ABB

ABB Cyber Security Linkedin & Google Campaign

Critical infrastructure industries face increasing pressure to comply with evolving cyber security regulations while defending against targeted attacks. ABB needed to raise awareness and generate qualified leads for its Cyber Security offerings in Process Automation Energy Industries (PAEN). The challenge was to engage a diverse global audience and drive cost-efficient conversions across both awareness and performance-focused channels.

Process

We leveraged a mix of awareness, lead generation, ABM Lite, and retargeting formats to engage decision-makers and drive conversions. Creative assets included technical whitepapers such as “Ransomware Resilience in OT Environments” and “Cyber Security Regulation and Attack Detection.”

Refined audience filters to focus on roles in Operations, Engineering, and Business Development
Prioritised key industries such as Oil & Gas, Chemical Manufacturing, and Utilities
Localised messaging and creative assets to enhance regional relevance and engagement
Implemented smarter bidding strategies and keyword refinements to improve cost-efficiency on Google Search

This strategic, performance-led approach drove a strong balance of reach and conversions, resulting in an efficient average CPL and over 1,000 qualified leads across both platforms.

Deliverables

The campaign ran for 90 days across LinkedIn and Google Search in English, targeting high-value industrial markets across North America, Europe, and Asia Pacific.