How We Achieved 3x Better Cost Efficiency with Bing Ads for Picflow

Working with Aimers has been a great experience for our SaaS business. From the start, they took the time to understand our product and goals. One of the things I appreciate a lot about Aimers is their clear and consistent communication. They're always available to answer questions and make adjustments when needed. They don't just feel like a partner, but part of the team.

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Michel Luarasi

Founder

Picflow is an online proofing platform for creative and photographic work, designed for managing galleries, sharing, and approving visual content. It enables teams, photographers, agencies, and brands to upload, showcase, and collaborate on images and videos for review and approval. Picflow focuses heavily on creative collaboration, and studio management and is primarily designed for high-end commercial, fashion, and marketing portfolios. Its core emphasis is on speed, visual proofing, and versioning, allowing users to push large batches of images quickly.

better cost efficiency

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-68.9%

reduction in CPA Converted

Challenge

Bing was consistently underperforming. Before our involvement, the account struggled with:

High acquisition costs
Significant month-to-month volatility
Poor budget efficiency
Weak conversion economics

Solution

The platform wasn't the problem. Our audit suggested a different issue: the platform had untapped potential, but campaign structure and optimization strategies were preventing efficient performance. Instead of reducing investment, we focused on improving efficiency.

1. Ad Group Budget Distribution Optimization

We reviewed:

Ad group-level spend distribution.
Trial generation efficiency by ad group.
The difference between micro-conversions and actual trial performance.
Budget allocation within campaigns.

Optimization focus:

Shift budget toward ad groups generating qualified trials.
Reduce overinvestment in segments optimized around micro-conversions.
Ensure budget distribution reflects actual business outcomes.

2. Search Term Quality Optimization

We analyzed search query relevance and identified areas of inefficient traffic acquisition.

Key findings:

Existing Google negative keyword lists do not fully prevent irrelevant traffic in Bing.
A high volume of irrelevant and single-word search terms was identified across campaigns.
Due to the scale of search queries, estimating total spend leakage from irrelevant traffic requires further prioritization.

Optimization focus:

Expand Bing-specific negative keyword coverage.
Remove low-intent and informational search queries.
Improve alignment between search intent and campaign targeting.
Prioritize analysis of high-spend / low-conversion queries.

Results

Performance Comparison

April results vs. historical average:

CPA Trial improved by 54.5% — more than cut in half
CPA Converted improved by 58% — more than cut in half

May results vs. historical average:

CPA Trial improved by 57.7%
CPA Converted improved by 68.9% — nearly a 3x reduction

CPA Trial and Converted Results in May and April

Key Insight

The biggest takeaway from this project was that platform performance should not be judged solely by historical results. Once campaigns were rebuilt around conversion quality and efficiency, Bing became: