B2B Paid Search Agency For Cybersecurity & Complex B2B Software
Turn Paid Search Into Pipeline and Revenue,
Not Another Pile Of MQLs
BAD 2 BADASS helps cybersecurity and complex B2B software companies replace wasted spend and vanity metrics with qualified opportunities, clearer attribution, and measurable revenue.
Three things keep early-stage cybersecurity paid search from producing pipeline: 40-60% of the budget leaking to clicks that can never buy, an ad account that can’t see which leads became revenue, and one overloaded person holding the whole thing together. Here is each one, and the mechanism inside the BADASS Growth Engine™ that kills it.
The False Positive
“Spend that looks like wins and isn’t.”
40-60% of your budget is buying clicks that can never become customers: students, job-seekers, researchers, offshore dev shops. And because the account is graded on form fills, Google keeps learning to find more of them. Beautiful traffic numbers, an empty pipeline.
→ Killed by the Signal Firewall
The Dropped Packet
“Leads that never reach revenue.”
Your CRM knows which leads became pipeline. Your ad account has no idea. That severed wire is why bidding optimizes to form fills instead of closed-won, why sales stopped trusting marketing’s leads, and why the board slide stays empty. The leads arrive, just never as pipeline.
→ Killed by the Handshake
The Single Point of Failure
“One buried person is the whole engine.”
You’re the only marketer juggling content, events, and the website, or the founder running ads at 11pm between building and selling. Paid search is the thing you know is underperforming but can’t get to, so it drifts on autopilot. No documented system, no live dashboard, no one senior at the wheel.
→ Killed by the Failover
The BAD 2 BADASS Growth System™
The methodology that runs inside every tier of the BADASS Growth Engine™
No templated campaigns. No hand-offs. A 4-stage proprietary system that moves your paid search from a cost you defend to a pipeline number you present. In order. Each stage builds on the last.
01
Expose The Bullshit
Twelve months of search-term forensics, a conversion-action audit, PMax and brand-cannibalization exposure, and a full tracking autopsy from click to CRM. Severity-rated, screenshot-evidenced, dollar-priced. We find the break before building anything.
02
Rebuild The Machine
The crown jewel first: your CRM wired to Google Ads, so real pipeline flows back as the conversion signal. Then account surgery: intent-tiered campaign architecture, my cybersecurity negative-keyword library, PMax contained, every leaky default closed.
03
Align & Accelerate
Migrate bidding fully onto pipeline signal once the offline-conversion data matures, the single biggest lever on cost per qualified demo. Then optimize to the numbers that matter: qualified pipeline, SQLs, and cost per demo. Never CTR, never form-fill volume.
04
Dominate & Expand
Scale what works, cut what doesn’t, and add channels as the account earns them: Microsoft Ads where enterprise and government buyers search, YouTube Ads, LinkedIn Ads, and OpenAI Ads as buyers research inside ChatGPT. Competitive displacement. The account compounds instead of drifting.
“Results are the only metric that matters: pipeline and revenue. Clicks and impressions don’t pay the bills.”
· BAD 2 BADASS Core Principle
What’s Included In Every Tier
✓ You work with me directly, always
✓ Google Ads setup & management (Microsoft, YouTube, LinkedIn & OpenAI Ads (ChatGPT) as you scale)
✓ Offline conversion import: your CRM wired to your ad account
✓ Flat monthly fee, never a percentage of your spend
Trusted By The People Who’ve Seen It First-Hand
“He completely rebuilt the strategy, account structure, and workflow from the ground up. The results speak for themselves: a 388% year-over-year increase in search-sourced opportunities and a 700% increase in closed-won revenue. And he did it entirely on his own. No ego, no nonsense... just honesty, accountability, and results.”
Chau Yi Wang
Demand Generation & Client Growth Leader · San Francisco, CA
“Top of the class... that’s what Romario is when it comes to expertise in paid advertising. Great work ethic, data-driven mindset, and always ready to help. When Romario is on something, you can rest easy... it’ll get done, and it’ll get done right.”
Douglas van Oijen
Revenue Architect & GTM Advisor · New York, NY
Stop Defending Spend. Start Presenting Pipeline.
Free 30-minute BADASS Discovery Call. We’ll get clear on your goals and what’s holding you back, review how you’re currently generating pipeline, and pinpoint where you can improve results or scale faster. If it’s a fit, we’ll map out your next step.
Free 30-min call · You leave with a clear next step · Capacity-limited
Built By Someone Who’s Done It At Scale
10+ years in performance marketing. $68M in ad spend managed. $560M in client revenue generated. Now focused on cybersecurity and complex B2B software companies that want paid search to produce pipeline, not form fills. You work directly with the founder, every call, every campaign.
2025 Results
$18M+
Ad Spend Managed
$256M+
Revenue Generated
14X
Return On Ad Spend
Across a variety of clients and industries
Romario Martin
Founder & Owner, BAD 2 BADASS
📍 Madison, NJ · United States
You’re Not Hiring An Agency. You’re Hiring A Specialist.
