The Method
We do not ask you to trust Microsoft Ads. We prove it.
Our framework runs geo and holdout-based incrementality tests, benchmarks Microsoft against your Google performance on like-for-like metrics, and reports the lift in revenue, not clicks. The output is a measurement methodology you keep, not a black box you rent.
Baseline
We establish your true Google baseline on like-for-like metrics, so every later claim about Microsoft's contribution is measured against something real, not a guess.
Build (platform-native)
We build for Microsoft from the ground up: LinkedIn Profile Targeting, the Microsoft Audience Network, match-type and audience structure that suits the platform rather than a Google import.
Test (incrementality)
Geo and holdout-based incrementality tests isolate the revenue Microsoft genuinely adds, separating real lift from demand that would have converted anyway.
Report (incremental revenue and blended CAC)
We report lift in revenue, not clicks, and the effect on your blended cost of acquisition. You also get a quarterly benchmarking snapshot that catches drift before it costs you.
Quarterly deliverable
A benchmarking snapshot each quarter: Microsoft against Google on like-for-like metrics, the incremental revenue picture, and a flag on any drift. The framework detail is set with you at kickoff.
Measurement FAQ
What is incrementality, in plain terms?
Incrementality is the revenue a channel genuinely adds that you would not have earned without it. It separates real lift from demand that would have converted anyway, which is the only honest way to value a second search engine.
Why does last-click attribution understate Microsoft?
Last-click structurally favours the highest-volume platform, so a smaller engine looks smaller than it is. Microsoft often contributes value that last-click hands to Google, which is why we measure lift rather than read a last-click dashboard.
How do geo and holdout tests work?
We hold Microsoft back in some regions or audiences and run it in others, then compare outcomes. The difference is the incremental effect, isolated from seasonality and from demand that would have arrived regardless.
How long does an incrementality test take?
Typically a quarter to read cleanly, depending on volume. We would rather give you a durable answer you can take to finance than a fast number that does not survive scrutiny.
Do we own the measurement methodology?
Yes. The output is a measurement methodology you keep, not a black box you rent. If we part ways, you retain the framework and can keep running it.
What metrics do you actually report on?
Incremental revenue and blended cost of acquisition, benchmarked against your Google performance on like-for-like definitions. We report the lift in revenue, not clicks or impressions.
How is this different from a standard agency dashboard?
A dashboard reports what the platform claims. The Method tests what is genuinely incremental and benchmarks it against Google on the same terms, so the number means something to a CFO rather than only to a marketer.
What is the quarterly benchmarking snapshot?
A short quarterly read comparing Microsoft against Google on like-for-like metrics, flagging drift before it costs you. It keeps the comparison honest and repeatable rather than a one-off claim.
Can you measure if our tracking is imperfect?
Geo and holdout designs are more robust to messy tracking than user-level attribution, because they compare outcomes at the market level. We will tell you honestly where your data limits what can be claimed.
What do we need to provide to run the framework?
Access to your accounts and conversion data, a willingness to hold spend back in a controlled way for the test, and a shared definition of the metrics that matter. We handle the design and the read.
See the revenue you are leaving on the table.
A fixed-fee Microsoft Ads opportunity analysis that quantifies the gap, in your account, on your numbers.