Businesses need a constant flow of reasonably-priced leads to stay ahead. Whether you’re building up a client base or maintaining steady work, lead generation strategies/lead gen marketing are a constant need for marketing efforts. That’s why in this post, we’ll go over the best place to find business-to-business (B2B) leads—LinkedIn through professional LinkedIn ads management.
LinkedIn is the largest global professional network and the number one platform for lead generation. The social network is responsible for 97% of a business’s social media leads, making it 277% more effective for lead gen than Facebook and Twitter. For many organizations, LinkedIn has become a core channel to generate quality leads and build a predictable sales pipeline.
What sets LinkedIn apart from other social networks is its professional community of business-minded members for which it was designed. Over half of LinkedIn members influence or are business decision makers, giving brands direct access to real decision makers with purchasing authority. This means a highly concentrated pool of potential B2B clients and it makes LinkedIn uniquely suited for effective lead generation throughout the entire buying journey.
In this article, we’ll go over the benefits of using LinkedIn for LinkedIn lead generation or B2B leads, outline proven lead generation efforts, and the best local B2B lead generation strategies.
Source: https://business.linkedin.com/marketing-solutions/success/lead-generation
LinkedIn is where professionals stay up to date on their company news, industry trends, and industry insights. In addition to its 774+ million members, LinkedIn has over 57 million business and 120,000 school accounts. LinkedIn’s active user base of professionals makes it a goldmine for professional networking and scalable lead gen.
Plus, LinkedIn offers a host of professional data—such as job title, job function, company size, and seniority—and news feed product or service. Because it is geared toward business professionals, LinkedIn enables highly targeted outreach and sits atop all other social media platforms for lead generation strategies. These precise targeting options allow marketers to connect with ideal prospects, improve lead quality, and consistently drive more qualified leads.
Source: https://neilpatel.com/blog/linkedin-marketing-tips/
Generating B2B high quality leads on LinkedIn requires a good strategy. Here are some actionable steps to acing your approach to LinkedIn that blends organic visibility, social selling, and paid ads:
When done right, an attractive company page will draw in valuable business and support ongoing lead generation efforts. To create a company page, log in to your LinkedIn account and click the “Work” icon in the top right corner. A drop-down menu will appear, at the bottom of which you’ll find a link to “Create a Company Page.” Press the link and you’ll be asked about your company type, name, details, and so forth. Creating your company page only takes a few minutes.
As you complete your profile, you’ll notice a “Build Your Page” progress bar at the top of the page. Make sure to complete your profile in full as completed pages get 30% more traffic. Fully completed pages receive more traffic and act as trust signals for sales professionals, marketing directors, and customer success managers evaluating your brand.
Don’t only provide basic information and facts about your company. Structure your page in a way that leads to conversions. The tagline should immediately tell visitors what your business offers. Use a clear value proposition, a professional header image, and concise copy that highlights your solutions. The header image should be engaging. And the company description should include a clear and compelling pitch with calls to action (CTAs). Get straight to the pitch in the first two lines since LinkedIn hides the rest under a “see more” button.
Finally, keep updates consistent with engaging content, relevant content, and company content that supports your broader content marketing and thought leadership strategy. An empty updates section shows that you are not engaged on the platform, and sales team-qualified leads will be less likely to trust you.
Showcase Pages allow you to segment your B2B leads for different products, brands, events, and more. Also known as affiliate pages, Showcase Pages are like LinkedIn’s version of a landing page. These pages act as focused conversion assets that support target accounts and specific target companies. When paired with lead gen forms, Showcase Pages help streamline lead generation and improve conversion rates.
Create a Showcase Page by clicking on the “Admin tools” drop-down menu in the top right corner. Then click “Create a Showcase Page” under “Reach.” From there, you’ll be able to set a showcase page name and URL extension.
Try to keep showcase page names short, so they are not cut off on the sidebar of your company page. Most of all, prime your showcase pages for conversion with succinct descriptions and CTAs.
LinkedIn has over 2 million groups where professionals with similar interests or industry background can share insights and make connections. Joining relevant and active LinkedIn groups is an easy way to grow your network, support relationship building, strengthen business relationships, and reinforce your professional reputation. Groups are ideal for sparking conversations, sharing valuable content, and building trust before any sales pitch or sales call.
