10 Reasons Why Your MSP Needs Google Ads

google ads for msp
Home » Blog » 10 Reasons Why Your MSP Needs Google Ads
Free Web Marketing Consultations

Helping B2B Technology Companies Increase Their Lead Volume.
Serving: IT, MSP, Cybersecurity, Software Dev, SaaS, ISV, VARs & More.

Table of Contents
    Add a header to begin generating the table of contents

    As a managed service provider, you offer a great service to your clients that helps them run their business more effectively, securely, and frees up their time. The problem is, if they can’t find you then they can’t hire you. Businesses might not even know exactly what they are looking for, much less how to find specific providers. This is, of course, where your marketing department comes in. Getting the word out is something every business needs to do, and many have discovered the benefits of using Google Ads to do so. In this post, we’ll break down 10 reasons you should be using Google Ads to advertise your MSP.

    Why Should You Use Google Ads?

    There are many ways to advertise, so what is it about Google Ads that attracts so many businesses? Well for one it’s one of the highest intent channels in the digital advertising landscape. Advertising has changed quite a bit as the world has undergone a digital transformation, and Google has been leading the charge for most of that time. Google was one of the first large scale advertisers and because Google Ads are how parent company Alphabet makes most of its money, they’ve made massive investments to remain the dominant player in the market. If you are a managed service provider looking to bring in some extra clients, this means it’s in Google’s best interest that you are successful. Granted, that’s true of every other ad provider as well, but few of them have the resources Google does to make it happen. Let’s take a look at some of the ways Google’s vast resources set them apart from the competition and make them an attractive option for advertising your MSP.

    1. Google’s Large User Base

    Google advertising made it’s name with search engine advertising on Google via Google AdWords. However Google Ads is a completely different animal. If you take one thing away from this post it’s this: Google Ads is not Google AdWords. Google Ads is a multi-platform advertising ecosystem that collectively reaches just about everyone on the internet. Google Ads includes:

    • Google Search
    • YouTube
    • Gmail
    • The Google Display Network
    • A broad network of partner app stores, search engines, and publishers

    The largest resource Google has isn’t its massive bank account, but rather its massive user base. Their closest competitor is Bing, and you’ve likely never heard anyone say they are going to Bing something. When a search engine is so large and ubiquitous that it becomes the verb for performing an internet search, it’s hard to argue with the size of its audience. When you add in YouTube, and the Google Display Network you get reach of basically the entire internet. When you advertise with Google Ads you are giving your MSP direct access to that large base of users and maximizing the chance that your prospects will see your ad.

    2. Finely-Grained Targeting

    Google is accidentally in the advertising business, but really they are in the data harvesting business. When you literally know what people are searching for in private, and the videos they are watching, it’s a powerful understanding of human behavior, and almost like shooting fish in a barrel as far as commercializing that power. Yes as an advertiser Google Ads costs money, but more than a few fortunes have been made by narrowing in the targeting on a Google Ads accounts and putting Google Advantages to work for you. Google search campaigns offer some of the highest intent targeting in the digital advertising landscape. When someone searches “managed service provider [cityname]” or “it company [cityname]” it’s a pretty good bet that you want to bring that person to your website for a chance at conversion.

    Search queries aren’t all that are available though. You can leverage contextual keyword targeting to show your ads on websites and videos related to certain keywords, like “cybersecurity” or “Microsoft 365”. Google also has target options for what items they are currently researching, who the type person they are, age, gender, parental status, income bracket, and many more options.

    3. Engaging An Audience

    Google offers many options to reach people who have already shown interest in your business via “retargeting”. Imagine someone searches for the term “it support [cityname]” for your city. Maybe they don’t convert right that instant, and still have some research to do. You can show those people video and display ads for a designated period of time in order to keep your company top of mind during the consideration phase. Reaching your most interested prospects with the right messaging is how you engage an audience and start to build momentum for your brand. Google Ads is great for companies like managed services providers because purchasing cycles are long, and often competitive with multiple firms. You can distinguish your MSP and make sure your brands story gets told via advertising.

