LinkedIn is not the only platform you use to generate MQLs. While it can be incredibly effective for targeting professionals in the IT services sector, it’s essential to explore other platforms that can deliver high-quality leads and bolster your pipeline growth. As a leading PPC agency, Advant Technology has extensive experience navigating these platforms, and we’ve seen firsthand how a diversified paid media strategy can yield superior results. In this thought leadership piece, we’ll dive deep into some of the most effective alternatives to LinkedIn Ads, focusing on how they can be optimized for IT services companies seeking both leads and brand awareness.

Google Search Ads & Bing Ads

When it comes to generating quality leads for IT services companies, Google Search Ads and Bing Ads are indispensable tools. These platforms allow you to target high-intent search queries, making them ideal for capturing MQLs who are actively seeking solutions your company provides.

Targeting the Right Audience

One of the critical advantages of search ads on Google and Bing is the ability to target users based on their search intent. By bidding on keywords such as “enterprise IT solutions,” “cloud services for businesses,” or “cybersecurity software,” you can directly reach decision-makers like CTOs, CIOs, and Heads of IT. Advanced targeting options, such as location-based targeting, device preferences, and time of day adjustments, enable further refinement.

For instance, we’ve found that targeting specific geographies with a higher density of tech companies (e.g., Silicon Valley or major financial hubs) can significantly increase the quality of leads. Furthermore, using long-tail keywords allows us to narrow down the search to specific roles or needs, such as “best cloud storage for financial institutions,” increasing the likelihood of capturing high-quality MQLs and SQLs.

Optimizing Campaigns for IT Services

The optimization process is critical in maximizing the ROI of your search campaigns. Here are a few strategies we’ve implemented for our clients:

• A/B Testing Ad Creatives: Continuously testing variations of ad copy to see what resonates most with your target audience is crucial. For example, highlighting pain points like “protect your data from cyber threats” versus “scalable cloud solutions for growing businesses” can attract different segments within the IT sector.
• Bid Strategies: Using automated bidding strategies like Target CPA (Cost-Per-Acquisition) can help you control costs while focusing on conversions. We’ve seen great success with Target ROAS (Return on Ad Spend) for clients who have longer sales cycles, ensuring that ad spend is efficiently driving quality leads through the funnel.
• Audience Segmentation: By leveraging RLSA (Remarketing Lists for Search Ads), you can tailor your bids and ad copy for users who have already visited your site but haven’t converted yet. For IT services companies, this is especially effective, as the sales cycle often involves multiple touchpoints.

Synergy Across Platforms

Google Search and Bing Ads should not be viewed in isolation. When used in conjunction with other platforms, they can significantly amplify your marketing efforts. For example, a user might first encounter your brand through a Google ad, then see a display ad on a different platform like Quora or Reddit. This cross-platform exposure can build trust and familiarity, ultimately increasing the likelihood of conversion.

In our experience, coordinating campaigns across Google, Bing, and other platforms like Twitter or Quora has proven to drive higher engagement and lead quality. By aligning messaging and targeting strategies across these platforms, IT services companies can create a seamless buyer journey, from the initial search to final conversion.

This multi-platform approach is data-led, relying on insights gathered from each platform to continuously refine targeting and messaging strategies, ensuring that your marketing dollars are driving the highest possible ROI.

Twitter/X: Engaging the IT Decision-Makers

Twitter (now X) might not be the first platform that comes to mind for B2B marketing, but it offers unique opportunities to engage IT decision-makers in real-time conversations and build brand awareness. For IT services companies, where the buyer journey often involves extensive research and peer recommendations, Twitter can be a valuable tool to capture attention and drive engagement.

Targeting on Twitter/X

Twitter allows you to target users based on their interests, behaviors, and even specific keywords they mention in their tweets. This can be particularly effective for reaching IT professionals who are discussing relevant topics, such as “cybersecurity,” “cloud computing,” or “data management.” Additionally, Twitter’s follower lookalike targeting enables you to reach users who share similar interests to your existing audience, expanding your reach within the IT sector.

For instance, if your goal is to engage with CIOs and CTOs, targeting followers of influential tech personalities or industry-specific publications can help you connect with the right audience. We’ve found that combining this with event-based targeting—such as major tech conferences or product launches—can further boost engagement rates and brand visibility.

