MSP PPC services for established US managed service providers who want predictable inbound demand for managed services contracts.
Most MSP Google Ads accounts are measured on the wrong thing. The account reports form fills, the owner sees a cost per lead that looks acceptable, and the sales team knows almost none of those leads were a 25-seat business looking to replace its IT provider. We build Google Ads for MSPs around the leads your team would take a meeting for, and the contracts that close after them.
We work with established MSPs, MSSPs and IT services firms, including teams that have never run paid search and teams that tried it, spent a quarter on junk clicks, and turned it off. Senior strategists build and run the account, with no handoff after the kickoff call.
Monthly organic visits
High-quality backlink placements
Revenue generated for clients
Search terms like “IT services,” “IT support” and “managed services” look like the center of the market. In practice they pull in job seekers, students, consumers with a broken laptop, vendors selling RMM software, and companies outside your service area. Every MSP bids on them, so the clicks are expensive, and the intent behind them is rarely a buying decision.
The second failure is measurement. If Google optimizes toward form submissions, it finds more form submissions wherever they’re cheapest. Once the platform learns which leads your team qualified and which became contracts, it starts buying a different kind of click.
"IT services" and "managed services" convert poorly for MSPs because the people searching them are rarely the ones signing a contract. The money belongs on terms that signal an active provider search.
A lead count without a qualification step tells you nothing about pipeline. Plenty of MSP accounts look efficient on cost per lead and produce no proposals.
Someone searching for CMMC compliance support and someone searching for co-managed IT need different pages. A homepage makes both work out whether you do their thing, and the conversion rate drops.
Managed services deals close over weeks or months. With default conversion windows and no pipeline-stage tracking, the account gets judged before its first contract is signed.
Not cost per form fill: the cost of a lead your team confirmed is a real prospect in your service area and size range.
The share of forms and calls that pass qualification, by campaign and service line, so we know where to move budget.
Opportunities and proposals attributed to the campaign, ad group and search term that produced them.
The number the account is accountable for, pulled from your CRM or PSA rather than estimated inside Google Ads.
These engagements are SEO and AI search rather than MSP paid search. They show how we work: build around high-intent demand, measure against revenue, and report what happened.
ChatGPT Result
Revenue
Time to Results
Increase in Top 3 Rankings
More Demo Sign-ups
Timeline
Recommended Result
Time to Results
Recommendation Rate
We connect Google Ads to your CRM or PSA: GCLID capture on forms, enhanced conversions for leads, call tracking with a qualification step, and offline conversion import, so qualified leads and closed deals flow back into the account.
Campaigns split by service line, service area, and brand versus non-brand, so each part of your business gets its own budget, bids and landing page, and the reporting stays legible.
Paid covers the terms you can't rank for yet or can't rank for profitably. SEO and AI search optimization build the positions you keep, and the landing pages serve both.
Every MSP sells several different things to several different buyers. Put it all in one campaign and the loudest service line eats the budget.
Managed IT services, cybersecurity and MSSP services, co-managed IT, cloud and Microsoft 365, and compliance work such as HIPAA and CMMC each get their own campaign. Brand stays separate so your own name never inflates non-brand results.
The metros and counties you can actually support get their own campaigns or budgets. A provider covering three markets rarely has equal competition or close rates in all three, and splitting them is how you find out.
A business looking for a provider in a place you serve. The highest-value searches get the tightest match types and the strongest bid.
A company that has decided to stop handling IT internally and is pricing the alternative. Ads focus on the transition and cost clarity.
Law firms, medical practices, manufacturers. Buyers with specific compliance and workflow needs, where that language beats a generic pitch.
A prospect already in motion and usually unhappy with their current provider. Small volume, high intent, and worth a premium bid.
Broad match without a solid negative list, Performance Max before offline conversion data exists, and Display or search partners left on by default in a new B2B account.
We exclude job seekers (MSP jobs, help desk salary), consumers (computer repair near me, fix my laptop), DIY and research (what is an MSP, RMM software, free), vendors and tools (software brands, white label, reseller), and searches outside your service area or scope.
Qualified leads and closed deals come back from your CRM or PSA via GCLID or enhanced conversions for leads, so bidding learns from outcomes instead of submissions.
Many MSP leads arrive by phone, and an unqualified call shouldn't count as a conversion.
Company size, number of users and current IT setup deflect consumers and job seekers before they reach your inbox.
Ads run when your team can respond quickly, and reach people located in your service area rather than people who merely showed interest in it.
New junk queries get caught and excluded before they eat the budget.
