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Cybersecurity companies · Pay per click advertising

Pay for the IT head who needs an audit, not the student learning to hack.

Pay-per-click (PPC) advertising for a cybersecurity company buys a place on the searches made once a buyer has a deadline, such as an ISO 27001 audit or a customer's request for a penetration test. GullySales splits campaigns by service and urgency, blocks the training and career searches that crowd this category, and counts only enquiries from organisations.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Cybersecurity analysts review an incident checklist

What pay per click advertising means

Pay per click advertising (PPC) is paying a fee each time someone clicks your advert on Google or another platform. It puts you at the top of a search page immediately, instead of waiting for ranking to build. GullySales sets the targeting, writes the ad text and checks spend against enquiries received.

Also for cybersecurity companies

Sales and marketing for cybersecurity companies, the overview.

Last updated 6 Oct 2026.

For cybersecurity companies

Where it usually goes wrong, and what we would do.

  • “Training searches cost the same as buyer searches”

    Ethical hacking course, CEH certification and penetration testing jobs share every keyword with your services, and without negatives they eat into the budget.

  • “Incident searches need a phone, not a form”

    Someone typing ransomware recovery help will not wait for a reply to a contact form, so that campaign runs only while somebody can answer the call.

  • “Vendor brand names come with strings”

    Bidding on a firewall or EDR brand you resell has the vendor's trademark rules attached, and many of those clicks are existing users of that product looking for support.

What we do

What we deliver for cybersecurity companies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Campaigns split by service and deadline

    Separate budgets for VAPT, compliance work such as ISO 27001 and SOC 2, managed monitoring and incident response, each with its own landing page and bid.

    Result: An audit buyer does not share a budget with a curious reader.

  2. A negative list for courses, careers and tools

    Blocks on course, training, certification, jobs, salary, free tool, download and tutorial, added from the search terms report as new variants appear.

    Result: The budget reaches organisations instead of learners.

  3. An incident campaign tied to the on-call roster

    Call ads for active incident searches, scheduled to the hours someone can pick up, with the number ringing the person on call.

    Result: An urgent click becomes a conversation.

  4. Landing pages with the scope on screen

    A page per campaign showing what is tested, the method, the team's credentials and a form asking organisation, sector and deadline.

    Result: The click has a reason to become an enquiry.

  5. LinkedIn targeting for regulated sectors

    Ads by job title and company list for compliance heads at lenders, insurers and brokers, used where searches are thin and the buyer list is known.

    Result: You reach buyers who never type your service into Google.

  6. Cost per qualified enquiry by campaign

    Spend, enquiries from organisations, scoping calls and signed engagements for each campaign, set against the baseline taken before launch.

    Result: You stop paying for the campaign that only brought CVs.

How the result is measured

  • Cost per click
  • Cost per enquiry
  • Enquiries from paid search

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full performance marketing and PPC page

Searches to bid on and block

The searches worth paying for as a security firm, and the ones from people learning the trade.

VAPT, penetration testing or security audit for a company
Bid. The buyer has a requirement and is comparing firms. Land them on the matching service page with scope, method and a form asking sector and deadline.
ISO 27001, SOC 2 or a sector audit with the word consultant
Bid in a separate campaign, since these buyers have an audit date. Say which part you do and that the certificate or report comes from an independent body.
Ransomware help, data breach response or hacked server
Bid with call ads, only in the hours someone answers. State what happens on the first call and that your team acts only with written authorisation.
Ethical hacking course, CEH, OSCP training, jobs and salary
Block. Students and job seekers type these constantly. Add each as a negative and check the search terms for new variants.
Free scanner, Kali tutorial and how to hack
Block. These come from learners and hobbyists, and each click costs the same as one from a buyer.
Counting a real enquiry
Count a form or call from an organisation that names a system and a trigger. Mark in the CRM which led to a scoping call and which to a signed engagement.

Who it is for

This is written for these cybersecurity companies.

  • VAPT and security audit firms, including CERT-In empanelled auditors
  • Managed security service providers running a SOC for clients
  • Governance, risk and compliance consultancies for ISO 27001, SOC 2 and data protection readiness
  • Security product companies selling endpoint, email, identity or data protection tools
  • Value-added resellers and system integrators for firewall and security OEMs
  • Incident response and digital forensics teams
  • OT and industrial control system security specialists for plants and utilities
  • Security awareness and phishing simulation training providers

Not for

It is not the right fit if.

  • Your landing page is the home page with a services grid, so paid clicks would arrive at nothing that matches the search.
  • No one reads the enquiry form as it arrives, so paid visitors who need an audit would leave a request that goes stale.

How it works

How the pay per click advertising work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Agree the whole budget

    We fix the total paid budget across platforms, who owns each ad account, and how much is open to moving.

  2. 2

    Audit tracking and accounts

    We check that conversions fire once, that calls and WhatsApp chats are counted, and that your enquiry sheet matches what the platforms say.

  3. 3

    Set one definition of success

    You and we agree what a qualified enquiry is and what an order is, so every platform is judged the same way.

  4. 4

    Build and launch the plan

    Campaigns are structured across platforms with shared naming and tags from day one.

  5. 5

    Read search terms and lead quality

    We review the queries that triggered ads and the enquiries that arrived, and remove waste before moving money.

  6. 6

    Reallocate and report

    Budget moves toward what is earning, within agreed limits. Results are reported against the baseline, at the frequency agreed in writing.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Should we bid on our own firm's name?
Yes, on a small budget. Training institutes and competitors bid on security firm names, and a buyer checking you after a referral may see them first. Keep the brand campaign separate in reports so it does not flatter the rest.
Should incident response ads be call-only?
Yes, during the hours someone answers. A company in the middle of an incident wants a voice. Outside those hours, pause the call ads rather than send urgent clicks to a form nobody reads until morning.
Our ads keep pulling in people who want jobs. What do we change?
Add career words as negatives at account level: jobs, vacancy, salary, internship, fresher, course, training and certification. Then check the search terms report for new variants and remove any ad text that mentions careers.
How do we track which ad produced a call?
Use a tracking number on the ads and on each landing page, and log every call in the CRM with the campaign, the organisation and whether a scoping call followed. A call with no record behind it tells you nothing.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for cybersecurity companies.

All articles

More for cybersecurity companies

Everything else we would do for you.

Or start from the overview: sales and marketing for cybersecurity companies.

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