Optimizing Twitter Campaigns for IT Services

Given the fast-paced nature of Twitter, campaign optimization is crucial to ensure your messages resonate and drive action:

• A/B Testing Ad Formats: Twitter offers various ad formats, including Promoted Tweets, Promoted Accounts, and Promoted Trends. A/B testing different formats can help determine which works best for your goals. For IT services, Promoted Tweets with compelling visuals or short videos explaining complex solutions often perform well.
• Engagement Metrics: Unlike search ads, where conversions might be the primary metric, Twitter campaigns should focus on engagement metrics such as retweets, likes, and replies. These interactions can indicate interest and help nurture leads over time. We’ve observed that higher engagement rates often correlate with improved lead quality down the line, as engaged users are more likely to convert.
• Optimized Bid Strategies: Twitter’s auction-based system allows for manual and automated bidding strategies. For top-of-funnel campaigns aimed at building awareness, we’ve found that CPM (Cost Per Thousand Impressions) bidding can maximize reach. For campaigns further down the funnel, focusing on engagement or click-through rates (CTR) might be more effective, ensuring that your ads are reaching users most likely to take the next step in the buyer journey.

Integrating Twitter with Other Platforms

To maximize ROI, Twitter should be used in synergy with other platforms. For example, users who engage with your content on Twitter can be retargeted on Google or Bing with search ads tailored to their interests. This multi-touchpoint strategy helps reinforce your messaging and keeps your brand top-of-mind throughout the buyer journey.

We’ve implemented this approach for IT services clients, combining Twitter’s broad reach with the intent-driven precision of search ads. The result? A significant increase in both MQLs and SQLs, driven by consistent messaging across platforms.

Quora: Positioning Your IT Services as a Solution

Quora is a unique platform where IT professionals seek answers to complex questions, making it an ideal place to position your IT services as a trusted solution. The platform’s user base is often in the research phase of the buyer journey, looking for insights and recommendations.

Targeting the IT Audience on Quora

Quora allows for highly granular targeting options, including contextual targeting based on specific questions, topics, and even user behavior. For IT services companies, targeting questions related to “best enterprise software,” “cloud security,” or “data management challenges” can help you connect with decision-makers at a critical point in their research process.

We’ve found that targeting high-traffic questions within these categories can drive significant engagement. Additionally, you can target users based on their past interactions, such as upvoting specific answers or following certain topics, to further refine your audience.

Optimizing Quora Campaigns for IT Services

Given the educational nature of Quora, content-driven ads tend to perform better. Here are a few optimization strategies we’ve successfully employed:

• Content-Rich Ad Copy: Unlike other platforms where brevity is key, Quora users appreciate detailed explanations and informative content. Ads that link to in-depth resources like whitepapers, case studies, or detailed blog posts tend to see higher conversion rates.
• A/B Testing Headlines: On Quora, the headline is often the first thing users see. Testing different headlines—focusing on pain points like “How to Secure Your Cloud Infrastructure” versus benefits like “Why Our Cloud Solutions Outperform the Competition”—can help you identify what resonates most with your audience.
• Lead Generation Forms: Quora offers lead generation forms directly within ads, allowing users to submit their contact information without leaving the platform. This can be particularly effective for capturing MQLs early in the research phase, especially when paired with a compelling offer like a free demo or consultation.

Creating Synergy with Quora

Quora works exceptionally well as part of a broader content marketing strategy. For example, users who interact with your content on Quora can be retargeted with display ads on other platforms like Reddit or via programmatic channels, keeping your brand visible as they move through the research phase.

We’ve leveraged this approach for our clients, using Quora to establish thought leadership and then driving users to more action-oriented platforms like Google or LinkedIn. This cross-platform strategy not only increases lead quality but also ensures that prospects receive consistent messaging, reinforcing their journey from awareness to decision-making.

Reddit: Tapping into Niche IT Communities

Reddit is a powerful yet often underutilized platform for B2B marketing, especially for IT services companies. With its vast array of niche communities, or “subreddits,” dedicated to topics like cybersecurity, cloud computing, and enterprise IT, Reddit provides a unique opportunity to engage with highly targeted audiences.

Targeting on Reddit

One of the standout features of Reddit is its community-driven structure. For IT services companies, this means you can target very specific subreddits where IT professionals and decision-makers actively discuss industry challenges and solutions. Subreddits like r/sysadmin, r/cybersecurity, and r/cloudcomputing are just a few examples where your target audience—CIOs, CTOs, IT managers—spend their time.

