Purex•

Purex faced escalating cost-per-acquisition (CPA) on Google Ads amid increasing market demand. The high CPA presented a challenge in sustaining cost-effective lead generation while maintaining competitive positioning.

We introduced Microsoft Ads as an additional source of high-intent traffic. This strategic expansion enabled a more balanced approach to paid media investment, reducing dependency on a single platform.

After further research we also found that much of the industrial business use Edge as the main browser, which leads to increased user rate of Bing as the default platform.

Since launch, the CPA on Microsoft Ads has averaged £29.93 per month—77% lower than the £131 CPA on Google Ads. Given the significant cost savings and strong performance, Microsoft Ads has become an integral part of our acquisition strategy, ensuring greater efficiency and scalability in lead generation.