Case Study
eSentire | Cybersecurity | B2B | Paid Search
Audience: Mid-market and enterprise companies in North America and the U.K.
My Role: Led the complete rebuild of the Google Ads program, introducing a segmented funnel strategy, refining audience targeting, and integrating web analytics to measure performance across all stages of the buyer journey.
A mid-market cybersecurity provider had recently launched a new website and wanted to revisit its underperforming paid search program. The existing campaigns were short-term, siloed, and lacked support for brand awareness, product education, or top-of-funnel lead generation.
With new content available, a larger budget, and a renewed focus on SEM, the opportunity was clear: rebuild the strategy to match modern buyer journeys and make search a true performance driver.
Focus Areas: Paid Search · Digital Strategy · Funnel Mapping · Conversion Optimization · Google Analytics
Overview
Our vision was to take a “segmented funnel” approach. We mapped each content asset by type against the top-middle-bottom concept and determined which assets made the most sense for this campaign. Each campaign was matched with the most relevant content assets to guide progression from discovery to conversion.
Awareness
Focused on brand awareness and used the overarching brand messaging pillars.
Product
Focused on the newly developed product pages, which were considered “mid-funnel” in nature.
Lead Generation
Focused on priority asset downloads and gated resources, considered the bottom of the funnel.
Strategy
Precision Keyword Targeting
Reduced keyword bloat and improved relevancy by:
Grouping tightly themed keywords per ad group
Eliminating overlap across campaign tiers
Aligning match types and intent to the funnel stage
Analytics & Tracking Overhaul
Created new Google Analytics views
Defined granular conversion actions
Set up event and goal tracking to measure campaign-stage performance
Execution
Results
(4-month campaign snapshot)
140 high-value gated asset downloads
123% increase in traffic from paid search
———
28% conversion rate on the website
A 43% increase over the previous 4-month period
Over 361,000 impressions
A 22% increase over the previous 4-month period
1.11% click-through rate
A 53% increase over the previous 4-month period
Over 5,600 clicks
An 87% increase over the previous 4-month period
This campaign succeeded by shifting from a “set-and-forget” keyword model to a strategic funnel-aligned system, where every ad and landing page played a specific role in the buyer journey. The analytics foundation gave the team lasting visibility and insight well beyond the initial engagement.
Why it Worked