Career case study
Departure Pets: more Microsoft Ads conversions from less budget.
During Ed Jones’s agency career before founding Edify Digital, he worked on the Microsoft Ads strategy for Departure Pets, rebuilding the account structure and introducing new campaign types to improve efficiency across domestic and international pet transport demand.
Career case study — work from Ed Jones’s agency career before founding Edify Digital.
Services: Paid Search & Performance
Results at a glance
More conversions from less budget.
- -60%
- CPA
- +74%
- Conversions
- -31%
- Spend
The challenge.
Google Ads remained the primary acquisition channel, but rising CPCs and heavy competition were squeezing margins.
The inherited Microsoft account had 3 campaigns and 150 conversions.
Primary target: substantially lower CPA and CPC. Secondary target: make Microsoft a substantially more cost-efficient brand-awareness channel.
The approach.
Expanded account structure
Expanded from 3 campaigns to 9.
Separated activity
Domestic, international, brand, generic, broad and Performance Max.
Campaign-specific bidding strategies
Performance Max as an efficiency engine
Budget reallocation
Rather than additional spend.
Rebuilding account efficiency.
+74%
Conversions
150 to 261
-31%
Spend
-60%
CPA
-62%
CPC
-70%
CPM
+134%
Impressions
47,776 to 111,864
Cheaper reach than Google.
Microsoft vs Google · CPM
6.3x
Cheaper impressions on Microsoft
Domestic Performance Max.
Domestic Performance Max · Snapshot
- Conversions
- 28
What the work demonstrated.
The Departure Pets work demonstrated how Microsoft Ads can provide meaningful incremental efficiency when it is treated as its own opportunity rather than a smaller copy of the Google account.
Related services
The services behind this work.
Next step
Looking for a better way to grow?
Tell Ed what you're trying to achieve and where your marketing is today. The first conversation is simply about whether Edify can help.