Digital Marketing · Service
Microsoft Advertising for B2B
A smaller, older, more corporate audience — and less competition for it.
At a glance
What it is
“A smaller audience that converts better at a lower cost is not a smaller opportunity.”
A principal, Kaelo Digital Marketing
What’s included
Four areas of scopeJudged on composition, not volume
The right comparison is cost per qualified outcome, not impression share. A smaller audience that converts better at a lower cost is not a smaller opportunity.
Import, then diverge
Importing existing search campaigns is the sensible starting point and a poor ending point. The audience differs enough that keeping the accounts identical wastes the advantage.
Corporate desktop context
Search behaviour from a managed corporate desktop differs from personal-device search — more research, more comparison, longer sessions.
Realistic scale expectations
This will not replace your primary search channel. It is usually a profitable supplement, and treating it as a replacement leads to disappointment.
How the work runs
Import and baseline
Start from what works, then measure separately.
Diverge deliberately
Bids, copy and negatives tuned to the actual audience.
Judge on qualified outcomes
Not on volume parity with your primary channel.
When to come to us
- 01 You sell into corporate or public-sector organisations.
- 02 Your primary search channel is competitive and expensive.
- 03 Your buyer researches from a work machine.
What we do not do
- Expecting volume parity with a larger search channel.
- Running an identical copy of your primary account indefinitely.
Common questions
