Aspire Technology Solutions

The Approach

Aspire wanted the market to know it as the provider to come to for managed security. That is a hard story to tell in paid search. Managed cyber security is one of the most competitive B2B markets there is, the buyers are sceptical specialists rather than casual browsers and the searches that matter are specific: MDR, SIEM, SOC services, sector requirements, regional requirements. Generic campaigns do not reach these buyers.

Building the Account Around Buyer Intent

Priority Pixels begins every engagement with an audit and a strategic roadmap before any campaign goes live. For Aspire, that roadmap shaped a paid search account built around the intent of security buyers. Keyword research draws on industry keyword data, competitor paid keyword analysis and Google’s own forecasting to map the language Aspire’s buyers use. The account organises that language into five campaigns, each with its own tightly grouped ad groups, ad copy and landing page alignment: Managed Cyber Security Services, MDR and SIEM, SOC Services, plus sector specific and region specific campaigns that speak to individual industries and locations. A categorised negative keyword list, built before launch and maintained continuously, keeps spend away from jobseekers, students and irrelevant searches.

Landing Pages Built for the Campaigns

The first month of live data pointed at the next gain. Around three quarters of clicks were coming from phones and the Quality Score data showed landing page experience holding back ad rank on the keywords carrying most of the spend. The answer was to treat the page as part of the campaign. Priority Pixels recommended two dedicated landing pages, Aspire approved the build and the campaigns switched over in May. The build itself is covered in the web design section below.

Treating Microsoft Ads as a Primary Platform

Most agencies treat Microsoft Ads as an afterthought. For B2B cyber security it is anything but. IT and security decision makers disproportionately work on corporate machines where Edge and Bing are the default search experience, so Priority Pixels builds Microsoft Ads as a primary platform in its own right: a structured import from Google, verified setting by setting, with Microsoft specific features such as LinkedIn profile targeting layered on top.

The results vindicate that decision. Aspire’s Microsoft campaigns deliver more than five times the click volume of the Google campaigns, with the flagship Managed Cyber Security Services campaign sustaining a click through rate around 4% month after month.

Managed Daily, Audited Monthly

Campaigns launch through a structured sequence with daily checks through the launch period, covering search terms, budget pacing, bidding health and conversion tracking. Every month a full performance audit works through campaign performance, search term quality, wasted spend, ad strength and auction insights, producing a prioritised action list. Aspire has live access to the same reporting dashboard the team works from, with daily synced data across both platforms.

Results

Scale and Relevance

In the first four months the campaigns delivered almost 10,000 clicks from people actively searching for managed security, MDR, SIEM and SOC services, from 340,728 impressions across Google and Microsoft at a blended 2.91% click through rate.

Microsoft Ads Outperforms

The Microsoft numbers stand out: 8,276 clicks against 1,631 on Google from the same campaign structure, at a stronger click through rate of 3.07% against 2.28%, confirming that Aspire’s buyers research from the corporate desktop. The flagship Managed Cyber Security Services campaign sustains a click through rate around 4% month after month.

Clear of the Benchmark

The flagship campaign reached a 4.45% click through rate on Microsoft in its best month, clear above the 2.09% to 3.49% benchmark range for technology search campaigns.

The campaigns put Aspire in front of its market for exactly the services it wants to be known for, at a scale and relevance that generic paid search structures do not reach.

The paid media engagement has grown into a wider WordPress development and support programme. Priority Pixels is rebuilding the site’s template layer, its reusable content blocks, its resource templates, its navigation and its footer, on Priority Pixels’ custom coded WordPress framework, without page builders or templates.

The work is structured around measurable outcomes rather than pages shipped. Performance optimisation on the shared product page template is targeting PageSpeed Insights scores of 70+ on desktop and 55+ on mobile, achieved through JavaScript payload reduction, unused CSS removal and main thread work at template level. Image handling has been updated across the site with width and height attributes, responsive delivery and compression best practices. Structured data has been implemented at template level across LocalBusiness, Service and FAQ schema, so the whole site benefits from the change rather than only the pages that carry the schema themselves.

Reusable content blocks have been redesigned and rebuilt for use across every page type: a CTA banner, a logo slider, primary and secondary product cards, a tabbed content block and a responsive table block. Resource templates cover a shared listing pattern used across Blog, Success Stories, Events and Guides with consistent categories and filtering, plus two reusable page layouts for Blog and Success Story content built from editable WordPress components. The new templates then roll out across sixteen existing success stories and the thirty most recent blog posts, layout only, without rewriting the copy.

Alongside the templates the navigation, mega menu, header and footer are being redesigned, and accessibility improvements are being applied at template level covering colour contrast, screen reader labels and interactive element behaviour. The programme runs alongside the paid media work as a joint engagement: the WordPress side keeps the landing experience in step with the ads, and the ads feed a site built to convert the traffic they produce.