Goudwisselkantoor generates 665% conversion lift at a lower CPC with Audience ads

As a trusted family business and leader in the Dutch, Belgian and German gold market, Goudwisselkantoor has been buying and selling gold, jewelry, watches, coins, and bullion since 1984, helping customers preserve, realize, and celebrate value.

The brand was already running successful lower-funnel Search campaigns. But Search can become expensive, so Goudwisselkantoor wanted to expand its efforts to drive more upper- and mid-funnel awareness and create incremental demand in a scalable, efficient way while still supporting downstream conversions.

Goudwisselkantoor and Microsoft Advertising launched a full-funnel Audience ads strategy across Image, Native, and Video ad placements. Together, they aimed to build awareness and consideration by reaching consumers during meaningful gifting milestones such as graduations, weddings, and the arrival of a new baby.

They pinpointed new opportunities by segmenting audiences by life stage and age and used in-market audiences to target visitors looking for jewelry, watches, wedding rings, and gifting, as well as past visitors and similar audiences.

By re-engaging shoppers who were previously exposed earlier in the funnel with impression-based remarketing, they were able to create a compounding funnel that continuously directed the right audiences to Goudwisselkantoor at the right times.

Throughout the campaign, the team worked closely with Microsoft Advertising to fine-tune its strategy. Using data and creative learnings, ongoing optimizations included publisher exclusions, adjustments to ad delivery timing, and positive bid modifiers.

The full-funnel Audience campaign exceeded expectations, delivering site traffic while generating attributed revenue and conversions. Lift measurement showed…

• 433% site visitor lift vs the unexposed control group
• 665% conversion lift vs the unexposed control group
• Native ads delivered favorable ROAS compared to Search, while creating new, upper-funnel demand.

And overall, total CPC was 81% lower than Search—the lowest CPC and CPM of all the awareness channels tested during the campaign period.

Goudwisselkantoor validated incremental impact beyond click-based performance and saw positive transaction and revenue signals… ultimately, finding the complementary campaign they were looking for.