Our client is a mid-sized Polish e-commerce business specializing in sports watches.
Performance marketing plays a crucial role in the company’s sales strategy. For this business, success means more than increasing website traffic. The priority is generating additional revenue while maintaining a profitable return on advertising investment.
Google Ads had already established itself as an effective sales channel. However, as the business continued to grow, advertising costs increased, making it progressively more expensive to reach new customers and generate additional sales.
This raised a challenge familiar to many growing e-commerce businesses:
In August 2024, we introduced Microsoft Ads as an additional sales channel for the client.
Our objective was to capture demand beyond Google and determine whether we could reach potential customers while maintaining a more favorable cost-to-revenue ratio.
From the beginning, we treated Microsoft Ads as an independent performance marketing channel. Campaign structures, bidding strategies, and advertising formats were adapted based on user behavior and performance data collected within the Microsoft advertising ecosystem.
One result immediately attracts attention:
An exceptional return on advertising spend during one of the most competitive shopping periods of the year. However, this result tells only part of the story. We didn’t achieve it by launching a campaign a week before Black Friday. By November 28, 2025, we had already spent more than a year testing, analyzing, and optimizing Microsoft Ads campaigns.
We understood:
Black Friday became the ultimate test of a strategy we had been developing for over a year.
And the results spoke for themselves:
More importantly, the campaign’s success extended far beyond Black Friday.
Throughout 2025, Microsoft Ads generated more than PLN 1.3 million in attributed revenue with less than PLN 31,000 in advertising spend, achieving an annual ROAS of 4,234%.
What began as an experiment had evolved into an established revenue-generating channel for the business.
We began with a relatively modest advertising budget of PLN 4,000.
Rather than immediately maximizing spending, we focused on answering one fundamental question:
The initial phase was designed to assess the potential of the channel before committing to further growth.
The launch proved more challenging than the smaller number of advertisers on Microsoft Ads might suggest.
Although there were fewer competitors than on Google, competition remained strong. Established electronics retailers, recognizable brands, and advertisers with substantial budgets were all competing for customer attention.
Competition was particularly intense in Shopping campaigns.Instead of launching every available advertising format at once, we focused initially on traditional Search campaigns.
This approach allowed us to identify profitable opportunities and generate strong returns during the early stages of the project.
Once Search campaigns had demonstrated the potential of Microsoft Ads, we began expanding our strategy.
We tested several advertising formats:
We didn’t assume that a strategy performing well in Google Ads would automatically deliver similar results in Microsoft Ads.
Every decision about budget allocation and campaign development was based on performance data. Over time, continuous optimization of Shopping campaigns started delivering increasingly strong results.
As the project progressed, we accumulated more data, refined our campaigns, and identified new opportunities for profitable growth.
By 2025, the results demonstrated that Microsoft Ads had become a valuable component of the client’s performance marketing strategy.
Annual Microsoft Ads Results:
In other words, every PLN 1 invested in advertising generated more than PLN 42 in attributed revenue.
These results confirmed that Microsoft Ads could deliver substantial sales without requiring the same level of investment as the client’s primary advertising channel.
November is particularly important for this e-commerce business.
The holiday shopping season and Black Friday create a period of heightened consumer demand, offering significant opportunities for retailers that have already developed effective advertising strategies.
Microsoft Ads had demonstrated its potential during the previous year.
November Revenue Comparison
The campaigns generated approximately 58% more revenue in November 2025 compared with the same month in 2024.
And the most important shopping day of the season was still ahead.
On November 28, 2025, Microsoft Ads delivered exceptional results.
This means that for every PLN 100 spent on advertising that day, the campaigns generated more than PLN 16,000 in attributed revenue.
While the ROAS figure is impressive, the strategy behind it is equally important.
We didn’t begin preparing for Black Friday in November. We entered the peak shopping period with an advertising channel that had been continuously developed since August 2024.
By that point:
Microsoft Ads makes it possible to import campaigns from Google Ads. While convenient, this doesn’t mean that identical campaign structures and strategies will perform equally well across both platforms.
From the beginning, we adapted:
This allowed us to respond to the platform’s specific opportunities and optimize campaigns according to their actual performance.
Although we were working with an e-commerce business, we didn’t assume that Shopping campaigns would automatically deliver the strongest results.
During the initial stages, Search campaigns generated the best returns.
We therefore concentrated our efforts on this format, using it to validate the channel and build a foundation for future growth.
Only after confirming its potential did we gradually expand into additional campaign types.
Shopping campaigns required more time, testing, and optimization before delivering their strongest results.
Rather than abandoning them after the initial performance data, we continued experimenting with different solutions and refining the strategy.
This approach paid off.
In November 2025, Performance Max delivered the highest ROAS among the campaign types compared.
Performance Max achieved approximately twice the ROAS of Search campaigns.
A campaign format that initially required more testing and optimization eventually became one of the strongest elements of the strategy during the peak sales period.
Our objective was never to spend the entire available budget simply because it had been allocated.
We treated advertising spend as a tool for generating profitable revenue.
Our process focused on three priorities:
Our process focused on three priorities:
This approach allowed us to prioritize efficiency throughout the project.
Black Friday is a period when many brands increase their advertising budgets to capture seasonal demand. However, a larger budget alone doesn’t guarantee better performance. That’s why the most important work took place before the peak shopping season.
When demand increased, we already knew which campaigns, formats, and optimization strategies were producing the best results. Instead of trying to discover what might work during Black Friday, we could focus on maximizing the potential of an already proven strategy.
As expected for the Polish market and the client’s industry, the strongest results were achieved in November, when holiday shopping activity and Black Friday contributed to increased demand.
On Black Friday alone, November 28, 2025, the campaigns generated:
These results demonstrate the revenue potential of Microsoft Ads for e-commerce businesses and the value of building an additional performance marketing channel through continuous testing and optimization.
The key to this project was treating Microsoft Ads as a separate advertising ecosystem rather than simply replicating our Google Ads strategy.
Search campaigns delivered the strongest results initially, so we focused on building our first stage of growth around them. At the same time, we continued testing and optimizing Shopping campaigns instead of abandoning them after the first results.
Over time, Performance Max achieved the highest ROAS during the most important sales month of the year. By the time Black Friday arrived, we had more than a year of performance data and knew exactly which parts of the strategy offered the greatest potential for scaling.
This case study shows why a new advertising channel shouldn’t be judged solely on its performance during the first few weeks.
The answer depends on the stage of the project and the available performance data.
At the beginning of our collaboration, Search campaigns delivered the strongest results.
They helped us validate Microsoft Ads as a profitable advertising channel and establish the foundation for growth.
Over time, Shopping campaigns became increasingly important.
In November 2025, the performance comparison was clear:
This is why we don’t build our advertising strategies around one supposedly superior campaign format.
We focus on business results. And when the data changes, we adjust our strategy and budget allocation accordingly.
Google Ads remained an important source of revenue for the client. The challenge was that generating further growth through this channel was becoming increasingly expensive.
Rather than relying on Google Ads alone to deliver all additional sales, we explored opportunities in another advertising ecosystem. Microsoft Ads complemented the client’s existing media mix and helped capture additional demand without sacrificing an already successful channel. The key takeaway from this project is straightforward:
It’s not about moving your Google Ads budget to Bing. It’s about discovering how much potential revenue your business might be missing outside Google.
For this client, that opportunity translated into more than
Let's explore whether Microsoft Ads could become your next profitable revenue channel.