You can find groups to join by searching at the top of the homepage. Look for groups that are medium-sized, big enough to be worth your while but small enough for you to be noticed. Keep in mind, LinkedIn only allows you to be a member of 50 groups at most.
After you’ve established yourself as a thought leader, you can even create your own group. This gives you extra admin rights to control who joins or leaves the group and to steer the conversation around a certain topic or industry.
No doubt, groups are an easy way to connect with others in a natural way without sending cold requests.
So far, we’ve talked about ways to attract high quality leads. But you can also actively seek out prospective clients on LinkedIn. Identify your ideal lead scoring by developing a buyer persona and then use advanced search to find them. A buyer persona is a detailed description of someone who represents your target customer/potential customers.
LinkedIn’s advanced search capabilities and LinkedIn Sales Navigator are essential for advanced prospecting. With LinkedIn’s advanced search and LinkedIn's search filters, you can narrow searches by connection type, jb title, job function, location, company, company size, industry, school, language, recent funding, and more. Plus, you can narrow search results incrementally as you go. That way, you don’t need to start a new search every time you want to tweak the search filters.
If you want to streamline your outreach efforts, save your search criteria on LinkedIn and come back for new search results later. LinkedIn will even send you email alerts when new people match your saved search queries. This can save you a lot of time and effort in the long run.
Sales Navigator enables teams to:
For organizations focused on LinkedIn lead gen, sales navigator tools help align outreach with real purchase intent and existing target accounts.
Of course, the purpose of LinkedIn is to make connections.
But don’t just try to connect with anyone. Strive for quality leads connections that are relevant to your business. Effective outreach relies on thoughtful connection requests, especially personalised connection requests. Sometimes members try to connect with anyone just to get to the coveted 500 connections threshold, but it really doesn’t do you any good to have a bunch of mediocre connections and no actual leads. Avoid generic messages and focus on shared context, shared connections, or mutual interests.
So use the advanced search tactics outlined above to find your ideal clients. Always include a personal message with any connection request, so it has the best chance of being accepted. Personalized outreach through the LinkedIn inbox, followed by timely follow ups, improves connection acceptance and supports long-term relationship building with each new prospect. People won’t always accept requests from people they don’t know, so remind them who you are or tell them why they should connect with you.
LinkedIn is not only a networking platform but a publishing platform. You can publish content in regular news feed posts or full articles.
Publishing consistent thought leadership content is one of the strongest drivers of LinkedIn lead generation. A balanced content mix that includes articles, video content, visuals, and data-driven posts helps build trust and social proof. When you post, you can include a photo, video, event, or even a slideshare presentation. You want to keep these short and sweet because users don’t spend much time scrolling through the news feed.
To write an article, simply click on “Write Article” under the “Start a post” bar. You can then write a headline and the body of your article, which can include images, rich media, and hyperlinks. Articles should be around 300-1000 words with catchy headlines that draw the reader in. Once you’ve read the article over a few times and edited for mistakes, click “Publish” to share it.
With both types of content you can determine who will see it, whether anybody on LinkedIn and the web or just your connections.
As for what to publish, publish content that is engaging, takes on industry pain points, and shows your expertise. With enough effort and time, you can become a thought leader in your industry and clients will come to you.
Thought leadership is a major driver of LinkedIn funnel traffic. Consider the following statistics from LinkedIn:
Establishing credibility through daily content is a huge source of B2B leads. To make your voice heard, publish both under your company page profile and under your individual profile as someone representing your company. That way, you can maximize your content exposure on LinkedIn.
Use an editorial calendar to keep a steady flow of content. Try posting at least once a week but strive for once a day if you can. Eventually, your network will learn to look forward to your thoughts and insights.
Whatever you do, make sure your content always adds value to users. You should share innovative and original ideas backed by relevant data. Include visuals like infographics or high-quality leads and photos, anything to capture users’ attention. Discuss action plans that others can follow to show you have real value to offer. An excellent example of this is search engine optimization (SEO) guru Brian Dean. He’ll show off one of his accomplishments and then tell you how he did it:
Source: https://www.linkedin.com/in/brianedean/detail/recent-activity/shares/
If you can’t think of what to post about, check out the “what people are talking about now” box on the right side of the homepage for some inspiration. Try striking up new conversations by forecasting future industry pain points or digging into their causes. You can also always share other people’s content that you find especially helpful or insightful. Stay selective with what you share and users will come to appreciate your tailored taste.
