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When running antivirus campaigns, some of the best-performing tactics focus on targeting the right audience with high intent, using clear messaging, and optimizing continuously. First, consider contextual and keyword targeting to reach users actively researching security solutions. For example, bidding on keywords like “best antivirus for Windows” can get you quality leads.

Second, creatives matter—a lot. Ads that highlight trust (certifications, reviews) and clear value propositions (free trials, money-back guarantees) tend to convert better. Landing pages should be streamlined, reassuring, and mobile-friendly.

Another tactic is retargeting users who visited your site but didn’t convert. This keeps your brand top of mind. Also, don’t neglect lower-cost traffic sources where competition isn’t as fierce. For instance, networks like 7Search PPC offer targeted placements at competitive rates. I’ve found it useful for testing different audience segments without burning through the budget too quickly.

Finally, keep testing and refining. Split-test headlines, images, CTAs, and audience segments. Even small improvements can compound over time. In short: know your audience, create clear and compelling offers, leverage affordable channels, and keep optimizing. That approach has worked for me in antivirus and other software verticals alike.