{"id":10435,"date":"2026-06-06T10:00:00","date_gmt":"2026-06-06T08:00:00","guid":{"rendered":"https:\/\/loehn-digital.com\/project\/smartgas-linkedin-google-ads\/"},"modified":"2026-06-22T10:59:53","modified_gmt":"2026-06-22T08:59:53","slug":"smartgas-linkedin-google-ads","status":"publish","type":"project","link":"https:\/\/loehn-digital.com\/en\/project\/smartgas-linkedin-google-ads\/","title":{"rendered":"smartGAS: Measurable LinkedIn and Google Ads Results"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">8.25% engagement rate and 108,214 Google impressions in 4 months. <\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">How smartGAS builds visibility with a thoughtful B2B strategy.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">smartGAS develops and manufactures industrial NDIR gas sensors for demanding applications in analysis, process measurement and indoor air quality monitoring \u2014 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Results at a glance:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>LinkedIn:<\/strong>&nbsp;6,344 impressions, 372 clicks, 31 new followers, 8.25% average engagement rate<\/li>\n\n\n\n<li><strong>Google Ads:<\/strong>&nbsp;108,214 impressions, 6,720 clicks over 12 months<\/li>\n\n\n\n<li><strong>Product campaign:<\/strong>&nbsp;4,564 clicks to the core product pages<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/loehn-digital.com\/en\/contact\/\">Enquire about a LinkedIn and Google Ads strategy for your company<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ausgangslage-technische-exzellenz-die-mehr-sichtbarkeit-verdient\">Starting point: Technical excellence that deserves more visibility<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">smartGAS is a specialist in NDIR gas sensor technology (non-dispersive infrared sensors) \u2014 a technology essential in industrial automation, environmental measurement and building management. The problem: the company&#8217;s technical expertise was barely visible online. Engineers, buyers and decision-makers in the process industry could not find smartGAS, or only by chance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The challenges:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Niche market with high explanation requirements<\/strong>&nbsp;\u2013 NDIR sensor technology is not a standard product but requires technical understanding<\/li>\n\n\n\n<li><strong>Fragmented audiences<\/strong>&nbsp;\u2013 from development engineers and buyers to managing directors in the process industry<\/li>\n\n\n\n<li><strong>Long decision cycles<\/strong>&nbsp;\u2013 investments in measurement technology are carefully planned and evaluated<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The solution: two complementary channels \u2014 LinkedIn for brand presence and technical authority, Google Ads for direct market demand.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"linkedin-fachliche-relevanz-als-markenanker\">LinkedIn: Technical relevance as a brand anchor<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Over four months, 21 posts were published that positioned smartGAS as a technical expert \u2014 not with generic product posts, but with content that made the company&#8217;s NDIR sensor expertise tangible.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th class=\"has-text-align-left\" data-align=\"left\">Metric<\/th><th class=\"has-text-align-left\" data-align=\"left\">Value<\/th><\/tr><\/thead><tbody><tr><td>Impressions<\/td><td>6.344<\/td><\/tr><tr><td>Klicks<\/td><td>372<\/td><\/tr><tr><td>New followers<\/td><td>31<\/td><\/tr><tr><td>Average engagement rate<\/td><td>8,25 %<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Key insight:<\/strong>&nbsp;The engagement rate is consistently well above the B2B benchmark of 3\u20135%. 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.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-small-plus-font-size wp-block-paragraph\">&#8220;The data from LinkedIn and Google Ads finally give us a reliable foundation for directing our marketing investments strategically \u2014 instead of guessing.&#8221; \u2014 Tobias Heinrich, smartGAS<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">A key success factor was the&nbsp;<strong>combination of product expertise and application knowledge<\/strong>: posts about specific use cases (indoor air quality monitoring, process gas analysis) achieved the highest engagement rates because they focused on concrete problem-solving \u2014 not the product alone.