MSP | IT | Cybersecurity | Software Dev | SaaS | B2B
The technology businesses landscape is one that's almost unreasonably focused on sales, sales, sales! What is the obsession with cold calling and cold emailing when there's so much more money to be made via online advertising at a fraction of the cost!?
Sales leaders at industry conferences will happily tell you that it can take 18+ months for a rep to ramp and up to 3 years to be profitable and that's if they work out at all. In today's employment climate where reps will happily jump ship every 18 months for a pay raise it's no wonder that so many businesses fail in the first year and many more can't seem to scale their revenues.
Many MSP leaders haven't gotten the memo that other industries have figured out: marketing comes before sales. Stop setting your sales reps up to fail and wasting 6 figures a year on go-nowhere sales initiatives and start building your lead generation pipeline.
Once you've got that steady stream of leads coming in that you as a founding executive can no longer find time to work on and close - then it's time to hire for sales. Until then, you're better off focusing on filling up your pipeline with a steady stream of new leads and really nailing that "product market fit".
Tortoise and Hare can help you generate leads through pay per click advertising campaigns that help raise your brand awareness and connect with in-market buyers that are already searching for the services you offer.
In our experience, PPC means different things to different people. Here at Tortoise and Hare, we define pay per click advertising as the process of putting your message in front of prospective buyers in the places they spend attention and make decisions.
PPC gives you premium visibility in channels where organic marketing cannot reliably reach the right people at the right scale.
It is not just about clicks. It is about staying present in your market so when a real need arises, your brand is already familiar.
We are not simply running ads. Our PPC services are built around full scope accountability for generating leads and driving new revenue.
The goal is visibility that turns into pipeline.
We primarily work with managed IT companies doing $2,000,000+ in ARR and have ad budgets in the $5,000-$25,000 per month range.
Our core customer segment is managed IT service providers, but we also partner with SaaS companies, cybersecurity firms, and other related B2B technology businesses.
We look for teams with meaningful growth goals who want to get their message in front of the right buyers and maximize their lead generation potential through paid advertising.
B2B technology buyers make decisions over time, not all at once. They search, compare, read, revisit, and often speak with multiple providers before choosing a partner.
PPC allows you to reach prospective customers at key moments in their buying journey, whether they are actively searching Google for a provider, reading content that signals intent, or scrolling LinkedIn after a sales conversation when a competitive deal is on the table.
Paid advertising is one of the most effective ways to stay visible throughout the buying process, even when organic marketing cannot reach the right people quickly or consistently.
When managed correctly, PPC becomes a reliable engine for generating qualified leads and influencing revenue growth.
Our agency has managed millions of dollars of paid advertising spend for B2B technology brands. We know what types of keywords convert on Google, what types of lead magnets perform on social, and what types of ad copy resonate with prospects.
Our clients come to us to fast track advertising performance so they can skip the agonizing and expensive process of learning the lessons of PPC the hard way.
We've heard feedback from our clients that the experience working with other agencies is to do a one time setup and then wish them good luck, before disappearing into a black hole of retainer payments and no results.
At Tortoise and Hare we are active account managers who continuously work to improve performance. We take our commitment to act as your growth partners seriously and that means taking special care with your PPC ad budget.
We don't just set your company up in an instance of Agency Analytics with a recurring automated monthly email and call it a day. We take extra care with monthly reporting sessions, custom Looker studio reports, and robust call tracking with CallRail.
We send you links to leads every month that show the exact leads that came in via calls and form submits that illustrate sources channels, keywords, landing pages that converted, and any other available data that helps you understand your advertising performance. We then walk you through everything on a Microsoft Teams call.
That depends on a lot of factors, some contributing factors include things like:
We can guide you through these factors and help you plan for timing, budgeting, and campaign strategies based on your specific circumstances in order to maximize your chances of launching a successful PPC advertising effort. If we don't think we can help, we will be transparent about that and tell you what we think needs to be fixed before you are PPC ready.
This can vary based on a lot of factors such as deal size, target customer size, conversion friction, the strength of your brand, the quality of your website, your product market fit, location, and others. For B2B technology services in high competition commoditized verticals such as managed IT leads often range from $1,500-$3,000. For lower friction self service signup's or lead magnet downloads we see lead costs in the $200-$500 range, but again things can vary based on a lot of factors.
In general the more picky you are about what you are looking for, the higher the cost per lead is going to be.
Many of our customers see results in their first month of advertising with increasing performance over time. We've managed over 1.5 million in B2B technology ad spend and have helped our customers source new sales leads from PPC and bootstrap the success of their PPC efforts into tackling more efficient long term channels like search engine optimization.
We focus primarily on Google Ads and LinkedIn Ads, however we have worked with other platforms like Meta, Reddit, and Twitter (X).
PPC is largely a traffic driver. Your website and it's landing pages are what seal the deal though. We won't accept customers that we don't think have websites or landing pages capable of capitalizing on PPC advertising efforts - or are willing to put the foundations in place to launch successful PPC campaigns.
Yes, we help you write advertising copy that is gripping and persuasive and is designed to drive clicks to your landing pages.
Yes we help you with creative design, but our designs are restricted to single image formats. You are welcome to provide carousels, images, vidoes, or other types of creative and we will load them into your campaigns on your behalf.
These guys are great!! Tortoise and Hare did an incredible job enhancing our Google Ads, reduced CPC, increased impression share, and we went from 1-2 conversions to 4-6 per month on a lower budget thanks to their work. We have been through many "experts" in the MSP marketing industry and nobody comes close to the expertise and professionalism as TNHS. Looking forward to working with them on SEO for our MSP company website next. Thank you Hunter and team!!
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.
As a growing MSP, we knew that having the right marketing team was going to be a game-changer for our organization. AKAVEIL Technologies did a 180 after hiring Tortoise and Hare Software. Their strategy was in line with our business goals and objectives. In only two short months we started seeing major progress and net new leads. We are thrilled to have Hunter and his team on our side.
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