If you're running an IT business and considering Google Ads to generate leads, this guide will show you exactly how to do it effectively — without wasting your budget. You'll learn how to choose the right services to advertise, how much to spend, how to avoid low-quality clicks, and how to turn ad traffic into real customers. Whether you're running ads yourself or working with an expert, you'll get clear, actionable steps to improve your results.

Will Google Ads Work for My Type of IT Service?

If you're wondering whether Google Ads is a good fit for your IT business, the answer comes down to what you offer and how people search for it. Not all IT services are created equal when it comes to paid search — some are perfectly suited for it, while others are harder to market effectively without the right positioning.

IT Services That Typically Perform Well

Google Ads works best when your service solves a clear problem that your ideal customer is actively trying to fix. In IT, these services often include:

• Managed IT services – Reliable recurring revenue and strong search demand.
• Cloud migration services – High-value projects where businesses seek external expertise.
• Cybersecurity services – Urgent, trust-driven buying decisions often triggered by recent incidents or compliance needs.
• IT helpdesk or remote support – Especially effective when targeting a specific location or niche.

These types of services tend to attract high-intent searches — people looking for a solution now, not just information.

When Google Ads Might Not Be the Right Fit

Some IT services struggle to gain traction with Google Ads, often due to lack of specificity or clear demand. Examples include:

• General IT consulting – Too vague unless clearly tied to a specific solution or outcome.
• Broad, unfocused service offerings – Without a strong positioning or niche, it's hard to stand out in search results.
• New businesses with no credibility – If your website lacks trust signals or proof, even the best ads may not convert.

That doesn't mean these businesses can't make Google Ads work — but they may need to invest more in strategy, landing pages and positioning before seeing a return.

Before launching a campaign, ask yourself:

• Are people already searching for what I offer?
• Can I clearly define the service and its value in one sentence?
• Do I have a website or landing page that looks credible and is designed to convert?

If you can answer "yes" to those questions, there's a strong case for using Google Ads to grow your IT business. The key is matching what you offer to what people are already looking for — and making sure the path from click to conversion is simple, trustworthy and relevant.

How Much Should I Spend to Get Results?

One of the first questions most IT business owners ask is: How much do I need to spend on Google Ads to actually get leads? It's a fair question and the answer depends on a few key factors — your service offering, your location and your goals.

For most IT businesses, a monthly ad spend between £750 and £2,000 is a realistic range to start seeing meaningful results. This budget allows enough flexibility to:

• Test multiple keywords and ads
• Gather useful data on performance
• Drive enough traffic to generate leads

Trying to run ads on a budget of £200–£300 per month is unlikely to work. You may not get enough clicks or conversions to know what's working and what's not — and Google's algorithm won't have enough data to optimise properly.

What to Expect From Your Budget

Here's a general breakdown of what different budget levels might look like in practice:

Monthly Ad Spend	Estimated Cost per Click	Estimated Leads per Month
£750	£5–£10	8–15
£1,000	£5–£10	12–20
£2,000	£5–£10	25–40+

Note: These are ballpark figures. Actual results depend on your location, targeting, competition, landing page quality and overall campaign setup.

What Influences Cost per Lead?

A few key factors will affect how far your budget goes:

• Your service type – Higher-value services (like cloud infrastructure or cybersecurity) can justify a higher cost per lead.
• Your location – More competitive markets (like London) tend to have higher click costs than smaller regional areas.
• Your conversion rate – A well-optimised landing page can double your lead volume without increasing ad spend.

It's tempting to start small, but if your budget is too limited, your campaign won't gather enough data to perform. You'll struggle to get consistent visibility and it becomes difficult to separate what's working from what isn't. This often leads to the false conclusion that "Google Ads doesn't work," when in reality the campaign never had enough room to succeed.

Think of your initial ad spend as an investment in learning — not just lead generation. You're buying data, feedback and market insight that helps you refine your targeting, messaging and strategy. As your campaign improves over time, your cost per lead usually decreases and the return becomes easier to justify.

If each new customer is worth several hundred or even thousands of pounds, then spending a few hundred to acquire them can make sense — especially when the campaign is structured to deliver consistent, high-quality leads.

How Do I Stop Wasting Money on the Wrong Clicks?

One of the biggest frustrations IT business owners face with Google Ads is spending money on clicks that never turn into leads. This usually comes down to poor targeting, vague messaging, or not understanding the intent behind search terms.

