Piab Case Study

See how we help the vacuum pump and conveyor specialists

Piab is an automation specialist focusing on manual handling through vacuum based solutions. Piab are a global businesses offering their vacuum solutions to a wide range of markets including Europe, the Americas and Asia.


Piab provides smart solutions for the automated world, helping thousands of end users and machine producers in e-commerce logistics, food, pharmaceutical, automotive and other manufacturing industries to improve energy-efficiency, productivity and working environments.

Their challenge was to generate more leads and sales using Google Ads (formerly Google AdWords). They had been trying to do this in-house. Back in July 2014 Piab’s UK division contacted us for help.


Working with Piab HQ in Sweden, we firstly implemented tracking so that we could start to measure enquiries generated from the advertising, as well as ensure we were achieving a return on investment. New campaigns were set up which immediately generated more enquiries at a lower cost per enquiry, and budget allocation was increased after 10 months.

Piab UK introduced Key Principles to Piab Germany in 2015 and Piab France in 2019. We now work with each division, developing, managing and optimising campaigns in the three languages; English, German and French.



Click Through Rate


Conversion Rate


Countries Running Google Ads


Piab have been working with Key Principles since July 2014 in the UK and subsequently with other Piab AB companies as a result of the positive improvements in our search engine results and Google AdWords campaigns. Key Principles have always focused on understanding our business and our strategic growth objectives, and in turn provided additional ideas on how we can develop the lead generation activity.

They helped us address overspend with Google and optimized our return on this investment which in turn contributed very positively to our double-digit business growth in 2017. In 2018 we will increase our activity on AdWords campaigns with Key Principles adding divisions, whilst reducing our current spend on less productive areas of marketing such as magazine advertising.

– Mark Grainger, Country Manager, Piab

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