MSP Marketing
Lead Generation for Managed Service Providers (MSPs)
How to Get More Leads for Your MSP Business in 2025
(Without Wasting Your Time or Marketing Budget)
You’re not imagining it—marketing for MSPs is more complex and competitive than ever. Managed service providers consistently report that one of the hardest parts of running an MSP business isn’t the technical work—it’s generating qualified leads and attracting new customers. Even MSPs investing heavily in formerly gold-star methods like cold outreach often struggle to see a return that justifies their efforts.
Approximately 33% of MSPs identify acquiring new customers as their top challenge in 2025.
Here’s the real problem: most MSPs are spending their marketing budget and time in all the wrong marketing channels.
We're going to show you exactly where those missteps happen—and how to fix them using a smarter, more modern approach called Omnipresence Search. It’s how successful MSPs are generating more leads, building brand awareness, and converting prospective customers into loyal, monthly recurring revenue.
Let’s break it down.
Results of the 2024 Kaseya Benchmark Report showing the
top growth strategies for MSPs.
Where Most MSPs Think Leads Come From
We get it—visibility feels like everything. That’s why MSPs show up at networking events, in trade magazines, and on social media feeds. The logic is simple: get in front of as many eyeballs as possible, and the right potential clients will eventually reach out… right?
The problem? Most of those eyeballs aren’t in the market for managed services. So you’re spending a lot to show up in places where no one’s actually searching for an MSP.
The Two Biggest Problems Most MSPs Face
Using marketing tactics that require more time than your marketing team has
Spending money in ways that don’t bring consistent, high-quality results or business growth
Let’s look at the most common offenders.
Why You Should Rethink Billboards, Bus, and Bench Ads
Sure, seeing your MSP on billboards, buses, or benches might feel good—like you’ve established strong brand awareness in your city—but do these tactics really generate leads and bring in new clients? Highly unlikely.
These traditional outbound marketing methods are:
🚫 Expensive
🚫 Ineffective
Even though they’re “seen” by thousands, most business-to-business decision-makers simply aren’t paying attention. They’re on their phones, checking emails, or preoccupied with their own IT headaches—not actively looking for managed services as they pass your billboard or drive by your bus ad.
Social Media (Paid & Organic)
Meh… Unless You’re a Content Creator
Social media marketing is great for building brand awareness, but let’s be real—it’s a beast.
Unless you:
Have a built-in following
Understand each platform’s algorithm
Or are already a savvy content creator…
You’ll be shouting into the void.
Yes, paid ads on social media channels like Facebook and LinkedIn can help—but only after you’ve got your search engine optimization and Google presence dialed in. People scroll social to check out memes, not to find a managed service provider.
So… Where Do High-Quality MSP Leads Actually Come From?
Let’s cut to the chase: Google is where businesses go when they need IT help.
Not Instagram. Not the local business journal. Not LinkedIn.
Unfortunately, most MSPs are posting with their fingers crossed, hoping their content marketing finds someone in the market for their services.
Google works differently. Right now, thousands of business owners in your city are actively searching for IT support—and the MSPs that show up are getting hundreds of calls and form fills every month.
Chances are, you already know how powerful Google can be. Maybe you even hired an agency to help, only to be left disappointed by big promises and underwhelming results.
It’s not necessarily their fault. They’re doing their best—but without the right msp marketing strategy, it’s like navigating the ocean without a compass.
But here’s the thing: traditional MSP SEO—the kind most agencies still use—doesn’t cut it anymore.
Why “Traditional SEO” is Dead
(And What To Do Instead)
Old-school SEO focused on optimizing your site to rank in organic search results. That worked when Google’s search engine results were simpler.
Most MSPs get stuck here. They know search traffic matters, but their SEO and PPC campaigns just aren’t delivering results.
To understand why search marketing feels like a dead end for so many managed service providers, let’s take a closer look at what happens when someone Googles “IT support near me.”
Compare this to what we were seeing just 5 years ago and you’ll agree there’s a ton more going on:
Pay-per-click (PPC) ads (Google Ads/Google AdWords)
The Google Maps 3-pack
Organic results (often dominated by directories like Clutch and UpCity)
Reddit threads and “People Also Ask” snippets
Google isn’t just one list of links anymore—it’s a crowded landscape of ads, maps, videos, local packs, FAQs, and more. All of these elements compete for attention and clicks.
If your MSP isn’t showing up across all of them, you’re leaving leads on the table.
