Safe Security
Cybersecurity
1,043% search impression share
Safe Security dominated TPRM search
Read case study
Client logo
Cybersecurity
Inbound Pipeline Growth
LinkedIn Paid Social
Paid Search
900% MQL increase in one quarter.
A full-funnel paid scale across Search and Social — with structured experiments driving every decision.
900%
MQL volume
74%
lower cost per MQL
365%
total leads
The company
About Safe Security.
Safe Security is an AI-powered cyber risk management platform that helps enterprises quantify, prioritize, and reduce cyber risk in real time. The product sits inside the third-party risk management (TPRM) and cyber risk quantification category — alongside SecurityScorecard, BitSight, and UpGuard — and competes on its ability to translate technical risk into business-language exposure.
The buyer is the security and risk leadership: CISO, CRO, head of risk. The sales motion is enterprise-driven, with strong inbound demand from large organizations needing board-ready risk reporting and quantified exposure metrics.
The problem
The problem.
Safe Security faced fragmented media spend and ad-hoc testing that suppressed MQL growth, increased acquisition costs, and obscured pipeline visibility. Following industry recognition, they needed to scale paid efforts in a single quarter — but their account structure and bid logic weren't built to support concentrated investment. They needed distinct, measurable funnels for Paid Social and Paid Search.
The work
What we built.
We proposed distinct funnels for Paid Social and Paid Search. In Paid Social, we tested tailored messaging, creatives, and audiences, then shifted from Website Conversions to Lead Generation Forms. In Paid Search, we increased search impression share via a custom experiment and unlocked lead volume with better campaign segmentation. New content was paired with AI-generated ad copy. Structured experiments spanned both channels to identify the highest-converting audiences and campaign types.
The outcomes
What changed.
900%
MQL volume increase.
MQLs nearly tenfold across Paid Social and Paid Search through structured experimentation.
74%
lower cost per MQL.
CPMQL dropped sharply as creative testing and bid logic concentrated spend on the highest-converting audiences.
365%
total leads.
Total lead volume more than tripled across both channels in a single quarter.
Concentrated spend, structured experiments, and a full-funnel architecture turned a fragmented program into a quarter-on-quarter growth engine.
The customer voice
In their words.
“From the experiment and the implementation of our full funnel strategy, we were able to not only increase our impression share but also greatly improve our efficiency to drive MQLs. Reducing our cost per MQL by 74% and increase our CTR by 128%.”
VP of Marketing
Safe Security
The services
Services behind the work.
Service 01
Inbound Pipeline Growth
Full-funnel paid program design across Paid Social and Paid Search.
Service 02
LinkedIn Paid Social
Tailored messaging, creatives, and audiences. Lead Gen Forms for in-platform conversion.
Service 03
Paid Search
Concentrated impression-share experiment with better campaign segmentation and AI-generated copy.
Free · 5 business days · No commitment
See whether your pipeline could move like this.
The Pipeline Assessment is the same diagnostic we ran with Safe Security before the engagement. Five days. Senior specialist. Senior debrief.
Book your free Pipeline Assessment