30 Characters is a Chelmsford-based paid advertising specialist supporting businesses across the UK. We bring more than 18 years of PPC experience to accounts where accurate targeting, commercial understanding and straightforward reporting matter.
Our work starts with your service, sales journey and the enquiries or orders you actually want. We can review an existing account or plan a new one, then explain what should be measured before increasing spend. Ask for a PPC review if you want a practical first step.
Define the buyers and technical offers first
An IT manager looking for managed SOC services has a different brief from a small business researching endpoint protection, and neither should automatically be mixed with general “cybersecurity” traffic. We look at the exact product or service, company size, buyer role, procurement process and geographic markets before structuring the account.
Services such as penetration testing, incident response, MDR, managed security, compliance support and security software can require distinct campaigns. Terminology matters: ads need to be technically accurate without becoming unreadable to commercial decision-makers.
Separate educational queries from sales intent
B2B cyber searches often include definitions, certifications, courses, career searches, templates and open-source tools. Those searches can have research value but may not belong in a campaign measured on sales enquiries. We analyse queries, exclude unsuitable traffic and test where educational demand can genuinely support a considered buying journey.
We avoid broad claims about guaranteed protection, vulnerability removal or compliance. Advertising must remain consistent with what the provider can demonstrate and deliver.
Use the right mix of Google Ads and LinkedIn Ads
Google Search can capture existing demand for a specific security solution. LinkedIn Ads may help reach defined sectors, buying committees and job functions where search demand is limited. The channels are complementary rather than interchangeable; the mix should reflect sales cycle, budget and evidence of conversion quality.
We can plan keyword groups, buying-stage landing pages and remarketing where permitted, while keeping audience settings and consent requirements appropriate.
Track the pipeline, not every PDF download as a sale
A white-paper download, webinar registration, demo request and qualified sales meeting are not the same outcome. Where possible we distinguish conversion types in Google Ads, GA4 and CRM reporting, so automated bidding does not overvalue the easiest low-intent interaction.
For longer cycles, we review lead source, sales acceptance and downstream opportunity value. A small number of relevant meetings can be worth more than a long list of unqualified leads.
Clear landing pages for complex buying decisions
The landing page should explain the threat or operational problem, who the solution is for, integrations or prerequisites, implementation expectations and the action a prospect should take. Claims, certifications, customer references and independent reviews should only be included when substantiated.
Our B2B PPC management and LinkedIn Ads services can support a longer decision-making process beyond the initial search.
What we would review first
A practical starting point
- Your priority services, ideal customers and geographic or market coverage
- Search terms, ad messages and the relevance of each landing page
- GA4 and Google Ads conversion accuracy, qualified lead or sale feedback, and reporting
Frequently asked questions
Do you understand technical cybersecurity keywords?
We work from the specific product, buyer role and sales process, then check terminology and campaign structure with your subject specialists.
Can you advertise MDR or managed SOC services?
Potentially, yes. We first review the service, landing pages, target market and applicable advertising policies.
Is Google Ads or LinkedIn better for cybersecurity?
It depends on existing search demand, buying roles, deal value and the strength of the follow-up process.
How do you measure long sales cycles?
We aim to connect campaign enquiries to qualification and CRM stages, rather than treating every download or lead form as equal.
Talk about your PPC campaigns
Tell us what you sell, what makes a good enquiry or sale, and which campaigns you have tried so far. We can assess the next steps and be clear about what needs testing. Start a conversation with 30 Characters or request an initial audit.