The Client
Network Technologies Queensland is a managed IT support company in Brisbane, serving businesses across Queensland with IT support, managed IT services and business phone systems. We ran their Google Ads from August 2023 to March 2026 and produced 420+ real leads, counting only form submissions and calls from the website.
Managed IT is a B2B sale built on ongoing support contracts. That makes a single real lead valuable, and it makes it important to count only real ones.
"4 leads in the first two months. Nearly 80 a quarter by early 2025."
The Challenge
Google Ads for IT support companies is a crowded, noisy market:
- Searchers who aren't buyers. IT searches pull in students, job seekers, home users and people looking for free fixes.
- Big national providers. Telcos and national IT firms bid on the same searches with far larger budgets.
- Easy-to-inflate numbers. Phone-number clicks and contact page visits look like leads in a report. They are not, so this study leaves them out.
- A local sale. A Brisbane business wants a Brisbane IT partner, so the targeting has to stay inside the service area.
What We Built
1. Search campaigns on buyer keywords
Conv. Search Campaign - LPA 1.1 carried the core: "managed IT support", "IT business solutions", "IT support services", "business IT services" and "IT support company". A Supplemental Campaign covered the company's own name, and we A/B tested exact match, top-of-funnel and manual bidding versions against it.
2. Performance Max for the whole service area
PMax Campaign - LPA, launched in February 2024 and targeted to 179 Queensland locations, from Brisbane suburbs to the Gold Coast, the Sunshine Coast and regional cities. It became the account's main source of real leads.
3. Service-area targeting
Brisbane, the Gold Coast, the Sunshine Coast, Logan, Redland and the regional Queensland cities the company serves, with the Search campaigns built on 60+ suburbs and cities.
4. More than 6,000 negative keywords
6,100+ unique negative keywords across our campaigns, plus a shared negative list, to keep the budget away from job seekers, students, home users and free-fix searches.
5. Assets and tracking
44 sitelinks, 40 callouts, images, video and call assets, with conversions set up for contact-form submissions and calls from the website.
6. Daily Optimization via Ad Campaign Concierge™
Every campaign was reviewed every business day through Ad Campaign Concierge™, our proprietary optimization system: search terms, negatives, bids and budget pacing.
The Results
The numbers below cover our campaigns from their launch in November 2023 to March 2026.
- A$120K+ in ad spend managed.
- 420+ real leads: about 230 form submissions and 190+ calls from the website.
- 72,000+ clicks and 2M+ impressions.
- 2023 (November and December): 4 leads while the campaigns learned.
- 2024: 170+ leads at about A$150 each.
- 2025: 210+ leads, more than 2024, with the best month of the engagement in January 2025 at about 40 leads.
Performance Max Did the Heavy Lifting
The Performance Max campaign produced about 290 of the 420+ real leads, about two thirds, on about a third of the spend, at about A$140 a lead.
Key Takeaways
- Count forms and calls, not clicks. Phone-number clicks and contact page visits are not leads. This study counts only the inquiries a sales team can call back.
- B2B needs heavy negatives. More than 6,000 negative keywords kept the budget off students, job seekers and home users.
- Performance Max works for B2B when it is fenced in. Service-area targeting and real lead goals made it the account's best source of leads.
- Local still matters in B2B. Businesses want an IT partner nearby, so the campaigns stayed inside Queensland.
Frequently Asked Questions
How much does Google Ads cost for an IT support company?
Network Technologies Queensland started at a few hundred Australian dollars a month in late 2023 and grew to about A$5K to A$7K a month in 2025 as the leads proved out. In 2024, their first full year, a real lead (a form submission or a website call) cost about A$150. Over the whole engagement we managed A$120K+ in ad spend.
Does Performance Max work for B2B IT services?
It did here. The Performance Max campaign produced about two thirds of all real leads, about 290, on roughly a third of the spend, at about A$140 a lead.
Do IT support buyers call or fill out a form?
Both, about evenly, with forms slightly ahead. Of the 420+ real leads, about 230 were contact-form submissions and 190+ were calls from the website.
Which searches bring managed IT leads?
The keywords that carried the most spend were 'managed IT support', 'IT business solutions', 'IT support services', 'business IT services' and 'IT support company', targeted to Brisbane, the Gold Coast, the Sunshine Coast and the rest of Queensland.
About This Campaign
Managed IT services lead generation on Google Ads, built and managed with our proprietary Ad Campaign Concierge™ optimization system.
Industry: B2B (Managed IT Services) Platforms: Google Ads (Search, Performance Max) Location: Brisbane and Queensland, Australia Account Duration: August 2023 to March 2026. The engagement has ended.
Leads are counted Google Ads conversions from our campaigns only: contact-form submissions ("Form Lead") and calls from the website. Phone-number clicks, email clicks and contact page visits are excluded. Campaigns launched in November 2023. All figures are rounded down and in Australian dollars (A$).