Case study
How GlassesUSA.com scales campaigns with AI and Performance Max
The goal: Expand market share by identifying and converting high-potential, hard-to-reach customers
GlassesUSA.com’s history of successful advertising campaigns didn't stop them from recognizing their opportunity to reach even more customers. In the eyewear market, where shoppers’ tastes quickly shift between frames, brands, and seasonal styles, the company needed to connect with and win over people they hadn't previously engaged.
They decided to use Microsoft Advertising’s automation and AI tools to help improve how they ran ads and increase conversions. The eyewear company believed that Performance Max (PMax) campaigns could help them reach and attract more shoppers than their existing advertising approach allowed while continuing to deliver strong results with their existing customer base.
The solution: Automated, multi-channel campaigns that find shoppers wherever they browse
To expand their advertising efforts and capture new market share, GlassesUSA.com partnered with Microsoft Advertising to implement a strategy built on product segmentation, automation, and smarter audience targeting.
Here's the approach they took:
- Structured campaigns by product categories, including eyeglasses, sunglasses, contact lenses, and top brands to improve budget allocation and messaging for best-performing products.
- Used PMax automation and AI capabilities to continuously analyze performance data and identify new customer segments similar to their best customers, automatically expanding reach while maintaining efficiency.
- Combined audience signals with search themes to consistently outperform baseline benchmarks and reach qualified prospects who were more likely to convert.
- Started with high-performing categories like sunglasses during seasonal demand, then expanded to eyeglasses and other product areas based on proven results.
GlassesUSA.com also took advantage of PMax’s machine learning capabilities to discover market opportunities that manual targeting might have missed. The platform's algorithms continuously improved campaign performance, finding new audience segments while the team focused on strategic expansion.
Microsoft Advertising Platform Highlights
- Audience targeting
- Automated bidding
- AI-powered audience segmentation
- Advanced audience insights and segmentation
Results at a glance
- 17% increase in return on ad spend (ROAS)
- 12% decrease in cost per acquisition (CPA)
- Successful new customer acquisition validated through internal tracking
- Rapid scaling from single campaign to comprehensive growth strategy
"Our overall experience with Performance Max campaigns on Microsoft Advertising has been very positive. The initial setup was smooth and intuitive, allowing us to get campaigns live quickly and efficiently. We’re very happy with the results."
— Reut Bocian, VP of Acquisition, GlassesUSA.com
The results: Two weeks to impact—higher returns, lower costs, and a scalable influx of new customers
The team at GlassesUSA.com didn’t have to wait long to see their new approach pay off...
Internal back-end tracking confirmed that PMax was connecting with customers who hadn’t been reached through their previous campaigns. This validated their strategy of using automation to capture new market segments while also improving existing ones.
And within just two weeks of launching their new campaigns with PMax, their ROAS increased by 17% at the account level, while their CPA decreased by 12%. These meaningful performance gains directly contributed to new customer acquisition.
Building on these successes, the company quickly expanded its advertising strategy. What started as a modest $150 daily investment grew to 38 campaigns operating at a $7,000 daily budget, providing new opportunities to reach far more customers and grow even faster.
How to achieve similar success
GlassesUSA.com’s success provides a roadmap for other brands. The following strategy can also help you start breaking through growth barriers and capture more market share:
- Start with strategic testing. GlassesUSA.com implemented a structured testing plan that validated performance outcomes while supporting their expansion objectives. By moving systematically, they were able to prove results before making major budget commitments.
- Focus on high-performing categories first. The team used Search campaigns to identify their best-converting products. They started with their sunglasses category, using seasonal demand to create a strong entry point. Success with this category first gave the team the confidence and data they needed to quickly expand into eyeglasses and other product areas.
- Layer audience signals with search themes. The combination of interest-based targeting with search behavior consistently outperformed baseline benchmarks, proving that PMax’s strength comes from reaching qualified prospects across multiple touchpoints, not just search volume.
Ready to see how you can get started with this approach? Talk to a Microsoft Advertising expert today to learn more.
Ready to get started with us?
Your input makes us better
Take our quick 3-minute survey and help us transform your website experience.
