Safe Security
Cybersecurity
900% MQL increase
Safe Security: full-funnel paid scale in Q1
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Cybersecurity
Paid Search
1,043% search impression share growth.
A complete restructure of Paid Search to dominate TPRM-related keywords following industry recognition.
1,043%
impression share
500%
MQL increase
3×
budget increase
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 struggled with search impression share as a metric in Paid Search, limiting market visibility. Following recognition from Liminal as a leader in third-party risk management, the company needed to rapidly establish dominance for TPRM-related keywords while strengthening brand presence to capitalize on the validation. The existing campaign structure couldn't support concentrated impression share growth.
The work
What we built.
We designed and executed a comprehensive brand experiment to maximize search impression share. The implementation included A/B testing to identify optimal bidding strategies for brand campaigns. Through systematic testing and real-time optimization, we fine-tuned campaign parameters to achieve maximum visibility across target keywords. We restructured Safe Security's Paid Search strategy, shifting focus from traffic metrics to search impression share optimization — with dedicated budget allocation and a new keyword research approach.
The outcomes
What changed.
1,043%
impression share lift.
Overall impression share grew 1,043% as concentrated bidding and budget reallocation took hold.
500%
MQL increase in Q1.
MQL volume grew 500% in the same quarter as impression share dominance translated to pipeline.
900%
lift on flagship terms.
"Safe Security solutions" rose 900%, "TPRM" rose 763%, and the core brand keyword rose 547%.
The services
Services behind the work.
Service 01
Inbound Pipeline Growth
Brand experiment for impression-share dominance with dedicated budget allocation.
Service 02
Paid Search
Restructured Paid Search strategy, A/B-tested brand bidding, new keyword research approach.
Free · 5 business days · No commitment
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