I’m Romario Martin, a performance marketer based in Madison, New Jersey. I hold an MBA and have spent 10+ years in the trenches of paid advertising, personally managing over $68M in ad spend and contributing to $560M+ in revenue for clients ranging from Seed-stage startups to global security brands like Fortinet and SonicWall. That combination of business acumen and deep performance marketing expertise means I think about your pipeline and revenue first. Traffic is downstream of those.
I built BAD 2 BADASS because I kept seeing the same pattern: cybersecurity companies with great products/services, pouring money into paid search that produced form fills and calls instead of pipeline. The BADASS Growth Engine™ fixes that. When you work with me, you work with me directly. No hand-offs. No overseas VAs. No junior reps managing your account. Just a proven system run by someone who’s been doing this at the highest level for over a decade, right here in the US.
$68M+ in ad spend managed personally
$560M+ in client revenue generated
10+ years in performance marketing
Ran paid for Fortinet, SonicWall, One Identity & more
Google & Microsoft Ads certified
Madison, NJ. Serving cybersecurity companies
Cybersecurity-led. Also data & enterprise software
You work with me directly, always
Career Results
$68M+
Ad Spend Managed
$560M+
Revenue Generated
10+
Years Experience
Across a variety of clients and industries
Straight Answers To Real Questions
The BAD-ectomy rebuild happens in the first 15 days. Expect 2–4 soft weeks after relaunch while Google’s learning resets (mechanical, not a malfunction). Pipeline movement typically shows in weeks 6–12, and around weeks 6–8 we migrate bidding onto real pipeline signal, the single highest-leverage move in the engagement. Cybersecurity sales cycles run 6–14 months, so we build and prove the leading indicators (qualified pipeline, SQLs) that predict revenue, rather than promising closed-won in 30 days.
No. Ad spend is billed directly to your ad accounts (Google, Microsoft, YouTube, LinkedIn, OpenAI). My flat monthly fee covers strategy, setup, management, and optimization, and it’s never a percentage of your spend, so my fee has no vote in your budget. We’ll recommend a minimum budget based on your market on the discovery call.
Cybersecurity first: compliance (SOC 2, PCI, HIPAA), penetration testing and PTaaS, offensive security, and AppSec or cloud security, typically Seed to Series A. I also work with data platforms and enterprise software companies selling into the same technical, committee-driven buying process. What I don’t run is a generalist agency. Every system, campaign structure, and negative-keyword library here is built for how technical buyers actually search. If you’re outside complex B2B software, I’ll tell you straight on the discovery call.
3-month minimum, then month-to-month with 30-day notice. Paid search in cybersecurity needs about 90 days to prove out: the learning period after the rebuild, plus a 6–14 month sales cycle. Month 1 is the BAD-ectomy rebuild. Months 2 and 3 are where the pipeline signal matures and optimization compounds. After that you stay because it’s working, never because a contract forces you.
Most clients come to me with a live account that’s leaking. That’s exactly what the BAD-ectomy is for: 15 days of forensic audit and rebuild before any retainer conversation. If you’re starting from scratch, even better, we build it right from the ground up: campaigns, offline conversion tracking, and the live dashboard, on a clean foundation.
Three things. One: I specialize in cybersecurity and complex B2B software, so every campaign, negative list, and landing angle is built for how technical, committee-driven buyers actually search, never a generic template. Two: you work directly with me, a senior specialist who’s managed $68M+ in ad spend and run paid for Fortinet, SonicWall, and One Identity. No junior account manager after you sign. Three: flat fee, never a percentage of your spend, so I’m never incentivized to spend more of your money. Your results are my reputation.
The BAD-ectomy answers that before you ever sign a retainer. If Week 1 shows paid search isn’t a viable channel at your budget, I’ll tell you so in writing, hand you the findings, and I won’t pitch you. You’ll have spent a sprint fee to avoid learning it the expensive way. And after your 3-month minimum, you stay only because the results justify it. That’s the only accountability that matters.
You work directly with me, Romario Martin, on every call and every campaign. No junior account managers, no handoffs, no overseas VAs. The person who audits your account is the person who runs it.
It’s a 15-day pen test for your ad account: a forensic audit that finds and prices the waste, then rebuilds the account and wires it to your CRM. Every engagement starts here because I don’t manage what I haven’t audited. Half of it credits toward your first month if you continue.
Paid search first, Google and Microsoft Ads, then YouTube, LinkedIn, and OpenAI Ads (ChatGPT) as the account earns them. Search-led, then the channels that compound it.
Yes. The core move is wiring your CRM to your ad account so bidding optimizes to real pipeline, not form fills. That needs HubSpot or Salesforce to connect to.
Let’s Talk About Your Growth
Pick a time that works for you. On this free 30-minute BADASS Discovery Call we’ll get clear on your goals and what’s holding you back, review how you’re currently generating pipeline, pinpoint where you can improve results or scale faster, and see whether our approach fits. If it does, we’ll map out your next step.