Mention influencers to build extra credibility. Cite any conversations you’ve had with other thought leaders whose followings you want to tap into. This can mutually benefit you and them by merging your networks. So look for ways to collaborate with other industry leaders.
End every post with relevant hashtags. LinkedIn adopted hashtags from Twitter to categorize trending topics and improve searches. By including hashtags that relate to your client’s needs, you can attract potential customers or clients searching LinkedIn for that specific topic. But don’t overdo the hashtags. Otherwise, it may come across as tacky. 3 or 4 hashtags are enough.
Finally, don’t forget to reward user engagement on your content by liking and responding to comments and following up on any questions. The more you engage, the more likely users will want to engage with your posts.
Brands that invest in creating content, content sharing, and content marketing often see stronger engagement, better lead quality, and more business opportunities. Sharing and highlighting success stories—and encouraging others to share success stories—helps demonstrate value to both prospects and existing customers.
Like other social networks, LinkedIn offers advertising on their platform. Though LinkedIn advertising is more expensive than advertising on Google or Facebook, it can also be more effective. Most LinkedIn users are already ready to do business. So your ads are already very targeted.
LinkedIn ads are a powerful way to scale lead gen and reach business decision makers directly. To start advertising on LinkedIn, first create a Campaign Manager account by clicking the “Work” icon in the top right corner of the homepage and then selecting “Advertise.” You’ll be asked for an account name, a billing currency, and a LinkedIn Page with which to associate the Campaign Manager account. Then click “Create account.”
The inbound lead generation Campaign/inbound lead generation process Manager will first ask you to choose from the following main objectives: brand awareness, consideration in form of visits and engagement, and conversions via the lead generation process. For the Business to business lead generation process, we recommend selecting conversions as your goal.
From there, you will choose your target audiences filtered by 20 different categories, including location, company, job experience, education, demographics, interest, and traits. You can even create custom audiences with LinkedIn’s Matched Audiences and lead generation tools.
There are four different types of ad format options to choose from: Sponsored Content, Message Ads, Dynamic Ads, and Text Ads:
Once you’ve chosen an ad type, you can determine how you want to fund your campaign. LinkedIn offers three pricing options: cost per send (CPS), cost per click (CPC), and cost per impression (CPM):
At this point, you can let your ad campaign go live. Track how it performs in the Campaign Manager and make adjustments as needed. You can edit your ads, refine your target audience, and adjust your budget as you go.
When paired with LinkedIn lead gen forms (also known as lead gen forms, gen forms, or gen forms LinkedIn), advertisers can capture leads without sending users away from LinkedIn, improving conversion rates and lowering cost per lead.
Using matched audiences, audience targeting, and automation tools, marketers can run campaign tests, monitor campaign performance, and track progress across their funnel. Many teams combine LinkedIn ads work with Google AdWords, email marketing, and other platforms for a full-funnel approach.
Advertising on LinkedIn can bring in a lot of B2B leads because it’s the network that most professionals use. It’s no wonder that B2B display advertising is projected to keep increasing from 2018 to 2021:
Source: https://www.statista.com/statistics/1256362/linkedin-advertising-b2b-us/
Besides advertising, LinkedIn offers several internal and lead-generation tools to help you manage B2B leads. Check out it’s Conversion Tracking and Sales Navigator, and automated LinkedIn workflows for example. These tools save time, support scalable gen efforts, refine generation forms, optimize marketing campaigns, and continuously drive leads.
On top of that, there are a host of other digital inbound lead generation tools available when it comes to Business to business lead generation. Experiment and find ones that work for you.
LinkedIn lead generation is an ongoing process that blends lead generation, social selling, and strong marketing efforts. With optimized company pages, LinkedIn groups, sales navigator, thoughtful connection requests, compelling thought leadership, and targeted LinkedIn ads, businesses can attract new leads, nurture warm leads, and move prospects smoothly through the buyer’s journey.
If you need help managing your LinkedIn ad campaign, ppc.co can help. Our experts have years of experience using LinkedIn to generate leads. We offer provable return on ad spend, concrete reports, ongoing consulting, flexible plans and pricing, all with a personal touch. Contact us today for a free, comprehensive pay-per-click (PPC) audit and advertising assessment.
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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.
