Case study
LHA accelerates growth with Microsoft Audience Network
Affordable accommodation in the heart of London
Hostel provider LHA London has been supplying young people and students with affordable living spaces for the last 80 years. The company has 14 hostels across England’s capital city, accommodating nearly 2000 people who study and work in London. With the help of digital marketing agency Infoserve, LHA London wanted to target its key audiences online to improve the efficiency of its marketing spend. Infoserve saw an opportunity with the Microsoft Audience Network to both increase conversions whilst lowering the overall cost per acquisition (CPA) for the client.
The Microsoft Audience Network has made a significant impact on our client’s business, and they are over the moon with the results.
Making the most of audiences
Infoserve is a long-term partner and advocate of Microsoft Advertising. The agency had been working with LHA London for several years and had delivered solid results for the company by investing in the partner network, maintaining efficient campaigns with a cheaper cost per click (CPC).
Seeing incremental year-over-year performance, LHA London challenged Infoserve to go further. Knowing that they had a specific audience of young people and students in mind, Infoserve looked to the
Microsoft Audience Network for results.
“When people think of native advertising, typically they think about brand awareness, but the audience targeting capabilities of the Microsoft Audience Network make it a fantastic tool for converting customers,” said Dan Lezcano, Infoserve’s Head of Paid Search.
Results started coming in almost immediately after the campaign had been set up. Just three months later, between Q2 2021 and Q3 2021, the Microsoft Audience Network had lowered CPA by 52% and increased the conversion rate by 50%. These conversions were also coming in cheaper than the normal search activity on the account with 6% lower CPC.
“The Microsoft Audience Network has made a significant impact on our client’s business, and they are over the moon with the results,” commented Lezcano.
When people think of native advertising, typically they think about brand awareness, but the audience targeting capabilities of the Microsoft Audience Network make it a fantastic tool for converting customers.
