Hayden was managing paid media activity for an American-made men’s clothing brand focused on scaling profitable ecommerce growth.
The brand had already built strong recognition within the 45–60 demographic, but there was a clear opportunity to expand into a younger segment of working professionals aged 20–50.
As Hayden explains: “We have had strong brand awareness from the 45–60 age demo’s but have been looking to increase our customer base with the younger working professionals.”
While Google and Meta were delivering results, third-party tracking data revealed:
The opportunity wasn’t just diversification, it was structured expansion into a less saturated environment.
The campaign launched on Microsoft Audience Network with several clear goals:
As Hayden outlined: “The objective was to drive incremental conversions at an efficient CPA while supporting our overall paid media ecosystem.”
Success was measured by overall conversion lift and AOV among the target demographic.
Working alongside ClickTech, Hayden refined their Microsoft Audience structure to ensure performance was built intentionally, not passively.
Hayden explains: “ClickTech improved our audience structuring and budget deployment, tightening up remarketing and in-market segmentation. Their optimization recommendations across bidding and placements positioned us to scale while maintaining performance.”
Microsoft Audience Network was activated to support and amplify Search performance.
As Hayden describes: “We activated Microsoft Audience Network to support and amplify Search performance. High-intent users were captured through remarketing, while in-market audiences fueled new customer acquisition. Responsive display creative, mapped to specific Search themes, generated the highest engagement rates.”
Audience Network was not treated as an add-on, but as a structured amplification layer to Search.
Within six weeks, the campaign delivered:
Reflecting on the results, Hayden explains: “We initially overlooked its [Microsoft Advertising] efficiency in producing strong conversion results. The major insight was that disciplined audience segmentation and intent-matched creative unlock performance.”
The results also shifted how Microsoft Advertising was viewed within the broader strategy: “We’ve moved from viewing Microsoft as a secondary extension of Search to establishing it as a foundational performance channel.”
