Case Study
Microsoft Ads From Scratch To $200K A Month At 13.3× ROAS
A DTC jewellery and gift brand wanted a third channel beyond Google and Meta — with a 10× ROAS floor from the very first week.
Client
DTC jewellery & gift brand
Platform
Microsoft Advertising
Monthly spend
$15,000
ROAS floor
10× required
Result
13.3× achieved
Where the Account Sits Today
A New Account With No Room to Learn
The brand wanted to expand past Google and Meta into Microsoft Ads. A brand new account means no conversion history, no audience data and nothing for the algorithm to learn from — the platform is guessing until you give it something to work with.
Margins were thin, so the client set a 10× ROAS minimum. That left almost no room for the usual learning period, and made early mistakes expensive rather than instructive.
! No conversion history — nothing for the bidding to learn from
! No audience data — no remarketing pool and no signals
! A 10× ROAS floor — set from the first week, not the third month
! Thin margins — an expensive learning period was not an option
Built Native, Not Imported
The fastest way to break a new Microsoft account is to paste a Google account into it. This one was built for the platform it runs on.
01
Start native, not imported
Rather than importing the Google campaign structure wholesale, campaigns were built from scratch around how people actually search on Bing — different audience behaviour, different search patterns, different account shape.
02
Clicks before conversions
The first Shopping campaigns ran on clicks-based bidding rather than ROAS targets, so the account could gather real conversion history before being asked to optimise towards a number it had no data for.
03
One campaign type at a time
Shopping first, then Search, then retargeting — each layer added only once account-level ROAS had settled, so nothing was scaled before it had earned it.
Viral was excellent to work with. I engaged his services to provide competitor research and he delivered exactly what was needed.
Sarah Stanfield
Digital Strategist
13.3×
ROAS against a 10× requirement
$200K
Monthly revenue from a new channel
A Third Channel Carrying Real Revenue
$15K a month in spend now returns around $200K a month in revenue at 13.3× ROAS — comfortably past the 10× the brand needed, on a platform it had never advertised on before.
✓ 13.3× ROAS — against the 10× floor the margins required
✓ $200K monthly revenue — from $15K in monthly spend
✓ Built native to Bing — not a copy of the Google account
✓ Phased rollout — Shopping, then Search, then retargeting
Other Accounts We Took Apart
+103% revenue in 14 days
DTC Brand · Swedish Candy Store
A single Performance Max campaign was mixing branded and non-branded traffic.
13 accounts at once
Agency Partner · White Label
Thirteen accounts at thirteen different stages, each needing its own strategy.
$200K+ monthly revenue
DTC Brand · Jewellery & Gifts
A brand new Microsoft Ads account, held to a 10× ROAS floor from day one.
From $500K to $2M / month
B2B Wholesale · Food Service Supplies
A basic account running mostly Search, with conversion tracking nobody could trust.
$50K to $296K / month
DTC Brand · Women's Fashion
Budget kept flowing to customers the brand already had, month after month.
445% ROAS, month one
DTC Brand · Premium Earbuds
A brand new Meta account: no pixel data, no followers, no social proof.
Every One of These Started as an Audit
None of these accounts were rebuilt from scratch. Each one was inherited, pulled apart, and fixed where the structure was losing money — before a single budget was increased.