How We Increased ROI by 40% for TrioServ Using Bing Ads

When it comes to digital advertising, the ultimate measure of success is ROI – return on investment. For one of our clients, we were able to increase their ROI by 40% using Bing Ads, a platform often underestimated compared to Google Ads. In this case study, we’ll walk you through exactly how we achieved this improvement, including strategy, optimization, and targeting techniques that any marketer or business can implement.

Understanding the Client’s Challenge

Our client, a mid-sized e-commerce company in the home goods industry, faced declining ROI from their existing paid search campaigns. Despite spending heavily on Google Ads, their cost per acquisition (CPA) was rising, and overall profitability was declining. They were looking for a platform where competition was lower, CPCs were more affordable, and conversion potential remained high. This led us to consider Bing Ads.

The main challenges we identified were:

• High CPC on Google Ads limiting budget efficiency.

• Underperforming ad copy failing to engage potential buyers.

• Inefficient audience targeting leading to wasted ad spend.

• Lack of conversion tracking optimization, meaning campaigns weren’t fully data-driven.

Why We Chose Bing Ads

Many businesses overlook Bing Ads, assuming Google is the only platform that matters. However, Bing Ads presents several advantages for ROI-focused campaigns:

1. Lower competition and CPCs: Bing Ads often costs 20-35% less per click than Google Ads, allowing the same budget to reach more potential customers.

2. High-intent audience: Users on Bing tend to have higher purchasing power, often skewing toward older, more affluent demographics.

3. Integration with Microsoft ecosystem: With LinkedIn profile targeting and Microsoft Audience Network, we can target users by job title, industry, and company size, enhancing relevance.

4. Data-driven optimization opportunities: Bing Ads provides detailed analytics for search queries, device performance, and audience insights, enabling precise campaign refinement.

Step 1: Conducting a Comprehensive Audit

Before launching any new campaign, we performed a full audit of the client’s existing PPC campaigns. This included:

• Reviewing Google Ads data for performance trends.

• Identifying top-performing and underperforming keywords.

• Evaluating ad copy engagement rates and landing page conversion performance.

• Analyzing audience segments to understand buyer behavior.

This audit allowed us to determine which strategies could transfer effectively to Bing Ads and which adjustments were necessary to maximize ROI.

Key Findings from the Audit

• Over 50% of the ad spend was wasted on broad match keywords that drove irrelevant traffic.

• Ad copy was generic and lacked strong calls to action (CTA).

• Remarketing campaigns were underutilized, missing opportunities to convert warm leads.

• Device targeting was not optimized, resulting in higher spend on low-converting mobile traffic.

Step 2: Keyword Strategy for Bing Ads

Keyword strategy is the backbone of any PPC campaign. For Bing Ads, we applied a three-pronged approach:

1. Focus on High-Intent Keywords

Instead of competing for broad, high-competition terms, we targeted long-tail, purchase-intent keywords. For example, instead of “home decor,” we focused on “modern minimalist living room decor online”. These keywords have lower competition, higher relevance, and better conversion potential.

2. Negative Keywords to Reduce Waste

We implemented a robust negative keyword list, ensuring ads didn’t show for irrelevant searches such as “cheap DIY home decor ideas” or “free home decorating tips.” This immediately reduced wasted spend and improved overall click-through rate (CTR).

3. Bing-Specific Keyword Research

Bing has a slightly different audience than Google. We used Bing Keyword Planner to identify keywords that are highly searched on Bing but less competitive. This helped us maximize impressions and reduce CPC while maintaining high conversion potential.

Step 3: Crafting High-Converting Ad Copy

Ad copy can make or break ROI. On Bing Ads, we created highly targeted ad copy tailored to the Bing audience, emphasizing benefits, urgency, and clear CTAs.

• Emphasize Value: Highlighted free shipping, discounts, and premium quality.

• Tailor for Demographics: Messaging aligned with Bing’s older, affluent user base.

• Incorporate Keywords: Keywords were integrated naturally into headlines and descriptions to improve relevance scores and CTR.

We also used A/B testing for multiple ad variations, allowing us to continuously optimize for the highest-performing headlines and descriptions.

Step 4: Leveraging Audience Targeting

One of Bing Ads’ biggest advantages is its advanced audience targeting capabilities:

• LinkedIn Profile Targeting: We targeted professionals by job title, company, and industry, aligning ads with buyers most likely to purchase.

• In-Market Audiences: Focused on users actively searching for home decor products.

• Remarketing Campaigns: Re-engaged users who visited the client’s website but did not convert, improving the conversion rate by 25% within two months.

By layering these audience segments with our keyword strategy, we ensured ads were reaching the right people at the right time, significantly boosting ROI.

Step 5: Optimizing Landing Pages for Conversion

Even the best ads can fail if the landing page doesn’t convert. We analyzed and optimized the client’s landing pages for user experience, speed, and relevance:

• Simplified navigation to reduce friction.

