From declining performance to a 2.5X increase in weekly conversions: Siigo’s success story with Microsoft Advertising.
Siigo Colombia began running Microsoft Advertising search campaigns in June 2024. However, by the start of Q3, they faced challenges in sustaining growth despite increasing their budget, as performance improvements remained elusive. Through strategic recommendations and optimizations, Siigo managed to increase their conversions by 2.5x from Q3 to Q4. This case study explores how Siigo transformed their campaign strategy, overcame challenges, and achieved exceptional results by leveraging Microsoft Advertising.
The Challenge
Overcoming Challenges: Boosting Conversions and Optimizing Budget Efficiency
By Q3 2024, Siigo’s search campaigns were struggling to achieve desired conversions, despite increased budget allocations. Conversion growth had plateaued, and the campaigns faced a high cost per lead (CPL), limiting efficiency. Frequent budget adjustments led to the algorithm significantly reducing spend, with overall investment dropping by 80%. This disrupted learning cycles and prevented the campaigns from reaching their full potential. Strategic optimizations and budget restructuring were implemented to address these challenges and drive better results.
The Strategy
Strategic Shifts: Unlocking Growth with Maximize Clicks and Budget Efficiency
To address these challenges, the team implemented several strategic adjustments to optimize campaign performance:
Enhanced Algorithm Signals: We provided the algorithm with additional signals by incorporating earlier stages of the conversion funnel, enabling more precise optimizations.
Adjusted Bidding Strategy: Based on the product and the campaign’s conversion volume, the bidding strategy was switched from Target CPA to Maximize Clicks. This approach was better suited to the campaign's scale, generating higher traffic volumes and delivering valuable insights to the algorithm for improved optimization. Once we achieved the target conversion volume, the bidding strategy was elevated to Max Conversions to increase campaign efficiency and focus on lead growth.
Budget Optimization: Budget adjustments were made to ensure consistency and avoid disrupting learning cycles. These changes led to a 13% reduction in the cost per lead (CPL), improving overall efficiency.
The Results
2.5X Increase in Weekly Conversions. Siigo achieved a tenfold growth in weekly conversions by Q4 2024 compared to Q3, marking a significant improvement in campaign performance.
13% reduction in cost per lead (CPL) while driving higher conversion volumes.
114% increase in conversion rate in Q4 compared to Q3, highlighting improved conversion efficiency with Microsoft Advertising.
50% Higher Planned Investment for 2025 Based on success, Siigo committed to increasing their Microsoft Advertising budget by at least 50% for the first two quarters of 2025
“Microsoft Advertising complements our paid media strategy by minimizing overlap with other platforms, reducing additional costs, and delivering higher efficiency and quality in audience targeting"