We’ve found that targeting these communities with relevant, value-driven content can yield highly engaged leads. The key is to ensure that your ads align with the tone and expectations of the community. Reddit users are highly discerning, and overly promotional content can be quickly dismissed. Instead, focus on ads that provide genuine value, such as case studies, whitepapers, or guides that address specific pain points.

Optimizing Reddit Campaigns for IT Services

Optimizing your Reddit campaigns involves a nuanced approach, given the platform’s unique dynamics:

• Content-Driven Ads: Given the platform’s focus on discussion and information sharing, ads that offer educational content tend to perform better. For instance, a Promoted Post that links to a detailed guide on “Securing Enterprise Networks” can attract significant interest from IT professionals.
• Community Engagement: Reddit rewards brands that actively engage with users. Consider running an AMA (Ask Me Anything) session with one of your IT experts, which can build credibility and foster direct interaction with potential leads.
• A/B Testing Creative and Copy: Reddit’s ad platform allows for A/B testing of different ad creatives and copy. Testing variations that highlight different aspects of your services—such as performance, security, or scalability—can help determine what resonates best with your audience.

Creating Cross-Platform Synergy with Reddit

Reddit can serve as a powerful top-of-funnel platform when integrated with other advertising channels. For example, users who engage with your content on Reddit can be retargeted with more direct offers on platforms like Google or LinkedIn, where they’re more likely to convert after their initial engagement.

For one of our clients, we used Reddit to generate initial interest and discussion around their new IT service offering. This engagement was then followed by targeted display ads on Google and LinkedIn, leading to a notable increase in both MQLs and SQLs. By aligning messaging across these platforms, we ensured a consistent and compelling buyer journey.

Bombora Data & Programmatic Display, Native & Video: Precision Targeting at Scale

Bombora is a leading provider of intent data, which can be a game-changer for IT services companies looking to reach decision-makers with precision. When combined with programmatic display, native advertising, and video ads, Bombora data enables you to target users based on their online behaviors, ensuring your ads are seen by those who are actively researching IT solutions.

Using Bombora Data for Targeting

Bombora’s intent data allows you to identify companies that are currently in the market for IT services. By analyzing the content users consume across the web, Bombora can determine which companies are showing interest in topics relevant to your services—such as “cybersecurity solutions,” “cloud migration,” or “network infrastructure.”

For example, if Bombora data indicates that a company is researching “cloud security,” you can target decision-makers at that company with tailored ads highlighting your cloud security services. This approach not only increases the relevance of your ads but also boosts the quality of leads by focusing on those who are already showing buying intent.

Optimizing Programmatic Campaigns

Programmatic advertising allows for automated, real-time bidding on ad inventory across the web, including display, native, and video formats. Here’s how you can optimize these campaigns for IT services:

• Dynamic Creative Optimization (DCO): Use DCO to serve personalized ads to different segments of your audience. For example, decision-makers in finance might see ads emphasizing compliance and security, while those in healthcare might see ads focused on patient data protection.
• A/B Testing Across Formats: Test different ad formats—display, native, and video—to see which resonates most with your audience. For example, video ads might perform better in terms of engagement, while native ads might drive higher conversions.
• Refining Audience Segments: Use engagement data to continually refine your audience segments. For instance, if you notice that certain industries or company sizes respond better to your ads, you can adjust your targeting parameters accordingly.

Leveraging Cross-Platform Synergy

Bombora data can be used across multiple platforms to create a cohesive and targeted advertising strategy. For example, if Bombora indicates that a company is interested in cybersecurity, you can target their decision-makers with programmatic display ads, retarget them with LinkedIn ads, and reinforce your messaging with video ads on YouTube.

For one of our IT services clients, we combined Bombora’s intent data with programmatic display and LinkedIn ads to create a multi-touchpoint strategy. This approach not only increased lead quality but also reduced the time to conversion, as we were able to target and engage decision-makers at the optimal moment in their buyer journey.

DOOH (Digital Out-of-Home): Capturing IT Decision-Makers at Events

Digital Out-of-Home (DOOH) advertising is often overlooked in B2B marketing strategies, especially in the IT services sector. However, when strategically deployed, particularly at industry events, DOOH can be a powerful tool for capturing the attention of key decision-makers like CTOs, CIOs, and IT managers. These events are prime opportunities to reach a highly targeted and engaged audience, making DOOH a valuable addition to your paid media arsenal.

