31west
If You’re Running Google Ads for IT Outsourcing, Read This Before Increasing Your Budget
- IT help desk
- Call center
- Application & server support
31West had demand—but their paid acquisition engine wasn’t fully aligned with how B2B IT services are actually bought.
Key challenges included:
- Limited scalability due to budget constraints and policy restrictions
- Inconsistent lead quality from existing Google Ads campaigns
- Spend spread too broadly across geographies with uneven conversion intent
- Landing pages not optimized for enterprise-level decision-makers
- Need to drive measurable growth, not just traffic or inquiries
- The real issue wasn’t visibility—it was precision.
Our approach
Growthify treated Google Ads as a lead qualification system, not a traffic channel.
01
Geo-Led Budget Allocation
- Analyzed regions in the US where 31West already had existing customers
Allocated:
- 80% of the budget to proven, high-conversion regions
- 20% to new markets for controlled expansion
- Reduced waste while improving lead relevance
02
Foundation-First Account Optimization
Spent the first 15 days purely on optimization, not scale
Improved:
- Campaign structure
- Keyword intent mapping
- Policy compliance
- Ensured the account could scale without performance instability
03
Conversion-Focused Funnel Execution
- Ran search-led Google Ads campaigns capturing:
- Discovery-stage users
- High-intent prospects actively searching for IT outsourcing
Optimized landing pages to:
- Reduce drop-offs
- Improve consultation and inquiry submissions
- Filter low-quality leads upfront
- This ensured spend translated into sales conversations, not noise.
What We Implemented
Data-driven Google Ads strategy across:
- Search
- Performance Max (where applicable)
- Region-focused targeting aligned with revenue potential
- Landing page and conversion path optimization
- Continuous performance monitoring and refinement
Outcomes
- Improved lead quality across IT help desk and support services
- Higher conversion efficiency with controlled budgets
- Stronger visibility in high-intent search categories
- More relevant inquiries from businesses actively evaluating outsourcing partners
- A scalable acquisition framework aligned with long-term business growth
Key Takeaway
In B2B services, cheaper leads aren’t better leads. Better targeting is.
31West’s case highlights a common mistake in IT outsourcing marketing—scaling spend before fixing precision. By reallocating budget intelligently, optimizing early, and focusing on intent-driven Google Ads, Growthify helped turn paid search into a reliable source of qualified opportunities.
Work with a performance marketing partner that fixes systems first and scales revenue next.
Partner with a team that takes ownership of revenue, systems, and execution – like it’s their own business.
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