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IT Trust is a leading IT solutions provider offering remote and onsite IT support, consulting, cybersecurity, cloud services, and software development. Established in 2006, IT Trust serves businesses across Johannesburg, Pretoria, Durban, and Cape Town, delivering tailored IT services focused on reliability, scalability, and security. The company partners with both local and global IT vendors to drive business growth through cutting-edge technology solutions.
increase in conversions
increase in clicks
decrease in cost per conversion
IT Trust is a leading IT solutions provider offering remote and onsite IT support, consulting, cybersecurity, cloud services, and software development. Established in 2006, IT Trust serves businesses across Johannesburg, Pretoria, Durban, and Cape Town, delivering tailored IT services focused on reliability, scalability, and security. The company partners with both local and global IT vendors to drive business growth through cutting-edge technology solutions.
increase in conversions
increase in clicks
decrease in cost per conversion
IT Trust approached Ruby Digital to increase their lead generation efforts, with a focus on driving high-quality leads that would contribute to both business growth and increased brand awareness. The goal was to improve conversion rates, attract more relevant traffic, and optimise ad strategies to deliver measurable results. Ruby Digital’s approach centered on refining targeting, improving ad copy, and continuously optimising the campaign to align with IT Trust’s business objectives.
Throughout the year, we needed to overcome a few challenges. The first was an issue with conversion tracking in early 2024, which led to inflated data and made it difficult to assess performance accurately at first. Once we identified the tracking issue, we updated the setup to ensure it only recorded genuine leads. With accurate data in place, we were able to clearly understand performance and make smarter, more informed decisions to guide the campaign strategy. Additionally, intermittent payment issues occurred throughout the campaign period, leading to temporary disruptions in ad activity at various points. These interruptions were caused by billing complications, which the client has been actively working on to resolve. In each case, we acted quickly to restore campaign activity—either by manually processing payments or coordinating closely with the client to ensure billing continuity. As a result, we were able to minimise long-term impact and resume normal operations promptly each time.
Ruby Digital’s strategy involved a series of tactical refinements to improve targeting and capture high-value leads. The team focused on ensuring that the ads reached the most relevant audience by implementing negative keyword matching, refining ad copy, and making adjustments to ensure better traffic quality. Midway through the year, the strategy was enhanced by shifting to exact match ad groups, improving the overall targeting and driving higher conversion rates. These ongoing optimisations led to sustained performance and steady growth in conversions throughout the campaign.
IT Trust saw significant growth in performance throughout the year. By December 2024, conversions had increased by 60%, clicks had risen by 13.25%, and the cost per conversion had decreased by 40.60%. December 2024 marked the highest-performing month, with a 116.66% increase in conversions month-over-month compared to November. Among the campaigns running for IT Trust, the branded campaign played a pivotal role in this growth, with a 380% increase in conversions from November 2023 to December 2024. Overall, we exceeded the client’s defined target for monthly quality leads. On average, we delivered 112% more leads per month than initially projected.
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Ruby Search Solutions (Pty) Ltd trading as Ruby Digital
