I've recently been put in charge of all online marketing for my company. We are an IT Managed Services co. in the SF Bay Area, basically becoming the IT department for small businesses (not trying to plug) and I'm trying to develop a good strategy to drive people to our site, and track conversions. Since we don't sell a commodity, and our contracts aren't long term, it's hard to dollarize a person's interest. Most topics on adwords and SEO are focused on e-commerce.
I'm also interested in the best call to action for a service site. People don't like leaving contact info anymore and we can't really ask for a subscribtion. It's also a strange market because people don't always know they need to re-structure their company. And everybody is hiding right now with the economy.
My current approach has been to tighten our adwords and add meta tags, etc. I'm looking into getting Google Adword Certified, mainly cause I'm spending so much time learning, it can't hurt to take the test.
I realize there is no silver bullet for this issue, but I would love to hear the perspective of people in this forum.
With service type ppc your just not going to get the kind of tracking that ecommerce people are. Your call to action is a phone number. One thing you can do is put your phone number in the ad. One thing we have done is to add live help to the site. Another thing you might do is only run the ads during business hours since most people are going to call or use live help. You can put questions in your ad. Try different things. Use A/B testing to see what ads do the best.