Bing Ads
Acquisition Program
Bing needed to rethink their acquisition program for small businesses. We found the audience engaged with facts and figures but had limited time, budget, and SEM experience. Our campaign balanced inspiration with actionable data, humanizing complex information with graphic treatments and customer stories.
My role: Creative Direction, Copy, Content Strategy, User Research, Test Development, Stakeholder Management, Presentation
What I did:
Conducted audience research to uncover barriers and motivators.
Developed messaging that made data more accessible and compelling.
Created a video series with insights and customer stories.
Developed content strategy and delivered supporting emails and graphics that tied it all together.
How it went:
Campaign resonated with busy SMB owners.
Bing adopted elements of the campaign into their official brand guidelines.
Acquisition Program
How a data-driven campaign won over small business owners who had no time for one.
My Role
Content Strategy | Creative Direction
Copywriting | User Research
The Problem
The audience wanted the data. They just didn’t have time for it.
Bing needed to rethink how it brought small businesses into its ads platform. Rapid audience profiling revealed the target was more diverse than assumed, but united by the same behaviors across U.S. and global audiences: limited time, limited budgets, and limited search marketing experience. They loved facts and figures, but engaged on their own terms, on the go. The thing that would persuade them was also the thing they had no patience to wade through. Bing needed an always-on program that could speak to a worldwide audience while still feeling personal.
The Approach
Make the data feel like a story, not a spreadsheet.
The insight was clear: these owners didn’t distrust the data, they just couldn’t afford to spend time decoding it. The fix wasn’t less information. It was more accessible information. I built a content strategy that humanized the stats, pairing hard numbers with real customer stories and clean graphics across videos, infographics, and webcasts. With every touch, we positioned Bing not as a search engine, but as an invaluable partner in a small business owner’s success.
The Work
Built to test. Built to learn.
The program ran as an always-on email system supported by videos, infographics, and customer stories. Each email took a single idea and made it skimmable and useful. The smartest part was structural: we built the emails in an interchangeable format so we could test what landed, then serve more of the same to audiences with similar profiles. The campaign became a feedback loop that got sharper the longer it ran.
Comprehensive brand guidelines painted a clear picture of our audience, their needs, and how we can meet them.
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