Web2Media was already generating strong results through Google Ads but had not yet introduced Microsoft Advertising in every country where its client operated.
The objective was to expand into additional markets and maximise revenue while keeping marketing spend within approximately 15–20% of revenue.
Performance was already strong, so the opportunity was not about fixing an underperforming account. Instead, Web2Media wanted to use Microsoft Advertising to generate incremental conversions and revenue alongside its established Google Ads activity.
Revenue was the primary KPI, with the agency focused on scaling without compromising efficiency.
Web2Media used its Google Ads experience as a foundation but adapted the campaign structure and strategy specifically for Microsoft Advertising.
The strategy included:
Product feed optimisation was an important part of the strategy. Web2Media used Channable to improve its feeds before using them across Microsoft Shopping and Performance Max campaigns.
Although the team followed relevant best practices from Google Ads when setting up Performance Max, the accounts were adapted to suit Microsoft Advertising rather than copied directly.
Mads Nygaard,
Paid Search Manager, Web2Media
Launching Microsoft Advertising across the additional markets gave Web2Media another source of conversions and revenue beyond Google Ads.
The results included:
Microsoft Advertising helped increase total conversion volume while supporting the client’s wider international growth.
Its contribution varied by country, generating revenue equivalent to approximately 3–10% of that produced through Google Ads.
ClickTech Customer Success Manager Ally MacLennan supported Web2Media throughout the expansion, helping the agency establish the new accounts efficiently.
As Mads explains,
Web2Media’s experience demonstrated that a strong Google Ads setup can provide a valuable foundation when introducing Microsoft Advertising across multiple markets.
However, advertisers should treat Microsoft Advertising as a separate platform rather than creating a direct copy of their Google Ads accounts.
Mads advises,
