Delivering 66% Lead Volume Growth

The goal was simple: generate quality leads through SEM and Meta. We focused on medium- to large-sized businesses in the healthcare, education, logistics, and corporate sectors, particularly organisations undergoing digital transformation. Our key personas included CIOs, CTOs, IT Directors, Operations Directors, and sector-specific leaders like Healthcare Admins, EdTech Directors, and Supply Chain Directors. Since Canon Smart Tech offers several products, we also ran retargeting campaigns to keep the audience informed about the full range of solutions and how each one could benefit their business.

Client

Canon Smart Tech is Canon's digital transformation arm, built to help businesses and cities adapt quickly in an increasingly uncertain, fast-moving digital landscape. The suite covers three core pillars: Smart Surveillance (cloud-based video surveillance and data analytics for remote monitoring and rapid alerts, including AI-driven CCTV, fire/fall detection, VLPR, and facial recognition), Smart Workplace (streamlining information retrieval and automating manual processes to boost productivity, covering document management, print security, and business process automation), and Smart Vertical (workflow optimisation and compliance solutions tailored for industries like healthcare, education, and logistics). Backed by an award-winning track record across its print management, AI video analytics, and information management solutions, Canon Smart Tech is positioning itself as a serious player in the digital transformation space.

About

Canon Smart Tech is a new business unit entering the B2B space, so our first challenge was making sure the product reached the right audience. We had a strong foundation to work with: Canon's brand was already well-established, and the product quality spoke for itself. That gave us a real edge. That said, introducing new products to decision-makers across industries isn't easy, especially when competing solutions are already in the market. Despite these challenges, the partnership has thrived for over 1.5 years.

Our Approach & Strategy

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We built our strategy around three core pillars:

Analysing Audience Behaviour: Several products see higher demand during specific periods, so we kept a close eye on whether these patterns held steady over time.
Continuous A/B Testing: We tested different channels, including PMax and GDN, audience targeting, and ad creatives, to find the combinations that performed best.
Retargeting: We promoted additional products to users who'd already shown interest in related solutions.

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Results

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During the partnership, we delivered consistent results.

66% increase in leads
33% lower CPL

Conclusion

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This partnership is a strong example of KPI Media's ability to drive results for B2B clients in the technology industry and the practical use of a retargeting campaign.

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