Case study
How Veneta realized search value through a smarter advertising approach
The goal: Increase branded search interest, improve performance, and build a full-funnel strategy-all with limited resources
Premium interior furnishings brand Veneta wanted to grow conversions through Microsoft Advertising without competing with other channels or stretching their small team.
Although they were already running campaigns in the platform, they saw room for improving their results, especially for branded search. The team realized their previous approach of simply copying over their Google campaign setup wasn’t giving their Microsoft Advertising campaigns the data or structure they needed for peak performance.
That’s when Veneta decided to change their strategy. They carved out a few hours each week to ensure alignment across their ad platforms, measure what worked, and build a better search strategy.
The solution: Small tweaks, smart testing, and a fresh look at mid-funnel
The Veneta team focused on simplifying campaign structures and testing mid-funnel ads to enhance brand interest and performance.
Consistency between platforms
The team wanted to give the Microsoft Search ads algorithm more data to work with while retaining the efficiencies of Google Import. They got the best of both platforms through:
- Consistent imports: Transferred existing campaign structures and settings with Google Import, saving setup time and maintaining alignment across platforms.
- Clearer labels: Added custom labels to ad groups during import to match a new, Microsoft-specific campaign structure for easy reorganization.
- Customization: Cloned labeled ad groups into newly built Microsoft-native campaigns to get platform-specific benefits without duplicating efforts.
- Consolidated campaigns: Merged smaller, low-volume campaigns into larger, more data-rich setups to improve learning and algorithmic performance.
- Preserving key settings: Maintained keyword lists, bids, and targeting from the original import to avoid disrupting performance.
Full-funnel advertising
To connect upper- and lower-funnel activities, Veneta tested video ads to build audiences, display ads to re-engage, and search ads to convert. This was their approach...
- Start with video: Launched top-of-funnel video ads to spark interest and begin building impression-based remarketing audiences in Microsoft Advertising Platform.
- Re-engage with display: Targeted display ads to video campaign viewers, reinforcing brand messaging and moving users closer to action.
- Convert with search: Used remarketing lists in Microsoft Search ads to reach high-intent users during key conversion periods like Black Friday.
- Measure the lift: Ran a 6-week A/B search lift study to determine the influence of mid-funnel exposure on branded search and site visits.
- Test in the right environment: Used Microsoft Advertising’s owned and operated inventory and measurement tools to experiment with mid-funnel engagement in a controlled, insight-rich setting.
This integrated approach proved that combining formats across the funnel-video, display, and search-not only enhances relevance and reach, but also drives stronger performance. Even small strategic shifts can unlock big gains when personalization and funnel alignment work together.
Solution highlight: Microsoft Advertising Platform
- Google Import (Microsoft Search ads)
- Impression-based remarketing
- Search Lift measurement
- O&O display placements
Results at a glance
Simplification project
- 28% more conversions on Search ads
- 24% more conversions on Shopping ads
- Zero limited-data campaigns remaining
Mid-funnel project
- 50% lift in branded searches
- 195% increase in probability of site visits following ad exposure compared to no exposure
Video:
Display:
Search:
Impression-based remarketing funnel:
“By bringing just a bit more attention to Microsoft Advertising and leveraging the platform’s unique features, we were able to capture significantly more value over the past 12 months. Microsoft Advertising has now truly become a distinctive and essential driver in our broader marketing strategy."
— Andrea von der Haar, Paid Search Lead, Veneta
The results: Higher returns from a unified strategy
Custom campaigns and a full-funnel advertising strategy help deliver real growth.
Veneta’s search lift study made the difference clear: Mid-funnel ads on Microsoft Advertising don’t just support branding-they enhance search behavior and site visits. And with a more focused approach and a few small changes, the team saw stronger results across search and mid-funnel.
As a result, Veneta was able to...
- Simplify for scale: Combining low-performing campaigns into a cleaner setup helped the algorithm learn and improve faster.
- Drive more conversions: Performance increased across both Search and Shopping campaigns while improving return on ad spend (ROAS).
- Connect the funnel: By building impression-based remarketing lists from upper-funnel activity and activating them across Microsoft Display and Native ads and Microsoft Search ads, the team created a full-funnel approach.
- Boost brand interest: Branded search volume and site engagement increased with the strategic layering of mid-funnel campaigns into their Microsoft Advertising activity.
- Validate with measurement: Their A/B lift study prove the true impact of mid-funnel campaigns, helping the team justify investment and shape future planning.
With their test-and-learn strategy, Veneta saw quick improvements and made Microsoft Advertising a stronger part of their overall media mix.
How to achieve similar success
If you want to experience the same kind of success in your campaigns, follow these best practices:
- Combine efficiency with customization: Use Google Import to save time, but create a structure tailored to Microsoft Search ads for the best performance.
- Don’t overlook the mid-funnel: With impression-based remarketing, Microsoft Advertising lets you connect upper-funnel engagement directly to lower-funnel action.
- Measure what matters: Consider running a search lift study to further prove the real-world impact of mid-funnel campaigns and get stakeholder buy-in for future investment.
Talk to a Microsoft Advertising expert today to learn more.
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