How Wriggle Marketing Is Driving B2B Growth with Microsoft Advertising

Dion Williams, Head of Paid Search at Wriggle Marketing, shares how specialist expertise, platform innovation and a client-first mindset are helping businesses unlock stronger results.

Leading Paid Search with a Focus on Growth

At Wriggle Marketing, paid search is more than a channel—it’s a strategic growth engine. Led by Dion Williams, the team focuses on driving leads, sales, and sustainable growth through a strong balance of strategy, innovation, and performance.

Wriggle supports B2B organizations across PPC, SEO, web, and content, with deep specialist expertise at its core. “Rather than being generalists, we have specialists in each area of digital marketing, allowing us to deliver expert support across every service we offer,” says Dion.

That expertise is paired with a collaborative, partner-first mindset. “We work closely with our clients and see ourselves as an extension of their team,” building strategies rooted in each client’s goals and designed to drive long-term, measurable impact.

In a fast-changing digital landscape, Wriggle helps clients stay ahead. As Dion explains, the team’s role is to “help clients navigate that complexity while making sure their marketing budgets are working as hard as possible,” uncovering new opportunities through better targeting, platforms, and strategy.

A Defining Decision: Investing in Microsoft Advertising

One of the most important turning points for Wriggle Marketing came when the team recognized the untapped potential of Microsoft Advertising and made a deliberate decision to become true specialists in the platform. “Rather than treating Microsoft Advertising as a secondary channel, we built it into our wider paid media strategies and client growth plans,” explains Williams.

That shift has helped the agency, “deliver strong results for clients while opening up new opportunities that many businesses weren't previously taking advantage of.”

Why Microsoft Advertising Matters

Today, Microsoft Advertising plays an important role in Wriggle Marketing’s paid media offering. “It allows us to reach valuable audiences that often aren't being targeted as effectively elsewhere, while delivering strong performance and excellent value,” Dion shared.

He points to Microsoft’s audience targeting capabilities, including job function and company targeting, as “incredibly powerful for B2B campaigns.” The ability to reach users across multiple Microsoft-owned channels also helps clients diversify their activity instead of relying too heavily on a single platform.

Turning Adoption into Results

One of Wriggle Marketing’s proudest achievements has been increasing adoption of Microsoft Advertising across its client base while consistently maintaining strong performance. “This growth has come from educating clients on the opportunities available within the platform and demonstrating the tangible results Microsoft Advertising can deliver.”

For Dion and his team, one of the most rewarding outcomes has been seeing businesses expand beyond traditional channels and successfully connect with new audiences.

Where AI Fits In

Like many leading agencies, Wriggle is actively exploring AI to enhance campaign performance and efficiency—from research and analysis to optimization and content development.

But for Dion, the real opportunity lies in combining AI with human expertise. “Technology can help us work faster and uncover insights, but strategy, creativity and commercial understanding are still what turn those insights into meaningful results.”

Creating Long-Term Value

Creating meaningful, lasting impact is central to Wriggle’s approach. Dion shared, “We believe successful marketing should deliver more than just short-term results. It should help businesses grow sustainably and create opportunities for the people behind them.”

Looking Ahead

Looking ahead, Dion and Wriggle Marketing plan to continue expanding with Microsoft Advertising. “We're excited to continue growing our Microsoft Advertising offering and helping more clients take advantage of the opportunities available across the platform.”

The team is also watching closely as AI-powered search experiences and automation continue to evolve, with a focus on how businesses can adapt their marketing strategies to stay ahead of those changes.

A Team Built on Expertise and Curiosity

According to Dion, “What makes our team special is the combination of expertise, collaboration and a genuine passion for digital marketing.”