Orca Security: 462% More Leads, 78% Lower CPL Across Global Markets

Name: How Partnering with Upgrow Helped Orca Security Scale
Item: Upgrow
Rating: 5
Author: Caleb Furrier

Orca Security is an industry-leading AI-driven cloud security platform that identifies, prioritizes, and remediates security risks across AWS, Azure, Google Cloud, Alibaba Cloud, and Kubernetes. As the 2022 AWS Security Partner of the Year, Orca needed a paid media program that could drive qualified leads from target accounts and increase demos efficiently across North America, EMEA, and Asia-Pacific Japan.

Over 12 months, we built and scaled a multi-channel paid media engine across Google Ads and LinkedIn Ads — driving dramatic gains in both lead volume and demo signups while cutting costs across the board.

Cybersecurity, SaaS

Paid Media

+163%

Demos

+462%

Leads

-78%

Cost per lead

Key Challenge

Driving Demos and Leads From Enterprise Security Buyers Globally

Orca Security needed to reach CISOs and cybersecurity practitioners across multiple global regions — a highly competitive and expensive audience. The challenge was scaling demo volume on Google Ads while building a full-funnel LinkedIn program that could generate and nurture top-of-funnel leads into qualified demos.

The Solution

Intent-Driven Search + Full-Funnel LinkedIn ABM

On Google Ads, we focused on search campaigns — expanding converting keywords, restructuring non-branded campaigns, and leveraging automated bidding to improve CPC and cost-per-demo efficiency. We also helped Orca Security navigate the transition to first-party data and enhanced conversion tracking as third-party cookies sunset.

On LinkedIn, we built a three-stage funnel: top-of-funnel video and awareness campaigns to build remarketing pools, middle-of-funnel asset download campaigns (case studies, guides, ebooks) using lead gen forms, and bottom-of-funnel demo campaigns retargeting engaged audiences. A pivotal optimization was shifting from job function targeting to specific job titles that had historically converted to MQLs — which drove a 306% month-over-month increase in leads and a 76% drop in CPL.

The Results

12 Months of Compounding Performance Across Both Channels

Over the course of a year, every major metric improved — demos up, leads up, and costs down across both Google Ads and LinkedIn.

Google Ads

+163% increase in demo volume
-41% decrease in cost per demo

LinkedIn Ads

+462% increase in lead volume
-78% decrease in cost per lead
-50% decrease in cost per demo

Client Testimonial

How Partnering with Upgrow Helped Orca Security Scale

Caleb Furrier

Digital Marketing Manager

Since working with Upgrow, we've seen the quality and quantity of our leads and demos increase substantially and efficiently. They are great partners in helping us drive growth, from strategy to campaign execution across multiple channels, and are experts in the cloud security space which is very competitive. I highly recommend working with Upgrow if you're looking to scale your demand generation program!

Ready to Achieve Similar Results?

Whether you’re looking to expand your search visibility, generate more qualified leads, or build a scalable acquisition engine, our team can help you turn digital marketing into a reliable growth channel.

Frequently Asked Questions

You have questions? We’ve got answers.

What does a paid media strategy look like for cybersecurity companies?

For Orca Security, we identified Google Ads as the best channel for driving demo signups based on search intent, while LinkedIn focused on generating top-of-funnel leads through ABM and nurturing them into demos through retargeting. On Google, we expanded converting keywords, restructured non-branded campaigns, and implemented enhanced conversion tracking. On LinkedIn, we built a three-stage funnel: video and awareness at the top, asset downloads in the middle, and demo campaigns at the bottom. A pivotal optimization was shifting from job function targeting to specific job titles that had historically converted to MQLs.

What do cybersecurity companies need to have in place before starting paid media?

You need a clear understanding of your buyer personas and their job titles, not just job functions. For Orca Security, shifting LinkedIn targeting from broad job functions to specific titles was the single biggest performance lever. You also need content assets for each funnel stage: video for awareness, downloadable resources for middle-funnel lead capture, and a strong demo offer for bottom-funnel conversion. With third-party cookies sunsetting, having first-party data infrastructure and enhanced conversion tracking is increasingly essential.

How long does it take to see results from paid media for cybersecurity companies?

Orca Security’s program compounded over 12 months, with Google Ads demos increasing 163% over four quarters and LinkedIn leads increasing 462% over eight months. Early efficiency gains appeared within the first quarter, with volume gains accelerating as remarketing pools grew and job title targeting was refined. Expect 3-4 months to optimize the foundation and 6-12 months for the full compounding effect.

Is paid media worth it for cybersecurity companies?

Orca Security saw a 163% increase in demos through Google Ads and a 462% increase in leads through LinkedIn, with cost per lead dropping 78%. For cybersecurity companies targeting CISOs and security practitioners, paid media is one of the only channels that can reach these decision-makers at scale. A cybersecurity marketing agency that understands both the technical audience and the competitive landscape can build campaigns that generate qualified pipeline, not just clicks.

How do you target CISOs and IT decision-makers with paid ads?

LinkedIn is the most effective platform for reaching CISOs because it allows targeting by exact job title, company size, industry, and seniority. For Orca Security, shifting from broad job function targeting to specific job titles drove a 306% month-over-month increase in leads and a 76% drop in cost per lead. On Google Ads, you capture these decision-makers through high-intent search queries related to cloud security and compliance. The combination of LinkedIn for proactive targeting and Google for intent-based capture creates full coverage of the cybersecurity buyer journey.

Orca Security: 462% More Leads, 78% Lower CPL Across Global Markets

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