🎯 Overview

Objective: Direct-to-Consumer Sales
Duration: 6+ months
Target Audience: U.S.-based men aged 35–65 experiencing ED symptoms

 

🧠 Strategy & Execution

Competitor Research

We used SEMrush and SimilarWeb to analyze competitor messaging, keyword targeting, and ad formats. This helped us identify the most commercially viable keywords

 

We studied top headline/description combinations to reverse-engineer high-converting angles—emphasizing privacy, convenience, and non-invasive solutions.

Campaign Design

No brand bidding was used; the focus was exclusively on non-branded, high-intent search terms.

Campaign structure followed a tightly segmented ad group setup to maintain control over quality score and message alignment.

We ran multiple headline/description variations to test emotional vs. functional appeal.

A robust negative keyword strategy was deployed to eliminate low-quality or irrelevant searches (e.g., “free clinic”, “Medicare”, “reviews”, “near me”).

A/B Testing & Optimization

Over several months, we ran structured split tests across:

Copy formats (functional vs emotional)

Call-to-action tone

Headline length and syntax

Device-specific performance

We discovered that short, benefit-driven headlines performed best on mobile—where the majority of traffic originated.

Through optimization:

CTR increased steadily over time as best-performing ad groups were isolated

CPC decreased by refining keyword match types and adding negative keywords

Daily sales became consistent, even on modest daily budgets

 

📈 Results

✅ Daily, trackable sales over several months

✅ Improved CTR and Quality Score with each optimization round

✅ Reduced CPA through negative keyword filtration

✅ Maintained strong ROAS without relying on branded traffic

💡 Insights

“Users searching on Bing for ED treatments are often in decision mode. They tend to be older, mobile-first, and highly responsive to ads that offer privacy and simplicity. The Phoenix’s direct-to-home positioning was a natural fit for this mindset.”

 

📌 Summary

By leveraging competitor intelligence, rigorous copy testing, and intent-based keyword planning, we created a lean yet effective Bing Ads campaign that consistently delivered conversions without brand bidding or inflated spend. The campaign succeeded by aligning directly with the emotional and practical needs of its target audience—offering a discreet, at-home solution in a tone they trusted.