The Pay Per Click Advertising Opportunity
Most Cybersecurity Firms Are Ignoring
The cybersecurity industry is laser-focused on building trust and closing deals, often relying on lengthy sales cycles and traditional methods like cold calling. But why stick to outdated tactics when PPC advertising can generate higher ROI at a fraction of the effort?
Cybersecurity sales teams will tell you that onboarding a new sales rep can take over 18 months and may take years to see a return on investment—if they stay long enough. In a fast-moving job market, where turnover is common, it's no wonder many cybersecurity companies struggle to scale profitably.
The key insight? Marketing comes before sales. Stop spending six figures on hit-or-miss sales efforts and instead invest in a scalable digital marketing strategy to drive consistent, high-quality leads into your pipeline.
Once your lead pipeline is overflowing and you're closing deals faster than you can manage, it’s time to scale your sales team. Until then, focus on generating the leads that fuel your growth.
Tortoise and Hare specializes in high-performance Pay-Per-Click (PPC) campaigns that boost your cybersecurity company’s brand awareness and connect you with decision-makers actively searching for your services.
Why Cybersecurity Companies Are Investing in Digital Advertising
Digital advertising spend in B2B has more than tripled in the past 5 years. Digital advertising spend in B2B is also growing at more than double the rate (11.6%) than traditional advertising spend is (5%).
For cybersecurity companies, the shift is clear: buyers are moving away from traditional sales channels and prefer to do their own research before engaging with a provider. PPC campaigns ensure that your brand is front and center when potential clients are ready to make a decision.
The Way People Shop For A Cybersecurity Firm Has Changed
With a global population exceeding 7.5 billion and quickly approaching 10 billion, businesses have access to more vendors than ever before. This abundance has created a flood of sales reps vying for buyers’ attention, leading to a shift in how decisions are made.
B2B buyers, especially those seeking cybersecurity services, are increasingly tired of constant cold calls and spam emails. They prefer to take control of the process, conducting their own research before engaging with a vendor.
In fact according to a 2023 survey by Cognism, only 27% of sales teams reporting calling at the best way to book meetings and only 17% of B2B marketers reported cold calling as their primary customer acquisition channel.
This doesn’t mean buyers no longer value sales reps; rather, they want to engage when they’re ready—after they’ve gathered enough information to make an informed decision. This is where PPC advertising shines.
Pay-Per-Click (PPC) campaigns put your cybersecurity firm in front of in-market buyers at the precise moment they’re searching for solutions. Whether they’re researching providers, comparing options, or ready to take the next step, PPC ensures your brand is visible when it matters most.
By aligning your marketing strategy with modern buyer behavior, PPC can help you connect with prospects on their terms, driving more qualified leads and ultimately improving your sales outcomes.
Prospect And Nurture Leads With Cybersecurity PPC
Don't surrender these key digital battlegrounds to your competitors. Pay per click platforms offer you the chance to both prospect for new leads and nurture those already in your funnel.
Cybersecurity PPC can help you:
- Connect with in-market buyers at the time they are shopping for providers.
- Stay top of mind with low cost display ads to get those brands touches.
- Distribute blogs and whitepapers to help educate, and attract attention from buyers.
- Distribute rich media that helps socialize your brand values and company culture.
- Capture email addresses with lead magnets for ongoing email marketing.
PPC Campaign Readiness Checklist
Running PPC campaigns for your Cybersecurity firm can be a very profitable endeavour but it's not without its challenges.
We've helped Cybersecurity firms generate thousands of leads and add millions in revenue through pay per click advertising efforts and learned many lessons along the way.
Before you start an Cybersecurity PPC advertising effort we recommend you have these items in place:
- An established brand
- A quality website that already generates occasional leads
- A social media presence and quality graphics on your pages
- Reviews on platforms like Google or Facebook
- A budget of at least $5,000/month you can spend on advertising
- A budget that can sustain at least 3 months of advertising but ideally 12 so you can understand seasonality impacts throughout the year and see the big picture
Not all of these are required to launch a successful advertising effort, but customers who meet these criteria tend to realize the most success.
How We Can Help
Configure Ad Accounts
We can help you configure your ad accounts for success by installing conversion tracking, remarketing pixels, and deploying optimal settings to help you maximize PPC performance.
Create Effective Marketing Campaigns
We'll help you refine your targeting and messaging in order to create effective Cybersecurity PPC campaigns that reach your target audience. We write all the copy and assist with basic creative.
Optimize PPC Performance
Launching campaigns is just the beginning. Tortoise and Hare uses our deep experience running PPC campaigns for Cybersecurity firms to refine your campaigns and generate profitable growth.
Platforms We Support
Why Choose Tortoise and Hare?
At Tortoise and Hare we've helped numerous MSPs generate durable growth via pay per click advertising campaigns. We have a strong idea of what works and what doesn't in the cybersecurity sector. We've developed assets like negative keyword lists that can save you thousands in wasted spend and time spent experimenting right out the gate. Fast track your pay per click advertising efforts with Tortoise and Hare.
Ad Spend Managed
New Revenues Generated
Leads Generated
Why Do We Succeed In Cybersecurity PPC
When Other Agencies Have Failed?
Some of the reasons we succeed where other agencies have failed with your Cybersecurity PPC efforts:
- We only work with clients that we think we can help. Choosing our clients carefully is a big part of our success.
- We focus on the Cybersecurity sector exclusively, where other agencies are splitting their time and focus.
- We specialize primarily in search engines, instead of splitting our focus into a million different areas, we keep a focus on what's most important, quality search engine traffic.
- We are technically savvy and are using our technical skills to take full advantage of what advertising platforms offer. Many agencies fall short here.
- As a small team, we're all experts, therefore you get experts working on your account, not interns.
Listen To Our PPC Advertising Podcast Episode
Listen to Hunter Nelson, founder and president of Tortoise and Hare Software, discuss PPC advertising with Taher Hamid in the podcast episode below.
Watch Our Mastering Google Ads For Cybersecurity Companies Presentation
Listen to Tortoise and Hare Software founder and President Hunter Nelson talk about running paid search campaigns on Google to add leads to your cybersecurity company's marketing pipeline.
What Some Of Our Clients Have To Say About Working With Us On Their PPC Campaigns
Frequently Asked Questions
About Cybersecurity PPC
This answer varies on factors like locations targeted, verticals targeted, growth goals, and more. Generally we recommend a minimum of $5,000/month put towards pay per click advertising.
We have a flat fee + percentage of ad spend model. Our minimum retainer is $1,500/month.
We frequently get customers that generate a lead in their first month of advertising but it can take 3-6 months to get campaigns dialed in and performing profitably.
Google, LinkedIn, and Facebook at a minimum.
Generally it takes about a month for us to get initial campaigns and configurations completed.
Pay per click advertising use machine learning to set their bids in dynamic auctions. They are dependent on you feeding them back data on what clicks turned into "conversions". We help you set up conversion tracking for activities like:
- Form submits
- Phone calls
- Newsletter subscriptions
- Other valuable actions on your website
Apply Now For A Free
Cybersecurity Pay Per Click Advertising Consultation
We offer free 1-hour digital advertising consultations via a Microsoft Teams video conference to discuss your pain points and determine if Tortoise and Hare Software is the right fit for you.
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