If you’re going to pour thousands of dollars into a search engine marketing (SEM) campaign, you want to know that you’re getting as much return on investment (ROI) as you possibly can.
And while there are plenty of ways to optimize the ads themselves, much of the success (or failure) ultimately comes down to the landing page.
A pay-per-click (PPC) ad is incredibly powerful, but it’s also limited in the sense that it can’t “create” a conversion – it can only serve as a catalyst. In other words, the ad itself is responsible for driving targeted traffic to a destination. It’s then the landing page’s responsibility to convert that paid search traffic into an opt-in, sale, or another type of conversion.
Whether you’re building your first landing page/landing pages or you’re looking for ways to improve or Optimize landing pages you’ve already developed, there are some strategic steps you can take to enhance results and generate better ROI. Read on to discover more!
For starters, let’s get clear on what exactly a landing page conversions is and why it matters. And the best way to do this is by thinking about it through the lens of your SEM campaign.
When creating a PPC ad campaign, one of the very first requirements is to determine a high-level strategic goal. Usually, your goal will fall into one of three buckets:
The goal will determine the offer. And the offer will be presented on the landing page/landing pages as a way of hooking your target audience after they’ve clicked on your PPC ad.
While there are dozens of tips and strategies we could discuss for optimizing PPC ads to ensure they’re driving qualified traffic to your page, that’s a topic for another post. In this article, we’re assuming that you’re driving the right people to the landing page/landing page optimization. Thus the primary challenge is figuring out how to create a landing page/landing pages that presents the right offer to these people and moves them to take action on your high-level strategic goal.
In the simplest terms, your landing page optimization is the percentage of traffic that follows through on your desired action for them – whether that’s filling out an opt-in for a lead magnet, purchasing a product, or registering for a webinar.
To use clean and simple math, let’s say you drive 100 people from a PPC ad to your landing page/landing page optimization, where your goal is to have people give you their email address in exchange for a white paper that you’ve created. If 17 of these visitors fill out the opt-in form, your conversion rates are 17 per cent.
That’s obviously an oversimplified illustration, but it gives you an idea of how this number is calculated. Now the question is, what sort of average conversion rate should you be aiming for?
This is a challenging question to answer with a simple number or percentage. And that’s because every business, target audience, SEM campaign, and industry is unique. When you layer them all together, you get infinite possibilities. What’s good for one company in one industry might be a waste of resources for another business in a separate industry. There’s just no way to provide an honest benchmark without (a) giving some companies a false sense of security, and (b) discouraging other companies who are doing fine.
To underscore this point, consider two illustrations:
The reality is that both of these campaigns are successful, despite the fact that Amy has a 7 percent conversion rate and Susan has a 1 percent conversion rate. In fact, despite having a much lower rate, Susan’s ROI is significantly higher than Amy’s.
While both of these individuals would be happy to generate these results, it just goes to show that the idea of a “good” conversion rate is situational. Every business, product, and industry will have its own thresholds. It’s up to you to determine whether your conversion rate is translating into an ROI that justifies the expense and effort of the SEM campaign.
With all of that being said, we do want to give you some idea of conversion rates across industries. Here are some median values taken from an Unbounce analysis of thousands of landing pages:
It’s important to note that these are median rates – meaning they don’t account for the large volume of low-converting pages or the handful of high-converting ones. It’s also worth noting that the goal for all of these pages is targeted, even local lead generation, not direct sales. Still, the data gives you a small snapshot to show how you stack up.
Whether your landing page/landing pages have a low conversion rate or you’re already doing well, there are always improvements that can be made. So let’s dive in together and explore a few of the top tips and techniques you may be able to leverage in an effort to generate better ROI from your SEM campaign:
Want to know the truth? On average, just 20 per cent of people will continue to read past the headline on your landing page. That means four out of five people never engage with the rest of your page.
If you want to generate a better landing page/landing page optimization, it starts with getting more people to read past the headline. And you do this by writing better headlines that speak directly to visitors and motivate them to learn more.
Here are some helpful tips for better headlines:
There are world-class copywriters who have spent decades studying headline writing and still haven’t mastered it yet. So don’t assume that you’re going to craft killer headlines overnight. However, the more you learn, the better you’ll get. Start with these tips and test what works.
