How Our Managed Bing Ads Service Helped Bytus Double Leads

When it comes to driving qualified leads online, businesses often focus heavily on Google Ads, leaving other platforms underutilized. In this case study, we reveal how our managed Bing Ads service helped one client double their leads in just three months, providing actionable insights for businesses looking to optimize their paid search campaigns on Bing. By strategically leveraging Bing Ads’ unique audience targeting and our hands-on management approach, we created a campaign that outperformed expectations and delivered measurable ROI.

Understanding the Challenge

Our client, a mid-sized B2B technology company, was struggling to generate enough qualified leads through their existing digital marketing efforts. They had invested in Google Ads and organic SEO, yet the volume of inbound inquiries was plateauing. Key challenges included:

• High competition in Google Ads for their core keywords, driving up cost per click (CPC).

• Limited brand awareness among certain professional demographics who were more active on Microsoft’s search network.

• Lack of campaign optimization and underutilization of Bing’s advanced targeting options.

Recognizing these challenges, we recommended a full-service Bing Ads management approach, including keyword research, ad copywriting, audience segmentation, and continuous optimization. Our goal: increase lead volume without proportionally increasing ad spend.

Why Bing Ads Was the Right Choice

Many marketers underestimate Bing, assuming it has low traffic volume compared to Google. However, Bing Ads (now part of Microsoft Advertising) offers several advantages that can directly impact lead generation:

1. Lower Competition and CPC
   Bing typically has lower CPCs compared to Google Ads for the same keywords. This allowed us to capture high-intent leads at a fraction of the cost, maximizing ROI.

2. Audience Demographics
   Bing users tend to be older, more affluent, and often decision-makers in business settings. For our B2B client, this translated into higher quality leads.

3. Integration with Microsoft Ecosystem
   Bing Ads integrates seamlessly with LinkedIn targeting, allowing precise segmentation based on job title, company size, and industry—a feature we leveraged to reach the client’s ideal prospects.

4. Exclusive Search Inventory
   By advertising on Bing, Yahoo, and AOL search networks, we reached audiences that were not being saturated with ads from competitors heavily invested in Google.

Step 1: Comprehensive Campaign Audit and Keyword Strategy

Our first step was to audit the client’s existing paid search campaigns and identify gaps. We found that their previous efforts had neglected Bing’s search network and had untapped opportunities in long-tail and industry-specific keywords.

Keyword strategy highlights included:

• Focusing on high-intent keywords like “enterprise software solutions for manufacturing” rather than generic terms.

• Incorporating negative keywords to avoid irrelevant clicks and wasted budget.

• Segmenting campaigns by product line to tailor ad copy and landing pages for maximum relevance.

This keyword-focused approach allowed us to target prospects who were ready to convert, laying the foundation for a high-performing campaign.

Step 2: Crafting High-Converting Ads

Next, we developed custom ad copy and creative for each campaign segment. Our strategy emphasized:

• Clear value propositions highlighting the client’s unique strengths.

• Strong calls-to-action (CTA), such as “Request a Free Demo” or “Get a Custom Quote Today.”

• Ad extensions to increase visibility and click-through rate, including sitelinks, call extensions, and structured snippets.

By testing multiple variations of headlines and descriptions, we identified the combinations that delivered the highest engagement and conversion rates. Over time, continuous A/B testing allowed us to refine messaging to resonate perfectly with Bing’s audience.

Step 3: Advanced Audience Targeting

One of the key factors behind the campaign’s success was leveraging Bing’s audience targeting options. We used:

• LinkedIn Profile Targeting to reach decision-makers in specific industries.

• In-market Audiences to capture users actively researching software solutions.

• Remarketing Lists to re-engage visitors who had interacted with the client’s website but had not yet converted.

This combination ensured that every dollar spent on ads was focused on prospects with the highest likelihood of converting, dramatically improving cost efficiency.

Step 4: Landing Page Optimization

Even the best Bing Ads campaign can underperform if leads land on pages that don’t convert. Our team worked closely with the client to optimize landing pages, implementing:

• Concise messaging that matched ad copy and keywords.

• Clear CTAs above the fold to reduce friction for users.

• Trust signals, including testimonials and client logos, to improve credibility.

• Fast-loading mobile-friendly designs to ensure a seamless experience across devices.

By aligning ads and landing pages, we created a cohesive conversion funnel, increasing the likelihood that clicks would become leads.

Step 5: Continuous Campaign Optimization

Our managed service didn’t stop after launch. We monitored and optimized the campaigns daily, focusing on:

• Adjusting bids for high-performing keywords.

• Pausing low-performing ads to reduce wasted spend.

• Expanding successful keyword themes to capture additional traffic.

• Reviewing audience segments to ensure the most profitable prospects were prioritized.

