Client
Garlock
Industry
Manufacturer
Tags
Brand Management, Performance Marketing
Generating B2B Sales Leads and Search Visibility through Keyword-Driven Naver Ads and Content Localisation
+150%
Targeted Traffic
+50%
Lowering Cost Per Click
+75%
Click-Through Rate
Introduction
Garlock, a global industrial sealing solutions manufacturer under EnPro Industries, is recognised for its engineering excellence in gaskets, seals, and expansion joints serving critical sectors such as energy, petrochemical, and manufacturing. While entering the Korean market, however, the brand struggled with discoverability despite its strong global reputation, as its technical product range remained largely invisible across local search platforms.
To bridge this gap, Garlock Singapore collaborated with expand k to design and execute a performance-driven digital marketing programme aimed at improving search visibility, increasing inbound leads, and localising Garlock’s complex product communications for Korean engineers and procurement professionals.
Challenges & Objectives
Korea’s B2B industrial market is dominated by Naver-based research, where engineers and purchasing teams rely heavily on technical blogs and comparison searches rather than direct advertising. Global manufacturers like Garlock often face barriers to entry due to language localisation gaps and limited SEO integration within Korea’s closed search ecosystem.
The project focused on three core objectives: establishing Garlock’s local visibility across search platforms, creating a steady flow of digital sales leads, and reinforcing its brand credibility through high-quality Korean-language content that communicates complex technical performance in a format familiar to the Korean market.
Activities
The initiative kicked off with comprehensive keyword mapping across 700+ industry-specific Korean search terms covering sealing technology, gaskets, and mechanical expansion systems. expand k launched and managed Naver Search Ads targeting over 400 of these high-value keywords, while simultaneously creating Garlock’s official Naver Blog to anchor organic visibility.
Weekly performance reviews and bid optimisation ensured that the campaigns remained cost-effective and precise. In parallel, keyword-targeted blog posts were produced, translating Garlock’s technical expertise into Korean-language insights optimised for Naver’s algorithm. A contact banner linking to Garlock Korea’s sales team was embedded at the end of every article to streamline inquiry generation and sales handoff.
Results
The campaign successfully transformed Garlock’s digital standing in Korea, generating consistent inbound inquiries and establishing the brand as a recognised name within the country’s industrial sealing market. The brand achieved sustained top-tier visibility across targeted Naver search terms, and its technical content gained traction among engineers and B2B procurement professionals.
expand k's search and content framework played a critical role in driving this transition - combining paid media precision with long-term organic growth. The project provided Garlock with a scalable digital foundation, enabling continuous lead generation and market relevance within Korea’s industrial ecosystem.
