Running Facebook Ads is among the most successful strategies when growing your brand, generating sales and leads, and establishing loyal consumers.
However, for marketers, Facebook Ads are even more critical. This is related to the size of the audience, targeting possibilities, social network attention, and a decrease in organic reach.
It’s reasonable to think that you have a few rivals among the ten million-plus Facebook advertisers. When it comes to competition, you should preferably be aware of their assets and how successfully they are doing it. The same is true if you’re running ads on Facebook.
You may boost the effectiveness of your Facebook Ad campaign by identifying the fans of your competitors’ pages. However, there is one distinguishing feature of your competitors’ consumers that you may use.
Remember, your opponent’s audience represents a set of consumers that are already poised to purchase what you have to offer.
Therefore, as a marketer, you simply cannot afford to squander this valuable real estate. Hence, you need to know how to tailor your Facebook advertising to your rivals’ audience.
A brand is set apart by the additional value it offers. And this is established through different marketing and promotion campaigns.
Not only are inventive ideas needed in the marketing business, but one also needs to monitor their rivals’ advertising efforts, targeting their consumers.
Here is how you target Facebook ads to the competitor’s audience:
Lookalike audiences are a powerful tool on Facebook that may assist you in obtaining an audience similar to that of another business.
Install Facebook pixels on your website and establish a Custom audience for the most remarkable ad results. These audiences share certain qualities – Facebook will look for people who have these characteristics.
Using a Lookalike audience to reach audiences of a rival is a successful strategy. This is because your items are so similar; there is a lot of overlap in your targeted traffic. Therefore, adopt the same traits as your competition and fans. For example, you may find rivals’ Facebook Page fans using the Lookalike audience technique.
Lookalike audiences that target Facebook advertising to rivals’ sites do not appear overnight. Targeting the correct audience and analyzing the precise characteristics of competitors’ Facebook followers takes time.
Therefore, you should examine the advertising audiences of marketers to develop the most accurate bespoke audience.
You cannot directly target the followers of your rivals’ pages on Facebook – there isn’t a button for that! However, Facebook Ads make approaching people with common interests more accessible as well as huge competitors.
Therefore, you can give more value to your advertisements once you’ve researched the material that connects with the audience you’re trying to target.
All you have to do is go to the “Interests” area and enter the name of the competing fan page.
For example, suppose you’re producing advertisements for a local bakery business. In that case, you may target visitors in the region who “like” or have expressed interest in pages linked to top local bakery companies.
But unfortunately, there is no one-size-fits-all method for reaching your competition through interest-based audiences.
However, by assessing client interests, you will profit from a highly targeted audience. You may then use the information on shared interests to develop bespoke audiences. These will help you target individuals with interests likely to coincide with your contenders and your business.
Getting the focus of your rivals’ audience is less about deliberately targeting relevant page fans and more about aligning to their interests and characteristics.
This enables you to send more relevant messages by improving your Facebook Ad targeting possibilities. Additionally, customizing your Facebook. However, to prevent wasting advertising expenditures on possibly rigid consumers, this method must be implemented correctly.
As a result, hiring a qualified advertising firm with the ability, tools, and knowledge to manage such parts of your PPC campaigns is recommended.
Compile a list of particular competitor pages that you wish to target. These pages can be found using a variety of methods. As you conduct your investigation, make a note of the page titles and URLs.
With that said, these are the best ways to locate relevant competitor pages:
Please make a list of all of your top competitors and find their Facebook pages. For example, you can locate the corporate Facebook pages or the founders’ pages.
Fill the Facebook search box with relevant terms and then choose the desired pages. You can go through this list for more sites relating to your profession.
Consider your sector’s brands and public figures as an excellent tactic. Locate and add their Facebook pages to your list.
If you’ve liked a page relating to your sector, they must be doing something well. So it may be helpful to examine your own Facebook profile and make a list of the relevant pages you have liked in the past.
You may access your likes by appending ‘/likes’ to the end of your Facebook profile URL.
When you click on the Community tab on any Facebook page, you will find a list of top fans.
Navigate to their profiles and add ‘/likes’ at the end of the URL.
Now you’ll be able to look at other pages that they’ve liked.
Go to a Facebook page that is relevant to your industry. Then, in the sidebar, look for ‘Related Pages’ or ‘Pages Liked by This Page.’ These alternatives allow you to delve down the rabbit hole and uncover competition pages you may not have considered otherwise.
Add interests that are important to your business to Facebook Audience Insights. Then, click the ‘Page Likes’ tab to get a list of pages liked by individuals with those interests.
To signify significance, Facebook arranges this list by affinity score. Pay special attention to sites with a high-affinity score.
Enter your search terms into YouTube to check who has the highest-ranking videos. Look out for their Facebook sites as well. They most likely have a valid, high-quality audience you can address.
When you go straight on your competitor’s Facebook page from the Audience Insights dashboard, you’ll get many content ideas and research data. Examine your rivals’ pages and take notice of the user involvement and the content as well.
Examine the left side of your rival’s Facebook profile. You will notice direct connections to their material categorized as:
Connect each of these links and dive deeper to see what kind of engagement they are receiving.
Once you’ve determined if their engagement is favorable or harmful, you may devise strategies to adjust your Facebook Ad approach accordingly. Here are some critical questions to assist you:
Examine how relevant platforms and your rivals engage their audiences in ways that progress them along the sales funnel. You may use this information to create your audience targeting techniques that will take visitors away from your competitors.
This strategy is quite successful since you effectively retarget an already engaged Facebook audience with material they have already expressed an interest in. To pique the interest of these followers, you may add your own distinctive and personal touch.
Split testing your target audiences helps you determine which ones produce the most remarkable outcomes for your ad campaigns. Since you’ve gathered important information about your competitors’ audiences and their likes (based on data from your page list), the Facebook split test audience factor is an excellent tool for precise targeting.
This tool separates your audience into random, non-overlapping groups and enables you to collect statistically meaningful data. You can have up to five versions of your test variable in the Facebook split test. Facebook computes and compares the price per result for every ad-set.
And then, the ad-set with the lowest possible cost per outcome (cost per video view) prevails. Next, Facebook uses test data and hundreds of simulations to calculate the Confidence Level, which is displayed as a percentage. Thus, estimating your chances of having similar findings if you repeated the split test.
As a result, in this scenario, you may use an audience split test and a goal to discover which audience delivers the lowest cost per video view. The steps for building a split test campaign includes:
When your winning ad set is discovered, Facebook will stop the test. You can now apply the split test to your whole sales funnel and pit your rivals’ audiences against one another to see where your subsequent efforts should go.
Targeting competitors in Facebook is not as clear-cut as it is in Microsoft Ads and Google Ads. Despite that, it can still be a worthwhile strategy to examine.
The point to keep in mind is to be careful with what you type in as your target and observe any performance to judge whether it can work for you or not.
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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.
