diff --git a/esphome/components/esp32_ble/__init__.py b/esphome/components/esp32_ble/__init__.py
index d88161e3e0..472669a381 100644
--- a/esphome/components/esp32_ble/__init__.py
+++ b/esphome/components/esp32_ble/__init__.py
@@ -7,10 +7,10 @@ from esphome.components.esp32 import add_idf_sdkconfig_option, get_esp32_variant
 
 DEPENDENCIES = ["esp32"]
 CODEOWNERS = ["@jesserockz", "@Rapsssito"]
-CONFLICTS_WITH = ["esp32_ble_beacon"]
 
 CONF_BLE_ID = "ble_id"
 CONF_IO_CAPABILITY = "io_capability"
+CONF_ADVERTISING_CYCLE_TIME = "advertising_cycle_time"
 
 NO_BLUETOOTH_VARIANTS = [const.VARIANT_ESP32S2]
 
@@ -34,6 +34,19 @@ IO_CAPABILITY = {
     "display_yes_no": IoCapability.IO_CAP_IO,
 }
 
+esp_power_level_t = cg.global_ns.enum("esp_power_level_t")
+
+TX_POWER_LEVELS = {
+    -12: esp_power_level_t.ESP_PWR_LVL_N12,
+    -9: esp_power_level_t.ESP_PWR_LVL_N9,
+    -6: esp_power_level_t.ESP_PWR_LVL_N6,
+    -3: esp_power_level_t.ESP_PWR_LVL_N3,
+    0: esp_power_level_t.ESP_PWR_LVL_N0,
+    3: esp_power_level_t.ESP_PWR_LVL_P3,
+    6: esp_power_level_t.ESP_PWR_LVL_P6,
+    9: esp_power_level_t.ESP_PWR_LVL_P9,
+}
+
 CONFIG_SCHEMA = cv.Schema(
     {
         cv.GenerateID(): cv.declare_id(ESP32BLE),
@@ -41,6 +54,9 @@ CONFIG_SCHEMA = cv.Schema(
             IO_CAPABILITY, lower=True
         ),
         cv.Optional(CONF_ENABLE_ON_BOOT, default=True): cv.boolean,
+        cv.Optional(
+            CONF_ADVERTISING_CYCLE_TIME, default="10s"
+        ): cv.positive_time_period_milliseconds,
     }
 ).extend(cv.COMPONENT_SCHEMA)
 
@@ -58,6 +74,7 @@ async def to_code(config):
     var = cg.new_Pvariable(config[CONF_ID])
     cg.add(var.set_enable_on_boot(config[CONF_ENABLE_ON_BOOT]))
     cg.add(var.set_io_capability(config[CONF_IO_CAPABILITY]))
+    cg.add(var.set_advertising_cycle_time(config[CONF_ADVERTISING_CYCLE_TIME]))
     await cg.register_component(var, config)
 
     if CORE.using_esp_idf:
diff --git a/esphome/components/esp32_ble/ble.cpp b/esphome/components/esp32_ble/ble.cpp
index ceb6516a02..5d08b6e973 100644
--- a/esphome/components/esp32_ble/ble.cpp
+++ b/esphome/components/esp32_ble/ble.cpp
@@ -78,6 +78,11 @@ void ESP32BLE::advertising_set_manufacturer_data(const std::vector<uint8_t> &dat
   this->advertising_start();
 }
 
+void ESP32BLE::advertising_register_raw_advertisement_callback(std::function<void(bool)> &&callback) {
+  this->advertising_init_();
+  this->advertising_->register_raw_advertisement_callback(std::move(callback));
+}
+
 void ESP32BLE::advertising_add_service_uuid(ESPBTUUID uuid) {
   this->advertising_init_();
   this->advertising_->add_service_uuid(uuid);
@@ -102,7 +107,7 @@ bool ESP32BLE::ble_pre_setup_() {
 void ESP32BLE::advertising_init_() {
   if (this->advertising_ != nullptr)
     return;
-  this->advertising_ = new BLEAdvertising();  // NOLINT(cppcoreguidelines-owning-memory)
+  this->advertising_ = new BLEAdvertising(this->advertising_cycle_time_);  // NOLINT(cppcoreguidelines-owning-memory)
 