If you want to run profitable campaigns, controlling who sees your ads — and who doesn't — is essential.

The Problem with Broad Keywords

Many IT businesses start by targeting generic terms like:

• "IT services"
• "Tech support"
• "Computer help"

While these phrases sound relevant, they're often too broad to convert effectively. Someone searching "computer help" might be a home user looking for free advice, not a business decision-maker ready to hire your company.

This leads to wasted clicks, poor lead quality and low ROI.

Focus on High-Intent, Specific Searches

Instead, you want to focus on keywords that reflect clear commercial intent. These tend to include:

• Location + service (e.g. "IT support for small business Manchester")
• Specific problems (e.g. "microsoft 365 migration service")
• Niche solutions (e.g. "cybersecurity audit for SMEs")

These searches indicate that the user knows what they want — and are more likely to take action.

Use Negative Keywords to Filter Out Junk

Negative keywords are just as important as the keywords you target. They tell Google which searches not to show your ad for.

For example, if you're a B2B IT company, you'll likely want to block terms like:

• "free"
• "job"
• "training"
• "home"
• "student"
• "DIY"

Adding these as negative keywords prevents you from paying for traffic that has no commercial value to your business. Through years of running PPC campaigns for IT companies, we've built an extensive list of negative keywords that can be applied from day 1 to eliminate the wasted budget that affects IT businesses when they start running ads for the first time.

Match Types Matter

Google allows you to set match types for your keywords — and the wrong choice can drastically impact performance.

• Broad match casts the widest net but risks irrelevant clicks.
• Phrase match is more controlled and only shows ads for searches containing your exact phrase.
• Exact match offers the most precision, showing ads only when the search exactly matches your keyword.

For most IT businesses, a mix of phrase and exact match keywords is the best starting point. Broad match should only be used when paired with conversion tracking and a solid negative keyword list — otherwise it can get expensive quickly.

Keep an Eye on the Search Terms Report

Once your campaign is running, the search terms report is your best friend. It shows exactly what people typed into Google before clicking your ad.

By reviewing this weekly, you can:

• Add new negative keywords
• Spot unexpected opportunities
• Remove or adjust underperforming terms

This ongoing refinement is what separates effective campaigns from ones that quietly drain your budget in the background. Over time, your search term report should look something like the below, which is a screenshot from one of the existing IT Google Ads campaigns we are running.

How Can I Make Sure I'm Getting Good Leads, Not Just Enquiries?

Clicks and enquiries are only useful if they turn into real business. Many IT companies run ads that generate form fills or phone calls — but the quality of those leads is poor. They might be from individuals looking for free help, the wrong type of business, or simply not ready to buy.

If your inbox is full of irrelevant enquiries, the issue isn't just your keywords — it's how you're attracting and qualifying those leads.

Understand What a 'Good Lead' Looks Like

Start by clearly defining what makes a lead valuable to your business. For most IT companies, a good lead might be:

• A business (not an individual) within your target industry or size
• Located within your service area
• Interested in a service you offer and ready to act
• A decision-maker or someone with purchasing influence

Once you know what you're looking for, you can start shaping your campaigns to attract more of the right people, and fewer of the wrong ones.

Qualify Through Your Ads and Landing Pages

Your messaging plays a big role in filtering out poor-quality leads before they click.

Use your ads to set expectations by including qualifiers such as:

• "For small businesses"
• "Based in Glasgow"
• "Managed IT support for growing teams"
• "Business-only service — no home users"

This helps reduce irrelevant clicks and saves you money.

Once a user lands on your page, reinforce those qualifiers. A clear, benefit-led headline and a brief explanation of who the service is for (and who it isn't) will immediately signal whether they're in the right place.

Use Smart Form Fields and Filters

Your contact forms are another opportunity to filter leads. Rather than asking for just a name and email, consider adding:

• Company name
• Business size or industry
• Type of service required
• Preferred contact method

These fields help you quickly assess lead quality and make follow-up more efficient. Just be careful not to overcomplicate the form — every additional field slightly reduces submission rates, so strike the right balance.

Track What Happens After the Click

It's easy to assume your campaign is working if enquiries are coming in, but without follow-up tracking, you won't know which leads converted into customers.

