2x Growth in IT Service Leads in the EU and South Africa in Just a Few Months with Google Ads
2x Growth in IT Service Leads in the EU and South Africa in Just a Few Months with Google Ads
A client — an IT company providing mobile app development, software, and IT outstaffing services — reached out to me. They already had ad campaigns running, but while leads were coming in, only a small portion were qualified. Their main request was to increase the number of high-quality leads.
What I Did
Service Analysis & Data Collection: I identified the key services to focus on: outstaffing and mobile app development. I asked for information on budget and the required lead volume.
Region Targeting: I selected specific countries in the EU and South Africa for ad targeting. Along the way, I excluded countries that generated irrelevant leads.
Campaign Optimization: I focused on attracting high-value clients and excluded countries where requests were mainly for small projects or one-off tasks in app development or outstaffing.
Daily Lead Quality Analysis: The client provided me with regular feedback on lead quality, which allowed me to quickly adjust campaigns and exclude non-target countries and queries.
Results
The number of qualified leads doubled.
30% MQL qualification rate - these were leads genuinely interested in the services, but not yet filtered by budget.
The lead flow became consistent, with new requests coming in every day
Recommendations
For complex and high-ticket IT services, the decision-making process can take time, which means consistent engagement across multiple channels is crucial. Retargeting is essential to remind potential clients about your services.
In addition to Google Ads, I recommend building a presence on YouTube, publishing thought-leadership articles, and leveraging SEO and PR activities. This helps increase touchpoints with your audience — and the more often a client interacts with your brand, the higher the chance they will choose you.
Service: