Table of Contents
- Use Broad Match (The Right Way) for Better Results
- Write Ad Copy That Speaks to Decision-Makers
- Ditch Your Homepage—Use Landing Pages Instead
- Use Retargeting to Win Back Lost Leads
- Bid on Competitor Keywords (But Do It Smartly)
- Track Everything—Or Risk Wasting Money
- Final Thoughts: It’s About Smarter Spending, Not Bigger Budgets
Let’s be honest, Google Ads can feel like a black hole for your budget if you don’t have a proper strategy. I’ve seen plenty of IT service providers pour money into campaigns, hoping for leads, only to end up with clicks that go nowhere. Sound familiar?
The thing is, Google Ads does work. But for IT businesses, it’s not just about getting traffic—it’s about getting the right traffic. You want decision-makers, not tyre-kickers. So, let’s talk about how to do this properly.
1. Use Broad Match (The Right Way) for Better Results
A few years ago, the advice was simple: avoid broad match unless you wanted irrelevant traffic and wasted budget. But Google’s algorithms have come a long way. Today, broad match can actually work in your favour—if you pair it with the right bidding strategy.
Let’s say you’re running a campaign for managed IT services. If you only target exact match keywords like “managed IT support for accountants”, you might miss out on searches like:
- “Best IT support company near me”
- “Outsourced IT solutions for small business”
- “Need help with IT security for my firm”
These are high-intent searches that a strict keyword approach would exclude. Broad match allows Google’s AI to find and bid on these valuable opportunities for you.
But here’s the key: never use broad match alone. Pair it with Smart Bidding (like Maximise Conversions or Target CPA) so that Google only bids on searches likely to convert.
What works well?
- Broad match + Target CPA (Google finds the best converting search terms within your budget)
- Broad match + Maximise Conversions (Google prioritises searches likely to generate leads)
- Using negative keywords to filter out low-quality traffic
What to avoid?
- Broad match with manual bidding (this is where broad match can drain your budget fast)
- No negative keywords (you’ll end up getting searches that aren’t relevant)
Real-World Example:
We worked with an IT provider who was struggling to generate leads with exact match keywords. When we switched them to broad match + Target CPA, their conversions doubled in a month, and their cost-per-lead dropped by 35%.
Final Thought: Let Google Do the Heavy Lifting
Instead of micromanaging every keyword, let Google’s AI analyse search intent in real-time. Broad match + Smart Bidding can find high-converting leads you never even thought to target. Just make sure you set clear goals and regularly review the search terms report to refine your campaign. Good Google Ads consultants should already be aware of the latest industry trends.
2. Write Ad Copy That Speaks to Decision-Makers
Most IT ads sound like this:
“Expert IT support. 24/7 helpdesk. Reliable and secure.”
Professional? Yes. Engaging? Not really.
Your ideal client—whether it’s an IT manager, operations director, or business owner—isn’t just looking for “IT support.” They’re thinking:
- “How do I stop IT issues disrupting my business?”
- “How do I ensure my company is secure from cyber threats?”
- “How do I get faster response times than my current provider?”
Your ad needs to address these pain points directly. For example:
“Frustrated with slow IT support? We guarantee a 10-minute response time—so your business never skips a beat.”
See the difference? You’re no longer just listing services—you’re solving a real problem.
3. Ditch Your Homepage—Use Landing Pages Instead
A common mistake? Running ads and directing people to your homepage.
The problem with that? It’s not built to convert.
A few months ago, we worked with an IT company that was getting plenty of traffic but almost no enquiries. Their homepage had too much information—lots of services, no clear message, and no obvious next step.
We built a dedicated landing page just for their ad campaign. It had:
A strong, benefit-driven headline: “Reduce IT Downtime by 50%—Guaranteed”
A simple, clear message on what they do and why it matters
Testimonials and case studies from similar businesses
One clear call-to-action (CTA): “Book a Free IT Consultation”
Moral of the story: Your landing page should focus on one thing—getting the lead.
4. Use Retargeting to Win Back Lost Leads
Not everyone who clicks your ad is ready to buy straight away. Maybe they got distracted, needed to check with their boss, or just weren’t convinced yet.
That’s where google retargeting ads come in.
Ever looked at a service online, then seen ads for it everywhere? That’s retargeting—and it’s one of the easiest ways to boost conversions.
For IT businesses, you can use remarketing to target:
- People who visited your pricing page but didn’t enquire
- Visitors who read a case study but didn’t get in touch
- Past leads who filled out a form but never booked a call
Your ad should remind them why they were interested in the first place. Something like:
“Still looking for expert IT support? We’re ready when you are—book a free consultation today.”
One of our IT clients started using this strategy and saw a 40% increase in conversions from visitors who had originally left their site without enquiring.
5. Bid on Competitor Keywords (But Do It Smartly)
If a potential client is searching for a competitor’s name, they’re already in the market for IT services. Why not get in front of them?
For example, let’s say a business is searching for “ABC IT Solutions” (your competitor). If you bid on that term, your ad can appear above their organic listing.
But here’s the trick—your ad needs to give them a reason to reconsider.
Bad example:
“HOC-Digital: Expert IT Services”
Good example:
“Frustrated with ABC IT? Get faster response times & proactive support with us.”
You’re not just showing up—you’re highlighting a pain point and positioning yourself as the better alternative.
(One word of warning: some competitors might start bidding on your name in return, so keep an eye on your costs.)
6. Track Everything—Or Risk Wasting Money
Google Ads success isn’t just about running campaigns—it’s about knowing what’s working and what’s not.
At HOC-Digital, we always make sure our clients are tracking:
- Phone calls from ads
- Form submissions
- Live chat interactions
A while back, we worked with an IT company that thought their Google Ads weren’t generating leads. The issue? They weren’t tracking properly—they were actually getting high-quality leads, but their team wasn’t attributing them correctly.
Once we fixed their tracking, they realised they were getting an ROI of 6X their ad spend.
Lesson: Don’t assume your ads aren’t working—check the data.
It’s About Smarter Spending, Not Bigger Budgets
Most IT providers don’t need to throw more money at Google Ads. They just need a better strategy.
- Use specific keywords to attract the right audience
- Write ads that speak to decision-makers
- Direct traffic to high-converting landing pages
- Use retargeting to bring back warm leads
- Bid on competitor keywords strategically
- Track everything to maximise ROI
Google Ads isn’t magic—it’s about getting the details right.
If you’re tired of spending money on ads that don’t convert, let’s chat. At HOC-Digital, we help IT businesses build smarter, high-ROI campaigns that actually bring in leads.