This iterative approach ensured sustained performance improvements, with lead volume increasing steadily month over month.

Step 6: Measuring Results and KPIs

After three months of running our managed Bing Ads campaigns, we closely analyzed the performance using both Bing Ads’ analytics and Google Analytics. Key performance indicators (KPIs) included:

• Lead volume: The primary metric for success.

• Cost per lead (CPL): Ensuring efficiency in ad spend.

• Click-through rate (CTR): Measuring engagement with the ad copy.

• Conversion rate (CVR): Determining how effectively visitors became leads.

Doubling Leads

The results were impressive:

• Lead volume increased by 102%, effectively doubling the number of qualified inquiries compared to the pre-campaign period.

• CPL decreased by 28%, meaning the client was acquiring leads more efficiently than ever.

• CTR improved by 35%, reflecting strong alignment between ad messaging and user intent.

• Conversion rates rose from 3.5% to 6.8%, demonstrating the impact of optimized landing pages and precise targeting.

These numbers show that a well-managed Bing Ads campaign can not only generate more leads but also maximize ROI while controlling costs.

Step 7: Why Managed Services Made the Difference

While any business can set up a Bing Ads account, achieving consistent lead growth requires ongoing expertise. Here’s why our managed service was critical to the success of this campaign:

1. Expert Keyword Strategy
   We conducted deep research to identify both high-volume and high-intent keywords that competitors overlooked, ensuring maximum visibility.

2. Continuous Optimization
   Automated tools alone are not enough. Our team monitored campaigns daily, making bid adjustments, testing ad copy, and expanding profitable keyword groups.

3. Advanced Audience Targeting
   Leveraging LinkedIn profile targeting and in-market audiences allowed us to reach decision-makers ready to buy, a feature many DIY advertisers miss.

4. Landing Page Alignment
   We ensured that every ad led to a tailored landing page, increasing relevance and converting clicks into leads.

5. Data-Driven Decisions
   Reporting and analytics were reviewed weekly, ensuring campaigns remained profitable and aligned with the client’s goals.

Step 8: Lessons Learned from the Campaign

Every successful campaign provides valuable insights. Here are the key takeaways from this case study:

• Diversifying Paid Search Channels Pays Off
  Relying solely on Google Ads can limit growth. Bing Ads offers lower CPCs and access to an audience less saturated by competitors.

• Target the Right Audience
  Using advanced targeting options ensures every ad dollar reaches prospects with high purchase intent.

• Optimize the Entire Funnel
  From keyword selection to landing page design, conversion-focused optimization is essential to maximize results.

• Managed Services Save Time and Improve ROI
  Businesses that outsource campaign management can benefit from specialized expertise, faster optimizations, and higher lead quality.

Step 9: Additional Benefits Beyond Leads

While doubling leads was the primary goal, the campaign also delivered indirect benefits:

• Improved brand visibility across the Microsoft Search Network.

• Higher engagement with LinkedIn audiences, building credibility among decision-makers.

• Actionable data insights for other marketing channels, including SEO and email campaigns.

These additional benefits demonstrate how a strategic Bing Ads campaign can complement broader marketing efforts, amplifying overall ROI.

Step 10: How to Replicate This Success

For businesses looking to achieve similar results, here are actionable steps:

1. Invest in Managed Bing Ads Services
   Working with a professional team ensures campaigns are set up correctly, monitored consistently, and optimized for results.

2. Focus on High-Intent Keywords
   Identify the search terms your ideal customers use when ready to buy. Prioritize these over generic, high-competition terms.

3. Leverage Audience Targeting
   Use LinkedIn targeting, in-market audiences, and remarketing to reach prospects with the highest conversion potential.

4. Align Ads with Landing Pages
   Ensure messaging is consistent from ad to landing page to increase conversion rates.

5. Monitor and Adjust Regularly
   Paid search campaigns are dynamic. Continuously analyze performance data and make iterative improvements.

By following these steps, businesses can maximize the ROI of Bing Ads campaigns and generate a steady flow of qualified leads.

Step 11: Final Results Summary

Here’s a snapshot of the campaign’s performance improvements:

These results clearly demonstrate that a well-executed managed Bing Ads campaign can double leads while improving efficiency.

Step 12: Client Testimonial

“Partnering with MarketingLTB transformed our digital lead generation. In just three months, we not only doubled our leads but also gained invaluable insights into our audience. Their expertise in Bing Ads management is unmatched.”
— Marketing Director, B2B Tech Company – Bytus

Step 13: How Our Bing Ads Management Services Can Help You

If you’re looking to double your leads and maximize ROI from Bing Ads, our managed service provides end-to-end campaign management, including keyword research, ad creation, audience targeting, landing page optimization, and ongoing reporting. Explore how we can help your business grow by visiting our Managed Bing Ads Services page.