How PUSH achieved an 86% higher lead-to-sale rate with Microsoft Advertising

Making paid search work harder for policy sales

Private medical insurance involves careful comparison and a considered purchase. For Private Health Quoter, acquisition performance depended on what happened after a lead arrived.

• Competitive auctions made acquisition efficiency a priority.
• Legacy Microsoft Search activity delivered limited conversion volume, restricting the case for further investment.
• The team needed to assess lead-to-sale performance alongside Google Search, Meta and Native.

Turning search behaviour into campaign decisions

1. 01

   Discover intent with Dynamic Search Ads

   PUSH used Dynamic Search Ads to explore real searches across private medical insurance. Search term reports and conversion data helped identify queries, ad messages and landing page combinations worth developing further.

2. 02

   Introduce AI bidding in stages

   Universal Event Tracking (UET) supplied conversion signals to Microsoft's AI bidding algorithms. Campaigns moved to Maximise Conversions after reaching 20 conversions within a 15-day window, then progressed to target CPA as conversion data accumulated.

3. 03

   Build keyword campaigns from proven searches

   Converting DSA search terms informed exact and phrase match keyword campaigns. The focused keyword campaign achieved the lowest CPA in the account, approximately 19% below the blended account CPA.

4. 04

   Expand the ad formats

   Responsive Search Ads, Multimedia Ads and Image Extensions extended the campaign's creative coverage across Microsoft inventory. The programme combined search-led targeting with richer visual placements.

PUSH also worked with the Microsoft Advertising account team through joint strategy sessions, bidding strategy validation and early access to Multimedia Ad formats.

Stronger lead-to-sale performance across the channel mix

From April 2025 to March 2026, Microsoft Advertising generated 2,772 conversions and achieved a 14.29% lead-to-sale rate, the highest among the four channels compared. This equates to approximately 396 estimated policy sales, based on the reported conversion total and lead-to-sale rate.

• 36% lower blended CPA in April 2025 to March 2026 versus legacy Microsoft Search activity in April 2024 to March 2025.
• Approximately 19% lower CPA in the focused keyword campaign than the blended account CPA.
• Dynamic Search Ads generated approximately 90% of the account's reported conversions.

The results gave Private Health Quoter a stronger basis for assessing Microsoft's role in acquisition: how efficiently it generated leads and how often those leads became policy sales.