Solved: Best Way to Get IT & Tech Leads for New Business?

Hi there,

Thanks for your enquiry. It's a story I hear a lot - wanting to get out of the 9-5 grind and build something for yourself is a massive step, so congrats on getting started.

You’ve got the skills, but the big question is getting a steady stream of clients, especially when you're just starting out. It can feel like shouting into the void. I've put together some of my thoughts for you, based on what I've seen work for other service businesses. The good news is there's a much more direct path to getting leads than printing leaflets or cold calling, which I'd honestly avoid.

Your ICP is a Nightmare, Not a Demographic

First things first, you've mentioned targeting "smaller companies" or "startup folk". That's a start, but it's too vague and leads to weak, generic advertising. To get results, you need to stop thinking about who your customers are and start thinking about what problem they're desperately trying to solve right now.

Your Ideal Customer Profile (ICP) isn't a demographic; it's a problem state. It's a nightmare.

For your B2B services: Your customer isn't "a small business owner". She's the owner of a 10-person consultancy whose server just crashed on the day a massive client proposal is due. Her nightmare is lost revenue, a damaged reputation, and the stress of dealing with tech she doesn't understand. She isn't browsing LinkedIn for fun; she's frantically Googling "emergency IT support near me".

For your B2C fixes: Your customer isn't just "someone with a broken phone". He's a parent whose kid just smashed their iPad screen the night before a school project is due on it. His nightmare is a family meltdown and a failing grade. He's not scrolling Facebook hoping for an ad; he's searching for "same day ipad screen repair in [your town]".

When you understand their specific, urgent, expensive nightmare, you know exactly what words they'll type into Google, and you know exactly what your ads need to say to get their attention. Everything else is just noise.

We'll need to look at Google Ads, not Social Media

You're right to be skeptical about LinkedIn and Facebook for what you're trying to do. They are 'interruption' platforms. You're trying to interrupt someone's social scrolling with a business ad. For a service like yours, which is almost always bought based on an immediate need, that's incredibly inefficient. You're paying to reach thousands of people who simply don't need you right now.

You need to be on an 'intent' platform. You need to show up at the exact moment your ideal customer is having their 'nightmare' and is actively looking for a solution. That place is Google.

Think about it like a plumber. You don't hope a plumber's ad pops up on your Instagram feed when a pipe bursts. You go straight to Google and search for "emergency plumber". Your IT services are exactly the same. People search when they have a problem. By running Google Search ads, you're not trying to create demand; you're simply capturing the demand that already exists. For a new business, this is the quickest and most reliable way to get your first paying customers.

This is the journey your future clients will take. Your job is to make sure you're the one they find at the end of it.

I'd say you need a proper website first...

This is the part where I have to be brutally honest. Before you spend even £1 on advertising, you MUST have a website that is built to do one thing: convert visitors into leads. All the traffic in the world is useless if your website is confusing, slow, or doesn't make it incredibly easy for someone to contact you.

Most self-made websites for new businesses are, frankly, not very good. They are often built as online brochures, not as sales tools. Your website's only job is to get someone to pick up the phone or fill out a form. That's it.

Here's what it needs, at a minimum:

• A Killer Headline: The very first thing people see should speak directly to their 'nightmare'. Not "Demonthief IT Services", but something like "Fast, Reliable IT Support For Small Businesses in [Your Town]" or "Same-Day iPhone & iPad Repairs".
• An Obvious Call-to-Action (CTA): A big, bold button near the top of the page that says "Get a Free Quote" or "Call Us Now". Your phone number should be clearly visible everywhere.
• Simple Service Descriptions: No jargon. Explain what you do in plain English. For B2B, talk about benefits like 'less downtime' and 'improved security'. For B2C, talk about 'fast turnaround' and 'quality parts'.
• Trust Signals: Even if you're new, you can add trust. Get a few testimonials from friends or family you've helped. Add your address (or at least your service area). A professional design itself is a trust signal. Your current site will probably need a lot of work, without even seeing it. With a poor website, you'll probably see very low conversion rates which means a high cost per lead.

You probably should create a high value offer...

Just as important as the website is your offer. A great offer makes the customer feel like they're getting immense value and reduces their risk of contacting you. The "Request a Demo" or "Contact Us" buttons are dead. They are high-friction and low-value. You need to give something first to earn their trust.

For your B2B services: Instead of just saying you offer "IT Support", create a specific, tangible offer. A classic one that works is a "Free 20-Minute IT Systems Audit". This gives you a reason to talk to a potential client, show off your expertise, and identify problems you can solve for them, all without any hard selling. It's a foot in the door.

For your B2C fixes: The value is in speed, trust and convenience. Your offer should reflect that. Things like "Same-Day Screen Repair Guarantee", "No Fix, No Fee", or a "12-Month Warranty on all Repairs" are powerful offers that make a customer choose you over a competitor.

Once you have your offer, you can build your ad copy around it using a simple framework like Problem-Agitate-Solve. You don't sell IT services; you sell a good night's sleep.

Example B2B Ad:
Headline: IT Support for Small Businesses in [Your Town]
Description: Tired of slow computers and network issues? Wasting hours on tech problems instead of running your business? We provide fast, affordable IT support to keep you running smoothly. Get a free IT audit today.

Example B2C Ad:
Headline: Smashed iPhone Screen? Fixed Today.
Description: Don't be without your phone. We offer same-day screen repairs for all iPhone models. Local, trusted, and guaranteed. Get an instant quote on our website now.

You'll need a realistic budget...

So, how much does this all cost? This is the big question. For local services, the cost per lead can vary wildly depending on your area and competition. Based on our experience with other service businesses, it’s not unrealistic to expect leads to cost anywhere from £10 to £60.

We've run campaigns for childcare services where signups were around £10 each. A home cleaning company we worked with got leads for just £5. But for a more competitive trade like an HVAC company, we're seeing costs of around £60 per lead. Your services will likely fall somewhere in that range. IT support might be on the higher end, while a simple phone repair might be on the lower end.

A good starting budget for ad spend is usually around £1,000 to £2,000 per month. This is enough to gather meaningful data and start generating a consistent flow of enquiries. I’ve built a little calculator for you below so you can play with the numbers yourself. Adjust the sliders to see how your ad spend, the cost-per-click, and your website's conversion rate all impact your final cost per lead.

This is the main advice I have for you:

To pull this all together, here is a simple table outlining the startgy I'd recommend. The key is to treat your two service types as distinct businesses, because their customers are completely different.

Getting out of the corporate world is tough, and the learning curve for marketing can be steep and expensive if you get it wrong. You've got the technical skills, which is the hard part. But right now, your biggest challenge isn't fixing computers; it's getting them in the door.

Doing all of this—the keyword research, building the campaigns, writing the ads, optimising the website, and constantly monitoring performance—takes a huge amount of time and very specific expertise. It's often more than one person can handle while also trying to run the actual business and serve the clients they do get.

If you'd like to go through this in more detail and get a proper look at what a campaign might look like for you, we offer a free initial consultation where we can review your specific situation and give you a clearer picture of the opportunities. There's no obligation, of course, just a chance to get some expert advice.

Hope this helps!

Regards,

Team @ Lukas Holschuh