From website development to 400+ sales-qualified IT leads
Setup4 provides IT support, managed IT, cloud, infrastructure, security and technology services to organisations across Melbourne and Australia. With a broad service offering, the digital challenge was making it immediately clear what Setup4 could solve and then connecting that website experience to a reliable source of new business opportunities.
Setup4
sales-qualified leads
Website Development · Google Ads · Lead Generation · Conversion Tracking
Paid Ads · Website + Landing · Tracking + Reporting
The challenge
IT services cover a wide range of customer problems. A business searching for managed IT support has a different need from one looking for server maintenance, cloud infrastructure, Microsoft 365 assistance or cybersecurity.
The website and advertising therefore needed to accommodate multiple types of commercial intent without making the overall offer difficult to understand.
Building the website
Digicue developed the Setup4 website to create clearer pathways into its core IT services. Rather than treating the website as an online brochure, it was designed as part of the lead generation system.
Service content helped prospective customers understand the available solutions while calls and enquiry forms created direct pathways into the sales process.
Building the Google Ads engine
Google Ads captured businesses actively searching for IT solutions. Campaigns were structured around the different services and levels of customer intent so that searches could be directed towards relevant website experiences.
This created a much tighter relationship between what someone searched for, what advertisement they saw and where they landed.
Measuring sales opportunities
The objective was not simply traffic. Calls and form submissions were tracked as lead actions, providing visibility into how Google Ads and the website were contributing to business development.
Lead quality remained the important measure.
The result
sales-qualified leads
The combined website and Google Ads strategy generated 400+ sales-qualified leads through phone calls and website enquiry forms.
The project demonstrates what happens when website development and paid acquisition are designed as one system rather than separate projects.
Growth System layers involved
3 of nine layers in scope. Every case connects back to the same system; the layers highlighted are where this work sat.
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