Multi-Tier Paid Search Rebuild for a Cybersecurity Firm

B2B | Paid Search

The Scenario

Campaign: Paid search for B2B content marketing and lead generation

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.

Focus Areas: Paid Search · Digital Strategy · Funnel Mapping · Conversion Optimization · Google Analytics

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.

The Strategy

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.

1- Awareness

Focused on brand awareness and used the overarching brand messaging pillars.

2- Product

Focused on the newly developed product pages and were considered “mid-funnel” in nature.

3- Lead Generation

Focused on priority asset downloads and gated resources, considered the bottom of the funnel.

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

Results

(4-month campaign snapshot)

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

140 high-value gated asset downloads

123% increase in traffic from paid search

Why it worked

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.

Gnosis Five is a digital marketing consultancy committed to solving the myriad of challenges the contemporary marketing department faces. If you need assistance with your digital programs, I invite you to contact us here.

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