A B2B retailer raised Bing return on ad spend from 582% to 711% using Performance Max.
The retailer wanted to grow beyond branded search on Bing, a smaller platform that is hard to scale. Early Performance Max beta results were mixed.
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The results
Year on year. The 40% share of Bing revenue is for one month, October.
- 711%from 582%Return on ad spend on BingA B2B retail business
- +12%Revenue, year on year, above targetA B2B retail business
- 40%Share of Bing revenue from Performance Max in October, with branded search at 45%A B2B retail business
- 377%Return on ad spend from the feed-only Performance Max campaignA B2B retail business
- 588%Return on ad spend after asset group testingA B2B retail business
The challenge.
Bing has a smaller audience, so performance rested on branded search and growth was capped. The aim was to earn revenue beyond brand terms with Performance Max.
- Client
- A B2B retail business
- Sector
- B2B retail, Microsoft Advertising
- Work
- Microsoft Advertising and Performance Max
What PUSH did.
PUSH imported a feed-only Performance Max campaign with a top against rest product split, replacing the old Smart Shopping set-up. Asset groups with images and text came next, split by subcategory, with the wording changed to meet Microsoft's policy by removing numbers.
PUSH then brought in Google Performance Max tactics: sub-categorised top products, competitor-focused asset groups and the removal of overspending products, while keeping profitable Bing-only products.
More case studies.
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Muslim HandsPaid search and Performance Max+60%Canada revenueMuslim Hands raised return on ad spend in Canada, the USA and South Africa during Ramadan 2025, and lifted Canada revenue 60%.Read the case study
Muslim HandsPaid search and Performance Max910%Peak return on ad spendMuslim Hands reached a 910% peak return on ad spend during Ramadan 2026, against a 400% target.Read the case study
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Results differ by account. The stories above are what happened for those clients.