   this->advertising_->set_scan_response(true);
   this->advertising_->set_min_preferred_interval(0x06);
@@ -312,6 +317,9 @@ void ESP32BLE::loop() {
     delete ble_event;  // NOLINT(cppcoreguidelines-owning-memory)
     ble_event = this->ble_events_.pop();
   }
+  if (this->advertising_ != nullptr) {
+    this->advertising_->loop();
+  }
 }
 
 void ESP32BLE::gap_event_handler(esp_gap_ble_cb_event_t event, esp_ble_gap_cb_param_t *param) {
diff --git a/esphome/components/esp32_ble/ble.h b/esphome/components/esp32_ble/ble.h
index 023960d6e4..7c55583852 100644
--- a/esphome/components/esp32_ble/ble.h
+++ b/esphome/components/esp32_ble/ble.h
@@ -3,6 +3,8 @@
 #include "ble_advertising.h"
 #include "ble_uuid.h"
 
+#include <functional>
+
 #include "esphome/core/automation.h"
 #include "esphome/core/component.h"
 #include "esphome/core/defines.h"
@@ -76,6 +78,11 @@ class ESP32BLE : public Component {
  public:
   void set_io_capability(IoCapability io_capability) { this->io_cap_ = (esp_ble_io_cap_t) io_capability; }
 
+  void set_advertising_cycle_time(uint32_t advertising_cycle_time) {
+    this->advertising_cycle_time_ = advertising_cycle_time;
+  }
+  uint32_t get_advertising_cycle_time() const { return this->advertising_cycle_time_; }
+
   void enable();
   void disable();
   bool is_active();
@@ -89,6 +96,7 @@ class ESP32BLE : public Component {
   void advertising_set_manufacturer_data(const std::vector<uint8_t> &data);
   void advertising_add_service_uuid(ESPBTUUID uuid);
   void advertising_remove_service_uuid(ESPBTUUID uuid);
+  void advertising_register_raw_advertisement_callback(std::function<void(bool)> &&callback);
 
   void register_gap_event_handler(GAPEventHandler *handler) { this->gap_event_handlers_.push_back(handler); }
   void register_gattc_event_handler(GATTcEventHandler *handler) { this->gattc_event_handlers_.push_back(handler); }
@@ -121,6 +129,7 @@ class ESP32BLE : public Component {
   Queue<BLEEvent> ble_events_;
   BLEAdvertising *advertising_;
   esp_ble_io_cap_t io_cap_{ESP_IO_CAP_NONE};
+  uint32_t advertising_cycle_time_;
   bool enable_on_boot_;
 };
 
diff --git a/esphome/components/esp32_ble/ble_advertising.cpp b/esphome/components/esp32_ble/ble_advertising.cpp
index 59d2398829..1d340c76d9 100644
--- a/esphome/components/esp32_ble/ble_advertising.cpp
+++ b/esphome/components/esp32_ble/ble_advertising.cpp
@@ -10,9 +10,9 @@
 namespace esphome {
 namespace esp32_ble {
 
-static const char *const TAG = "esp32_ble";
+static const char *const TAG = "esp32_ble.advertising";
 
-BLEAdvertising::BLEAdvertising() {
+BLEAdvertising::BLEAdvertising(uint32_t advertising_cycle_time) : advertising_cycle_time_(advertising_cycle_time) {
   this->advertising_data_.set_scan_rsp = false;
   this->advertising_data_.include_name = true;
   this->advertising_data_.include_txpower = true;
@@ -64,7 +64,7 @@ void BLEAdvertising::set_manufacturer_data(const std::vector<uint8_t> &data) {
   }
 }
 
