Landing Page & Google Ads Campaign
ABB
ABB is a leading technology company in the fields of electrification and automation. By combining technical expertise and digitalisation, ABB ensures that industries perform well while also becoming more efficient, productive and sustainable. The company has a history of over 140 years and employs more than 105,000 people worldwide, generating sales of around 32 billion US dollars in 2023.
Solution
We developed a stand-alone, SEO-optimised landing page for the product to communicate the advantages of the solution in an easy-to-understand way. An intuitive configurator allows site visitors to easily discover how the system works and what it can do.
We carried out a Google Ads campaign to generate sales leads. The search queries directed traffic to the landing page, generating direct leads for ABB's sales team.
Landing Page
We developed the structure and UX design of the landing page to address visitors' pain points and present the load management system in an easy-to-understand way. An intuitive configurator is at the heart of the page, complemented by downloads, videos and call-to-action functions. The landing page uses all relevant options to generate conversions and contact requests.
Development of configurator
The graphical configurator is easy to operate using drag-and-drop icons, allowing visitors to the landing page to simulate various infrastructure scenarios. The visualisation makes it very easy to understand the solution's functionality. We were responsible for the entire concept development, design and programming. The configurator is based on modern web technologies and can be used on any CMS or HTML page.
Google Ads
We ran targeted Google Ads search campaigns to increase awareness and generate leads. This campaign allowed us to present the solution to the target group early in their search and direct them to the landing page. We continuously optimised the campaign in close coordination with ABB, ensuring the relevant keywords were covered while factoring in the competition's relevant search terms. The campaign ran for 12 months, with a brief pause. During this time, we consistently improved all key performance indicators and significantly exceeded industry benchmarks.
Results of the Google Ads campaign
Both Google Ads campaigns got off to a very promising start. We achieved a steep optimisation curve thanks to close coordination with the customers regarding the relevant keywords.
During the second of the two six-month periods, we could reduce the average CPC (cost per click) again – with even higher click-through rates simultaneously. The monthly monitoring meetings with the customer's direct sales managers also played a key part in the success, ultimately leading to many relevant leads.
