Launching Microsoft Ads From Scratch To $200K Monthly Revenue At 13.3x ROAS
Business Overview
A DTC jewellery gift brand was already performing well on Google and Meta Ads but wanted to expand into Microsoft Ads. They managed other paid channels in-house but wanted a specialist to handle the Microsoft Ads launch, with a strict requirement of 10x ROAS or better due to thin margins.
Quick Account Overview
The Challenge
The brand had real growth momentum on Google and Meta, but Microsoft Ads was completely untouched. Starting a new ad account from scratch while maintaining a 10x ROAS floor is a challenge, since new accounts have no conversion history, no audience data, and no algorithmic foundation to build on. Getting it wrong early would have wasted budget and damaged confidence in the channel before it had a fair chance to perform.
The Approach
01
Start native, not imported
The brand’s product feeds were already well optimized from years of running Google Shopping, which was a strong advantage. But rather than importing Google Ads campaigns directly into Microsoft Ads, everything was built from scratch. Bing has its own audience behavior, search patterns, and platform dynamics. Campaigns built for Google don’t always translate well, and starting native gave full control over structure and intent from day one.
02
Clicks before conversions
With zero conversion history in a brand new account, launching with a conversion based bidding strategy would have given the algorithm nothing to work with. Shopping campaigns were launched with a clicks based bidding strategy first, allowing the account to gather real traffic data and build the conversion history needed to move toward ROAS focused bidding later.
03
One campaign at a time
Rather than launching everything simultaneously, campaigns were introduced one by one, Shopping first, then Search, then retargeting, with each new campaign only added once account level ROAS had stabilized. This kept the account healthy during the build phase and avoided the common mistake of scaling too fast before the foundation was solid.
The Results
The disciplined, phased approach paid off. The account reached $15K in monthly spend and $200K in monthly revenue, delivering a 13.3x ROAS against the 10x benchmark set by the brand, exceeding the target while maintaining the profitability their margins required.
Testimonial
Viral was excellent to work with. I engaged his services to provide competitor research for 3 businesses. The research was provided on time and was very detailed. Viral provided kept me informed of progress throughout the project. I was very happy with the outcome.
Sarah Stanfield, Digital Strategist