The average human attention span is about on part with a goldfish. If you want to engage landing pages/landing page visitors and turn them into customers, you have to grab them right away. This can be done by focusing the majority of your efforts on above-the-fold content and design.
Above-the-fold content, which is anything a visitor sees on their screen without having to scroll, is prime real estate. Avoid overcrowding, but be sure to include a clear value proposition and call-to-action (CTA).
As humans, we have a certain “herd mentality” about us. When we see other people who we deem to be like us performing certain actions, we have a natural tendency to do the same. Following the actions of the masses is a way of lowering risk and reducing decision fatigue. Whether consciously or subconsciously, we think, “If they’re doing it, it must be right/good/smart for me to do it, too.”
We’re not going to get into a philosophical discussion of whether basing your decisions on the actions of the masses is a good or bad thing. Instead, we’re just telling you that’s how the world works. And if you want to boost your landing page conversion rates/landing page optimization, you can use it to your advantage.
The best way to tap into this herd mentality is to utilize social proofs, which is basically anything that signals to a prospective customer that other people are gaining value from your products or services.
Examples of social proofs include testimonials and reviews, ratings, data and statistics, endorsements, case studies, etc. By adding these landing page elements to your landing page/landing page optimization, you establish proof and trust.
Social proofs could also mean managing your company’s reputation online–even using pay per click directly.
For best results, pepper social proof throughout your landing page. Another best practice is to include social proof right before or alongside a CTA.
Nothing kills landing page optimization/landing page conversion quite like friction. More specifically, you’re doing yourself a disservice if your opt-in forms or checkout processes contain multiple steps.
Simplifying the steps it takes to follow through on a conversion, like getting a lead magnet or buying a product, creates significant lift.
If it’s an email opt-in, only ask for the bare minimum. Name, email, and phone are the absolute maximum – though phone numbers will hurt your opt-ins rather significantly. (Only include if necessary.) If you get away with just their first name and email – or only the email address – it’s better.
When it comes to an actual transaction, one-step or two-step checkout is important. Anything requiring three or more steps to completion will lead to a massive spike in shopping cart abandonment.
The CTA is where the rubber meets the road. Every landing page should have exactly one CTA. It can be inserted multiple times throughout the landing page/page – and even worded slightly different – but there’s never more than one CTA.
Looking for a few ideas for high-converting CTA copy? Here are some options that work really well:
The key to CTA copy (and really any element of your landing page) is to split test and find out what works best. Over time, optimizing for CTA copy can take a landing page/page and turn it into a great page.
Distractions have to go. Any element that doesn’t directly add value to the user and push them closer to the point of conversion is unnecessary and must be eliminated.
A landing page is not a work of art. It’s not designed to be a piece that you place in a web design portfolio and wow people with. A landing page’s sole focus is driving increase conversions. Run everything through this filter.
Stock photos serve a purpose. They’re free, accessible, and can serve as compelling visual assets in certain areas of a marketing campaign (like blogging). However, stay far away from generic stock images on landing pages.
Consider this case study, in which a truck driving company was selling lessons online. The goal of the landing page was to get more website opt-ins. By simply changing the cover photo from a stock image of a truck driver to a photo image of a real student, they were able to increase conversions by 161 per cent. Real pictures also work well in your PPC retargeting campaigns.
There’s something about seeing a real face and a genuine image that builds trust and makes a landing page/page more relatable. When possible, look for opportunities to humanize with actual images!
Anything you can do to draw a visitor’s eye to the CTA is a good thing. And sometimes you have to be overt about it.
Directional cues, like arrows, are excellent for showing people where to look. However, you can also use more subtle cues, like a picture of a person looking to the right (when the opt-in is to the right). The human brain picks up on little details such as this.
The first version of your landing page won’t be the last. Expect it to go through multiple iterations before you hit your stride. Reach the “best” iteration faster by using different tracking tools to see what’s working on your page.
There are plenty of neat landing page optimization tools/tools available as add-ons to a landing page. Heat maps, for example, show you where people are looking and spending most of their time on a page. Scroll maps let you know how far people are scrolling down a page. Confetti reports can even show you where individual clicks are occurring.
