The fault symptoms of rolling bearings are subject to various interferences in complex industrial environments, so achieving accurate, robust, and generalized fault diagnosis has become a key research direction. This article proposes a rolling bearing fault diagnosis method based on 1D-Inception-SE, which combines the 1D-Inception network model with Squeeze and Excitation Attention and can directly use the original vibration signals for fault diagnosis. The method incorporates the Adaptive Batch Normalization algorithm to enhance the model's generalization performance in the presence of noise interference and cross-load diagnostics. Performance tests on Paderborn University Bearing and Case Western Reserve University datasets show that our approach achieves superior recognition accuracy compared to other models under similar and varied loads, as well as different signal to noise ratio. Ablation and visualization tests confirm the rationality and effectiveness of the model structure.