-void BLEAdvertising::start() {
+esp_err_t BLEAdvertising::services_advertisement_() {
   int num_services = this->advertising_uuids_.size();
   if (num_services == 0) {
     this->advertising_data_.service_uuid_len = 0;
@@ -87,8 +87,8 @@ void BLEAdvertising::start() {
   this->advertising_data_.include_txpower = !this->scan_response_;
   err = esp_ble_gap_config_adv_data(&this->advertising_data_);
   if (err != ESP_OK) {
-    ESP_LOGE(TAG, "esp_ble_gap_config_adv_data failed (Advertising): %d", err);
-    return;
+    ESP_LOGE(TAG, "esp_ble_gap_config_adv_data failed (Advertising): %s", esp_err_to_name(err));
+    return err;
   }
 
   if (this->scan_response_) {
@@ -101,8 +101,8 @@ void BLEAdvertising::start() {
     this->scan_response_data_.flag = 0;
     err = esp_ble_gap_config_adv_data(&this->scan_response_data_);
     if (err != ESP_OK) {
-      ESP_LOGE(TAG, "esp_ble_gap_config_adv_data failed (Scan response): %d", err);
-      return;
+      ESP_LOGE(TAG, "esp_ble_gap_config_adv_data failed (Scan response): %s", esp_err_to_name(err));
+      return err;
     }
   }
 
@@ -113,8 +113,18 @@ void BLEAdvertising::start() {
 
   err = esp_ble_gap_start_advertising(&this->advertising_params_);
   if (err != ESP_OK) {
-    ESP_LOGE(TAG, "esp_ble_gap_start_advertising failed: %d", err);
-    return;
+    ESP_LOGE(TAG, "esp_ble_gap_start_advertising failed: %s", esp_err_to_name(err));
+    return err;
+  }
+
+  return ESP_OK;
+}
+
+void BLEAdvertising::start() {
+  if (this->current_adv_index_ == -1) {
+    this->services_advertisement_();
+  } else {
+    this->raw_advertisements_callbacks_[this->current_adv_index_](true);
   }
 }
 
@@ -124,6 +134,29 @@ void BLEAdvertising::stop() {
     ESP_LOGE(TAG, "esp_ble_gap_stop_advertising failed: %d", err);
     return;
   }
+  if (this->current_adv_index_ != -1) {
+    this->raw_advertisements_callbacks_[this->current_adv_index_](false);
+  }
+}
+
+void BLEAdvertising::loop() {
+  if (this->raw_advertisements_callbacks_.empty()) {
+    return;
+  }
+  const uint32_t now = millis();
+  if (now - this->last_advertisement_time_ > this->advertising_cycle_time_) {
+    this->stop();
+    this->current_adv_index_ += 1;
+    if (this->current_adv_index_ >= this->raw_advertisements_callbacks_.size()) {
+      this->current_adv_index_ = -1;
+    }
+    this->start();
+    this->last_advertisement_time_ = now;
+  }
+}
+
+void BLEAdvertising::register_raw_advertisement_callback(std::function<void(bool)> &&callback) {
+  this->raw_advertisements_callbacks_.push_back(std::move(callback));
 }
 
 }  // namespace esp32_ble
diff --git a/esphome/components/esp32_ble/ble_advertising.h b/esphome/components/esp32_ble/ble_advertising.h
index 16a7dd1d8e..946e414c1d 100644
--- a/esphome/components/esp32_ble/ble_advertising.h
+++ b/esphome/components/esp32_ble/ble_advertising.h
@@ -1,20 +1,31 @@
 #pragma once
 
+#include <array>
+#include <functional>
 #include <vector>
 
 #ifdef USE_ESP32
 
+#include <esp_bt.h>
 #include <esp_gap_ble_api.h>
 #include <esp_gatts_api.h>
 
 namespace esphome {
 namespace esp32_ble {
 
+using raw_adv_data_t = struct {
+  uint8_t *data;
+  size_t length;
+  esp_power_level_t power_level;
+};
+
 class ESPBTUUID;
 
 class BLEAdvertising {
  public:
-  BLEAdvertising();
+  BLEAdvertising(uint32_t advertising_cycle_time);
+
+  void loop();
 
   void add_service_uuid(ESPBTUUID uuid);
   void remove_service_uuid(ESPBTUUID uuid);
@@ -22,16 +33,25 @@ class BLEAdvertising {
   void set_min_preferred_interval(uint16_t interval) { this->advertising_data_.min_interval = interval; }
   void set_manufacturer_data(const std::vector<uint8_t> &data);
   void set_service_data(const std::vector<uint8_t> &data);
+  void register_raw_advertisement_callback(std::function<void(bool)> &&callback);
 
   void start();
   void stop();
 
  protected:
+  esp_err_t services_advertisement_();
+
   bool scan_response_;
   esp_ble_adv_data_t advertising_data_;
   esp_ble_adv_data_t scan_response_data_;
   esp_ble_adv_params_t advertising_params_;
   std::vector<ESPBTUUID> advertising_uuids_;
+
+  std::vector<std::function<void(bool)>> raw_advertisements_callbacks_;
+
+  const uint32_t advertising_cycle_time_;
+  uint32_t last_advertisement_time_{0};
+  int8_t current_adv_index_{-1};  // -1 means standard scan response
 };
 