The real key to driving consistent new leads in 2025 is adopting a comprehensive MSP marketing strategy—showing up everywhere your target audience is looking, not just in one spot.
The “Omnipresence Search” Strategy: Your Roadmap to Real Results
This isn’t theory—it’s a step-by-step strategy that gets your MSP showing up everywhere it counts. Here’s how it works:
1. Pay-Per-Click Ads (Google Ads/Google Adwords)
Next in the results are paid search ads—still critical in attracting prospective clients searching for managed services online.
Unlike LSAs, which only appear for local searches, PPC ads give you greater flexibility to target specific keywords, audiences, and service areas.
There’s also a key difference in how you’re charged—PPC ads cost you for every click, while LSAs charge per phone call or inquiry.
Your cost per click in PPC campaigns can vary widely—anywhere from a few dollars to several dozen—depending on the keywords you’re targeting.
While we recommend running both PPC and LSA campaigns, PPC offers one major advantage: precision targeting.
With PPC ads, you can uncover high-converting “winning keywords” while filtering out poor matches using negative keyword lists.
Ongoing optimization and testing of your Google Ads account is key to improving lead quality and lowering costs over time.
Profitability doesn’t happen overnight—it’s a strategic process. That process includes:
Setup + optimization
Keyword research (including “negative” keywords to block time-wasters)
Ad copywriting
Landing page design
A/B testing
Maximizing what works
2. Local SEO (Google Maps Pack)
This is the goldmine. Over 50% of our clients’ leads come from here.
Unlike the first two strategies, this one doesn’t involve paid ads. The goal here is to earn a spot in the top three organic results for local search terms.
This placement is incredibly valuable for several key reasons:
Many searchers trust and prefer organic results over paid ads
The Maps Pack dominates the search results page visually
It highlights reviews, photos, and key info for multiple MSPs—without users needing to click through to a website
It shows how close each provider is to the searcher’s location
To rank here, your Google Business Profile plays a central role. You’ll need a verified physical office location to even be in the running.
To win the Maps Pack, we help you:
Optimize your Google Business Profile (with photos, categories, keywords, and details)
Get reviews that boost rankings
Build local citations (Clutch, UpCity, etc.)
This is free, organic visibility—and it turns clicks into new clients—fast.
But, your Google Business Profile isn’t a one-and-done setup. It requires ongoing attention—whether you’re updating your phone number, changing your address, or adding new office locations.
3. Traditional SEO (But Smarter)
Yes, the “10 blue links” part of Google still matters—just less than it used to. Make no mistake though, this doesn’t mean you shouldn’t be trying to rank here.
These days, MSP websites play a smaller role than they once did—which is exactly why many MSPs find SEO so frustrating. Most marketing agencies are still relying on outdated strategies that worked five years ago, but Google’s algorithm has evolved dramatically.
When you look at the traditional organic results now, you’ll often see:
Review aggregator sites like Clutch, UpCity, and Expertise.com
Community-driven content from platforms like Reddit and Quora…
“People Also Ask” sections featuring answers sourced from informational articles across the web…
Each of these elements is a chance to grab attention and convert browsers into leads—but only if your strategy evolves with the times.
Simply writing “great content” on your blog isn’t enough anymore. To compete, you need a more comprehensive, modern approach to search engine optimization.
Optimize Your Presence on Major MSP Directories
Start by creating and fully completing profiles on key review platforms like Clutch, UpCity, and Expertise.com. Make sure your information is up to date—and don’t forget to actively request client reviews. A well-optimized profile not only ranks higher within those directories but also attracts attention directly from Google searchers.
Create Content That Ranks in “People Also Ask”
High-quality blog posts, guides, and videos can boost your chances of landing in Google’s “People Also Ask” (PAA) box and even earn a spot in featured snippets or the #1 position.
We recommend including an FAQ section in every blog post to target common PAA-style questions your potential clients are searching for. This simple addition helps align your content with how Google organizes and delivers answers.
Content marketing remains one of the most effective “free” strategies—especially when you focus on. Here’s what it can look like:
Title: Ransomware Attacks: How Much Could They Really Cost Your Business?
Subheading (H2): How Much Does a Ransomware Attack Cost on Average?
This kind of structure tells Google: “Hey, this content is helpful.” And that’s what Google wants to show its users. To maximize your visibility, use these primary keywords in your post titles, at least one or two subheadings, and naturally throughout the content, along with similar keyword phrases.