The fear of missing out, search engine optimization or FOMO, is one of the driving factors behind why people make purchase decisions. Thus any time you can leverage scarcity in your copywriting and CTAs, you should do it.
Phrases like limited time, limited quantities, today-only, and ending soon are all effective. Countdown timers also work well, particularly for webinars, events, and sales.
As annoying as they may be, there’s one simple reason why so many marketers continue to use exit-intent popups: They work!
Exit-intent popups, which are the screen overlays that emerge when a user’s pointer leaves the screen and appears to be ready to close out the page, are great for capturing leads that would otherwise be lost. Test them out on your landing page and see what you think.
A perfectly optimized landing page can’t do anything on its own. In order to generate a positive ROI, you need traffic. More specifically, you need to drive targeted, cost-effective traffic to the page. And at PPC.co, we can help.
Through a combination of time-tested techniques and the latest industry best practices, our team of experienced PPC experts provides tailored strategies designed to help businesses across a variety of niches generate massive value from their SEM campaigns.
From search to social landing page/page, our comprehensive Google Ads PPC management services have everything you need to win. Contact us today to learn how we can help you!
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This report compares the month over month performance across the date ranges of December 1st - 31st 2025 and January 1st - 31st 2026.
For the month of January, we found the results to be quite impressive and optimistic, with the highlighted results below:
Overall, the results for Nutrition/Health Product Company in January were positive across the board, with each campaign garnering more conversions, lower cost per conversion, and significantly increased month over month ROAS.
Management of this account is going better than anticipated, and we will continue to find opportunities to garner more conversions and drive ROAS up as much as possible through bid modifications and the addition of new, contextually relevant keywords.
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January’s performance demonstrates a meaningful shift from learning to efficient acquisition:
This indicates that every £1 spent returned £7.90 in revenue; 6.5x more than December’s 122% ROAS.
MoM Campaign Comparison
January - Nutrition/Health Product Company - 29.33 conversions, £6.76 CPA, 14.04% conversion rate (1389% ROAS)
December - Nutrition/Health Product Company - 8.28 conversions, £42.84 CPA, 3.30% conversion rate (129% ROAS)
MoM increase of 1260% ROAS
January - REMARKETING - 6.27 conversions, £9.41 CPA, 8.33% conversion rate (627% ROAS)
December - REMARKETING - 3 conversions, £55.88 CPA, 0.44% conversion rate (168% ROAS)
MoM increase of 459% ROAS
January - PMAX - 15.10 conversions, £10.56 CPA, 5.74% conversion rate (422% ROAS)
December - PMAX - 5.22 conversions, £63.11 CPA, 1.29% conversion rate (negative ROAS)
MoM increase of 422%+ ROAS
January - Local Doctor Campaign - 4 conversions, £16.55 CPA, 5.71% conversion rate (264% ROAS)
December - Local Doctor Campaign - 3 conversions, £30.58 CPA, 3.26% conversion rate (160% ROAS)
MoM increase of 104%+ ROAS
This campaign benefits from high intent brand-adjacent queries combined with carefully controlled generic terms, making it one of the most reliable drivers of low-cost, and more volume of conversions. Continued prioritization here will compound returns.
Day-of-Week Performance
Certain regions are showing higher purchase intent, such as the UK and Greater London this month. Geographic bid multipliers can be further refined to capitalize on these micro-markets, all the way down to the zip code, and we’re in the process of doing this.
Keyword Performance
Top keywords show clear brand and authority alignment:
These terms demonstrate exceptional intent density and should remain protected with:
Expansion into close-variant and long-tail branded queries
January’s performance reflects extremely strong numbers month over month and we are more than thrilled with the performance, with main highlights being:
With continued optimization and controlled scaling, we expect further efficiency gains and revenue growth in the coming months, and will be modifying based on the increase in CPCs.
Cybersecurity is arguably one of the toughest industries to compete in when it comes to paid advertising. You’re basically selling to tech-savvy, skeptical buyers like CISOs, IT directors, compliance officers, and security teams. Most cybersecurity companies tend to expect hard proof of all claims and you can’t capture their attention easily. Generic ads and broad PPC marketing tactics won’t cut it in this competitive landscape. Because of this, high CPCs across major search engines, vendor saturation, and long evaluation cycles mean that poorly targeted cybersecurity PPC campaigns can be a huge waste of advertising spend.
