​Innovative Impact: How The WORX Group Redefined Lead Generation with Microsoft Advertising

The Microsoft Advertising Partner Program Team had the opportunity to speak with our Product & Innovation Award winner, The WORX Group. The Product & Innovation Award is presented to the Partner who adopted and championed a new feature or an innovative strategy for the highest impact and results possible for their clients. 

The WORX Group demonstrated their innovative approach by utilizing Performance Max and advanced AI-driven audience signals to transcend traditional keyword targeting and emphasize user intent, behavior, and real-time engagement patterns. One of their clients experienced a 43% increase in lead volume during the second half of 2024. In Q1 alone, Performance Max contributed to 80% of the total lead volume, resulting in a 420% year-over-year increase in quality leads, while reducing acquisition costs by 77%. By leveraging Microsoft's AI-powered tools, they optimized dynamically, targeted high-intent users, and delivered impactful results across multiple industries.

About The WORX Group

WORX is a nationally recognized branding, digital, and marketing agency that helps organizations win more by increasing brand awareness and improving lead generation. The agency works with ambitious client partners across a broad range of sectors—including healthcare, financial services, education, B2B, and more—delivering strategic solutions tailored to the specific needs of each industry. WORX exists for successful organizations that are never satisfied, helping them push growth further through branding and performance marketing. 

Success with Microsoft Advertising

Microsoft Advertising has become essential for WORX, especially when reaching overlooked or underserved audiences. For client partners, the platform continues to generate strong performance in lead quality and efficiency. Microsoft’s tools have helped drive measurable growth, expand targeting capabilities, and balance visibility across channels. 

Tools of the trade

LinkedIn profile targeting has become a standout feature within Microsoft Advertising. For WORX, it unlocks the ability to segment by job function, industry, and company size, without relying on third-party data overlays or layered assumptions. It’s especially useful for B2B client partners, where precision and message match are everything. Campaigns that once had to cast wide nets can now focus on the exact decision-makers that matter. 

Pairing that with Microsoft’s automated bidding strategies lets the team scale high-performing campaigns, and allows for flexibility to stay competitive while remaining efficient. 

Their biggest win

A standout achievement came from developing a high-performing B2B lead generation strategy that paired thoughtful planning and hands-on optimization with the strengths of Microsoft Advertising’s platform. The team took a disciplined approach to campaign structure, creative development, and signal refinement, using tools like automation and audience layering to amplify, not replace, strategic decision-making. 

Rather than “setting and forgetting,” the work was defined by continuous testing, active oversight, and iterative improvements. Microsoft Advertising played a pivotal role in delivering sustained lead quality and long-term growth, not just as a media channel, but as a platform flexible enough to match the team’s strategic depth and drive for results.

Making a difference

WORX has long been a committed partner to the community. Beyond client partnerships, the team actively contributes time, talent, and resources to a multitude of organizations in Greater Waterbury and the state of Connecticut.

Innovative ideas

WORX actively explores emerging technologies to fuel innovation and uncover new growth opportunities for client partners. Generative AI contributes by providing enhanced audience insights and predictive data, which the team uses as one of many inputs to inform strategic decisions. Rather than letting AI optimize campaigns autonomously, WORX’s experts analyze AI-driven recommendations and integrate them thoughtfully within customized strategies. This approach ensures that all optimizations are driven by strategic expertise and deep industry knowledge, with AI serving as a powerful assistant that sharpens focus and uncovers potential avenues. 

By combining cutting-edge AI tools with hands-on expertise, WORX delivers innovative, effective marketing solutions tailored to the unique goals of each client partner.

About Microsoft Advertising Partner Celebration 

The Microsoft Advertising Partner Celebration is a bi-annual event recognizing the exceptional and innovative work of our partners. Enrolled partners from around the world tell their story of growth, innovation, and excellence for a chance to become a Microsoft Advertising Celebrated Partner in one of three awards.