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
2,000+
qualified Microsoft Copilot leads delivered
How it works
Paid search runs inside IT Marketing Campaigns, beside email, LinkedIn, outbound calling, and programmatic. A dedicated 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. Each form submission is routed straight to your reps.
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
Bring your last 90 days of search terms and the two service lines you want to grow. On the scoping call we set the ICP the keyword list is built from.
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. Queries that name no decision go in the negative keyword list.
Open the search terms report for the last 90 days and read the queries you actually paid for. Mark the ones no buyer would type.
Those four changes keep the budget the same and move it onto queries where a buyer is already deciding.
A form submission tells you someone clicked and asked. 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.
If past reports led with impression share and click volume, ours lead with the leads your sales team accepted and the pipeline that followed. Agency performance is on a public dashboard.
If a past campaign sat in setup for a quarter, most programs here go live inside 30 days, and your reps see the first qualified leads within 5 days of launch.
Paid search suits 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 few buyers in your territory search for what you sell, the scoping call looks at which other channel reaches them.
Paid search figures for MSP campaigns
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, against 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. Queries typed by someone learning about the subject are better served by content pages.
How much budget do we need?
Enough to hold a position on a short list of queries for a full quarter. Spreading the same budget across many terms leaves too little data on each to judge.
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.