 }  // namespace esp32_ble
diff --git a/esphome/components/esp32_ble_beacon/__init__.py b/esphome/components/esp32_ble_beacon/__init__.py
index 9aac48cbb2..d063209478 100644
--- a/esphome/components/esp32_ble_beacon/__init__.py
+++ b/esphome/components/esp32_ble_beacon/__init__.py
@@ -1,16 +1,21 @@
 import esphome.codegen as cg
 import esphome.config_validation as cv
+from esphome.components.esp32_ble import CONF_BLE_ID
 from esphome.const import CONF_ID, CONF_TYPE, CONF_UUID, CONF_TX_POWER
 from esphome.core import CORE, TimePeriod
 from esphome.components.esp32 import add_idf_sdkconfig_option
 from esphome.components import esp32_ble
 
+AUTO_LOAD = ["esp32_ble"]
 DEPENDENCIES = ["esp32"]
-CONFLICTS_WITH = ["esp32_ble_tracker"]
 
 esp32_ble_beacon_ns = cg.esphome_ns.namespace("esp32_ble_beacon")
-ESP32BLEBeacon = esp32_ble_beacon_ns.class_("ESP32BLEBeacon", cg.Component)
-
+ESP32BLEBeacon = esp32_ble_beacon_ns.class_(
+    "ESP32BLEBeacon",
+    cg.Component,
+    esp32_ble.GAPEventHandler,
+    cg.Parented.template(esp32_ble.ESP32BLE),
+)
 CONF_MAJOR = "major"
 CONF_MINOR = "minor"
 CONF_MIN_INTERVAL = "min_interval"
@@ -28,6 +33,7 @@ CONFIG_SCHEMA = cv.All(
     cv.Schema(
         {
             cv.GenerateID(): cv.declare_id(ESP32BLEBeacon),
+            cv.GenerateID(CONF_BLE_ID): cv.use_id(esp32_ble.ESP32BLE),
             cv.Required(CONF_TYPE): cv.one_of("IBEACON", upper=True),
             cv.Required(CONF_UUID): cv.uuid,
             cv.Optional(CONF_MAJOR, default=10167): cv.uint16_t,
@@ -48,7 +54,7 @@ CONFIG_SCHEMA = cv.All(
                 min=-128, max=0
             ),
             cv.Optional(CONF_TX_POWER, default="3dBm"): cv.All(
-                cv.decibel, cv.one_of(-12, -9, -6, -3, 0, 3, 6, 9, int=True)
+                cv.decibel, cv.enum(esp32_ble.TX_POWER_LEVELS, int=True)
             ),
         }
     ).extend(cv.COMPONENT_SCHEMA),
@@ -62,6 +68,10 @@ async def to_code(config):
     uuid = config[CONF_UUID].hex
     uuid_arr = [cg.RawExpression(f"0x{uuid[i:i + 2]}") for i in range(0, len(uuid), 2)]
     var = cg.new_Pvariable(config[CONF_ID], uuid_arr)
+
+    parent = await cg.get_variable(config[esp32_ble.CONF_BLE_ID])
+    cg.add(parent.register_gap_event_handler(var))
+
     await cg.register_component(var, config)
     cg.add(var.set_major(config[CONF_MAJOR]))
     cg.add(var.set_minor(config[CONF_MINOR]))
diff --git a/esphome/components/esp32_ble_beacon/esp32_ble_beacon.cpp b/esphome/components/esp32_ble_beacon/esp32_ble_beacon.cpp
index 589fcc1e82..423fe61592 100644
--- a/esphome/components/esp32_ble_beacon/esp32_ble_beacon.cpp
+++ b/esphome/components/esp32_ble_beacon/esp32_ble_beacon.cpp
@@ -3,14 +3,16 @@
 
