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Real results from paid-search engagements across local service and e-commerce businesses. Filter by platform. Every figure shown is verified and published with the client’s permission.
Case studies
Real results from paid-search engagements across local service and e-commerce businesses. Filter by platform. Every figure shown is verified and published with the client’s permission.
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Microsoft Ads
Exact-match precision, audience-network exclusion, and disciplined keyword segmentation drove cost per conversion to $26, on Microsoft Ads alone, after stepping away from Google over policy restrictions.
The challenge
This San Diego clinic operates in one of the most policy-sensitive corners of medical advertising. Several of their core services, particularly stem cell therapy and certain advanced regenerative treatments, run into heavy restrictions on Google Ads. The clinic had already tested Google and made a deliberate decision to step away from it because of those policy hurdles, choosing to run exclusively on Microsoft Ads.
When this account was taken over, the foundation existed but was underdeveloped. Conversion tracking was partially set up and a few landing pages were live, but weren’t strongly designed for conversion. The bigger problem was in the campaign structure: the account leaned on Microsoft’s auto-suggested keywords, producing generic targeting, with everything crammed into a single campaign and one ad group holding a large, unsegmented pile of keywords.
Goals
Run profitably on Microsoft Ads alone, no Google dependency
Segment by real intent instead of generic recommended keywords
Stay policy-compliant in a heavily regulated medical vertical
The strategy
Stripping back the reliance on Microsoft’s generic recommended keywords, the account was rebuilt around real keyword research. Instead of one overloaded ad group, tightly segmented ad groups organized by service and intent drove a noticeable, immediate improvement: ads finally matched the specific searches they were serving against.
These services don’t all behave the same geographically. Some treatments are searched locally, but for advanced procedures like stem cell therapy, patients are often willing to travel across the country for the right provider, so the structure split into a local stem cell campaign and a national stem cell campaign, tailoring budget, messaging, and bidding to each audience’s very different intent.
The account had been running 24/7, but the clinic’s physician is only available to take calls during working hours. Sending paid clicks (and call-focused ads) at times when no one could answer was wasted spend. A schedule concentrating delivery during hours the clinic could actually convert and serve inquiries fixed that.
Microsoft’s native call tracking is limited, so offline call conversion tracking was built out to properly capture phone leads, alongside thank-you-page-based tracking for form submissions, giving a far more accurate picture of what was actually generating patients.
One of the most commonly missed settings on Microsoft Ads: search campaigns automatically serve across the Audience Network, with no clean checkbox to exclude it. Left unchecked, this pulls in low-intent, off-platform impressions. Excluding audience-network targeting sharpened traffic quality considerably, delivering purely on Microsoft’s high-intent search traffic.
Microsoft’s CPCs are cheap: a strength, but one that also lets generic and low-quality traffic creep in. An exact-match keyword strategy paired with Max Clicks bidding gave tight control over which searches triggered ads while still capturing volume efficiently, supported by a continuously expanding negative-keyword list. Together, exact match and deep negatives keep spend locked onto genuine patient intent.
The proof
Verified results
Permission-cleared figures
$26
Cost / conversion
100%
Microsoft Ads only
0
Google dependency
Key takeaway
When Google’s policies close the door, Microsoft Ads can be a powerful, profitable channel on its own, but only when managed with platform-specific discipline: segmented ad groups, a local/national split, exact-match targeting, audience-network exclusion, offline call tracking, and a relentless negative-keyword list working together.
FAQ
Figures and creative shown are real, verified and published with the client's written permission.
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