To win in this arena, firms need advanced PPC for cybersecurity strategies like targeted intent segmentation, tightly aligned messaging, intelligent audience modeling, AI-powered optimization and bid strategies, technically accurate ad copy, and conversion paths designed for enterprise-level buyers. In this article, we’ll dive into the advanced cybersecurity PPC techniques modern cybersecurity firms must use to generate high-quality leads, reduce wasted ad spend, and stand out in a highly crowded search space.
Cybersecurity search queries represent a wide range of intent that spans from broad research to urgent remediation needs. You don’t want to treat all search terms the same or you’ll waste most of your ad spend. Here’s what you should do:
1. Segment keywords by intent
Start by dividing your PPC ads into cybersecurity PPC campaigns based on the following general categories of user intent:
· Educational. These searches might include terms like, “What is endpoint security?” and “Types of cyber threats.” They support content marketing, awareness-stage paid campaigns, and early-funnel marketing efforts.
· Research. These are phrases like “Buy SIEM software” and “24/7 SOC as a service price.” These keywords align with cybersecurity marketing services, gated assets, and evaluation-stage marketing strategies.
· High urgency. Urgent searches are phrases like, “Ransomware removal help now” and “Breach response service.” These searches demand immediate cybersecurity solutions and direct-response PPC advertising with strong CTAs.
This segmentation ensures you match your ad copy, ad relevance, landing pages, click through rates, and offers to exactly where the buyer is in their journey. This improves the relevance of your ads, reduces wasted ad spend, and increases conversions and overall campaign performance.
2. Prioritize longtail and high-intent keywords
Using long tail keywords and targeted keywords attracts higher-quality website traffic. These terms usually reduce marketing costs, improve conversion rates, and drive more efficient paid advertising.
3. Use negative keywords to filter out irrelevant traffic
Since a wide range of people search for cybersecurity terms, including students, hobbyists, and researchers, every marketing agency should use a negative keyword list to filter out irrelevant searches will protect advertising spend. For example, filter out queries using the terms “free course,” “tutorial,” and “certification exam.” Anyone searching for these phrases is unlikely to be looking for a cybersecurity product or service. This ensures your PPC campaigns reach potential customers, not job seekers or students.
The best compelling ad copy will fall flat if they don’t reach the target audience who make purchase decisions. If you cast your net too wide, you’ll miss those people. Many people searching for keywords related to cybersecurity are just curious or looking for free solutions. AI-driven ad targeting allows cybersecurity marketers to refine their highly targeted audiences and focus on the people who are most likely to convert.
To identify the right targets, you can use AI and upload campaign data from your CRM, like MQLs, SQLs, demos, and closed deals into Google Ads and Google Analytics so the model can learn what a “good lead” looks like. This will help you build a lookalike audience that represent your best customers – the people most likely to buy your cybersecurity offers.
Cybersecurity buyers are usually high-level roles in regulated industries. To reach them you can use filters for specific industries like healthcare, finance, enterprise tech, etc. and also filter for company size, geography, and job titles (like CISO, IT director, compliance, etc.). This is the best way to minimize wasted clicks and build targeted campaigns that improve campaign effectiveness and drive better data driven decisions.
Cybersecurity buyers expect total clarity, accuracy, and trust. They don’t respond to vague or sensationalized copy. To get their attention, use specific terms thar resonate in the cybersecurity world. Terms like: SEIM, MDR/XRD, SOC as a service, IAM/PAM, 247 monitoring, zero trust, end-to-end encryption, and compliance-ready. These phrases signal credibility.
Keep in mind that regulated industries are highly concerned with compliance, so highlight frameworks like HIPAA, PCI-DSS, SOC 2, and ISO 27001 when relevant. These small signals can be powerful triggers. Including compliance language boosts ad quality, improves search engine rankings, and increases ad visibility across search results.
