Supercharging Cybersecurity Success: How Google Ads & Performance Marketing Doubled Conversions

Driving Digital Success for a Cybersecurity Leader

In order to back up our claim as a top cybersecurity marketing agency, we must be transparent about our work with cybersecurity clients.

We partnered with a top-tier cybersecurity solutions provider to enhance their digital growth through PPC (Google Ads and Bing Ads). Amid a booming cybersecurity market—fueled by digital transformation and rising threats—competition was fierce. Industry projections estimate significant market growth in 2025, underscoring the stakes.

In under a year, we significantly increased return on ad spend (ROAS) from sales-accepted opportunities (SAO), doubled high-intent conversions (e.g., trials, demos, and inquiries), and slashed cost-per-lead (CPL).

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Our Approach

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Phase 1: Foundation Overhaul‍

We began with a deep audit of their Google Ads account, uncovering tracking errors, an outdated structure, and ineffective messaging. Our initial steps included:

• Fixing Tracking: Corrected overlapping conversions and shifted to reliable, tag-based tracking in Google Ads, paired with clear KPI reporting.
• Restructuring the Account: Simplified the setup, grouping keywords by intent and product focus to optimize budget and performance.
• Enhancing Messaging: Worked with the client’s team to refine ad copy and landing pages, aligning them with user intent and brand strengths.

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Phase 2: Efficiency & Optimization‍

Over the next six months, we fine-tuned the account for maximum impact:

• High-Intent Focus: Shifted campaigns to prioritize demos, trials, and inquiries, boosting quality leads with reduced spend.
• Bidding Experiments: Tested automated bidding strategies (e.g., target CPA), lowering costs while scaling conversions.

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Phase 3: Expansion & Growth‍

Nine months in, we pivoted to growth, tapping into market opportunities:

• New Product Push: Promoted two all-in-one offers with YouTube, remarketing, and A/B-tested landing pages.
• Budget Reallocation: Shifted spend to high-performing markets based on data analysis.
• Channel Expansion: Extended successful tactics to Microsoft Advertising, achieving lower CPAs and strong results.

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Key Tactics

• Revamped tracking and account structure for accuracy and efficiency.
• Optimized targeting, ad copy, and landing pages for relevance.
• Focused spend on high-intent conversions.
• Expanded reach with broader keywords and new channels.
• Leveraged automated bidding and cross-platform strategies.

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Results

‍Our efforts delivered measurable gains in ROAS, conversion volume, and lead cost efficiency, driving both marketing success and business growth.

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