Snagging Snippets (and Searcher Attention)
To land a featured snippet in Google, your content needs to be structured for clarity and relevance.
For example, if someone searches: “How do I protect my business from ransomware?”
You’d want to use that exact question as a subheading (H2 or H3), followed by a direct, informative answer in the next paragraph.
This format makes it easy for Google to recognize your content as a trustworthy answer—exactly what it looks for when selecting content for the People Also Ask box or featured snippets.
Create High-Quality Content + Earn Authoritative Backlinks
Great content isn’t a one-time effort—it’s about publishing consistently and strategically.
We help MSPs create a steady stream of high-quality blog posts, guides, and articles—written by professionals who know your industry expertise. This builds trust with potential customers and signals authority to Google.
And when your content is valuable, other reputable websites are more likely to link to it. Those backlinks boost your domain authority, elevate your rankings, and drive more traffic from people who are actually searching for the services you offer.
Does Omnipresence Search Actually Work for MSP Lead Generation?
The Omnipresence Search Strategy isn’t just about getting your MSP to appear on the first page of Google—it’s about showing up everywhere your prospective clients are looking, and converting that visibility into consistent, high-quality leads.
Just look at what happened with one of our clients. By implementing this strategy, their monthly site visitors grew from zero to over 7,000 per month in just three years, with 95% of those visitors coming from organic search.
That’s the power of showing up in every corner of Google—not just the organic results, but Maps, review sites, People Also Ask, and more.
Wondering if it will work for your MSP?
We use a powerful forecasting tool that analyzes your website data, historical performance, and local competition to predict the results of your SEO campaign. That way, before we even start running PPC for MSPs, you’ll have a clear sense of what kind of outcomes to expect.
Let the Experts Handle It
Look, you didn’t start your MSP business to become a marketer. Your time is better spent supporting your existing customers and solving IT challenges.
Let us handle the rest.
We’ll take lead generation off your plate and turn your website into the kind of client magnet it was meant to be.
Let’s make this the year your phone doesn’t stop ringing.
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Frequently Asked Questions About Lead Generation for MSPs
1. What is the most effective marketing strategy to get new leads for my MSP in 2025?
The most effective method in 2025 is a comprehensive MSP marketing strategy called Omnipresence Search, which ensures your MSP shows up across Google’s entire ecosystem—Local Service Ads, PPC ads, Maps, and organic search results. This approach outperforms one-off marketing campaigns and brings in warm, qualified leads who are actively searching for managed services.
2. Why isn’t traditional SEO bringing in enough new customers anymore?
While traditional SEO still contributes to organic traffic, it’s no longer enough on its own to generate leads. The search engine results page is now packed with paid ads, local packs, and featured snippets. To generate qualified leads consistently, you need a modern marketing plan that targets all areas of the results page.
3. Should I buy leads from lead generation companies?
Buying leads from MSP lead generation services might seem like a shortcut, but they’re often shared with multiple providers and lack intent. With digital marketing strategies—like optimized landing pages, PPC ads, and local SEO—you can attract high-quality leads who are genuinely interested in hiring your MSP.
4. What role does my MSP’s website play in client acquisition?
Your website is your best lead generation tool—if it’s set up right. It should be optimized for conversions, load quickly, and clearly communicate your value to business owners searching for IT support.
5. How can I retain existing customers while attracting new clients?
A comprehensive MSP marketing strategy includes both inbound marketing and outbound marketing tactics. By using email marketing campaigns, video marketing, and regular communication, you can build loyalty with your existing customers while also attracting potential clients through online marketing and content marketing.
6. What are some MSP marketing tips for converting potential clients into new customers?
Focus on building brand awareness with your target audience through educational content, case studies, and testimonials. Use a multi-channel approach—combining search engine optimization, social media marketing, and email marketing—to nurture leads through your sales funnel and support your sales team in closing more deals.
7. How do I know if my marketing campaign generates enough leads to support business growth?
Track your key performance indicators (KPIs) such as number of new leads, conversion rate, and monthly recurring revenue. An effective MSP marketing plan will help you attract customers, generate leads, and achieve sustainable business growth.
8. How many users or potential customers can my MSP realistically support?
This depends on your current resources, sales process, and other marketing efforts. Our team can help you analyze your capacity and develop a marketing strategy that aligns with your business goals and target audience.
Ready to see how Omnipresence Search can transform your MSP’s lead generation?