Paid ads can be one of the fastest ways to grow a security company—or one of the fastest ways to waste money.

In this episode of Entry & Exit, Stephen Olmon and Collin Trimble break down the paid advertising channels security operators should actually be paying attention to. From Google PPC and Meta ads to LinkedIn campaigns and competitive intelligence, they discuss where they're investing marketing dollars, what surprised them most about B2B lead generation, and why Facebook and Instagram may be outperforming traditional search for commercial security companies.

They also share how they're building new Meta campaigns, the importance of creative and messaging, how sales teams can improve marketing performance, and why most operators should avoid managing ad platforms on their own.

In this episode:

→ Google PPC vs. Meta Ads for security companies
→ Why Meta is outperforming expectations in B2B security marketing
→ The biggest mistakes operators make with paid advertising
→ How Facebook and Instagram find commercial buyers
→ Using the Meta Ads Library for competitive intelligence
→ What makes a high-performing security ad
→ Why creative matters more than most operators think

Connect:

Stephen Olmon — https://x.com/stephenolmon
Collin Trimble — https://x.com/TXAlarmGuy

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