“Scaling on Google alone was becoming increasingly expensive in high-intent categories. We needed a channel that could deliver incremental volume without destabilising portfolio efficiency”
Microsoft Advertising presented several advantages:
The primary goal was to transform Microsoft Advertising from a supplementary channel into a dependable revenue driver across the portfolio.
The strategy focused on:
As Martin explains, “We were not simply looking for incremental clicks. The goal was scaling revenue while maintaining efficiency across the portfolio.”
Martin implemented a structured Microsoft Ads framework designed specifically for their multi-brand environment.
Campaign architecture focused on:
“Search and Shopping formed the performance backbone, delivering the majority of revenue at stable efficiency.”
Later, the team expanded into Microsoft Audience Network to test incremental reach, “Audience Network was layered in as an incremental reach driver while protecting the efficiency of our core Search and Shopping campaigns.”
Rather than scaling aggressively, the expansion was handled as a structured test with clear performance guardrails.
Over a 12-month period, Microsoft Advertising became a significant revenue contributor across the portfolio.
From Feb 2025 – Feb 2026 the campaigns delivered:
These results were achieved while scaling across five overlapping ecommerce brands.
Martin highlights the biggest learning, “The most significant outcome was scaling revenue materially while maintaining control.”
Martin explained the key drivers of success were down to:
Martin’s advice for businesses considering Microsoft Advertising is simple, “Treat Microsoft Advertising as a strategic growth channel, not a replication of Google. Structure campaigns intentionally, protect core efficiency, and scale in controlled phases. When integrated properly into a broader portfolio strategy, it can deliver meaningful incremental revenue while maintaining strong return.”
