Master Search Advertising Like Pegasus Airlines with Bing Ads
The digital advertising landscape is undergoing a seismic shift, driven by the rapid evolution of generative AI and conversational search. As traditional keyword-based strategies struggle to keep pace, Ads has emerged as a powerful alternative, delivering measurable results for brands like Owl Labs and Pegasus Airlines. According to recent case studies, Owl Labs achieved a 60% lower Cost Per Acquisition (CPA) on the Microsoft Search Network, while Pegasus Airlines saw an 86% revenue increase using Dynamic Search Ads. These successes highlight Bing Ads’ growing relevance in an era where AI-powered search experiences are becoming the norm. With McKinsey confirming that generative AI is no longer experimental but a transformative force in consumer behavior, marketers must adapt their strategies to stay competitive. This article explores how Ads leverages AI-driven innovations to deliver superior performance, offering actionable insights for brands ready to embrace the future of search ads.
Ⅰ. Owl Labs’ 60% Lower CPA with Bing Ads
Owl Labs by leveraging Ads' advanced targeting capabilities, Owl Labs implemented Dynamic Search Ads (DSAs) that automatically generated relevant ad copy based on their website content, ensuring alignment with high-intent search queries. This approach eliminated manual keyword management while improving ad relevance.
To further refine targeting, Owl Labs utilized audience extensions and global location targeting to deliver tailored messaging to specific customer segments. The implementation of shared negative keywords streamlined campaign management by allowing exclusion lists to be applied across multiple campaigns simultaneously. Additionally, the seamless import functionality from ads to Microsoft significantly reduced setup time and operational overhead.
The results were substantial: a 56% increase in conversions, a 14% improvement in Cost Per Acquisition (CPA), and a remarkable 60% year-over-year reduction in CPA on the Microsoft Search Network. Remarketing audience lists delivered a four-fold Return on Ad Spend , highlighting the effectiveness of Bing Ads in driving both efficiency and performance. These outcomes demonstrate how strategic optimization, combined with ads's automation and targeting tools, can significantly enhance campaign outcomes while reducing acquisition costs. The success of this initiative underscores the value of integrating advanced search ads solutions into a holistic marketing strategy.
Ⅱ. Pegasus Airlines’ 86% Revenue Growth via Bing Ads
Pegasus Airlines, Turkey’s leading low-cost carrier operating across 134 destinations in 50 countries, partnered with bing to expand its international reach beyond domestic markets, specifically targeting high-potential audiences in Germany and France. Recognizing the need to adapt to varying consumer behaviors and demographics across platforms, Pegasus implemented a data-driven strategy centered on Dynamic Search Ads (DSA). This AI-powered solution dynamically generated ad copy based on real-time search queries, ensuring relevance for diverse audiences while eliminating manual keyword maintenance.
A comprehensive keyword audit revealed untapped optimization opportunities, enabling the airline to refine its targeting approach. Pegasus further enhanced campaign performance by experimenting with localized ad copy and landing pages tailored to resonate with international travelers. Automated bidding strategies were leveraged to maximize conversions and revenue efficiency.
The results demonstrated the transformative impact of this AI-driven approach: a 48% increase in new customer acquisition, a 54% surge in user engagement sessions, and an 8% higher Return on Ad Spend than projected. Most notably, ticket sales grew by 22%, directly contributing to an 86% revenue increase. This success story underscores how ads’ combination of generative AI capabilities and precise audience targeting can unlock cross-border growth opportunities. The case also highlights the evolving search landscape, where conversational AI and multimodal experiences are reshaping performance marketing—a trend Pegasus capitalized on by aligning its strategy with Microsoft’s AI-powered advertising solutions.
Ⅲ. Bing Ads 's Advantage
While ads remains a dominant player in digital advertising, Ads offers distinct advantages that are increasingly relevant in the AI era. One standout feature is the seamless import of ads campaigns into Bing Ads, as demonstrated by Owl Labs’ experience. This functionality allows marketers to quickly replicate successful strategies while benefiting from Bing’s unique audience demographics. Additionally, the Microsoft Search Network consistently delivers lower CPAs, as evidenced by Owl Labs’ 60% YoY improvement. Bing Ads also provides access to a less saturated audience, often resulting in higher engagement rates and better ad placement. For brands looking to diversify their advertising mix and reduce dependency on a single platform,Ads presents a cost-effective and high-performing alternative.
Ⅳ. AI-Driven Innovations in Bing Ads
Bing Ads leverages advanced AI-powered tools like Performance Max and Copilot to optimize campaign performance, aligning with the three key trends transforming search: conversational queries, multimodal interactions, and personalized experiences. Copilot-powered search enhances purchase intent by 53% within 30 minutes, while Performance Max campaigns drive 4.2x more conversions. Ads also excels in multimodal targeting, catering to Gen Z and millennial audiences who blend voice, image, and chat in their search behavior. Topkee’s expertise further enhances these capabilities through data-driven strategies, including competitor analysis, keyword research, and audience segmentation using attribution-based remarketing. Their team optimizes ad performance through automated rules, budget allocation, and bid management, ensuring campaigns align with KPI targets. Additionally, Topkee’s AI-powered creative production and landing page optimization—supported by Weber’s scoring tools—improve ad relevance and conversion tracking. By integrating similar audience targeting, Topkee maximizes ROI, delivering tailored ads to high-intent users. This end-to-end approach, from ad setup to performance analysis, empowers marketers to create adaptive campaigns that guide users from discovery to conversion efficiently.
Ⅴ. Future Outlook: Bing Ads in the AI-Powered Search Era
As generative AI continues to reshape search behavior, ads is well-positioned to lead the next wave of advertising innovation. The platform’s integration with conversational AI tools like Copilot enables brands to engage users in natural, context-rich interactions. Additionally, the shortening of customer journeys demands campaigns that deliver substance at the moment of intent, a strength of Bing Ads’ Performance Max and Dynamic Search Ads. Marketers must prepare for this shift by optimizing their content for multimodal discovery and leveraging AI-driven insights to stay ahead of competitors.
Conclusion
The success stories of Owl Labs and Pegasus Airlines underscore the transformative potential of ads in today’s AI-driven search landscape. With lower CPAs, higher conversion rate, and advanced AI integrations, Ads offers a compelling alternative to traditional platforms. As search becomes more conversational and personalized, brands that adopt Ads’ innovative tools will gain a competitive edge. For marketers ready to future-proof their strategies, now is the time to explore Bing Ads’ capabilities and unlock new growth opportunities.