 #ifdef USE_ESP32
 
-#include <nvs_flash.h>
-#include <freertos/FreeRTOS.h>
-#include <esp_bt_main.h>
 #include <esp_bt.h>
-#include <freertos/task.h>
+#include <esp_bt_main.h>
 #include <esp_gap_ble_api.h>
+#include <freertos/FreeRTOS.h>
+#include <freertos/task.h>
+#include <nvs_flash.h>
 #include <cstring>
+
 #include "esphome/core/hal.h"
+#include "esphome/core/helpers.h"
 
 #ifdef USE_ARDUINO
 #include <esp32-hal-bt.h>
@@ -21,20 +23,6 @@ namespace esp32_ble_beacon {
 
 static const char *const TAG = "esp32_ble_beacon";
 
-// NOLINTNEXTLINE(cppcoreguidelines-avoid-non-const-global-variables)
-static esp_ble_adv_params_t ble_adv_params = {
-    .adv_int_min = 0x20,
-    .adv_int_max = 0x40,
-    .adv_type = ADV_TYPE_NONCONN_IND,
-    .own_addr_type = BLE_ADDR_TYPE_PUBLIC,
-    .peer_addr = {0x00, 0x00, 0x00, 0x00, 0x00, 0x00},
-    .peer_addr_type = BLE_ADDR_TYPE_PUBLIC,
-    .channel_map = ADV_CHNL_ALL,
-    .adv_filter_policy = ADV_FILTER_ALLOW_SCAN_ANY_CON_ANY,
-};
-
-#define ENDIAN_CHANGE_U16(x) ((((x) &0xFF00) >> 8) + (((x) &0xFF) << 8))
-
 static const esp_ble_ibeacon_head_t IBEACON_COMMON_HEAD = {
     .flags = {0x02, 0x01, 0x06}, .length = 0x1A, .type = 0xFF, .company_id = {0x4C, 0x00}, .beacon_type = {0x02, 0x15}};
 
@@ -53,117 +41,62 @@ void ESP32BLEBeacon::dump_config() {
                 "  UUID: %s, Major: %u, Minor: %u, Min Interval: %ums, Max Interval: %ums, Measured Power: %d"
                 ", TX Power: %ddBm",
                 uuid, this->major_, this->minor_, this->min_interval_, this->max_interval_, this->measured_power_,
-                this->tx_power_);
+                (this->tx_power_ * 3) - 12);
 }
 
+float ESP32BLEBeacon::get_setup_priority() const { return setup_priority::AFTER_BLUETOOTH; }
+
 void ESP32BLEBeacon::setup() {
-  ESP_LOGCONFIG(TAG, "Setting up ESP32 BLE beacon...");
-  global_esp32_ble_beacon = this;
+  this->ble_adv_params_ = {
+      .adv_int_min = static_cast<uint16_t>(this->min_interval_ / 0.625f),
+      .adv_int_max = static_cast<uint16_t>(this->max_interval_ / 0.625f),
+      .adv_type = ADV_TYPE_NONCONN_IND,
+      .own_addr_type = BLE_ADDR_TYPE_PUBLIC,
+      .peer_addr = {0x00, 0x00, 0x00, 0x00, 0x00, 0x00},
+      .peer_addr_type = BLE_ADDR_TYPE_PUBLIC,
+      .channel_map = ADV_CHNL_ALL,
+      .adv_filter_policy = ADV_FILTER_ALLOW_SCAN_ANY_CON_ANY,
+  };
 
-  xTaskCreatePinnedToCore(ESP32BLEBeacon::ble_core_task,
-                          "ble_task",  // name
-                          10000,       // stack size (in words)
-                          nullptr,     // input params
-                          1,           // priority
-                          nullptr,     // Handle, not needed
-                          0            // core
-  );
+  global_ble->advertising_register_raw_advertisement_callback([this](bool advertise) {
+    this->advertising_ = advertise;
+    if (advertise) {
+      this->on_advertise_();
+    }
+  });
 }
 