The best cybersecurity ads will create urgency and offer a benefit-led call to action. Ads like “Protect your business from ransomware now – schedule a free security assessment” and “Ensure 24/7 threat detection for your enterprise” work better than vague promises. By speaking the language of your buyers and addressing their real fears and needs, your ads will appear more credible. This approach consistently produces successful PPC campaigns and supports scalable cybersecurity PPC advertising.
Great ads will get clicks, but your landing pages decide whether someone converts. For cybersecurity brands, generic “contact us” landing pages (and homepages) won’t cut it. Successful PPC campaigns rely on intent-matched landing pages to convert potential clients. You need threat-specific, offer-focused landing pages where the copy matches exactly what’s in the ad. For instance, if the ad is for ransomware protection that’s what the landing page needs to promote. Whether it’s a cloud security audit, SOC as a service, or a compliance assessment, make sure your ads and landing pages match. This improves seamless user experience, increases conversion rates, and supports long-term business growth.
Use case studies, certifications, compliance credentials, client logos if they allow for that, audit results, and security whitepapers to build trust with your audience. These elements can help buyers overcome their initial skepticism and compliance concerns.
Using a value-first approach is a great way to get more relevant clicks through cybersecurity lead generation and filters buyers actively seeking solutions. All you need to do is offer value people can access immediately. For example, free vulnerability assessments, security posture quizzes, and compliance readiness evaluations are all valuable on the spot. They also filter high-intent leads that are more likely to book a demo or discovery call with you. This strategy improves campaign performance, increases lead generation, and helps convert leads into pipeline opportunities.
Cybersecurity sales don’t usually happen on the first click. They often involve multiple stakeholders, extended review processes, compliance checks, and internal approvals. It won’t work to use one-click, last-click attribution.
· Use data-driven, multi-touch attribution models. These models credit all meaningful touchpoints (not just the final click) to give you a clear picture of how your PPC ads are contributing to real conversions over time. It helps justify ad spend and reveals which ads, keywords, and campaigns are influencing your decisions.
· Sync PPC leads with CRM and offline conversion data. Track your leads through all stages (MQL, SQL, Demo, Proposal) and feed this data back to your PPC platforms to train the algorithm on what quality conversions actually look like for you. This is how you’ll improve your targeting and bid optimization.
· Combine retargeting and content marketing. Buyers often visit a site multiple times before deciding to buy. Use remarketing gated content (like whitepapers and threat reports, webinars, and email sequences to nurture leads and lead them toward a purchase.
For B2B cybersecurity firms, a multi-touch, multi-step conversion funnel is the most realistic way to measure PPC ad success. Multi-touch attribution allows teams to track key performance indicators, analyze campaign data, and uncover valuable insights.
Using data insights, actionable insights, and data driven insights helps teams refine PPC strategy and justify marketing costs.
Cybersecurity keywords can be pretty expensive. Without intelligent bidding, you’ll overspend and underserve. AI-driven bid strategies, including a smart bidding strategy, optimize bids across search engines in real time. This reduces marketing costs, improves efficiency, and drives sustainable revenue growth.
Automated bidding strategies like Target CPA, Target ROAS, and Max Conversions are ideal when trained with clean, qualified conversion data. These strategies will adjust your bids based on the time, device, location, user behavior, and competitive factors – all elements humans can’t easily track at scale.
While it’s nice to get leads who visit your site and even fill out your form, keep your priority on conversion quality, not just volume. Don’t just optimize for clicks or form fills. Feed your bidding models real conversion events like qualified leads, demos booked, and deals closed. Empty form submissions aren’t helpful – your goal should be to build a real pipeline.
Most importantly, test and refine your ads continuously by split testing your ad copy and landing pages to see what works best. In cybersecurity PPC, even small tweaks can yield big results because you’re targeting a narrow, high-intent audience. With a well-trained AI bidding system, your campaigns will do well even in a competitive market.
Since cybersecurity buyers don’t convert on hype, value is essential. Long-form assets like whitepapers, threat reports, case studies, and compliance guides strengthen content marketing, improve online visibility, and support paid advertising across social media platforms, LinkedIn Ads, Twitter Ads, and Bing Ads.
Use your PPC ads to drive traffic to content offers like “2025 Ransomware Trend Report,” “Enterprise Security Readiness Checklist,” or “Cloud Compliance Guide.” These types of content will draw in decision makers who are researching solutions.