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/loehn-digital.com\/wp-content\/uploads\/2026\/06\/smartgas-google-reach-clicks-growth-20260603.webp\" alt=\"Google Ads reach and traffic for smartGAS\" class=\"wp-image-10058\" title=\"\"><figcaption class=\"wp-element-caption\">Google Ads reach and traffic<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"google-ads-nachfrage-sichtbar-machen-und-nutzen\">Google Ads: Making demand visible and actionable<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Alongside the LinkedIn presence, we launched&nbsp;<a href=\"\/en\/online-marketing-for-companies\/google-ads-agency\/\">Google Ads search campaigns<\/a>&nbsp;that capture existing search demand in the NDIR sensor and gas measurement market. The data over twelve months shows clear demand:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th class=\"has-text-align-left\" data-align=\"left\">Metric<\/th><th class=\"has-text-align-left\" data-align=\"left\">Value<\/th><\/tr><\/thead><tbody><tr><td>Impressions<\/td><td>108.214<\/td><\/tr><tr><td>Klicks<\/td><td>6.720<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Campaign overview:<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th class=\"has-text-align-left\" data-align=\"left\">Campaign<\/th><th class=\"has-text-align-left\" data-align=\"left\">Klicks<\/th><\/tr><\/thead><tbody><tr><td>Produkt-Campaign<\/td><td>4.564<\/td><\/tr><tr><td>Basic-Evo<\/td><td>Supplementary visibility<\/td><\/tr><tr><td>Flow-Evo<\/td><td>Specific product segments<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The&nbsp;<strong>product campaign<\/strong>&nbsp;is the strongest driver with 4,564 clicks \u2014 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.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/loehn-digital.com\/wp-content\/uploads\/2026\/05\/smartgas-google-campaigns-minimal-20260527.webp\" alt=\"Google Ads clicks by campaign for smartGAS\" class=\"wp-image-10056\" title=\"\"><figcaption class=\"wp-element-caption\">Google Ads clicks by campaign<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"optimierungsans%C3%A4tze-kontinuierliche-verbesserung-als-prinzip\">Optimisation approaches: Continuous improvement as a principle<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The first campaign phase has established a solid data foundation. For the next phase, we have identified concrete levers:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Stronger campaign structure<\/strong>&nbsp;\u2013 segmentation by product lines and use cases for more precise management<\/li>\n\n\n\n<li><strong>More precise search terms<\/strong>&nbsp;\u2013 refinement of the keyword strategy based on the first 12 months of data<\/li>\n\n\n\n<li><strong>Clearer product communication<\/strong>&nbsp;\u2013 aligning ad copy more closely with technical specifications and applications<\/li>\n\n\n\n<li><strong>Application-specific landing pages<\/strong>&nbsp;\u2013 targeted landing pages for indoor air quality, process gas and analysis instead of generic product pages<\/li>\n\n\n\n<li><strong>Expand LinkedIn content strategy<\/strong>&nbsp;\u2013 systematising post planning along the product and application axes<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/loehn-digital.com\/wp-content\/uploads\/2026\/05\/smartgas-linkedin-engagement-minimal-20260527.webp\" alt=\"LinkedIn engagement rate of smartGAS January to April 2026\" class=\"wp-image-10054\" title=\"\"><figcaption class=\"wp-element-caption\">LinkedIn engagement rate January to April 2026<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"fazit-zwei-kan%C3%A4le-ein-ziel-%E2%80%93-messbare-b2b-sichtbarkeit\">Conclusion: Two channels, one goal \u2014 measurable B2B visibility<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The combination of LinkedIn and Google Ads has created a solid digital foundation for smartGAS:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>LinkedIn<\/strong>&nbsp;builds technical authority and trust among decision-makers \u2014 with an engagement rate well above the industry average<\/li>\n\n\n\n<li><strong>Google Ads<\/strong>&nbsp;makes existing demand visible and drives qualified traffic to the website<\/li>\n\n\n\n<li>The shared&nbsp;<strong>data foundation<\/strong>&nbsp;from both channels provides clear starting points for further growth<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">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 \u2014 with measurable results and a clear roadmap for the next phase.<\/p>\n","protected":false},"featured_media":10049,"template":"","project_type":[45,44,48,49],"class_list":["post-10435","project","type-project","status-publish","has-post-thumbnail","hentry","project_type-sea-ppc","project_type-online-marketing","project_type-google-ads","project_type-linkedin-ads"],"acf":[],"_links":{"self":[{"href":"https:\/\/loehn-digital.com\/en\/wp-json\/wp\/v2\/project\/10435","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/loehn-digital.com\/en\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/loehn-digital.com\/en\/wp-json\/wp\/v2\/types\/project"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/loehn-digital.com\/en\/wp-json\/wp\/v2\/media\/10049"}],"wp:attachment":[{"href":"https:\/\/loehn-digital.com\/en\/wp-json\/wp\/v2\/media?parent=10435"}],"wp:term":[{"taxonomy":"project_type","embeddable":true,"href":"https:\/\/loehn-digital.com\/en\/wp-json\/wp\/v2\/project_type?post=10435"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}