Priceline builds 100,000 customized ads in minutes with Copilot

The goal: Explore boundary-pushing campaigns they never had time for

For over 25 years, Priceline has helped millions of travelers book their trips, from flights and hotels to rental cars and activities. With a presence in markets around the world, Priceline connects audiences with personalized experiences on a truly global scale. 

To do so, the paid media team manages an astounding 200,000 campaigns. Still, they saw the huge potential to pursue niche and emerging marketing opportunities, such as independent properties, upper-funnel destination searches, and one-time travel occasions such as concerts and festivals.

But the sheer volume of ads needed for these trials posed a perpetual deterrent. The paid media team would need to produce enough high-quality, city-specific, keyword-rich ad copy for hundreds of thousands of ads, while meeting specific editorial criteria, from character limits to policy guidelines.

The team needed an efficient, ultra scalable way to create custom-tailored ads that are on-brand and aligned with specific landing pages—all without diverting the team’s focus from core business strategies.

The solution: Copilot brings staggering scale to Priceline’s ad strategy

Priceline partnered with Microsoft Advertising to deploy Copilot in Microsoft Advertising Platform's asset generation capabilities through the Campaign Management API into their proprietary ad platform. The approach combined generative AI with Priceline’s own landing pages and a Google Sheets workflow.

Here’s how they made it work... 

• Automated asset generation: Analysts paste a landing page URL and a short text prompt into Google Sheets. Copilot instantly produces multiple ad headlines and descriptions, saving hours of manual copywriting.
• City-specific customization: The system balances copy length and city references, ensuring every ad is compliant and location relevant, whether it’s “San Jose hotels” or “Las Vegas weekend stays.”
• Always on-brand and on-message: Because Copilot scrapes Priceline’s landing pages, the ads naturally include key phrases, offers, and brand voice, keeping messaging consistent across campaigns.
• Expanded marketing coverage: With bulk copy created through Microsoft Advertising’s API integration, Priceline can launch hundreds of new, relevant ads for destinations, boutique hotels, and events within minutes.