Challenge
Search performed well, but reach into early-stage researchers was limited, and an earlier short Performance Max test had looked unsuccessful. Connect with high-intent travelers earlier in their research and grow market segments where progress had plateaued.
Strategy
Run a three-month Performance Max trial across both smaller, struggling segments and larger, established ones to test AI-powered campaigns across different customer groups.
Implementation
- Search themes and audience signals guided targeting.
- Campaigns started on maximize conversions, then ROAS targets were added.
- Existing assets were brought over with Google Import.
- Performance was reviewed regularly with the Microsoft team.
- Promising early results led to expansion into more markets, across ecommerce and lead generation campaigns.
Microsoft Advertising Products
Results
Key Takeaways
Performance Max became integral to Flight Centre’s strategy, delivering efficiency gains and scalable growth across customer segments.
Source
Source: Microsoft Advertising. View Original Case Study. Agency or partners named in the source: Not stated in the source.
This page is a summary prepared by Bing Ads Services for reference. The results are those documented by Microsoft Advertising and the advertiser named above. They are not Bing Ads Services client results.