You can improve lead quality over time by:

• Logging lead outcomes in your CRM
• Listening to recorded calls (if tracking phone leads – we use WhatConverts for this purpose)
• Reviewing completed enquiry forms for patterns
• Feeding that data back into your campaign to improve targeting

This feedback loop helps you optimise for what matters — not just more leads, but better ones.

What Should My Ads Say to Get Attention and Clicks?

Your ad copy is the first impression potential customers get of your business. In a competitive space like IT services, bland or generic messaging won't cut through the noise. To attract the right people — and filter out the wrong ones — your ads need to be clear, relevant and persuasive.

The goal isn't just to get clicks. It's to get clicks from the right people who are more likely to become qualified leads.

Focus on What Your Customers Actually Care About

Most IT buyers aren't interested in technical jargon. They want fast, reliable support, minimal downtime and someone they can trust. Your ads should speak directly to those needs.

Common value points that resonate well include:

• Fast response times or guaranteed SLAs
• Local expertise or on-site support availability
• Proven track record or years in business
• Industry certifications (e.g. Microsoft Partner)
• Specialised services (e.g. "Cybersecurity for financial firms")

A good ad highlights what makes your business different, while addressing the concerns your ideal client already has.

Keep It Clear and Specific

Each part of your ad — the headline, description and extensions — should be written with clarity and intent. Avoid vague claims like "We're the best IT company." Instead, make your offer tangible.

Example headline ideas:

• "Managed IT Support for Small Businesses"
• "Fast IT Helpdesk – Local Support in Edinburgh"
• "Cybersecurity Services for Growing Teams"
• "Microsoft 365 Setup & Migration Specialists"

Example descriptions:

• "Fast, reliable IT support for SMEs. Certified technicians. Local and remote services available."
• "Get expert help with Microsoft 365 migrations, setup and ongoing support. Book a call today."

Use your descriptions to set expectations, highlight your strengths and encourage the next step — whether it's a call, a form submission, or a free consultation.

Use Ad Extensions to Boost Visibility and Trust

Google allows you to include additional links and content beneath your main ad. These ad extensions not only take up more space in the search results, but also help guide users to the information they care about.

Recommended extensions for IT businesses include:

• Sitelinks – Link to specific services (e.g. "Cybersecurity", "About Us", "Pricing")
• Callouts – Short highlights like "Fast Response Times" or "Business-Only Support"
• Structured snippets – Show a list of services (e.g. "Cloud Hosting, Network Setup, Helpdesk Support")
• Call extensions – Add a click-to-call button, especially during business hours

Extensions help your ad look more professional and give users more reasons to engage with your business over the competition.

Why Isn't My Landing Page Converting?

You can have the best ads and the most targeted keywords — but if your landing page doesn't convince visitors to take action, you'll still struggle to generate leads. In fact, a poorly designed or generic landing page is one of the most common reasons Google Ads campaigns underperform.

Many IT businesses make the mistake of sending traffic to their homepage. The problem is, homepages are usually too broad. They try to do too much — introduce the business, list every service, link to other pages — without focusing on one clear goal. That lack of focus leads to confusion, high bounce rates and wasted ad spend.

What a High-Converting Landing Page Should Do

An effective landing page does three key things:

1. It matches the ad's promise.
   If someone clicks an ad for "Microsoft 365 setup for small businesses," they should land on a page that talks specifically about that service — not a general overview of all your IT offerings.
2. It builds trust quickly.
   Visitors need to feel confident that you're credible, experienced and professional. Clear messaging, proof of expertise and a clean, modern layout all help.
3. It makes taking action easy.
   Whether it's filling out a form, booking a call, or calling your team, the page should guide the user toward that next step with minimal friction.

Key Elements to Include

To improve conversion rates, focus on these essential components:

• A strong headline that clearly states what you do and who it's for
• A short intro paragraph that highlights the core benefits (e.g. fast support, certified experts, tailored solutions)
• A simple contact form or a clear call-to-action (CTA) like "Book a free consultation"
• Trust signals such as reviews, partner logos, case studies, or accreditations
• Service-specific content that shows you understand the problem and how to solve it
• Mobile-friendly design with fast load times and clear navigation

One Page, One Purpose

The most effective landing pages are laser-focused. Instead of trying to appeal to everyone, they speak directly to one specific type of customer with one clear message.

If you offer multiple services, create a dedicated landing page for each one. This allows your ads to link directly to the most relevant content and keeps your messaging consistent from click to conversion.