-float ESP32BLEBeacon::get_setup_priority() const { return setup_priority::BLUETOOTH; }
-void ESP32BLEBeacon::ble_core_task(void *params) {
-  ble_setup();
-
-  while (true) {
-    delay(1000);  // NOLINT
-  }
-}
-
-void ESP32BLEBeacon::ble_setup() {
-  ble_adv_params.adv_int_min = static_cast<uint16_t>(global_esp32_ble_beacon->min_interval_ / 0.625f);
-  ble_adv_params.adv_int_max = static_cast<uint16_t>(global_esp32_ble_beacon->max_interval_ / 0.625f);
-
-  // Initialize non-volatile storage for the bluetooth controller
-  esp_err_t err = nvs_flash_init();
-  if (err != ESP_OK) {
-    ESP_LOGE(TAG, "nvs_flash_init failed: %d", err);
-    return;
-  }
-
-#ifdef USE_ARDUINO
-  if (!btStart()) {
-    ESP_LOGE(TAG, "btStart failed: %d", esp_bt_controller_get_status());
-    return;
-  }
-#else
-  if (esp_bt_controller_get_status() != ESP_BT_CONTROLLER_STATUS_ENABLED) {
-    // start bt controller
-    if (esp_bt_controller_get_status() == ESP_BT_CONTROLLER_STATUS_IDLE) {
-      esp_bt_controller_config_t cfg = BT_CONTROLLER_INIT_CONFIG_DEFAULT();
-      err = esp_bt_controller_init(&cfg);
-      if (err != ESP_OK) {
-        ESP_LOGE(TAG, "esp_bt_controller_init failed: %s", esp_err_to_name(err));
-        return;
-      }
-      while (esp_bt_controller_get_status() == ESP_BT_CONTROLLER_STATUS_IDLE)
-        ;
-    }
-    if (esp_bt_controller_get_status() == ESP_BT_CONTROLLER_STATUS_INITED) {
-      err = esp_bt_controller_enable(ESP_BT_MODE_BLE);
-      if (err != ESP_OK) {
-        ESP_LOGE(TAG, "esp_bt_controller_enable failed: %s", esp_err_to_name(err));
-        return;
-      }
-    }
-    if (esp_bt_controller_get_status() != ESP_BT_CONTROLLER_STATUS_ENABLED) {
-      ESP_LOGE(TAG, "esp bt controller enable failed");
-      return;
-    }
-  }
-#endif
-
-  esp_bt_controller_mem_release(ESP_BT_MODE_CLASSIC_BT);
-
-  err = esp_bluedroid_init();
-  if (err != ESP_OK) {
-    ESP_LOGE(TAG, "esp_bluedroid_init failed: %d", err);
-    return;
-  }
-  err = esp_bluedroid_enable();
-  if (err != ESP_OK) {
-    ESP_LOGE(TAG, "esp_bluedroid_enable failed: %d", err);
-    return;
-  }
-  err = esp_ble_tx_power_set(ESP_BLE_PWR_TYPE_ADV,
-                             static_cast<esp_power_level_t>((global_esp32_ble_beacon->tx_power_ + 12) / 3));
-  if (err != ESP_OK) {
-    ESP_LOGE(TAG, "esp_ble_tx_power_set failed: %s", esp_err_to_name(err));
-    return;
-  }
-  err = esp_ble_gap_register_callback(ESP32BLEBeacon::gap_event_handler);
-  if (err != ESP_OK) {
-    ESP_LOGE(TAG, "esp_ble_gap_register_callback failed: %d", err);
-    return;
-  }
-
+void ESP32BLEBeacon::on_advertise_() {
   esp_ble_ibeacon_t ibeacon_adv_data;
   memcpy(&ibeacon_adv_data.ibeacon_head, &IBEACON_COMMON_HEAD, sizeof(esp_ble_ibeacon_head_t));
-  memcpy(&ibeacon_adv_data.ibeacon_vendor.proximity_uuid, global_esp32_ble_beacon->uuid_.data(),
+  memcpy(&ibeacon_adv_data.ibeacon_vendor.proximity_uuid, this->uuid_.data(),
          sizeof(ibeacon_adv_data.ibeacon_vendor.proximity_uuid));
-  ibeacon_adv_data.ibeacon_vendor.minor = ENDIAN_CHANGE_U16(global_esp32_ble_beacon->minor_);
-  ibeacon_adv_data.ibeacon_vendor.major = ENDIAN_CHANGE_U16(global_esp32_ble_beacon->major_);
-  ibeacon_adv_data.ibeacon_vendor.measured_power = static_cast<uint8_t>(global_esp32_ble_beacon->measured_power_);
+  ibeacon_adv_data.ibeacon_vendor.minor = byteswap(this->minor_);
+  ibeacon_adv_data.ibeacon_vendor.major = byteswap(this->major_);
+  ibeacon_adv_data.ibeacon_vendor.measured_power = static_cast<uint8_t>(this->measured_power_);
 
