IT Marketing Campaigns
Keyword lists built on buying intent, a negative list built before launch, and a landing page per ad group, measured on the leads your sales team accepted.
Book a scoping call2.2 million
verified data points
5 days
to the first qualified leads
60+
technology leaders
30
state programs
How it works
Paid search runs inside IT Marketing Campaigns, beside email, LinkedIn, outbound calling, and programmatic. One program manager owns the keywords, the pages, and the reporting.
Map keyword intent
Map the queries that name a decision: a provider search in your city, a service line a buyer is replacing, or a date they have to meet. Awareness terms stay out.
Build the negative list
Build the negative keyword list before launch, covering job seekers, students, competitor names, and do-it-yourself searches, then review it every week against the search terms report.
Build the landing pages
Build one page per ad group that answers the query, names the buyer, and offers a single next step. Your reps see the form the moment it is submitted.
Report the results
Report the leads your sales team accepted alongside cost per click, and cut the ad groups producing clicks with no conversations behind them.
Start here
Tell us what your pipeline needs to do next quarter. We will tell you plainly whether we can fill the gap, what it would involve, and whether we are the right partner. You will hear back within one business day.
Bidding on a broad term and sending the click to your homepage spends the budget on readers. For a managed service provider (MSP), the click is charged either way.
Paid search pays when the query names a buying decision and the page answers that exact query. Everything else belongs in the negative keyword list.
Open the search terms report for the last 90 days and read the queries you actually paid for. The waste is usually visible in ten minutes.
Those four changes take an afternoon and nobody new. The budget stays the same and moves onto queries where a buyer is already deciding.
A form submission is an inquiry, not a lead. Our MSP Lead Generation program qualifies the account before your reps spend a call on it.
A qualified lead is a verified decision-maker who is evaluating now, delivered with the buying trigger, the stakeholder map, and the intent history. Your reps get the query the buyer searched as part of that history.
Impression share and click volume are not results. The headline number here is the leads your sales team accepted and the pipeline that followed, shown on a public dashboard.
Paid search can also sit in setup for a quarter. Most programs go live inside 30 days, and your reps see the first qualified leads within 5 days of launch.
Managed service providers with a service line worth defending in their own city, selling to organizations of 100 to 2,500 seats. The published fit is MSSPs, security-led MSPs, and Microsoft-centric MSPs.
If nobody searches for what you sell in your territory, the scoping call will say which channel reaches those buyers instead.
Why most MSP Google Ads campaigns fail
The xpandly guarantee
It applies to Microsoft Copilot leads, and the program page states it in full.
72%
of MSP paid search budget is wasted on broad match keywords that attract job seekers, competitors, and irrelevant searches rather than buyers
3.4x
more conversions from MSP PPC campaigns that send traffic to a dedicated landing page versus those that direct clicks to the homepage
5.2%
average conversion rate for a well-structured MSP PPC landing page - versus 0.8% for a homepage-destination MSP campaign
Common questions
Do Google Ads work for MSPs?
They work when the query names a decision and the page answers it. They waste budget when a broad term sends a stranger to a homepage that names no buyer.
What should we bid on?
Queries a buyer types while choosing a provider, and the service lines you want to grow. Anything typed by someone learning about the subject belongs in content instead.
How much budget do we need?
Enough to hold a position on a short list of queries for a full quarter. A budget spread across every term buys usable data on none of them.
Is search better than ads?
They answer different questions. Ads buy a position today and stop when the budget stops, while rankings build slowly and keep working after the spend ends.