Challenge
At the start of 2025, Bing Ads was live but underperforming. With a modest budget and little to show for it, the channel was at risk of being written off. The challenge? Prove Bing could deliver not just more traffic, but quality leads and real revenue impact.
Our Approach
We implemented a series of improvements in May 2025 to build a stronger and more balanced funnel:
- Smarter Structure: Bing naturally has lower traffic volume compared to other channels, and the account had been oversegmented. By simplifying campaigns and applying a proven high-level vs. low-level framework, we made budget allocation more efficient and ensured the account aligned with the effectiveness of Google campaigns.
- Budget Discipline with Impact: We kept spend lean, but made every dollar count through sharper targeting, stronger bidding strategies, and disciplined optimization. This approach allowed the channel to deliver real impact without overspending.
- Seasonal Promotions: We layered in timely promotional campaigns aligned with seasonal demand to boost engagement during peak moments. These efforts captured incremental opportunities and amplified overall campaign performance.
Results
From January–April compared to May–August 2025, Bing Ads showed strong improvements in both traffic and funnel outcomes:
- Visibility & Engagement:
- Impressions grew by +66%, while Clicks increased steadily, maintaining volume while delivering better-qualified visitors.
- Click-Through Rate (CTR) remained healthy, proving ads resonated with the right audience even as reach expanded.
- Conversions & Quality
- Leads rose from 200 to 247, a +23% increase.
- Appointments nearly doubled, rising from 118 to 210, a +78% increase.
- Lead-to-Appointment Conversion Rate improved from 59% to 85%, a +44% gain in quality.
- Revenue & Efficiency
- Revenue grew from $500K to $842K, a +69% lift.
- Cost per Appointment (CPA) dropped from $1,498 to $862, a 43% improvement in efficiency.
Key Takeaways
- Diversification Pays Off: Bing contributed nearly $842K in incremental revenue, proving the value of expanding beyond Google.
- Efficient Growth: Modest spend delivered outsized gains in conversion quality and efficiency.
- Better Funnel Health: Stronger lead-to-appointment conversion shows long-term business impact, not just short-term wins.
- Business Impact: Paid search diversification directly translated into appointments, revenue, and long-term growth opportunities.
By restructuring campaigns and focusing on quality over volume, Bing Ads transformed from an underperformer into a key growth driver. The channel not only delivered stronger short-term results but also positioned the client for sustainable, diversified growth beyond Google.