-  esp_ble_gap_config_adv_data_raw((uint8_t *) &ibeacon_adv_data, sizeof(ibeacon_adv_data));
+  ESP_LOGD(TAG, "Setting BLE TX power");
+  esp_err_t err = esp_ble_tx_power_set(ESP_BLE_PWR_TYPE_ADV, this->tx_power_);
+  if (err != ESP_OK) {
+    ESP_LOGW(TAG, "esp_ble_tx_power_set failed: %s", esp_err_to_name(err));
+  }
+  err = esp_ble_gap_config_adv_data_raw((uint8_t *) &ibeacon_adv_data, sizeof(ibeacon_adv_data));
+  if (err != ESP_OK) {
+    ESP_LOGE(TAG, "esp_ble_gap_config_adv_data_raw failed: %s", esp_err_to_name(err));
+    return;
+  }
 }
 
 void ESP32BLEBeacon::gap_event_handler(esp_gap_ble_cb_event_t event, esp_ble_gap_cb_param_t *param) {
+  if (!this->advertising_)
+    return;
+
   esp_err_t err;
   switch (event) {
     case ESP_GAP_BLE_ADV_DATA_RAW_SET_COMPLETE_EVT: {
-      err = esp_ble_gap_start_advertising(&ble_adv_params);
+      err = esp_ble_gap_start_advertising(&this->ble_adv_params_);
       if (err != ESP_OK) {
-        ESP_LOGE(TAG, "esp_ble_gap_start_advertising failed: %d", err);
+        ESP_LOGE(TAG, "esp_ble_gap_start_advertising failed: %s", esp_err_to_name(err));
       }
       break;
     }
@@ -181,6 +114,7 @@ void ESP32BLEBeacon::gap_event_handler(esp_gap_ble_cb_event_t event, esp_ble_gap
       } else {
         ESP_LOGD(TAG, "BLE stopped advertising successfully");
       }
+      // this->advertising_ = false;
       break;
     }
     default:
@@ -188,8 +122,6 @@ void ESP32BLEBeacon::gap_event_handler(esp_gap_ble_cb_event_t event, esp_ble_gap
   }
 }
 
-ESP32BLEBeacon *global_esp32_ble_beacon = nullptr;  // NOLINT(cppcoreguidelines-avoid-non-const-global-variables)
-
 }  // namespace esp32_ble_beacon
 }  // namespace esphome
 
diff --git a/esphome/components/esp32_ble_beacon/esp32_ble_beacon.h b/esphome/components/esp32_ble_beacon/esp32_ble_beacon.h
index 5208b67ea3..e37edf6cde 100644
--- a/esphome/components/esp32_ble_beacon/esp32_ble_beacon.h
+++ b/esphome/components/esp32_ble_beacon/esp32_ble_beacon.h
@@ -1,39 +1,39 @@
 #pragma once
 
+#include "esphome/components/esp32_ble/ble.h"
 #include "esphome/core/component.h"
 
 #ifdef USE_ESP32
 
-#include <esp_gap_ble_api.h>
 #include <esp_bt.h>
+#include <esp_gap_ble_api.h>
 
 namespace esphome {
 namespace esp32_ble_beacon {
 
-// NOLINTNEXTLINE(modernize-use-using)
-typedef struct {
+using esp_ble_ibeacon_head_t = struct {
   uint8_t flags[3];
   uint8_t length;
   uint8_t type;
   uint8_t company_id[2];
   uint8_t beacon_type[2];
-} __attribute__((packed)) esp_ble_ibeacon_head_t;
+} __attribute__((packed));
 
