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SKF India

SKF – Always-On Lead Generation Campaign

The Overview

SKF, a global leader in bearing solutions, partnered with Plugin to launch a year-long, always-on digital media campaign across India.

Objective

To build sustained awareness and drive high-quality leads among industrial buyers, while reinforcing SKF’s leadership across maintenance and mechanical reliability.

Key objectives included:

  • Generate continuous, qualified leads via digital
  • Build product awareness for bearings, grease, and service solutions
  • Maximize ROI while optimizing CPL and lead quality

Target Audience

  • Factory Technicians – On-ground problem solvers seeking dependable parts
  • Production Managers – Responsible for machine uptime and operational efficiency
  • Bearing Enthusiasts – Industrial professionals engaging with high-performance tech

Audience Insight

These decision-makers prioritize durability, performance, and downtime reduction in their procurement process.

Industry

Industrial Manufacturing / B2B Engineering Solutions

Platform

Google Ads (Search & Display)/ Meta Ads (Facebook & Instagram)

Services

Performance Marketing, Always-On Lead Generation Strategy, Audience Segmentation & Targeting, Creative Development (Video, Static, Carousel), Campaign Optimization & CPL Management, Messaging Personalization per Product Segment, Funnel Performance Analysis & Junk Lead Reduction

Channel Strategy

Platforms

  • Google – Search & Display
  • Meta – Facebook & Instagram

Execution

  • Search Ads: Captured transactional queries related to SKF’s products
  • Display Ads: Broadened visibility among interest-aligned audiences
  • Meta Lead Gen Ads: Leveraged in-platform forms for seamless conversions

Creative & Messaging

Focus Area

Bearings

Grease

Maintenance

Core Message

Precision in Every Rotation

Keeping Your Machines in Motion

Minimize Downtime, Maximize Efficiency

Creative formats included explainer videos, carousel ads, and snackable static posts, refreshed
periodically to beat fatigue and maintain CTRs.

The Impact we created

2000K+

Leads

0 Million

Clicks

100 Million

Impressions

Key Learnings

  • Challenge: Balancing scale with lead quality and cost
  • Solution: Frequent optimizations, creative rotation, and tighter exclusions reduced junk rate
  • Key Insight: Message personalization for each segment led to a measurable lift in CTR and form submissions

Outcome

The always-on approach delivered scalable, cost-effective results—positioning SKF as the go-to brand for industrial bearings and lubrication in India’s B2B space.

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