directors — are not reached through mass-market advertising. They search with technical intent, respond to credible technical content, and require multiple touchpoints before engaging. The challenge was threefold: first, identifying the right keyword strategy to intercept buyers with genuine purchase intent in Thai, English, and Vietnamese; second, designing display creatives compelling enough to drive action in a category where competitors largely rely on static, text-heavy assets; and third, building a LinkedIn content programme that could educate the audience on automation ROI while positioning Robotec as a trusted integration partner — not just a product reseller. "For Robotec, every click had to count. We were not chasing volume — we were targeting a defined audience of manufacturing decision-makers across three countries with very different market dynamics. The entire strategy was built around qualified engagement, not reach."
A phased, multi-channel strategy built for long B2B sales cycles
We structured the engagement in two parallel tracks. On Google Ads, we launched a combined Search and Display campaign targeting Thailand in phase one, with Singapore and Vietnam added as the programme matured. We developed distinct ad copies for each campaign type — Thai-language search ads targeting high-intent keywords like "หุ่นยนต์อุตสาหกรรม" (industrial robots) and "automation robotics", alongside English-language ads covering the broader industrial automation search landscape. Four display banner assets were produced in two sizes, designed to cut through in an industry where creative quality is rarely a competitive advantage. All campaigns were supported by a full Google Analytics and conversion tracking setup, with a dedicated tag on the "request a callback" CTA — giving Robotec a clear, measurable lead flow for the first time. In parallel, we developed a LinkedIn content strategy built around four content pillars: Brand, Products & Services, Educational, and News & Press. Monthly content calendars were produced with platform-native copywriting, visual briefs, and post timing recommendations — targeting the same B2B decision-maker audience through organic reach and paid LinkedIn promotion.
Display outperformed search — and data shaped every next step
The January 2023 campaign delivered 268,811 total impressions and 12,012 clicks at a blended CTR of 4.47% — strong performance for a B2B industrial category. The English Display Ad campaign alone generated 208,627 impressions and 10,405 clicks, accounting for the majority of traffic volume and confirming that display was the more effective format for this audience and industry. On the search side, Thai-language keywords consistently outperformed English equivalents in CTR — with "welding robot" reaching 9.88% CTR and "robot welding" at 8.45% — demonstrating the value of locally adapted ad copies for in-market buyers. These learnings directly informed the next phase strategy: separating campaigns by country, with localised creatives and independent budget allocation for each market. The LinkedIn content programme gave Robotec a consistent, technically credible voice on the platform — covering robot integration methodology, specific KUKA product features, manufacturing ROI, and the systematic approach that differentiates Robotec from equipment-only suppliers.
