Mobile phone retailer achieves 32% lower cost per click with Bing Ads

Challenge, the UK’s largest independently owned online mobile phone retailer, faces competition from networks as well as resellers. The company needs to drive sales with marketing and advertising, 90 percent of which is online.


Search advertising is a major part of the strategy, and began using Bing Ads in 2009 to complement its Google AdWords campaigns. Sitelink Extensions send customers to specific webpages, and Bing Support helps with account optimization.


Bing Ad campaigns delivered a 32 percent lower cost per click and a 28 percent higher click-through rate than AdWords, resulting in an impressive return on investment against advertising spend. "Our goal is to increase sales at a sustainable cost per acquisition," says Gary Thompson, marketing manager at parent company A1 Comms. "The conversion rate of the traffic delivered by Bing Ads is measurable on site — Bing Ads converts like for like to AdWords."

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