We map your lead flow, agree what "qualified" means for your team, and wire the measurement: GCLID capture, enhanced conversions for leads, call tracking with qualification, and offline conversion import, so closed business traces back to a keyword.
Campaigns by service line, service area and brand. Ad copy written for the service and the vertical, and a landing page per service line with its own proof, offer and short qualifying form.
A controlled launch on the highest-intent terms first, then weekly search term and negative keyword reviews, ad testing, geo and schedule adjustments, and landing page changes based on what searchers are actually asking for.
Bidding stays conservative while data accumulates. Once enough qualified leads and closed deals flow back from your CRM or PSA, we move to value-based bidding and conversion windows that match how long managed services deals take.
An account optimizing to form fills competes in the same auctions as accounts optimizing to signed contracts, and the second kind learns faster every month. The earlier real outcome data feeds your account, the sooner bidding works for you instead of against you.
Paid search is how you reach buyers who are in market today, while your SEO and AI search positions are still being built.
Paid search works when one new client is worth months or years of MRR. Break-fix and one-off project work rarely supports the cost per click in this market.
Prospects often contact several providers at once. If leads sit overnight, fix that before increasing spend.
Lead outcomes need to come back into the account. If deal stages live in someone's head or a spreadsheet, we'll help you get the basics in place first.
Shutting off a test after a month of form fills teaches nobody anything. Managed services cycles need a window long enough for proposals and signatures to show up.
Senior-led search marketing for established US brands, with Google Ads, SEO and AI search run as one program.
The person on your strategy call is the person in the account every week.
Qualified leads and closed MRR from your CRM or PSA drive bidding, budget splits and keyword decisions.
Service lines, service areas, verticals and compliance work get their own campaigns, ads and pages.
Cost per qualified lead, pipeline and closed MRR, with the search terms behind them.
Rankings for the service and location terms your buyers search, on pages that also serve your paid campaigns.
Getting your firm recommended when prospects ask AI search engines who to hire for managed IT or cybersecurity.
Have questions about working with us? Book a 30-minute strategy call to discuss your goals and see if we’re a good fit.
No-pressure conversation
Clear next steps (if we’re a fit)
Talk directly to an expert
It depends on your service area, which services you advertise and how many providers bid against you there. We size a test budget backwards from estimated cost per qualified lead, your close rate, and how many new contracts you want in the next two quarters. That produces a budget that can give a readable result, instead of one spread too thin to learn from.
Clicks and form fills arrive in the first weeks. Qualified leads usually stabilize after the negative keyword list has been through several search term reviews. Signed contracts follow your normal sales cycle, which for managed services is often months. We report leading indicators early and judge the account on pipeline and closed MRR as it matures.
Start narrow on high-intent terms: provider searches by city, outsourced IT, vertical-specific support and switching providers. Split campaigns by service line and service area, and send each service line to its own landing page. Feed qualified leads and closed deals back from your CRM or PSA, then let bidding optimize toward those outcomes rather than form submissions.
Only with offline conversion data in place, and usually after search campaigns are performing. Without outcome data, Performance Max finds the cheapest conversions available, which in this market means consumer repair queries and junk form fills. With qualified-lead and closed-deal signals flowing in, it can extend reach, and we keep it fenced with exclusions.
Layered negative keyword lists covering employment, consumer repair, DIY research, vendor and tool queries, and out-of-area searches, plus weekly search term reviews to catch new ones. Qualifying form fields filter by company size and current IT setup, call tracking only counts calls that pass qualification, and geo targeting is set to presence in your service area.
Qualified leads, cost per qualified lead, pipeline created and closed MRR. Form fills and clicks are diagnostics, not results. Because the data comes back from your CRM or PSA, we can tie contracts to the campaign, ad group and search term that produced them, and move budget toward the terms that sign clients.
Our MSP programs are led by Google search, because that’s where active provider searches happen. Other platforms can play a supporting role depending on your service lines and sales motion. We’d rather review your data and audience before committing to a channel, so bring it to the strategy call.
Yes. We can run paid search alongside an internal marketer or an existing agency. We agree at the start on who owns tracking, landing pages and reporting so nothing gets duplicated or broken. If your SEO is handled elsewhere, we share search term data with them, since it tends to improve both programs.
Access to your Google Ads and Analytics accounts and your CRM or PSA, your service area and service line priorities, and a short conversation with whoever handles inbound leads. We also want to know what a bad lead looks like for you, because defining that accurately is what makes the rest of the account work.
