Google Ads Keywords for MSPs and IT Companies
The difference between a profitable MSP account and an expensive one is usually the keyword list. Here are the searches worth paying for, and the ones to block.
Which keywords should MSPs bid on?
MSPs should bid on keywords that signal an organization looking for a service: "managed IT services" plus a region, "outsourced IT support", industry terms such as "IT support for law firms", security services, "co-managed IT" and switching phrases such as "new IT provider". These come from buyers. Avoid single-device and consumer repair terms, which bring individuals.
Managed IT
Core buyer searches; add regions.
Industry
Best if you have a niche.
Security
Urgency and budget.
Co-managed and projects
Larger clients.
Switching
Unhappy with current provider.
Which match types should MSPs use?
MSPs should start with phrase and exact match, because broad match tends to pull in consumer and job searches. Google's keyword matching options describe broad match as the default that can show ads on related searches, including some that do not share the keyword's meaning. Add broad match later only with offline conversions and Smart Bidding.
| Match type | Example | Use |
|---|---|---|
| Exact | [managed it services toronto] | Core buyer terms |
| Phrase | "it support for law firms" | Industry and service groups |
| Broad | managed it services | Later, with signed-agreement conversions |
Which negative keywords should MSPs add?
MSPs should block consumer repair, single devices, jobs and careers, training and certifications, free software and DIY searches. A shared negative list applied to every campaign prevents most wasted clicks. Google's negative keyword guide notes that synonyms and plural forms must be added separately.
Consumer and devices
Block individuals.
Jobs and training
Block job seekers and students.
Free and DIY
Block people avoiding a provider.
Not your services
Add what you do not offer.
How should MSPs organize keywords into ad groups?
MSPs should organize keywords so each ad group covers one service or niche and sends traffic to the matching page. Ten to twenty closely related keywords per ad group is plenty. When ad groups mix "managed IT", "cybersecurity" and "Microsoft 365 migration", the ad cannot speak to any of them well.
One service or niche per ad group.
If the ad cannot repeat the search, move the keyword.
How do MSPs estimate keyword costs?
MSPs can estimate costs with Google's Keyword Planner, which forecasts searches and costs for a keyword list in your locations, then refine with the search terms report after launch. Business IT searches are relatively low volume, so planner numbers are rough and some niche terms show no data at all.
Budget methods are on Google Ads cost for MSPs. Niche choice, which shapes your industry keywords, is on positioning, and the co-managed angle on co-managed IT.
How do keywords connect to ads and landing pages for MSPs?
Keywords connect to ads and landing pages through message match: "IT support for dental offices" should trigger an ad about dental IT and land on a dental page that names the software and privacy concerns. Generic pages waste the specificity the searcher gave you.
Ads are on Google Ads examples for MSPs, and pages on landing pages for MSP ads.
Frequently asked questions
What are the best Google Ads keywords for MSPs?
Managed IT plus region, industry IT support, security services and switching phrases.
Should I bid on "IT support"?
Only with strong negatives and business-focused ads, because it mixes consumer and business intent.
How do I stop job seekers clicking?
Add negatives such as jobs, salary, career, certification and course.
Should I bid on vendor names like Microsoft?
Only for specific services such as Microsoft 365 migration, and avoid implying partnership you do not have.
How many keywords should an ad group have?
Usually ten to twenty closely related keywords.
Do I need separate campaigns per city?
For distinct regions with different budgets, yes. For nearby towns, one campaign with all names is often enough.
How often should I review search terms?
Weekly for the first month, then every two weeks.
Sources & further reading
Platform rules and local programs change. These sources let you check the facts on this page, last checked October 21, 2026.