    4. Budget Friendly Pricing Structure

    Another great reason to use Google Ads is the flexibility that comes in how much you spend on your campaigns. You can set daily budgets, lifetime budgets, and control what days and time of the week your ad are shown. There are a ton of options to control the pacing of spend and the amount spent in your account. You can get started with a minimal monthly spend, though advertisers who spend more, often get better results.

    5. Scalable Advertising

    As you are deciding how much or how little you want to spend, just keep in mind that a few thousand impressions isn’t enough to judge the success of anything. Google Ads can accommodate any budget size, but that doesn’t mean you won’t need to make an investment to see a return. Thankfully, Google Ads offers an easily scalable advertising solution. You could get your feet wet with a few hundred dollars a month and then scale it up as you begin to see a return on investment. As long as your existing ads are performing well, scaling up is as easy as telling Google that you’d like to increase your daily budget. Google Ads are budget-friendly, but also very flexible. If there’s a down turn in business, or you just get too busy to handle the leads (hey it happens!) then you can turn off the spend. This scalability of advertising is a great way to control demand and hiring needs.

    6. Recruiting Benefits

    Although it’s not the primary focus, there are a percentage of people that contact you that will be searching for jobs. I’ve seen this range for entry level folks looking for help with getting started, all the way up to executives that want to crack in to a leadership position. Depending on business conditions, these calls can be a welcome surprise, or a pesky annoyance, but MSP owners should bear in mind the cost of recruiting fees and job board listings before waving off the recruiting benefits that can come with advertising on Google Ads.

    7. More Engaging Formats

    Organic traffic great, and you certainly want to do as much as you can to improve your SEO and bring in visitors that you aren’t paying for. But organic search results are boring, and don’t contain a lot of information. The only thing that can set you apart from all the other results is your ranking. Google Ads allow you to use a variety of different formats, all of which are more engaging than standard search results. 

    8. Brand Awareness

    One of the purposes of advertising is to drive customers to your site, and convert them into clients. But that’s not the only purpose. Sometimes a web user isn’t looking to hire a managed service provider at the exact time they come across your ads. This doesn’t mean they’ll never become a customer. Someone who sees your ads repeatedly is going to remember your company name, and associate it with MSP services. That way, when they do need to hire an MSP, your name will be on the front of their mind. Branding is a huge part of marketing, and Google Ads makes it easy to associate your brand with whatever keywords you’d like. Just remember that broader keywords are better for branding, as people don’t frequently search the same hyper-specific keywords over and over. 

    9. Remarketing Tools

    Google knows the importance of brand awareness to advertisers too, which is why they added remarketing tools into Google Ads. Remarketing tools will put a cookie on a user’s computer when they visit your site. Armed with the knowledge that the user has shown an interest in your products before, you can target them with specific ads. Even general ads shown frequently to these users will be a powerful aid in keeping your brand at the top of that visitor’s mind when they are ready to commit to a MSP.

    10. Helpful Analytics

    In today’s digital landscape, data is everything. The more data you have about audience demographics and the performance of your ads, the easier it is for you to fine tune your campaign so that it is achieving maximum ROI. Keeping an ad campaign running at its most optimal can be a full-time job by itself, a job that cannot be done without powerful analytics. Google Ads gives you the data you need to ensure you are making the most of your ad dollars. When you combine that with Google Analytics for your website, you are creating a powerful combination that will help to optimize every portion of your sales funnel and turn more site visitors into clients. 

    Final Thoughts

    Google has built one of the most successful ad platforms in the world. Their success is driven in large part by creating a solution that manages to be both powerful and easy to use. In the right hands, a Google Ads campaign can transform the success of your company in a short amount of time. We invite you to contact us at Tortoise and Hare Software to discover how we can help craft a Google Ads campaign that will get you more clients. We have a team of accomplished web developers and digital marketers that understand what it takes to drive traffic to a site, and what to do after it gets there to maximize the chance of conversions. 

