Online marketing for technical B2B audiences
Following the development of the KOCO MOTION website, Loehn Digital took over and managed all SEO and online marketing for the drive specialist.
The challenge: shaping a powerful digital marketing strategy from a technically demanding portfolio of dozens of motor types and multiple target markets. The solution combined SEO content along the product and brand axes with a multi-dimensional Google Ads campaign structure — aligned to the specific search intent of technical B2B decision-makers. The results speak for themselves: 67,369 impressions, 4,076 clicks and a CTR of 6.05% over the entire campaign period.
Starting point: The digital invisibility of a technical specialist
KOCO MOTION is a systems house for electric drives and motion control solutions, serving multiple B2B markets simultaneously — from industrial automation and medical technology to smart home. Each of these markets has its own search intent, keyword landscape and decision-making pathways. The biggest challenge: reflecting this complexity in a campaign structure that is both broad enough for reach and precise enough for qualified enquiries. Before working with Loehn Digital, KOCO MOTION’s digital visibility was fragmented — the company’s technical expertise rarely reached the right decision-makers at the right time.
SEO strategy: Two axes for maximum coverage
Editorial content was strategically built along two axes:
- Motor types – Technical specifications, application areas and use cases for each drive. This reaches engineers and technical buyers searching for specific product categories.
- Target markets – Industry-specific content for industrial automation, medical technology, smart home and further segments. This captures decision-makers in each sector who are not searching for a motor type but for a solution to their specific application.
This dual approach ensures KOCO MOTION is found through both product-driven and application-driven search queries — covering the full spectrum of potential customers.
Google Ads campaigns: Structured visibility for complex markets
The Google Ads campaigns were not set up as simple search campaigns but followed a three-part logic:
- By motor type – Targeted ads for specific drive solutions (servo motors, stepper motors, geared motors, etc.)
- By target market – Industry-specific campaigns for industrial automation, medical technology, smart home
- By customisability – KOCO MOTION’s core differentiator: custom drive solutions as a dedicated campaign focus
Each pillar was operated with its own keyword research, ad copy and bidding strategy — and continuously optimised based on performance data. Close alignment with SEO content ensures that paid and organic visibility reinforce each other.
Measurable visibility and performance as a result: 67,369 impressions at 6.05% CTR
Following the website development, Loehn Digital also took over online marketing for KOCO MOTION. In the SEO space, editorial content was created along the two axes critical to the business: individual motor types with their technical specifications, and the markets in which KOCO MOTION operates — from industrial automation and medical technology to smart home.
In parallel, the Google Ads campaigns were built strategically. The campaign structure followed a three-part logic: by motor type, by target market and by the individual customisability of the drives. Over the campaign period, the campaigns achieved:
| Metric | Value |
|---|---|
| Impressions | 67.369 |
| Klicks | 4.076 |
| Click-through rate | 6,05 % |
The growth curves show: impressions and clicks were scaled purposefully from the start and levelled off at a stable, high level. The CTR remained consistently around 6% throughout the entire period. This is the result of ongoing keyword research, optimised ad copy and data-driven bidding that responds to market changes at any time. A CTR of 6.05% is well above the B2B average, confirming that the campaigns reached the right users with matching search intent.
Optimisation approaches: Continuous improvement as a principle
Successful B2B marketing is not a one-off setup but an ongoing optimisation process. At KOCO MOTION, every lever was utilised:
- Keyword research – Continuous refinement of the keyword strategy along motor types and target markets
- Ad copy – Ongoing optimisation of ad text for technical B2B audiences with A/B testing
- Bidding strategy – Data-driven management focused on clicks and conversions with regular adjustments
- Landing page quality – Close alignment of ads with the relevant product pages on the KOCO MOTION website
Result: From invisible specialist to digital sales platform
Combined with SEO content and Google Ads campaigns, this did not create a mere advertising presence but a cohesive sales system. The KOCO MOTION website is now the central hub of a marketing strategy that generates visibility, channels enquiries and positions the KOCO MOTION brand in the digital B2B space — exactly where technical decision-makers search for solutions.
For managing directors and marketing decision-makers in the industrial mid-market, this case demonstrates: even complex, explanation-intensive technology products can be marketed efficiently online with the right strategy — with measurable results and predictable budget allocation.
Learn more about our Google Ads strategies and SEO optimisation for technical B2B companies. Also visit the KOCO MOTION showcase for a direct impression of the platform.