Why This Matters

Your cost per click is only part of the equation. If your landing page converts at 2% instead of 10%, you're effectively paying five times more per lead. Improving your conversion rate can make a bigger difference to your bottom line than lowering your cost per click — and it's often much easier to fix.

How Do I Know If My Ads Are Working?

A common frustration for IT business owners running Google Ads is not knowing whether the campaign is actually delivering results. Clicks and impressions might look impressive on a report, but they don't mean much if they're not turning into qualified leads or new customers.

To properly assess performance, you need to track what happens after the click — and focus on the right metrics.

Don't Rely on Vanity Metrics

Metrics like impressions, click-through rates (CTR) and even traffic numbers can be misleading. They tell you how visible or engaging your ads are, but not whether your campaigns are helping your business grow.

The metrics that matter most are the ones tied to business outcomes:

• Cost per lead (CPL) – How much you're paying for each enquiry
• Conversion rate – The percentage of clicks that result in a lead
• Lead quality – Are the enquiries from businesses that match your target audience?
• Return on ad spend (ROAS) – What are you earning for every pound spent?

These figures help you determine if your campaign is profitable.

Set Up Proper Conversion Tracking

To access meaningful data, you'll need to track what people do once they click on your ad. At a minimum, you should track:

• Contact form submissions
• Phone calls (using call tracking numbers)
• Meeting bookings or consultation requests
• Live chat engagements (if relevant)

The most reliable way to do this is by setting up Google Tag Manager and linking it with Google Analytics 4 (GA4) and your Google Ads account. This allows you to see which keywords, ads and campaigns are driving real actions — not just clicks.

Use CRM Data to Measure Lead Quality

Clicks and conversions are only part of the picture. A campaign might bring in a high volume of leads, but if none of them convert into customers, the campaign needs adjustment.

Where possible, log incoming leads in your CRM and track:

• Source (Google Ads vs. organic, referrals, etc.)
• Service they enquired about
• Outcome (booked, closed, not qualified)

This data helps you refine your targeting over time and ensures your campaigns are focused on generating valuable leads, not just activity.

Feed Real-World Results Back Into the Campaign

As you identify which keywords and ads produce the best leads, you can feed that information back into Google Ads. This is especially powerful when using Enhanced Conversions or offline conversion tracking, which help Google's machine learning prioritise the right kinds of users going forward.

Consistently reviewing and optimising based on this data is what separates well-run campaigns from those that quietly lose money in the background.

Should I Manage My Own Campaigns or Hire an Expert?

Google Ads is often marketed as a self-serve platform — and technically, it is. But running a profitable campaign that generates high-quality IT leads consistently is a different story. For many business owners, the question becomes: Should I try to manage it myself or bring in someone who knows the system inside out?

The answer depends on your budget, time, technical ability and your appetite for learning and testing.

When It Makes Sense to Manage It Yourself

If you're just getting started, have a limited budget and are comfortable learning the basics, managing your own campaigns can be a good way to dip your toe in.

Self-management might be a viable option if:

• You are willing to invest hundreds of hours required to gain a level of competence in Google Ads
• You have time to monitor and optimise your campaigns weekly
• You're confident using platforms like Google Ads, Google Analytics and Tag Manager
• You're focused on a very specific service or location and want to run a small test
• You're treating the campaign as a learning experience, not expecting immediate ROI

That said, even DIY campaigns need proper setup — including keyword research, conversion tracking and a well-structured landing page.

When You're Better Off Hiring a Specialist

If your campaign is business-critical, or you're spending more than £1,000 per month, professional help is usually the smarter option. A good Google Ads specialist will not only save you time, but also help you avoid costly mistakes and improve performance faster.

You should seriously consider hiring help if:

• You're not sure how to track conversions or qualify leads
• You've tried running ads before and didn't see a return
• You're getting clicks but no enquiries — or the wrong types of enquiries
• You want to scale your lead generation but don't have the in-house expertise

An experienced specialist brings a tested framework, knows how to spot inefficiencies quickly and can make continuous optimisations that would otherwise be missed.

