Cogan Achieved Incredible Results by Diversifying Ad Platforms with Microsoft Ads – 26% Increase in Leads

Cogan is a wire and metal products manufacturer and wholesale supplier based in the USA and Canada. With over 150 employees and a network of dealers throughout North America, Cogan’s products are installed across the continent.


Cogan aimed to generate more revenue by increasing the number of leads through ad campaigns on Google Ads, with the potential to test other platforms. Working with Cogan since October 2019, we successfully ran ad campaigns on Google Ads to generate leads. After receiving a stable results on Google Ads, we wanted to explore other platforms to scale our success even further.


After the long discussion, in the summer of 2022, we finally made an agreement on testing ad campaigns on a new platform. We proposed testing Microsoft Ads. This is an advertising platform that allows businesses to display their ads on Microsoft’s search engine, Bing, and its partner networks such as Yahoo and AOL. Although it has a smaller market share than Google, it still attracts a significant number of users, making it a valuable platform for businesses to consider.

Clients are often hesitant to invest in Microsoft Ads because they believe the platform is not widely used, but in March 2023, Microsoft announced that Bing is used every day by 100 million people worldwide, making it a viable option for businesses. Another benefit of Microsoft Ads is its lower competition, which can result in lower cost-per-click and higher ad placements for businesses. Additionally, Microsoft Ads allows businesses to import their campaigns from Google Ads, making it easier to manage and optimize their campaigns across multiple platforms.


After receiving approval from the client, the agency launched campaigns on Microsoft Ads and optimized them in the following ways: expanding the regions where the ads were shown, working with bids and bid adjustments, and pausing ineffective keywords and ad groups while focusing on effective ones.


Comparing the 8-month period of 01/09/22-30/04/23 to the same period in the previous years (01/09/21-30/04/22), Bing helped Cogan increase conversions by 26% with a 25% increase in cost and a 2% decrease in cost per acquisition (CPA).

The significant increase in conversions demonstrates the value of diversifying ad platforms. By utilizing multiple platforms, businesses can expand their reach to a larger audience and increase their chances of converting leads into customers. The increase in Cogan’s revenue by adding the new platform shows that testing ad campaigns on Microsoft Ads can be a successful strategy for businesses. Microsoft Ads’ lower competition and the ability to import campaigns from Google Ads make it an attractive option for businesses looking to diversify their advertising platforms.


Denis Yurchuk


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