    Share This Article
    Posted in: ,
    Tagged: ,

    Tortoise and Hare Software Content Team

    The Tortoise and Hare Software content marketing team produces technical thought leadership content for our clients in multiple industries and for Tortoise and Hare Software. Our distributed team of writers create, edit, publish, and optimize content to help build traffic, and generate revenues.

    One response to “10 Reasons Why Your MSP Needs Google Ads”

    1. Shayur Maharaj Avatar

      Great piece that shows the benefits of a google ads, especially for me, a marketing analyst

    Leave a Comment





    Recent Blog Posts

    Aesopians E8 – How SaaS Companies Are Maintaining Brand Integrity and Operationalizing Growth with HubSpot Ft. Mohamed Hamad Of Third Wunder Agency

    SaaS companies move fast—but if your branding and systems can’t keep up, growth can actually become a liability. In this episode of the Aesopians Podcast, host Hunter Nelson is joined…

    The Ultimate Guide To ChatGPT SEO

    Most SEO professionals are racing to understand how AI tools are reshaping visibility. But the biggest shift isn’t coming from Google—it’s coming from ChatGPT. As organic search volumes and conversions…

    MSP Google Ads Costs and Pricing

    You’ve heard Google Ads can generate leads quickly, but you’re not sure how much to budget, what kind of results to expect, or whether it’s really worth the spend. Many…

    Aesopians E7 – Joining The Feel Good MSP Sales Training Program Ft. Brian Gillette

    In this episode of the Aesopians Podcast, we sit down with Brian Gillette, founder of Feel-Good MSP and creator of the “Feel-Good Close.” If you’re an MSP leader who’s tired…

    MSP Advertising Strategy: 3 Fundamental Approaches to Drive Real Growth

    Is your MSP making effective use of your advertising budget, or are you weighed down too much by bottom of funnel advertising tactics that leave you in a perpetual cycle…

    How We Save Thousands With Negative Keywords For MSP Google Ad Campaigns

    Google Ads is one of the most powerful inbound lead generation channels available to managed service providers. There are few better moments to introduce your brand than when someone is…

    Aesopians E5: From Tech To Rep: Year 1 In MSP Sales Ft. Ashton Fortuna

    Most MSPs hesitate to move technicians into sales—worried they’ll lack the polish, confidence, or killer instinct to close deals. Sales is a different game. Techs solve problems with systems; sales…

    SEO Not Working: Here’s Why

    Lately I’ve been getting on more and more calls lately with people saying something along the lines of “we’ve been doing SEO or inbound for 6 months, 12 months, or…

    Why SEO Investments Help Your MSP Weather a Recession and Keep the Door Open for New Opportunities

    What happens to your pipeline when the phones go quiet, inboxes stay cold, and paid ads stop converting? That’s not a hypothetical. It’s what happens in a recession. Budgets freeze.…

    MSP Marketing – How to Build a Strategy That Works

    Let’s be honest—most MSP marketing doesn’t work.Not because the tactics are bad, but because they’re unaligned. What looks like a marketing problem is often a strategy problem in disguise. Most…

    The 10 Best MSP SEO Agencies To Help You Grow Organic Traffic

    If you’re searching for SEO agencies for MSPs, the list of generalists can feel endless—and underwhelming. Most SEO providers don’t understand the managed services space, much less the buyer behavior,…

    Why Your MSP’s Online Marketing Efforts Are Failing

    If you’re leading an MSP and investing in online marketing, you’re probably feeling a growing sense of frustration. You’ve put money into websites, content, ads—even hired an agency or two…

    What Makes a Great MSP Website? 5 Examples You Should Follow

    Your MSP website is more than just an online brochure—it’s a powerful tool for attracting and converting potential clients. But what makes a website truly effective in the competitive managed…

    Case Study: Cold Start To 2-5 Leads Per Month Via Local SEO For MSP In Canada

    Client Background A Managed IT Services Provider (MSP) in British Columbia, Canada engaged us to establish a professional online presence and generate a steady flow of inbound leads. Before working…