What to Look for in a Google Ads Partner

Not all agencies or freelancers are created equal. When choosing a Google Ads agency or contractor to manage your campaign, look for:

• Proven experience in lead generation (not just eCommerce)
• Familiarity with IT services or B2B campaigns
• Transparent reporting and communication
• Strong understanding of landing page strategy and conversion tracking
• Case studies or client reviews that demonstrate real results

Avoid anyone who promises instant results or uses vague buzzwords. The best partners focus on long-term performance and treat your budget as if it were their own.

How Quickly Will I See Results from Google Ads?

One of the biggest misconceptions about Google Ads is that it delivers instant results. While it's true that you can start getting clicks within hours of launching a campaign, consistent, high-quality leads don't usually appear overnight — especially if you're in a competitive industry like IT services.

Understanding the typical timeline helps set realistic expectations and prevents you from pulling the plug too early.

What to Expect in the First 30 Days

The first month is all about data gathering and initial testing. You're putting your offer in front of potential customers, observing what they respond to and collecting valuable insight.

During this phase, you may see leads start to trickle in, but the main focus should be on:

• Identifying which keywords drive the right type of traffic
• Spotting underperforming ads or irrelevant searches
• Testing landing page variants and calls-to-action
• Reviewing your search terms report to refine targeting

Campaigns often don't look profitable in this stage — that's normal. You're investing in data that will help improve performance in the following weeks.

30 to 60 Days: Refinement and Stabilisation

By the second month, your campaign starts to settle. You'll have enough data to make informed decisions about:

• Which keywords to scale or pause
• How your ads can be improved to increase click-through rates
• What types of leads are converting best

This is also when conversion rate optimisation becomes more important. Small tweaks to your landing page — better copy, clearer CTAs, more trust elements — can lead to significant improvements in lead volume and quality.

60 to 90 Days: Scaling What Works

By month three, a well-managed campaign will typically be delivering leads consistently. This is the stage where you begin to:

• Scale up budget in areas showing positive return
• Eliminate wasted spend more confidently
• Optimise for cost per lead and lead quality
• Feed actual lead outcomes (bookings, sales) back into the campaign

At this point, you should have a clearer view of your average cost per lead, what type of leads you're generating and what kind of ROI is realistic.

How Do I Get Started the Right Way?

When it comes to running a successful Google Ads campaign for your IT business, the way you start matters. Many campaigns fail not because Google Ads doesn't work, but because the foundation isn't set up properly from the beginning.

If you want to avoid wasted spend and generate high-quality leads, you need a clear structure, a focused offer and a plan for tracking what matters.

Step 1: Define a Clear Service Offering

Start by choosing one core service to promote. The more specific you are, the easier it will be to match your ads and landing page to what people are searching for.

Good examples include:

• "Managed IT support for small businesses"
• "Microsoft 365 migration and setup"
• "Cybersecurity audits for SMEs"

Trying to promote everything at once will dilute your message and lower your conversion rate. Focus on one high-value service first — you can always expand later.

Step 2: Build a Dedicated Landing Page

Don't send traffic to your homepage. Instead, create a dedicated landing page tailored to the specific service you're promoting.

It should include:

• A clear, benefit-led headline
• Brief explanation of the service and who it's for
• Trust signals such as reviews, certifications, or client logos
• A simple, well-placed contact form or call-to-action
• Mobile-friendly, fast-loading design

This page should do one thing: convert interested visitors into qualified leads.

Step 3: Choose High-Intent Keywords

Focus on keywords that indicate the person is actively looking for help. These are often specific and include service terms, business needs, or locations.

Avoid overly broad terms and make sure to add negative keywords to filter out irrelevant traffic.

If in doubt, start with a small, focused keyword list and expand once you have data.

Step 4: Set Up Conversion Tracking Before You Launch

Before you spend a penny on ads, make sure you're tracking:

• Form submissions
• Phone calls
• Meeting bookings
• Any other meaningful lead actions

Use Google Tag Manager and Google Analytics 4 to set this up properly. Without conversion tracking, you'll be guessing what's working — and that's how budgets get wasted.

Step 5: Launch, Monitor and Optimise

Once your campaign is live, commit to monitoring it regularly. Review search terms weekly, test ad copy variations and refine your landing page based on performance.

The first 30 days are for learning — the following 60 are for improving and scaling.

By following this process, you avoid the most common mistakes and give your campaign the best chance of success. Whether you're doing it yourself or working with a specialist, getting these fundamentals right is the difference between a campaign that quietly loses money and one that becomes a reliable growth engine for your IT business.