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 MSPs step into paid search with high hopes and vague expectations, only to be disappointed when the numbers don’t line up.

Google Ads can be a powerful lead generation engine for MSPs, but only when paired with a clear strategy, competitive bids, and enough budget to drive meaningful traffic and learning.

In this post, you’ll learn what it really costs to run Google Ads, what kind of leads different budgets can deliver, and why the way you manage your campaign matters just as much as what you spend. By the end, you’ll understand how to approach paid search with confidence and a strategy built for growth.

What’s a Good Budget for Running Google Ads for MSPs?

Our minimum recommended ad budget is $3,500 per month. That level gives you enough buying power to place competitive bids in most local markets and generate sufficient lead volume to learn and optimize.

For best results, we recommend starting at a $5,000 per month ad budget. Clients who invest at this level typically experience better performance, more consistent lead flow, and higher satisfaction with their advertising. This budget opens the door to more aggressive bidding, additional keyword coverage, and faster feedback loops for optimization.

Here’s how budget tiers typically look:

• Minimum viable budget: $3,500 per month
• Strategic starting point: $5,000 per month
• Growth-focused campaigns: $7,000 to $15,000 per month or more

Campaigns that fall below these thresholds often struggle to build momentum or gather enough data to make informed adjustments. Underfunded campaigns don’t just deliver fewer leads—they delay progress.

How Much Does an MSP Lead Cost on Google Ads?

A good benchmark for initial cost per lead is between $1,500 and $2,000. These are not casual inquiries. These are high-quality, sales-ready leads from prospects who are actively looking to switch providers or solve critical IT issues.

As campaigns mature, performance tends to improve. By refining ad copy, adding negative keywords, optimizing landing pages, and improving conversion tracking, it’s possible to lower CPL into the $1,000 or even sub-$1,000 range. Reaching this level typically requires six months or more of consistent advertising and optimization.

The early stage of a campaign should be viewed as a data-gathering and learning phase. This is where foundational improvements are made that lead to long-term efficiency and better returns.

Free Download: MSP Industry Keywords That Convert On Google Ads

High-Intent vs. Low-Intent Leads

Not all leads are created equal—and not all platforms deliver the same kind of interest.

High-intent leads are prospects actively searching for services. Phrases like “MSP near me” or “managed IT services for construction companies” signal that someone has a need and is ready to take action. These leads cost more per click, but they’re closer to making a decision and require less effort to convert.

Low-intent leads, often generated through platforms like Facebook or Instagram, may cost less per lead—sometimes under $100. These leads are typically from users who weren’t searching for an MSP but saw a compelling ad and submitted a form. They’re not sales-ready and require far more nurturing.

Converting low-intent leads takes:

• Sophisticated email marketing
• Frequent and structured follow-up
• Salespeople who can educate and guide early-stage buyers

Most MSPs aren’t set up for that kind of process. And while the CPL may be lower, the actual cost to acquire a customer—including time, labor, and sales bandwidth—often ends up being similar to or higher than high-intent traffic from Google.

This is a key detail many agencies leave out. The bottom-line cost to acquire a customer tends to level out across platforms, even if the leads from social channels appear cheaper at first glance.

If you want speed, urgency, and better conversion rates, high-intent leads are the right choice.

How Much Do We Charge to Run Google Ads?

Our Google Ads retainers are designed to deliver full-service campaign management with transparency, performance, and scale in mind. They are competitive with the prices other agencies charge to manage Google Ad campaigns. Many agencies however run fully automated performance max campaigns whereas we run manually managed search campaigns and work to improve performance.

• Base retainer: $1,500 per month
  Includes up to $5,000 in ad spend, and covers:
  • Google Ads management
  • Custom Looker Studio reporting dashboards
  • Monthly performance review calls
  • Installation and management of CallRail for call tracking
  • Zapier integration to feed call data back to ad platforms for better optimization
• Ad spend scaling:
  For every additional $2,500 in ad spend, we charge $500 in additional management fees (a 20 percent rate on the incremental budget).
• High-volume discounts:
  Clients spending over $25,000 per month receive discounted management rates on any additional spend beyond that point.

This pricing model keeps costs predictable while giving your campaign the strategic oversight needed to perform consistently.

Why Hire a Campaign Manager Instead of Going DIY?

Trying to manage your own Google Ads campaign may sound practical, but it often leads to underperformance and wasted budget. Successful campaigns require constant attention, testing, and adjustments based on real data.

DIY efforts often suffer from:

• Poor tracking and unclear reporting
• Inefficient keyword targeting
• Weak ad copy or offer framing
• Missed opportunities for optimization

Professional campaign management brings structure, speed, and results. We work to:

• Reduce wasted spend
• Improve conversion rates
• Align targeting with your actual buyer personas
• Build scalable, repeatable lead generation systems

You get better results without spending your own time trying to become a marketing expert.

Why Choose Tortoise and Hare as Your MSP Google Ad Campaign Managers?

We’ve managed more than one million dollars in Google Ads for MSPs and helped generate tens of thousands in new monthly recurring revenue. This isn’t side work—we specialize in paid advertising for MSPs and IT service firms.

We bring real experience and proven infrastructure:

• A proprietary library of negative keywords that saves budget
• Deep knowledge of which search terms convert and which don’t
• Campaigns that start delivering results in the first month, with steady improvements over time

We are purpose-built for MSPs. Our systems, strategy, and reporting are tailored to your business model and buyer journey. If you’re serious about growth, you need a partner who already understands your space.

Case Study: TNHS Helps MSP Add 60k MRR In One Year

Case Study: TNHS Helps DC MSP Generate 30 Leads In 6 Months

Conclusion

Google Ads can be a high-performing channel for MSPs, but only when executed strategically.

• Start with at least $3,500 per month and aim for $5,000 or more to gain real traction
• Expect initial CPLs in the $1,500 to $2,000 range, with potential to lower that through optimization
• Understand the differences between high and low-intent leads and choose based on your goals and sales process
• Invest in expert campaign management to accelerate results and avoid costly missteps

If you’re ready to turn Google Ads into a consistent and profitable lead source, we’re ready to help.

Schedule a strategy call today and see how our campaigns can deliver the growth your MSP is looking for.