Most MSPs grow through word-of-mouth. Growth is organic but unpredictable. The MSPs winning now are building owned channels: Google Ads, content, LinkedIn. They’re generating 10-30 qualified inquiries per month.
Why Traditional IT Services Selling Doesn’t Work
Cold calling = ignored. Generic pitches = shopped around. Price-focused = low margins.
Authority + specificity = inbound at higher margins.
Channel 1: Google Ads for IT Services
IT decision makers search for solutions: “managed IT services,” “network security,” “cloud migration.” High-intent, qualified keywords.
Budget: $2,500-4,000/month = 15-30 leads/month
Channel 2: Content Authority
Publish:
- “Cloud migration playbook”
- “Cybersecurity framework guide”
- “Managed IT vs. DIY cost comparison”
Channel 3: LinkedIn Authority
Post: 2-3x/week about IT trends, solutions, security Target: IT Director, CTO titles Budget: $2,000-3,000/month for ads
Timeline
- Months 1-3: Google Ads
- Months 3-6: LinkedIn authority
- Months 6-12: Content authority
- Month 12+: 20-40 leads/month from owned channels
MSPs that build owned channels stop competing on price.