Leveraging DOOH at IT Events

IT events, such as conferences, trade shows, and expos, gather large numbers of industry professionals who are actively seeking the latest solutions and innovations. By strategically placing DOOH ads in high-traffic areas—such as entrances, exhibition halls, and networking lounges—you can ensure your brand is top-of-mind as attendees move through the event.

For instance, placing a dynamic display near the entrance of a cybersecurity conference can immediately capture the attention of professionals looking for new security solutions. Similarly, a well-placed digital billboard in a networking area can reinforce your brand’s message as attendees discuss their needs and potential solutions.

Targeting and Engagement Strategies

DOOH at events provides a unique opportunity to target a captive audience. Here’s how to maximize its impact:

• Geofencing: Use geofencing technology to deliver DOOH ads specifically to attendees within the event’s vicinity. This ensures that your ads are seen by the right people at the right time. For example, geofencing can be used to display ads on digital screens as attendees approach the registration area or keynote hall.
• Interactive Displays: Consider using interactive digital kiosks that allow attendees to engage with your content directly. For instance, an interactive display could feature a quiz or demo related to your IT services, offering attendees a chance to learn more about your offerings in an engaging way.
• Real-Time Updates: Utilize the flexibility of DOOH to display real-time updates or announcements relevant to the event. For example, you could display the schedule for your speaking session, invite attendees to your booth, or share live social media feeds that engage the audience with your brand.

Optimizing DOOH Campaigns for IT Services

To ensure your DOOH campaigns deliver results, consider the following optimization strategies:

• Contextual Relevance: Tailor your messaging to the specific event and its audience. If you’re at a cloud computing expo, your DOOH ads should highlight your cloud services, using language that resonates with the challenges and opportunities in that space.
• A/B Testing Locations: If possible, test different ad placements within the event venue to determine which locations generate the most engagement. High-traffic areas are obvious choices, but also consider more intimate settings like networking lounges where decision-makers spend time discussing business.
• Multi-Platform Integration: To maximize the impact of your DOOH campaign, integrate it with your other digital channels. For example, you could run complementary social media campaigns targeting event hashtags, or use programmatic display ads to retarget attendees after they’ve seen your DOOH ads at the event.

Creating Synergy Across Channels

One of the strengths of DOOH, especially at events, is its ability to create a cohesive and immersive brand experience when combined with other channels. For instance:

• Follow-Up with Digital Campaigns: After the event, retarget attendees with digital ads on platforms like LinkedIn or Google, reinforcing the messages they saw on DOOH screens. This cross-platform approach ensures your brand remains top-of-mind as they return to their offices and consider new solutions.
• Lead Capture and Engagement: Encourage event attendees to interact with your DOOH ads by integrating a lead capture element, such as a QR code that directs them to a landing page or a special event offer. This can help transition the engagement from the physical event to a digital platform where you can continue the conversation.

For example, during a major IT conference, we implemented a DOOH campaign for a client that included digital billboards strategically placed near keynote sessions and networking areas. These billboards featured a QR code offering exclusive access to a post-event webinar. The campaign not only drove significant on-site engagement but also led to a substantial increase in post-event leads, demonstrating the effectiveness of integrating DOOH with a broader lead generation strategy.

Maximizing ROI Through Integrated Media Planning

The true advantage of a multi-platform strategy lies in its ability to maximize return on investment (ROI) by reaching the right audience with the right message at the right time. Each platform’s unique strengths—whether it’s the intent-driven precision of Google Ads, the conversational engagement of Twitter, the educational focus of Quora, or the community-driven interactions on Reddit—work together to create a robust, data-led approach that drives pipeline growth and quality leads.

As a leading PPC agency with deep expertise in IT services marketing, Advant Technology excels in creating and executing these integrated strategies. We understand that it’s not about choosing one platform over another but rather about how they can complement each other to achieve your specific business goals.

By leveraging the full spectrum of digital advertising platforms, IT services companies can not only enhance their lead generation efforts but also ensure that every interaction is meaningful and contributes to the overall growth of the business. This integrated approach is what sets apart successful campaigns—ones that don’t just generate clicks but lead to substantial, measurable business outcomes.

Whether you’re aiming to build awareness, engage deeply with your audience, or drive high-quality leads, a synergistic strategy that harnesses the power of multiple platforms will ensure that your marketing efforts are not only effective but also efficient and sustainable in driving long-term success.