Client Overview
Our client is a mid-sized e-commerce brand in the health and wellness space, offering a range of organic supplements and lifestyle products. While they were seeing moderate success with Google Ads, they were concerned about increasing CPCs and market saturation. To sustain long-term growth, they wanted to diversify their paid media strategy and explore new platforms that offered better ROI.
That’s where Pravrdh stepped in.
The client approached us with a clear goal: increase revenue without increasing ad spend. We recommended launching a test campaign on Microsoft Bing Search Ads—a platform often overlooked but highly effective for reaching high-intent search users, especially in the USA.
The Challenge
Like many brands focused solely on Google, the client faced three core issues:
- Escalating ad costs: Google’s auction system had become too competitive, driving up CPCs and reducing return.
- Saturated targeting: Their Google Ads campaigns had reached a point of diminishing returns.
- Limited reach: They were missing out on the 30%+ of desktop search volume powered by Bing and Yahoo.
Additionally, they had never used Bing Ads before, which meant they needed a partner who could build the strategy from scratch and manage the end-to-end execution.
Strategy & Execution
Keyword & Campaign Setup
We started by analyzing their top-performing Google Ads keywords and used them as a foundation. But instead of a direct import, we performed Bing-specific keyword research to identify variations that align with Bing user behavior.
We then segmented the campaigns by:
- Device type (desktop, mobile, tablet)
- Geography (top 10 U.S. states by conversion volume)
- Match type strategy (broad match modified, exact match)
This granular structure allowed us to tightly control budget allocation and bidding based on performance signals.
Ad Copy Testing
Ad creatives were tailored for Bing’s layout and audience behavior. We A/B tested variations that included:
- Trust elements like “FDA-approved” and “100% organic”
- Value propositions like “free 2-day shipping” and “buy 1 get 1 free”
- Urgency drivers such as “limited-time offer”
We also used all available ad extensions, including sitelinks, callouts, structured snippets, and location extensions, to increase click-through rates and SERP presence.
Smart Bidding & Budget Management
Instead of manual bidding, we leveraged Enhanced CPC (eCPC) to automatically adjust bids based on the likelihood of a conversion. We also set clear budgets for each ad group and used dayparting to show ads only during high-conversion hours (8 AM to 8 PM in the client’s time zone).
Results After 60 Days
After launching the campaigns, the results spoke for themselves.
| Metric | Value |
|---|---|
| Total Ad Spend | $2,800 |
| Impressions | 142,000+ |
| Click-Through Rate (CTR) | 3.4% |
| Average Cost-per-Click | $0.58 |
| Total Conversions | 265 |
| Conversion Rate | 6.1% |
| Return on Ad Spend (ROAS) | 6.2x |
Compared to Google Ads, the client’s average CPC was 35% lower, and the conversion rate was 20% higher. This made Bing a high-ROI channel, particularly for desktop traffic and older demographics—where Bing excels.
Client Feedback
“Bing Ads was never on our radar until Pravrdh recommended it. The cost-efficiency and results blew us away. We now allocate 25% of our total ad budget to Bing and plan to scale further.”
— Chief Marketing Officer, Health & Wellness Brand
Key Takeaways
- Bing Ads offers access to a highly valuable yet underutilized audience.
- Ad copy customization and campaign segmentation are crucial for success.
- Enhanced bidding and schedule-based targeting can dramatically improve ROI.
Pravrdh’s proactive approach and data-driven optimization ensured the client could confidently scale their ad spend with measurable results.
Want Results Like This?
If you’re only advertising on Google, you’re leaving money on the table.
At Pravrdh, we help brands unlock new growth channels using smart, scalable ad strategies including Microsoft Bing Search Ads.
Whether you’re in e-commerce, SaaS, or lead generation, we’ll tailor a plan to meet your ROI goals.