    Aesopians Episode 4: Leading with Cybersecurity To Spark MSP Sales Conversations – Featuring Michael Bakaic Of Iceberg Cyber

    In this episode of the Aesopians Podcast, Hunter Nelson sits down with Michael Bakaic from Iceberg Cyber to discuss how MSPs can use cybersecurity as a conversation starter to attract…

    WordPress Out OF Memory Exceptions

    Recently I’ve been dabbling in programmatic SEO. I got an idea of rolling out a landing page to attract search engine traffic from every major city in the United States…

    Aesopians Episode 3 – Cold Email Marketing For MSPs Featuring Jeffrey Newton Of Cyft.AI

    In this episode of The Aesopians Podcast, Hunter Nelson sits down with Jeffrey Newton, Co-founder of Cyft and former MSP sales and marketing leader, to discuss the realities of running…

    Case Study: Sourcing 30+ Email Opt-Ins Per Month For Cybersecurity SaaS Startup Via Google Ads

    In this case study we’ll share how we helped a Cybersecurity SaaS startup source roughly 30 email opt-ins per month via Google Ads to help fuel their email marketing efforts…

    Aesopian’s Episode 2 – Streamlining SEO Content Production Featuring Raj Khera Of Make Media

    In this episode of the “Aesopians” podcast, we’re joined by Raj Khera, a serial entrepreneur and the founder of Make Media, to discuss how small businesses can transform their approach…

    Aesopians Episode 1 – Azure Cloud For MSPs

    In the debut episode of Aesopian’s Podcast, host Hunter Nelson sits down with Matt Hache, an infrastructure consultant at PAX8 and founder of Neon Cobra, to explore how Managed Service…

    Related Blog Posts

    Aesopians E8 – How SaaS Companies Are Maintaining Brand Integrity and Operationalizing Growth with HubSpot Ft. Mohamed Hamad Of Third Wunder Agency

    SaaS companies move fast—but if your branding and systems can’t keep up, growth can actually become a liability. In this episode of the Aesopians Podcast, host Hunter Nelson is joined…

    The Ultimate Guide To ChatGPT SEO

    Most SEO professionals are racing to understand how AI tools are reshaping visibility. But the biggest shift isn’t coming from Google—it’s coming from ChatGPT. As organic search volumes and conversions…

    MSP Google Ads Costs and Pricing

    You’ve heard Google Ads can generate leads quickly, but you’re not sure how much to budget, what kind of results to expect, or whether it’s really worth the spend. Many…

    Aesopians E7 – Joining The Feel Good MSP Sales Training Program Ft. Brian Gillette

    In this episode of the Aesopians Podcast, we sit down with Brian Gillette, founder of Feel-Good MSP and creator of the “Feel-Good Close.” If you’re an MSP leader who’s tired…

    MSP Advertising Strategy: 3 Fundamental Approaches to Drive Real Growth

    Is your MSP making effective use of your advertising budget, or are you weighed down too much by bottom of funnel advertising tactics that leave you in a perpetual cycle…

    SEO Not Working: Here’s Why

    Lately I’ve been getting on more and more calls lately with people saying something along the lines of “we’ve been doing SEO or inbound for 6 months, 12 months, or…

    Why SEO Investments Help Your MSP Weather a Recession and Keep the Door Open for New Opportunities

    What happens to your pipeline when the phones go quiet, inboxes stay cold, and paid ads stop converting? That’s not a hypothetical. It’s what happens in a recession. Budgets freeze.…

    MSP Marketing – How to Build a Strategy That Works

    Let’s be honest—most MSP marketing doesn’t work.Not because the tactics are bad, but because they’re unaligned. What looks like a marketing problem is often a strategy problem in disguise. Most…

    Why Your MSP’s Online Marketing Efforts Are Failing

    If you’re leading an MSP and investing in online marketing, you’re probably feeling a growing sense of frustration. You’ve put money into websites, content, ads—even hired an agency or two…

