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PARTNER
Quality Bearings Online
INDUSTRY
B2B Ecommerce & Lead Generation
COMPANY SIZE
11-50 Employees
HEADQUARTERS
 Leeds

About

Matt Beswick is a Paid Marketing Manager at Quality Bearings Online, where he is responsible for driving sales and leads across paid channels.
With a large ecommerce product catalogue and customers across international markets, paid search plays an important role in connecting high-intent buyers with the right products.

The challenge: giving Microsoft Advertising its own strategy

Microsoft Advertising had previously received relatively little attention, with campaigns largely imported directly from Google Ads rather than built around the opportunities available on Microsoft. As Matt explains,
“Our Microsoft account was a bit forgotten. An agency previously looked after it and imported campaigns from Google with no real strategy for Microsoft.”
Matt saw an opportunity to change that by developing a dedicated Microsoft Advertising strategy focused on increasing both online and offline sales. The key KPIs were conversion value, phone calls and form fills, giving Matt a broader view of how Microsoft Advertising was contributing to business performance.

The strategy: building for Microsoft Advertising

Rather than continuing to replicate the Google Ads setup, Matt developed a dedicated strategy across Search, Audience Ads and Performance Max.

The strategy included:

  • Dynamic Search Ads to capture high-intent product-level searches across a large product catalogue
  • Branded Search campaigns to support existing demand
  • Audience Ads to expand reach and build brand awareness
  • Performance Max campaigns structured by region, with multiple asset groups to maintain product relevance
  • A Microsoft-first approach, rather than simply importing campaigns from Google


Dynamic Search was particularly well suited to the scale of the product catalogue, helping capture high-intent searches at product level.

Matt also tested Audience Ads over a six-month period and noticed an interesting impact beyond directly attributed conversions.

“We have tested having audience ads both on and off, and noticed whenever we are running audience ads, our overall performance on Microsoft sees an increase in performance than when we don’t run, even though very few conversions get attributed to audience ads themselves.”

The results: increasing revenue, conversions and calls

Giving Microsoft Advertising greater strategic focus delivered significant year-on-year growth.

The results included:

  • £200k increase in online revenue YoY
  • 50% increase in conversion volume YoY
  • 67% increase in phone calls
  • Microsoft generated more revenue than Google in five of the last six months


The £200k increase in online revenue was achieved with an additional £50k in spend, while conversion volume increased by 50% compared with the previous 12-month period.

Microsoft Advertising also delivered higher sales at a lower cost than Google, demonstrating the value of giving the channel its own strategy rather than treating it as an extension of existing Google activity.

Over the last 12 months, we’ve increased online revenue by £200k and conversion volume by 50%, while phone calls are up 67%. Microsoft has also generated more revenue than Google in five of the last six months, showing what can happen when you give the platform its own strategy.

Matt Beswick, Paid Marketing Manager,
Quality Bearings Online

Microsoft Advertising has also exceeded Google in terms of revenue generated in five of the last six months, while Matt reports that Microsoft outperforms Google across its ecommerce-led campaigns.

The takeaway: treat Microsoft Advertising as its own platform

The results have reinforced Matt’s view of the opportunity Microsoft Advertising presents for B2B advertisers, particularly when targeting North American markets. As Matt explains,
“Microsoft is a huge opportunity in the B2B space, particularly targeting North American markets.”
His key recommendation is to approach Microsoft Advertising independently rather than assuming that strategies developed for Google will translate directly:
“Treat it as its own platform. Don’t import from Google, have an independent strategy and give it the time it deserves.”
As a ClickTech Channel Partner, Matt also had access to additional support and early insight into new opportunities:
“ClickTech supported us with Audience Ads audits and made us aware of new features early, ensuring we could get first-mover advantage.”

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