8.25% engagement rate and 108,214 Google impressions in 4 months.
How smartGAS builds visibility with a thoughtful B2B strategy.
smartGAS develops and manufactures industrial NDIR gas sensors for demanding applications in analysis, process measurement and indoor air quality monitoring — a classic B2B niche business with technically demanding products, specific target groups and long decision-making cycles. Loehn Digital supported smartGAS in building targeted visibility on LinkedIn and Google Ads among exactly the decision-makers searching for these products.
Results at a glance:
- LinkedIn: 6,344 impressions, 372 clicks, 31 new followers, 8.25% average engagement rate
- Google Ads: 108,214 impressions, 6,720 clicks over 12 months
- Product campaign: 4,564 clicks to the core product pages
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Starting point: Technical excellence that deserves more visibility
smartGAS is a specialist in NDIR gas sensor technology (non-dispersive infrared sensors) — a technology essential in industrial automation, environmental measurement and building management. The problem: the company’s technical expertise was barely visible online. Engineers, buyers and decision-makers in the process industry could not find smartGAS, or only by chance.
The challenges:
- Niche market with high explanation requirements – NDIR sensor technology is not a standard product but requires technical understanding
- Fragmented audiences – from development engineers and buyers to managing directors in the process industry
- Long decision cycles – investments in measurement technology are carefully planned and evaluated
The solution: two complementary channels — LinkedIn for brand presence and technical authority, Google Ads for direct market demand.
LinkedIn: Technical relevance as a brand anchor
Over four months, 21 posts were published that positioned smartGAS as a technical expert — not with generic product posts, but with content that made the company’s NDIR sensor expertise tangible.
| Metric | Value |
|---|---|
| Impressions | 6.344 |
| Klicks | 372 |
| New followers | 31 |
| Average engagement rate | 8,25 % |
Key insight: The engagement rate is consistently well above the B2B benchmark of 3–5%. This confirms that the content resonates precisely with the technically proficient target audience. For smartGAS, LinkedIn is not just a reach channel but above all a trusted technical touchpoint in the industrial B2B environment.
“The data from LinkedIn and Google Ads finally give us a reliable foundation for directing our marketing investments strategically — instead of guessing.” — Tobias Heinrich, smartGAS
A key success factor was the combination of product expertise and application knowledge: posts about specific use cases (indoor air quality monitoring, process gas analysis) achieved the highest engagement rates because they focused on concrete problem-solving — not the product alone.
Google Ads: Making demand visible and actionable
Alongside the LinkedIn presence, we launched Google Ads search campaigns that capture existing search demand in the NDIR sensor and gas measurement market. The data over twelve months shows clear demand:
| Metric | Value |
|---|---|
| Impressions | 108.214 |
| Klicks | 6.720 |
Campaign overview:
| Campaign | Klicks |
|---|---|
| Produkt-Campaign | 4.564 |
| Basic-Evo | Supplementary visibility |
| Flow-Evo | Specific product segments |
The product campaign is the strongest driver with 4,564 clicks — targeting the most relevant search terms around NDIR sensors, gas analysis and process measurement. Basic-Evo and Flow-Evo supplement visibility in specific product niches.
Optimisation approaches: Continuous improvement as a principle
The first campaign phase has established a solid data foundation. For the next phase, we have identified concrete levers:
- Stronger campaign structure – segmentation by product lines and use cases for more precise management
- More precise search terms – refinement of the keyword strategy based on the first 12 months of data
- Clearer product communication – aligning ad copy more closely with technical specifications and applications
- Application-specific landing pages – targeted landing pages for indoor air quality, process gas and analysis instead of generic product pages
- Expand LinkedIn content strategy – systematising post planning along the product and application axes
Conclusion: Two channels, one goal — measurable B2B visibility
The combination of LinkedIn and Google Ads has created a solid digital foundation for smartGAS:
- LinkedIn builds technical authority and trust among decision-makers — with an engagement rate well above the industry average
- Google Ads makes existing demand visible and drives qualified traffic to the website
- The shared data foundation from both channels provides clear starting points for further growth
For managing directors and marketing decision-makers in the industrial mid-market, this case demonstrates: even specialised technology products can be marketed efficiently online with a clean two-channel strategy — with measurable results and a clear roadmap for the next phase.