I’ve been running antivirus PPC campaigns for a while now, and there are definitely some common pitfalls that can kill performance if you’re not careful. Here’s a quick list of what to watch out for:
1. Targeting too broad
One of the biggest mistakes is going after broad keywords like “antivirus” or “virus protection” without narrowing them down. These bring in a lot of traffic, but not necessarily the right traffic. Long-tail keywords like “best antivirus for gaming PCs” or “lightweight antivirus for Windows 11” tend to convert much better.
2. Weak ad copy
Generic copy like “Download Now” or “Best Antivirus Software” doesn’t stand out anymore. Try to highlight a unique value prop—maybe your software has a super-fast scan speed or extra features like a built-in VPN. Make that shine in your headline.
3. No strong call-to-action (CTA)
Sometimes people forget to include a clear CTA in the ad or landing page. Phrases like “Start Free Trial,” “Scan Your PC Now,” or “Protect Your Device Instantly” work better than just “Learn More.”
4. Ignoring mobile users
More than half your traffic will likely be mobile. If your landing page isn’t mobile-optimized (slow to load, tiny buttons, weird formatting), you're probably losing conversions. Mobile-first is the way to go!
5. Not testing enough
You’d be surprised how much difference a headline or image change can make. A/B testing your ads and landing pages regularly helps you find what actually works. No guessing.
6. Overpaying on big platforms
Some advertisers jump straight into Google Ads or Bing and burn through budgets fast. I’ve had better luck lately testing smaller ad networks like 7Search PPC—it’s got more niche targeting options and the CPCs are a lot more manageable. Especially if you’re not working with a massive budget, it’s worth checking out.
Hope that helps! I’d love to hear what others are seeing with antivirus campaigns too. Anyone doing remarketing or native ads for these?
