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ABB set out to position itself as a technology leader in sustainable metals production, specifically promoting its role in the shift toward fossil-free steel. The challenge: engaging a niche, highly technical B2B audience across multiple global markets, where buying cycles are long and digital lead generation is traditionally difficult. The campaign was rolled out in two waves: the first focused on building awareness and testing creative, messaging, and channels. The second applied those learnings to sharpen targeting and drive higher-quality, cost-efficient lead generation at scale.
We ran a two-wave LinkedIn and Google Search campaign across Brazil, India, Sweden, and the USA — delivering localized, whitepaper-driven creative in English and Portuguese to engage decision-makers in key steel markets.
Process
Wave 1 focused on format testing — using video, document, and carousel ads to build awareness and gather performance data.
Wave 2 applied those learnings through a two-phase creative rollout, refreshed visuals to reduce fatigue, and Company Match Lists to sharpen account targeting.
Key optimisations included:
- Refined audience filters to exclude low-quality roles and demographics
- Localized creative for regional relevance
- Smarter bidding and keyword strategies to improve cost-efficiency
This iterative approach led to improved CPL and lead volume in Wave 2 — showing clear performance gains through strategic optimisation.
The Impact
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