• Enhanced product descriptions and images to increase engagement.

• Added clear CTAs above the fold, aligned with ad copy.

• Implemented dynamic text insertion to match search terms with landing page content, increasing relevance and conversion rate.

This landing page optimization worked hand-in-hand with our Bing Ads campaigns, turning clicks into actual revenue rather than just traffic.

Step 6: Smart Bid Management for Maximum ROI

Bing Ads provides robust bidding options, allowing campaigns to be optimized for conversions and ROI. We implemented a data-driven bid management strategy:

1. Manual Bid Adjustments by Device and Location

Using insights from our audit, we discovered desktop users converted at twice the rate of mobile users, while certain ZIP codes generated the highest revenue. We adjusted bids accordingly:

• Increased bids on high-converting locations by 20-30%.

• Reduced bids on low-performing regions and devices to prevent wasted spend.

2. Automated Bid Strategies

We leveraged Bing Ads’ Enhanced CPC and Target ROAS bidding for campaigns with sufficient historical data. This automated bidding helped maximize ROI while maintaining cost efficiency.

• Enhanced CPC (ECPC): Adjusted manual bids in real-time for users more likely to convert.

• Target ROAS: Focused spend on campaigns that historically generated high revenue per dollar spent.

This combination of manual insights and automated optimization allowed us to maintain tight control over budget while leveraging AI-driven adjustments.

Step 7: Conversion Tracking and Analytics

To measure ROI accurately, we implemented advanced conversion tracking:

• Bing Universal Event Tracking (UET) tags installed on all landing pages.

• Tracked multiple conversion events, including form submissions, purchases, and newsletter sign-ups.

• Integrated with Google Analytics and CRM, allowing for multi-channel attribution.

This setup allowed us to identify the most profitable keywords, ads, and audience segments, which informed ongoing optimization.

Step 8: Ongoing Optimization and Testing

Bing Ads campaigns require continuous refinement. We followed a rigorous optimization schedule:

• Weekly Performance Reviews: Adjusted bids, paused low-performing keywords, and tested new ad copy.

• A/B Testing of Ads: Constant testing of headlines, descriptions, and CTAs to improve CTR and conversion rate.

• Landing Page Iteration: Split-tested landing pages to maximize lead-to-sale conversion.

• Audience Refinement: Added new in-market audiences and adjusted LinkedIn targeting as we collected more data.

This disciplined approach ensured campaigns remained efficient, relevant, and profitable throughout the engagement.

Step 9: Results – Achieving a 40% ROI Increase

After three months of campaign optimization, the results were significant:

Key takeaways from these results:

• Cost per acquisition dropped by 40%, freeing budget for additional campaigns.

• CTR improved significantly, demonstrating stronger ad relevance and engagement.

• Revenue increased by $48,000 per month, directly contributing to a higher ROI.

• Remarketing campaigns accounted for over 30% of total conversions, highlighting the power of targeting warm leads.

Step 10: Lessons Learned and Best Practices

This case study provides actionable lessons for businesses looking to improve ROI through Bing Ads:

1. Bing Ads Can Outperform Google Ads: Especially when targeting a less competitive, high-intent audience.

2. Keyword Precision is Critical: Long-tail, purchase-intent keywords drive better conversions and lower CPCs.

3. Audience Targeting Matters: LinkedIn and in-market audiences allow for precise targeting and higher ROI.

4. Landing Page Optimization Cannot Be Ignored: Ads and keywords only perform well if the landing page converts.

5. Continuous Testing is Key: Regular A/B testing and bid adjustments ensure campaigns remain profitable over time.

6. Data-Driven Decisions Drive Results: Accurate conversion tracking and analytics are essential for identifying high-performing strategies.

By following these best practices, businesses of any size can replicate our success and achieve higher ROI on Bing Ads campaigns.

Why Businesses Should Consider Bing Ads

Many marketers overlook Bing Ads, assuming Google dominates the search engine market. However, as this case study demonstrates, Bing Ads offers a unique opportunity for cost-effective advertising with high-intent audiences. For businesses looking to stretch their marketing budget and maximize ROI, Bing Ads should be an essential part of the strategy.

• Lower CPCs mean more impressions and clicks for the same budget.

• Higher purchasing power audience increases the likelihood of conversions.

• Advanced targeting options allow you to reach your ideal customer efficiently.

If your business hasn’t yet explored Bing Ads, now is the time to leverage this underutilized platform for measurable growth.

Ready to Increase Your ROI Like Our Client?

We help businesses across industries maximize ROI using Bing Ads, from strategy development to campaign management and optimization. Our proven methods have helped clients achieve up to 40% ROI growth, lower acquisition costs, and higher revenue.

If you want to boost your paid search performance and see real results, check out our Bing Advertising Management Services and get started today.