$1.4M In Spend Turned Into $5M+ In Revenue From Microsoft (Bing) Ads

For a B2B financial services company that I worked with, I was able to help drive over $5M in new customer revenue on $1.43M in ad spend from microsoft (bing) ads.

We focused on generating front end lead flow (collected name and email) from paid search campaigns (using mostly bing campaigns) and focused on having a really robust email marketing system in place to nurture the lead flow.

Our emails drove the leads to an application process where our partners team would then begin the process of having conversations with those who filled out applications, and taking them down the process of becoming a customer.

We found it took 95 days (on average) for a lead to become a customer, so having a robust email marketing system in place was key.

We ran the campaign mostly on an “exact match” keyword strategy, and continued to increase our bids until we were showing in the 90%+ range when it came to absolute top impression ranking.

We then slowly started layering in phrase match keywords and would continue to keep an eye on our search term reports and adding in “negative keywords” as needed.

As the campaign continued to run, we also layered in a more advanced conversion tracking system where we would begin to pass back qualified applicant information (instead of just initial lead information) back to the microsoft platform to further optimize the campaign.

As applicants began to convert into customers, we also started to layer in the process of sending back customer data to the microsoft platform to optimize even further.

This was a great and enjoyable campaign to work on, and our client was extremely happy with the result.