LinkedIn and Google ads for IT services:
reach buyers, not just clicks.

No. We use LinkedIn advertising to generate and nurture leads. We are not a social media agency.

Media spend goes directly to LinkedIn and Google from your account. We charge for planning and management, agreed in the scope.

We write the ad copy and specify the formats. If you need designed assets, we brief your design team or agency.

Yes, when it is aimed at a defined account list and offers something worth the click. LinkedIn is expensive per click, so it pays only if the audience is precise and the follow-up converts into sales-accepted leads.

LinkedIn lets you target by job title, seniority, company size, industry and named accounts, which suits long-cycle IT services sales. The cost per lead is higher than search, but the quality can be much better when the targeting is tight and the content offer matches the stage of the buyer, for example a benchmark report, a migration checklist or a technical guide.

We usually send LinkedIn traffic to useful resources first and retarget engaged visitors with a stronger call to action, rather than pushing a contact form straight away. See our LinkedIn and Google advertising approach.

Start with Google Ads search if buyers already search for what you sell, because it captures existing demand quickly. Add LinkedIn when you need to reach defined accounts that are not yet searching.

Search ads reach someone with a stated need, so they convert fastest and teach you which messages and terms work. LinkedIn creates demand among a chosen audience. In practice we build a media plan that splits budget by intent: search for high-intent terms, LinkedIn for target accounts, and retargeting to bring both back.

The mix changes with your market, average deal value and how well your tracking connects ad clicks to sales-accepted leads. We review it monthly and move budget to what the CRM data supports, not what the ad platform reports.

Usually because the campaign is optimised for form fills, not for qualified buyers: the targeting is too broad, the offer attracts students or job seekers, or the form does not ask enough to qualify the lead.

Fixing it means working backwards from the leads sales did accept. Look at their job titles, company sizes and the searches or audiences they came from, then tighten targeting, add negative keywords, change the offer, and add qualifying fields or scoring. Feed accepted-lead data back into the ad platforms so they optimise for it.

This is exactly what lead-to-SAL ratio measures. When we reported it for a top-5 IT company it rose from 0.22% to 4.12% in twelve months; read our guide to the ratio and the case study.

Spend enough to collect meaningful data for at least two to three months and judge by cost per sales-accepted lead, not cost per click. The right amount depends on your deal size and sales cycle.

A test that is too small never produces a signal; one that is too large wastes budget on untested messages. We usually start with a focused test across two or three audiences or keyword groups, then scale the winners. Early metrics are click-through rate and cost per lead. Later ones, once CRM data arrives, are lead-to-SAL and cost per accepted lead.

For long sales cycles also track assisted pipeline, because paid media often starts conversations that close months later. Our analytics and attribution work connects those dots.

Retargeting shows relevant ads to people who already visited your site or engaged with your content, keeping you visible while a buying committee researches over weeks or months.

For IT services, a good retargeting plan is segmented: visitors to service pages see a case study, readers of a guide see a related technical resource, and visitors to the contact page who did not submit see a reassurance message. Frequency caps avoid fatigue.

On LinkedIn you can also retarget video viewers and people who opened a lead form. We measure retargeting by assisted conversions and lead-to-SAL, not only by last-click, since its job is to support the conversation.

It is the share of marketing leads that sales accepts as worth following up: sales-accepted leads divided by marketing leads for the same period and source. It is the number we report.

A lead is a form fill or similar capture by marketing. A sales-accepted lead (SAL) is one that sales agrees is worth pursuing. The ratio shows quality, not volume: a small number of well-qualified leads can beat a large number of poor ones.

Tracking it by source, such as SEO, LinkedIn, Google Ads or events, tells you which channels deserve more budget. Our guide to the lead-to-SAL ratio explains how to calculate and improve it.

Track leading indicators that connect to revenue: qualified leads, lead-to-SAL, sales-accepted pipeline and cost per accepted lead by channel, then tie them to closed deals as they arrive.

Revenue in IT services can take six to eighteen months to appear, so waiting for it hides what works. Instead, connect your website analytics to your CRM so each lead carries its source, campaign and first touch. Report the funnel stage by stage and keep the history, so when a deal closes you can see which channels helped.

We build that single funnel report as part of our analytics and attribution work.

They measure different things, from different moments, with different rules. GA4 counts sessions and events in a browser; the CRM counts people and records. Without shared identifiers, they will never match exactly.

Common causes: form submissions not passed to the CRM with source data, ad blockers and consent choices hiding visits, duplicate leads, different attribution windows and offline conversions never recorded. Fix it by capturing campaign parameters and the GA4 client ID in hidden form fields, passing them to the CRM and agreeing one source of truth for lead counts.

The aim is not perfect agreement but a consistent method everyone trusts. We set this up in our attribution work.

Ask only for what you need, such as name, work email and company, say when you will reply, test the form regularly and use a honeypot or similar spam protection instead of intrusive CAPTCHAs.

Every extra field lowers completion. Use a topic selector or short optional message to help route the lead. Confirm success on the page and by email, and make sure submissions reach a monitored inbox.

Pass source and campaign data with each submission so you can report lead-to-SAL by channel.

We price as a monthly retainer, a project fee or an embedded pod, and we scope it after a pipeline review once we have seen your funnel. We do not publish a flat price because the right scope depends on your market and goals.

Three factors drive the cost: how competitive your target terms and audiences are, how much work the site needs before it can rank or convert, and how many channels you want us to run. A technical audit and migration plan is a project. Ongoing SEO, paid media and nurture is usually a retainer. If you want a named team that works as part of your marketing group, that is an embedded pod.

Beware of any agency that quotes a fixed price before it has looked at your site and funnel. A short pipeline review gives you a scoped proposal rather than a guess.