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Managed IT services provider · B2B services · United Arab Emirates

Managed IT Provider: 184 B2B Leads in One Month

  • 184Conversions from Google Ads
  • $14.04Cost per conversion
  • 3.0%Of clicks became a conversion
  • PPC Services
  • Marketing Services
  • Copywriting Services
The insight that changed everything

The ads were attracting job seekers. The fix was deciding who not to pay for.

The Challenge

Business buyers of IT support compare several providers before they talk to one. The company's ads attracted students and job seekers, and its site had no reason to leave details beyond "contact us".

The Results

  • Clicks6.09K
  • Conversions183.69
  • Avg. CPC$0.42
  • Cost$2.58K

Out of every 100 clicks

3 converted

Conversion rate 3.0%, calculated from conversions ÷ clicks. Industry average for Business Services: 4.85%.

Cost per conversion

$14.04

183% above the median of our 14 accounts ($4.97)

Each dot is one Google Ads account in our portfolio; the line marks the median. Lower is better.

Against the industry average

85% lower cost per conversion

  • This account$14.04
  • Business Services average cost per lead$93.69

Benchmark: LocaliQ Search Advertising Benchmarks 2026, US search ads averages. This account ran in the UAE, where clicks usually cost less than in the US, so read the gap as a guide rather than a like-for-like test.

See the Google Ads screenshot these figures come fromGoogle Ads overview for January 2022: 6.09K clicks, 183.69 conversions, $0.42 average CPC, $2.58K cost
Google Ads, January 2022. Costs converted from UAE dirhams at the fixed rate of AED 3.6725 to $1; the screenshot shows the original dirham figures.

How We Did It, Service by Service

  1. PPC

    Business searches only

    Long negative keyword lists removed jobs, courses and home-user searches, so budget went to businesses looking for managed IT, cloud and security support.

  2. Marketing

    An offer B2B buyers accept

    A free IT health check gave buyers a reason to talk before they were ready to buy, and gave sales a meeting instead of a cold form fill.

  3. Copywriting

    Copy for decision makers

    Ads and pages spoke to downtime, security risk and cost, the three things an operations director is measured on.

What We Delivered

  • B2B keyword and negative keyword rebuild
  • Free IT health check offer
  • Lead handover process

Every Number, With Its Source

Managed IT services provider results with period and source
MetricResultPeriodSource
Conversions from Google Ads184January 2022Google Ads
Cost per conversion$14.04January 2022Google Ads (cost ÷ conversions)
Of clicks became a conversion3.0%January 2022Google Ads (conversions ÷ clicks)
Paid clicks at $0.42 each6.09KJanuary 2022Google Ads
Cost per conversion vs the Business Services average cost per lead ($93.69)85% lowerJanuary 2022Google Ads vs LocaliQ 2026 US benchmarks

Services Used

Next case studyPool Supply and Service Company: +385% Organic Clicks in 6 Months

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