Embedded Files
What
What
Microsoft Ads
strategy
budget
Who
Who
In-house Marketing Team
Simple Digital Agency (2025-present)
When
When
Engagement Term: 3-month minimum commitment starting June 2025, then continues on a rolling monthly basis.
Strategically: When planning marketing, launching products, or seeking to diversify ad channels.
Tactically (Ongoing): Monthly analysis, testing, and reporting.
Where
Where
Microsoft Search Network
Bing
Yahoo
etc.
Microsoft Audience Network
MSN
Outlook.com
Why
Why
To reach a different audience (often with less competition and lower costs than Google), diversify our ad spend, generate leads, drive sales, and target users actively looking for what we offer.
General Information
General Information
Partner Agency
Partner Agency
Agency: Simple Digital
Points of Contact:
Matt Isaac
Sana Fatima
Monthly Fee: $400+GST
Term: 3 months minimum from June 2025, rolling monthly after that
Terms & Conditions: https://simpledigital.net.au/terms-conditions/
Budget
Budget
Monthly Agency Fee: $400+GST
Media Spend (Paid to Google): Up to $1000/month
Incorporated audience data & learnings from LinkedIn.
Goal
Goal
6 Qualified Leads within 12 months
Monthly Updates
Monthly Updates
May 2025
May 2025
In the first month, the plan is to start with a $800-1,000 budget focusing on Search campaigns for team building and keynote as these tend to perform better than PMax on Microsoft ads.
June 2025
June 2025
In June, Microsoft Ads were set up, primarily focusing on Search Campaigns for team building and keynote. The ads started running around June 11th. The initial budget of $800 was not fully spent, with $561 used to gradually build campaign momentum.
The first month's results are promising, with a total of 368 clicks and two thank you page submissions. In comparison, a similar initial spend on Google Ads typically yields around 200 clicks and no conversions. Overall, key events on GA4 increased by 193% month over month.
Key Metrics
Key Metrics
Spent: $561.98
Impressions: 28,324
Clicks: 368
Conversions: 2
CPA: $280.99
Audience Targeting
Audience Targeting
Microsoft Advertising has a unique capability to target potential customers using data from LinkedIn profiles. This allows for the identification of an ideal audience based on company, industry, or job function. To enhance audience targeting, please provide any identified lists of specific companies or industries. The team will incorporate data from the LinkedIn campaigns into the meantime.
July 2025
July 2025
In July, the account generated 3 contact form submissions. One came from the Team Building 2025 Assets campaign, one from the Speaker Search campaign, and the final one was from the Team Building Search campaign.
Additional tracking was implemented to help Microsoft's algorithm accelerate its learning phase. Clicks to the Keynote and Team Building pages were now tracked as conversions, but these have been excluded from the report below to focus on primary conversion events. This change should help improve campaign optimization and audience targeting in the coming months.
It was also noted that a previous issue with GA4 attributing some paid traffic to organic has been fixed. This means the difference between paid and organic Bing traffic can now be seen directly in GA4. Overall, key events for Bing on GA4 saw a 68% month-over-month jump.
Key Metrics
Spent: $1,055.45
Impressions: 56,779
Clicks: 707
Conversions: 3
CPA: $351.66
August 2025
August 2025
In August, the number of reported conversions more than doubled, and the CPA was cut by more than 50% compared to July. The conversion breakdown is as follows: 4 form submissions, 1 executive_x_booking, 1 consult_booking_calendly, and 1 click_to_call.
While lead costs are not yet close to what is seen on Google, this channel is showing faster improvement. For context, it took six months of running Google ads to reach a CPA below $140, and 10 months to consistently maintain that level.
The report notes a payment issue has paused ads since Saturday and requests guidance on whether to continue using the current card or switch to a new one.
Key Metrics:
Spent: $996.86
Impressions: 43,323
Clicks: 708
Conversions: 7
CPA: $142.40
September 2025
September 2025
While lead costs are not yet close to what we are seeing on Google, we are seeing faster improvement through this channel.
For context, it took 6 months of running ads on Google to reach a CPA below $140 and 10 months to start seeing this consistently.
Breakdown of conversions from July to September:
form_submissions 13
consult_booking_calendly 3
executive_x_bookings 1
click_to_call 2
October 2025
October 2025
Last Updated: 4 November 2025
Updated By: Nicki Ann
Page updated
Report abuse