Be aware of the quotes.
ExecWait '"$TEMP\SQLEXPR.EXE" /Silent /INSTANCENAME=SQLEXPRESS ADDLOCAL=All PIDKEY=ABCDE12345FGHIJ67890KLMNO SAPWD=StrongPassword SQLACCOUNT=SQLEXPRESS\bla SQLPASSWORD=blabla AGTACCOUNT=SQLEXPRESS\bla AGTPASSWORD=blabla SQLBROWSERACCOUNT=sqlexpress\bla SQLBROWSERPASSWORD=blabla'
ExecWait '"$TEMP\SQLEXPR.EXE" /Silent /INSTANCENAME=SQLEXPRESS ADDLOCAL=All PIDKEY=ABCDE12345FGHIJ67890KLMNO SAPWD=StrongPassword SQLACCOUNT=SQLEXPRESS\bla SQLPASSWORD=blabla AGTACCOUNT=SQLEXPRESS\bla AGTPASSWORD=blabla SQLBROWSERACCOUNT=sqlexpress\bla SQLBROWSERPASSWORD=blabla'