Scaling Global Demand for Warehouse Automation

Challenge

Swisslog operates in a highly competitive warehouse automation landscape, with long sales cycles and complex, multi‑stakeholder buying journeys. While paid media played an important role in driving demand, the existing program structure limited its effectiveness.

Campaigns contained hundreds of keywords within individual ad groups, making performance analysis and optimization extremely difficult. As a result, search traffic was fragmented across large portions of the website, often landing prospects on pages misaligned with their intent. This not only diluted lead quality but also drove cost per lead well above industry benchmarks. Additionally, LinkedIn had not yet been proven internally as a viable demand‑generation channel, creating uncertainty around channel expansion.

Solution

Luxid rebuilt Swisslog’s paid media program from the ground up, starting with a clean, scalable foundation. We developed and launched structured Google Ads campaigns across North America; Europe, the Middle East, and Africa (EMEA); Southeast Asia; and Australia/New Zealand; with region‑specific keyword strategies aligned to warehouse automation, AutoStore, robotics, and high‑throughput performance needs.

Campaigns were intentionally optimized around high‑intent conversion actions, prioritizing contact‑form submissions while also supporting meaningful mid‑funnel engagement through content downloads. Within EMEA, budgets were further refined at the country level to support local pipeline goals and maximize efficiency. Translated ads were launched across key markets to improve relevance, click-through rate (CTR), and lead quality.

To support full‑funnel demand capture, Luxid expanded beyond branded search into non‑branded keyword coverage, helping Swisslog capture demand earlier in the buying cycle. Landing pages were updated and refreshed to improve alignment with search intent and strengthen on‑site engagement. In parallel, LinkedIn was introduced as a targeted demand‑generation channel. Webinar and gated‑content campaigns demonstrated that LinkedIn could drive qualified leads at a comparable cost to Google Ads, while exceeding CTR benchmarks.