-// NOLINTNEXTLINE(modernize-use-using)
-typedef struct {
+using esp_ble_ibeacon_vendor_t = struct {
   uint8_t proximity_uuid[16];
   uint16_t major;
   uint16_t minor;
   uint8_t measured_power;
-} __attribute__((packed)) esp_ble_ibeacon_vendor_t;
+} __attribute__((packed));
 
-// NOLINTNEXTLINE(modernize-use-using)
-typedef struct {
+using esp_ble_ibeacon_t = struct {
   esp_ble_ibeacon_head_t ibeacon_head;
   esp_ble_ibeacon_vendor_t ibeacon_vendor;
-} __attribute__((packed)) esp_ble_ibeacon_t;
+} __attribute__((packed));
 
-class ESP32BLEBeacon : public Component {
+using namespace esp32_ble;
+
+class ESP32BLEBeacon : public Component, public GAPEventHandler, public Parented<ESP32BLE> {
  public:
   explicit ESP32BLEBeacon(const std::array<uint8_t, 16> &uuid) : uuid_(uuid) {}
 
@@ -46,12 +46,11 @@ class ESP32BLEBeacon : public Component {
   void set_min_interval(uint16_t val) { this->min_interval_ = val; }
   void set_max_interval(uint16_t val) { this->max_interval_ = val; }
   void set_measured_power(int8_t val) { this->measured_power_ = val; }
-  void set_tx_power(int8_t val) { this->tx_power_ = val; }
+  void set_tx_power(esp_power_level_t val) { this->tx_power_ = val; }
+  void gap_event_handler(esp_gap_ble_cb_event_t event, esp_ble_gap_cb_param_t *param) override;
 
  protected:
-  static void gap_event_handler(esp_gap_ble_cb_event_t event, esp_ble_gap_cb_param_t *param);
-  static void ble_core_task(void *params);
-  static void ble_setup();
+  void on_advertise_();
 
   std::array<uint8_t, 16> uuid_;
   uint16_t major_{};
@@ -59,12 +58,11 @@ class ESP32BLEBeacon : public Component {
   uint16_t min_interval_{};
   uint16_t max_interval_{};
   int8_t measured_power_{};
-  int8_t tx_power_{};
+  esp_power_level_t tx_power_{};
+  esp_ble_adv_params_t ble_adv_params_;
+  bool advertising_{false};
 };
 
-// NOLINTNEXTLINE(cppcoreguidelines-avoid-non-const-global-variables)
-extern ESP32BLEBeacon *global_esp32_ble_beacon;
-
 }  // namespace esp32_ble_beacon
 }  // namespace esphome
 
diff --git a/esphome/components/esp32_ble_server/__init__.py b/esphome/components/esp32_ble_server/__init__.py
index f53c9450f4..ce9fdc2cf3 100644
--- a/esphome/components/esp32_ble_server/__init__.py
+++ b/esphome/components/esp32_ble_server/__init__.py
@@ -7,7 +7,6 @@ from esphome.components.esp32 import add_idf_sdkconfig_option
 
 AUTO_LOAD = ["esp32_ble"]
 CODEOWNERS = ["@jesserockz", "@clydebarrow", "@Rapsssito"]
-CONFLICTS_WITH = ["esp32_ble_beacon"]
 DEPENDENCIES = ["esp32"]
 
 CONF_MANUFACTURER = "manufacturer"
diff --git a/esphome/components/esp32_improv/__init__.py b/esphome/components/esp32_improv/__init__.py
index 49d95d89e5..62d9cd376c 100644
--- a/esphome/components/esp32_improv/__init__.py
+++ b/esphome/components/esp32_improv/__init__.py
@@ -6,7 +6,6 @@ from esphome.const import CONF_ID
 
 AUTO_LOAD = ["esp32_ble_server"]
 CODEOWNERS = ["@jesserockz"]
-CONFLICTS_WITH = ["esp32_ble_beacon"]
 DEPENDENCIES = ["wifi", "esp32"]
 
 CONF_AUTHORIZED_DURATION = "authorized_duration"