PPC Advertising for MSPs

We develop, launch, and optimize advertising campaigns on Google Ads, Microsoft Ads, and select social media platforms specifically for Managed Service Providers (MSPs). Our focus is on non-branded search terms such as “managed IT services near me,” effective retargeting strategies, and creating message-matched landing pages that drive conversions. Typical advertising budgets range from $4,000 to $20,000 per month.

Our targets aim for a strong return on investment; however, we do not guarantee specific results. All figures are contingent upon the scope and effort.

The Growth Engine begins with a six-month contract, includes monthly strategy assessments, and features a live KPI dashboard.

How this fits into the MSP Growth Engine:

MSP reporting and analytics dashboard with bar and line charts for lead sources, KPIs, and pipeline trends

PPC quickly fills pipeline gaps, while SEO, content, and automation build value over time. We execute PPC within a single plan that aligns goals, assigns ownership, and establishes a cadence to amplify wins.

Schedule MSP Growth Engine Call →

Our Approach

Goals, scope, and budget split
Define a primary objective and establish clear splits between brand and non-brand, as well as prospecting and retargeting. Align your geography, scheduling, and devices with your sales coverage to optimize efficiency.

Harden tracking and signals.
Deduplicate events, standardize UTM parameters, include only actual lead events as conversions, and import Qualified and Closed Won outcomes back into the ad platforms.rms.

Account structure and hygiene
Separate brand, non-brand, competitor, and retargeting campaigns. One intent per ad group; control search partners and display placements. Clear naming makes reporting obvious.

Keywords and negatives
Use exact phrases for core terms and keep broader terms only when accompanied by strong negatives. Maintain a list of global negatives for job seekers, DIY, education, consumer break-fix, and vendor support phrases that you do not want to appear in your content. Review search terms every week to ensure accuracy and relevance.

Ads and message match
Each ad group should contain two to three responsive search ad variants. The copy should focus on the outcomes and proof relevant to MSP buyers. Additionally, ensure that each ad group directs users to a message-matched page with clear primary and secondary calls to action.

Retargeting and audiences
Develop audiences for 1–7 days, 8–30 days, and 31–90 days. Layer content and page-based segments where quality is prioritized. Manage frequency caps.

Weekly hygiene and pacing
Review budgets, impression share, anomalies, wasted spending, and landing page conversions. Promote successful campaigns, pause underperforming ones, and document changes against established acceptance criteria.

KPIs we track for PPC

Operator metrics take precedence. Channel metrics contribute to both pipeline and cost assessments.

Leads per month from Paid.
Lead quality: meeting rate and Sales Qualified Lead rate.
Consistent flow: stable non‑brand share and weekly cadence.

PPC signals we improve:

Non‑brand impression share on core terms.
Cost per Sales Qualified Lead on non‑brand search.
Landing page conversion rate on matched pages.
The percentage of spend on Brand is kept in check so that non-brands can grow.
Wasted spend from irrelevant queries reduced week over week.
Offline conversions imported for real optimization, not vanity events.

Schedule MSP Growth Engine Call →

PPC Advertising FAQ

What budget do we need to start?
Most MSPs invest $4,000 to $20,000 per month in media to move the needle.

How fast will we see movement?
You should experience early improvement within 30 to 45 days as tracking, negatives, and message matching are resolved. Compounding gains build over 60 to 90 days. No guarantees. We guarantee process, effort, and transparency.

How do you keep waste down?
We separate Brand and Non‑brand, enforce negatives, review search terms weekly, and require a matching landing page message. We exclude junk events from Conversions and import offline Qualified outcomes to train bidding.

Do you manage Microsoft Ads and retargeting?
Yes. We manage Google and Microsoft, as well as sensible retargeting. We use 1–7, 8–30, and 31–90 day audiences and control frequency to ensure quality remains high.

What access do you need?
Admin access to ad accounts, analytics, CRM, and scheduler so we can measure and optimize correctly. You retain admin rights. Access is not optional. United States only.

Does the Triage credit apply if we start PPC?
Yes. Apply 100% of your Triage fee to the first month of a Growth Engine plan when you sign within 30 days. One credit per company. No stacking. No cash value.