We Generated $947K Revenue for a US Print Provider via Microsoft Ads in 3.5 Years

Google Ads is known as the primary advertising channel for e-commerce, but Microsoft Ads (Bing Ads) can be equally profitable with the right strategy. In this case study, we share how we broke revenue records after taking over the Microsoft Ads account of a US-based online print provider in early 2023. All data has been pulled directly from the Microsoft Ads account.

Bit DedeKey findings

• $947,310 total revenue over 3.5 years (Microsoft Ads channel)
• Total spend: $312,206, ROAS: 303%
• Total conversions: 11,773 orders
• Revenue reached all-time highs after account takeover
• $3.03 revenue generated for every $1 spent

Client Profile and Account Takeover

Our client is a US-based online print and printing solutions provider serving customers nationwide. They offer a wide range of products from business cards to posters, packaging to promotional items. An e-commerce brand operating in a competitive market, serving both B2B and B2C customers.

Pre-takeover situation (early 2023):

• Microsoft Ads account existed but was underperforming
• Campaign structure was unoptimised, relying on broad targeting
• Revenue was nearly flat quarter over quarter
• ROAS targets were not being met, and ad budget efficiency was questioned

When we took over the account in early 2023, our first step was analysing the existing campaign structure and restructuring it by product category.

Why Microsoft Ads?

In the US e-commerce market, focusing on Google Ads is natural, but Microsoft Ads has strategic advantages that should not be overlooked:

• Lower competition, lower CPC: Many competitors focus solely on Google. Click costs on Microsoft Ads are typically 20-35% lower.
• Higher-income demographic: Bing users in the US tend to belong to higher income brackets. Professionals and enterprise users working on Windows computers are an ideal audience for B2B print orders.
• LinkedIn integration: Microsoft Ads offers targeting enriched with LinkedIn data. Targeting by company size, industry, and job title is possible.
• Import convenience: Google Ads campaigns can be imported to Microsoft Ads with one click, followed by platform-specific optimisation.

For this client, Microsoft Ads started as a complement to Google Ads but over time became a profitable channel in its own right.

Strategy: Account Restructuring

1. Product category-based campaign structure

We split generic "print services" campaigns into separate campaigns by product category. Business cards, posters, banners, packaging, and promotional items each received their own budget, keyword list, and ad copy.

2. Shopping campaign optimisation

We optimised the product feed: rewrote titles to match search intent, enriched product descriptions, and improved price competitiveness. By switching to a ROAS-focused bidding strategy, we directed budget towards the most profitable products.

3. Gradual budget scaling

In the initial period after taking over, we focused on improving efficiency rather than increasing budget. As ROAS targets were met, we gradually scaled the budget. This patient approach laid the foundation for breaking the revenue record in mid-2025.

4. Seasonal strategy

The print industry has distinct seasonal patterns: holiday cards, graduation season, corporate event season. We aggressively increased budget during these periods and switched to maintenance mode during low seasons, optimising annual ROAS.

Overall Performance Summary

Generating approximately $947,000 in revenue from $312,000 in ad spend means a gross advertising profit of $635,000. Moreover, this figure covers only the Microsoft Ads channel; the client's Google Ads and other channel performance is evaluated separately.

Growth Trajectory: How the Revenue Record Was Broken

When we took over the account, the performance graph was nearly a flat line. Quarterly revenue and conversions were consistent but not growing. So how was the revenue record broken?

Phase 1: Foundation building (2023)

In the first year, we rebuilt the account structure and collected data. We segmented campaigns, expanded negative keyword lists, and strengthened conversion tracking. Revenue remained flat during this period, but efficiency improved.

Phase 2: Optimisation (2024)

In the second year, we refined bidding strategies based on accumulated data. We pruned low-performing product categories and shifted budget to high-ROAS segments. Revenue began to rise slowly.

Phase 3: Breakthrough (2025)

Entering the third year, the algorithm had accumulated sufficient data. Automation strategies (Target ROAS, automated bidding) began operating at full efficiency. Revenue rose significantly and reached the highest quarterly figures in the account's history. This is the inflection point visible in the graph.

This pattern is one we frequently observe in digital advertising: 12-18 months of foundation building, 6-12 months of optimisation, then exponential growth. Brands that lack patience stop their campaigns before reaching the growth threshold.

5 Strategic Lessons for E-Commerce Microsoft Ads

1. Microsoft Ads is not a "cheap alternative" to Google Ads; it is a complementary channel.

   In the US market, Bing holds a 10-15% desktop search share with a different user profile. Keywords that are expensive on Google can be acquired at lower costs on Microsoft Ads. It is possible to achieve more conversions with the same budget.

2. Product feed optimisation is the foundation of shopping campaigns.

   Feeds imported from Google Merchant Center typically lack Microsoft-specific optimisation. Customising titles, descriptions, and categories for Microsoft Shopping significantly improves click-through rate and conversions.

3. Gradual scaling always outperforms aggressive growth.

   Doubling the budget overnight disrupts the algorithm's learning process. In this account, patient and gradual growth over 3.5 years ultimately resulted in a revenue record.

4. Seasonal budget planning is essential.

   The print industry has well-defined demand periods. Increasing budget during high-demand periods and switching to maintenance mode during low periods can improve annual ROAS by 20-30%.

5. Long-term management gives the algorithm a chance to learn.

   It took 2.5 years for this account to reach its revenue record. Automated bidding strategies perform best when they have accumulated sufficient data. Achieving this result with short-term campaigns would not have been possible.

Frequently Asked Questions