3D AI studio SaaS company approached us to improve performance on Microsoft Ads.

At the time, the account was spending between €5,000–€7,000 per month with an average CPA of €35.

However, there was a major issue:
Due to a misconfiguration, the account recorded every transaction instead of limiting tracking to the first unique purchase.

This significantly distorted performance data and made scaling inefficient and risky.

The client’s goal was to:

• Accurately measure new customer acquisition

• Reduce real CPA

• Scale in US and Top markets

• Build a structured and scalable Microsoft Ads framework

1. Fixing Conversion Tracking

The first and most critical step was redefining conversions.

We:

• Switched tracking from “every purchase” to unique first-time purchases only and delete dublicated conversions

• Reconfigured Microsoft Ads conversion goals

• Ensured proper attribution for new customers

This gave us a true acquisition-based CPA.

2. Campaigns Restructuring by Market

We rebuilt the account structure entirely.

New search campaigns were created for:

US (primary market)

• Brand campaign
• Competitors campaign
• Non-brand high-intent campaigns

For top markets (Other countries), we separated:

• Brand campaign
• Competitors campaign
• Non-brand high-intent campaigns

Video Remarketing for all countries.

This allowed precise budget allocation and performance control by intent and geography.

3. Keyword & Ad Group Optimization

Inside search campaigns:

• Keywords were segmented into tightly themed groups

• Each ad group had highly relevant, tailored ad copy

• Only Exact Match keywords were used

• Irrelevant audience traffic was excluded from search campaigns

This significantly improved traffic quality and conversion intent.

4. Smart Bidding Strategy

We implemented:

• Target CPA for acquisition-focused campaigns

• Target ROAS where revenue signals were strong

Once conversion data stabilized, automated bidding was scaled progressively.

5. Video Remarketing

To support the lower funnel, we launched:

• Microsoft video remarketing campaign

• Targeting previous website visitors

• Reinforcing brand authority and increasing assisted conversions

Starting from the second month, performance improved significantly.

• Monthly spend scaled to €15,000

• Unique purchase CPA reduced to €20

• Budget increased 3x

• Real customer acquisition cost reduced by 43%

• Clear market segmentation enabled controlled scaling

By focusing on true acquisition metrics, structural clarity, and intent-based targeting, we transformed Microsoft Ads into a scalable growth channel for this SaaS business.

If you’re running or want to start Microsoft Ads for a SaaS business and want to decrease the cost of new user acquisition, we’ll show you exactly where the waste comes from - and what to rebuild first to improve performance. Contact Us Today.