Lachi Media wanted to unlock more growth from Microsoft Advertising by increasing the number of booked jobs, not simply generating more online leads. The challenge was to achieve that additional volume without pushing up acquisition costs or reducing the profitability of each job.
To do this, the team needed to move beyond online conversion signals and give Microsoft Advertising a clearer picture of which leads were turning into paying customers. Roy explains: “The goal was not simply to generate more online leads. It was to increase the number of real jobs produced by the campaigns while keeping both blended CPA and gross profit per paid job stable.”
The primary KPIs were booked jobs, measured through offline conversions, and CPA, alongside conversion rate, total conversion volume, spend and gross profit per paid job.
Lachi Media rebuilt the Microsoft Advertising account with a greater focus on campaign structure, targeting and the quality of the conversion data being used for optimisation.
The strategy included:
Most importantly, Lachi Media changed what Microsoft Advertising was being asked to optimise towards.
Rather than relying on online conversion actions, the team fed offline conversions representing actual booked jobs back into Microsoft Advertising, giving the platform a stronger signal of which leads were delivering real business value.
As Roy explains: “Changing what the bidding algorithm optimizes toward can have a greater impact than simply adjusting budgets or bids.”
The rebuild helped Lachi Media increase the number of booked jobs generated through Microsoft Advertising while maintaining CPA and improving profitability.
The results included:
Microsoft Advertising also proved to be an important channel for efficient growth. For this client, it typically generates booked jobs at a 10–15% lower cost than Google, while maintaining roughly the same close rate and delivering slightly higher gross profit per paid job.