    Case Study: Cold Start To 2-5 Leads Per Month Via Local SEO For MSP In Canada

    Client Background A Managed IT Services Provider (MSP) in British Columbia, Canada engaged us to establish a professional online presence and generate a steady flow of inbound leads. Before working…

    Case Study: Sourcing 30+ Email Opt-Ins Per Month For Cybersecurity SaaS Startup Via Google Ads

    In this case study we’ll share how we helped a Cybersecurity SaaS startup source roughly 30 email opt-ins per month via Google Ads to help fuel their email marketing efforts…

    9 Ways To Leverage AI To Deliver Better ROI On Your Marketing Spend

    At Tortoise and Hare, we understand the challenges mid-market technology businesses face when it comes to generating leads and maximizing marketing budgets. That’s why we’ve embraced cutting-edge AI tools to…

    Case Study: TNHS Generates 30 Leads In 6 Months For DC Metro MSP

    In July of 2024 a Washington D.C. metro based MSP reached out to Tortoise and Hare Software for help with some of their advertising campaigns. This MSP was working with…

    Microsoft Loop Presents Marketing Opportunity For MSPs

    Introduction Microsoft Loop, a recent addition to the Microsoft 365 suite, is already creating buzz in the tech community, and for a good reason. With its native integration into widely…

    Granting Access To Google Search Console

    In this post we’ll show a brief overview of how to grant access to Google Search Console to a 3rd party marketing provider. What Is Google Search Console? Google Search…

    Granting Access To Google Tag Manager

    In this post we provide you with a brief overview of Google Tag Manager and show you how to grant us access to the platform as a 3rd party marketing…

    Granting Access To GA4

    In this post we will provide a brief overview of Google Analytics 4 (GA4) and show you how to grant access to a 3rd party marketing partner. What Is Google…

    5 SEO Strategies for MSPs to Turbocharge Revenue Growth

    Search engine optimization (SEO) is one of the most powerful tools in your marketing arsenal. For managed service providers (MSPs), developing a strong SEO strategy can mean the difference between…

    Top MSP White Label Content Providers

    Are you struggling to keep your content pipeline filled with high-quality material that truly resonates with your target audience? You’re not alone. Managed IT service providers (MSPs) often face the…

    The Ultimate Guide To MSP Website Optimization

    A well-optimized website is essential for Managed Service Providers (MSPs) looking to scale their business, attract more leads, and achieve a lucrative exit. A lot of MSPs check a few…

    Top Blog Content

    The Ultimate Guide to Hiring an MSP Marketing Agency

    Are you one of the many MSPs struggling to attract new clients consistently? According to research conducted by MSP Dojo, a leading MSP sales consulting firm, approximately 85% of MSPs…

    The Ultimate Guide To MSP Website Optimization

    A well-optimized website is essential for Managed Service Providers (MSPs) looking to scale their business, attract more leads, and achieve a lucrative exit. A lot of MSPs check a few…

    The Ultimate Guide To Paid Search On Google Ads For Managed Service Providers

    Generating leads for your MSP can be a challenge. You spend so much time managing employees, making sure customer support tickets are answered, procuring hardware, and defending against cyber threats,…

    The Ultimate Guide To MSP SEO

    Search Engine Optimization (SEO) is one of the most important ways to attract new business for mid-market managed service providers (MSP). If you look at MSPs that have achieved any…

    The Ultimate Guide To Setting A Marketing Budget For IT Companies

    Many IT companies get their start as a one-man operation and rely almost exclusively on word of mouth, referrals, and other organic offline means to get past their initial growth…

    Featured Review of Tortoise and Hare

    ryan drake president nettech consultants
    R.D.
    President Florida Based MSP

    Tortoise and Hare has been a key partner in our MSP's growth. Over the year's we've worked together they've helped our MSP dramatically increase our website traffic, and build a steady stream of leads sourced from our website and advertising efforts. Over that time, we've been able to raise our base customer size, build economies of scale to more efficiently service customers, and expand into new markets.