Make sure you gate the content you provide to people who click on your ads. Use progressive profiling forms that adapt to the user’s role or company size (if possible) to capture qualified leads. Then feed those leads directly into your lead nurturing workflows and retargeting sequences.
After a lead has downloaded your information or has made the first engagement, retarget them with ads offering free audits, demos, case studies, or consultations. This approach increases immediate visibility while building trust in the cybersecurity space and is highly effective for the long B2B sales cycles that exist in cybersecurity.
Since cybersecurity buyers usually need time to make a purchase, retargeting has to be precise. General remarketing will just burn through your ad budget and will be ignored by serious buyers.
To create specific segments for remarketing, start with intent and behavior. For example, if a user visited a ransomware page, don’t show them ads with general security content. Serve them ransomware-specific ads.
For the best results, segment your remarketing audiences based on:
· Pages visited (threat type, service)
· Actions taken (whitepaper downloaded, demo requested, form filled)
· Role/company size (if available)
Then tailor your messaging by funnel stage. Start with the awareness stage and offer more educational content like guides and webinars. For those in the consideration stage, push case studies, vendor comparisons, and ROI calculators. Finally, for those making the decision to buy, offer demo scheduling, free audits, and compliance checklists.
Be sure to always exclude low-intent and irrelevant audiences. There will always be researchers, students, job seekers, and random curious tire kickers searching for cybersecurity keywords. As discussed earlier, use negative keywords and exclusion lists to avoid wasting your ad spend.
Segmented remarketing improves ad relevance, strengthens marketing messages, and boosts click through rates. This approach supports successful campaigns while reducing wasted advertising spend.
Since many cybersecurity buyers are evaluating multiple vendors at the same time, competitor conquest campaigns can be highly effective if done correctly.
The right way to do this is to target your competitors’ weaknesses while maintaining compliant messaging. Avoid naming your competitors directly to stay within ad policies but highlight how your offering solves common complaints about your competitors. For instance, you might note that you have “Faster setup,” “Better support,” “Flexible pricing,” or “Stronger compliance reporting.”
Build out landing pages that compare your features to your competitors’ features without naming names. Show real differentiators like detection speed, compliance, and support, and highlight testimonials or case studies from clients who “switched from Vendor A.”
Never expect single clicks to convert. Treat competitor conquest campaigns like the first touchpoint in a series. Pair it with remarketing, content nurture, and follow-ups to maximize conversions from buyers who are currently in evaluation mode.
PPC ads can generate plenty of leads for your cybersecurity business, but closing deals will require a strong sales strategy. That’s why aligning your PPC campaigns with your sales workflows can help.
Sync your ad data with your CRM for full visibility. Capture data on keywords, ad groups, landing pages, and funnel stages for every lead. This will help your sales team know exactly what triggered their interest so they can tailor their follow-up conversations accordingly.
Provide your sales teams with assets to help your messaging stay consistent. For example, give them your case studies, compliance docs, whitepapers, audit reports, and technical comparisons. Doing so will help them maintain credibility when engaging with potential clients.
When PPC efforts align with sales workflows, marketing teams help cybersecurity businesses close deals faster. This improves campaign effectiveness, reduces friction, and lowers customer acquisition cost.
The cybersecurity industry is a battlefield. A basic PPC campaign won’t work when you’re competing for attention in the cybersecurity industry. The firms that invest in cybersecurity marketing, cybersecurity PPC, and data-backed marketing strategies know that precision and trust win conversions across digital channels. To win leads, you need to reach targeted audiences with intent-driven keywords and technically correct messaging, and it all needs to align with your sales process.
If your competitors are using these strategies and you’re not, you’re invisible. This is the time to sharpen your strategy and strengthen your funnel by implementing a stronger PPC strategy.
If you want to generate qualified enterprise leads, reduce wasted ad spend, and build a scalable, data-driven PPC engine that speaks directly to cybersecurity decision makers – an experienced cybersecurity marketing agency like us can help.
At PPC.co, we specialize in building paid ad strategies that convert clicks into real clients. Contact us today and we’ll position your firm as the credible, trusted authority cybersecurity buyers want.
