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PARTNER
Ascendancy
INDUSTRY
Performance Marketing Agency
COMPANY SIZE
11-50 Employees
HEADQUARTERS
Newport, UK

About

Ascendancy manages a diverse portfolio of mid-market B2B lead generation and multi-channel ecommerce accounts, with Microsoft Advertising playing an important role alongside Google Ads.
Senior Account Manager Jay oversees campaign strategy across the portfolio, using Microsoft Advertising to extend market coverage, reach high-intent audiences and help clients achieve more efficient acquisition. As Jay explains,
“Microsoft Advertising serves as a critical pillar alongside Google Ads. It allows us to capture a highly intentional demographic with strong purchasing power that is often underserved or overly expensive on other networks.”

The challenge: turning account data into faster, actionable decisions

For one UK B2B environmental consultancy, Ascendancy wanted to move faster from identifying performance issues to actually fixing them.

The client was repositioning its business away from lower-margin commodity reports towards higher-value professional planning consultancy services, while its advertising data and campaign setup still reflected elements of the previous model.

At the same time, reviewing complex account data manually was taking significant time. Ascendancy began trialling OmniAI Ad Connectors to reduce the hours spent pulling together multi-platform reports and identify cross-channel performance issues more quickly.

Jay explains,

 “Our primary goal was to drastically cut down the hours our team spent digging through multi-platform reports and to identify cross-channel performance anomalies much faster.”

The strategy: using AI to uncover what standard reporting could miss

Ascendancy used OmniAI and the Niki AI persona to analyse Microsoft Advertising performance, identify inefficiencies and prioritise the changes most likely to improve results.

Rather than relying on dashboard-level reporting alone, the team provided detailed client context so the tool could generate more relevant, bespoke recommendations.

The analysis identified:

  • Match-type creep and search term leakage bringing irrelevant traffic into campaigns
  • Account fragmentation and overlapping campaign types that had previously gone unnoticed
  • Quality Score issues linked to landing page experience and outdated, commodity-focused ad copy
  • Budget constraints limiting high-performing campaigns
  • Opportunities to prioritise account changes based on likely performance impact


Jay’s first impression was the depth of the analysis:

“It bypassed standard dashboard metrics to highlight actual structural issues. Instead of just handing us a clean graph, it pointed out serious account fragmentation, overlapping campaign types, and historical tracking gaps that our team had previously missed.”

One of the biggest opportunities uncovered was an environmental land campaign delivering a 13x return, but losing more than 90% of its potential visibility because of budget constraints and rank limitations.

The resulting action plan focused on tighter targeting, improved landing pages, rebalanced budgets and stronger conversion signals to support smarter bidding.

The results: lower CPA and faster account analysis

When Ascendancy first completed its feedback, the team was still in the early stages of using OmniAI. Even then, Jay reported a significant change in how quickly the team could move from identifying an issue to taking action.

As the changes were implemented, the impact became measurable:

  • 10% reduction in CPA
  • Around 2 hours saved per audit
  • 13x-return campaign identified with more than 90% of potential visibility being lost
  • Faster, data-backed answers available before and during client meetings


The time saving was rolled out across Ascendancy’s client base, allowing the team to spend more time acting on insight rather than manually analysing data.

Being able to pull fast, definitive answers either before a meeting or during the meeting has changed the dynamics of our client discussions and allowed us to plan out more actionable tasks.

Jay, Senior Account Manager
Ascendancy

The impact extended beyond performance alone. OmniAI gave the team a clearer way to diagnose issues and support client conversations with evidence rather than relying on assumptions.

The takeaway: turning AI into a decision-making partner

For Ascendancy, the biggest value of Ad Connectors has been its ability to act as more than a reporting tool. Jay sees long-term value in using it as an ongoing auditing tool for complex accounts, helping ensure strategic intent is reflected in day-to-day campaign execution. He explains,
“It caught bidding strategy errors that could have easily flown under the radar during standard weekly checks.”
He also sees an opportunity to use the tool to support junior team development, helping less experienced marketers identify issues and build their account-management skills more quickly.
Jay’s recommendation to other agencies is clear:
“I would highly recommend Ad Connectors to any agency managing complex search setups where lead quality matters far more than raw conversion volume. It strips away the guesswork, prevents budget waste from close-variant keyword creep, and gives you the exact data-backed arguments you need to confidently restructure accounts for long-term growth.”
For Ascendancy, the combination of faster analysis, clearer prioritisation and measurable performance improvement has turned AI from a reporting layer into a practical part of the decision-making process.

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