Client
Exotec
Industry
Logistics
Tags
Brand Management, Performance Marketing
Rebuilding Exotec's KR Paid Search into a Lead Generation Engine for Warehouse Robotics
+30%
Brand Search Ads CTR
+18%
Brand Keyword CTR
Qualified Leads from Month One
Introduction
Exotec, a global warehouse robotics company behind the Skypod system, sells high-value automation solutions to enterprise logistics and supply chain teams. In Korea, one of the world's most advanced logistics markets, the buying journey starts on Naver, where operations and engineering teams research automation solutions before any vendor conversation begins.
Exotec had been running Naver ads through a previous agency, but performance was limited, with non-brand search delivering a low CTR and only a handful of leads per year. Exotec partnered with expand k to take over its KR performance marketing and rebuild the account into a channel that generates qualified leads.
Challenges & Objectives
B2B paid search in Korea fails when campaigns simply buy visibility on broad keywords. Warehouse automation buyers search in specific Korean terms across different stages of the journey, from generic industry queries to product and competitor comparisons, and each stage needs its own campaign structure, ad copy, and bidding logic. On top of that, Exotec had no conversion tracking in place, so lead performance could not be measured at all.
The objectives were to rebuild the account around how Korean buyers actually search, to implement conversion tracking for lead-level accountability, and to grow qualified lead volume from both brand and non-brand demand.
Activities
expand k started with KR keyword research covering brand, product, industry, and competitor demand, including the logistics automation terms Korean buyers actually use, such as automated logistics, AGV, AMR, and 3PL. The Naver Search Ads account was rebuilt into five campaigns by funnel stage, covering Brand, Brand Search Ads, Industry, System, and Competitor, each with dedicated ad sets and Korean ad copy.
Conversion tracking was set up on the Korean landing pages, giving Exotec lead-level visibility for the first time. From launch, expand k ran daily monitoring with ongoing bid, ad copy, and keyword optimisation, and maintained competitor keyword coverage to keep Exotec visible in the consideration stage at low cost.
Results
The rebuilt account delivered efficiency across the funnel. Brand Search Ads reached a CTR above 30%, the Brand campaign ran at a 9.6% CTR with the "EXOTEC" keyword reaching 18%, and impressions grew month on month as industry campaigns expanded Exotec's visibility across automation-related search demand. In the first month of conversion tracking, the account generated 8 qualified lead conversions across both brand and non-brand campaigns, proving that non-brand keywords can drive leads, not just awareness.
expand k turned Exotec's Korean paid search from a visibility channel into an accountable lead generation engine, giving the brand a measurable foundation for pipeline growth in one of the world's most advanced logistics markets.