Service: Microsoft Advertising (Bing Ads) — Search & Shopping Campaigns | Industry: Epoxy / Resin eCommerce | Platform: BigCommerce | Location: USA
About the Client – Epoxy eCommerce Brand (USA)
This client is a US-based epoxy and resin products eCommerce brand built on BigCommerce. They sell epoxy kits, resin systems, pigments, tools, and accessories. Their customers include both DIY hobbyists and professional contractors across the United States.
The brand carries a wide catalog — from floor coating systems to art resin and table-top pour kits. However, paid advertising was severely under-utilised beyond Google. That’s where Ishant Sharma stepped in. He is a 12+ year paid ads specialist and founder of Hustle Marketers — a certified Microsoft Advertising Partner, Google Partner, and Meta Business Partner agency. His team designed, launched, and scaled the brand’s Microsoft Bing Ads strategy from scratch.
The Challenge
When this epoxy brand came to Hustle Marketers, they faced five recurring problems. Specifically, these issues hold back most BigCommerce brands from scaling profitably on Microsoft Ads:
- Zero Microsoft Ads Presence: The brand ran everything on Google Ads. They had never tested Microsoft (Bing) Ads. An untapped audience of older, higher-income Bing users was left completely on the table.
- High Google Ads CPCs Eating Into Margins: Epoxy keywords on Google pulled $2.50–$5.00+ CPCs. Microsoft Ads offered the same buyer intent at 30–60% lower cost per click.
- No BigCommerce–Microsoft Ads Integration: The brand had no product feed connected to Microsoft Merchant Center. Shopping campaigns — the highest-converting eCommerce format — were entirely missing.
- Untapped Audience Segment: Microsoft’s user base over-indexes for home improvement, DIY, and professional trade. These are the exact buyers purchasing epoxy floor coatings, garage kits, and industrial resin systems.
- Poor Conversion Tracking Setup: No UET (Universal Event Tracking) tag was installed on the BigCommerce store. Microsoft’s Smart Bidding had zero purchase signal data to optimise against.
Our Microsoft Bing Ads Strategy & Approach
As a Microsoft Advertising Partner agency, Ishant Sharma and the Hustle Marketers team built a full-funnel Microsoft Ads strategy tailored specifically to the epoxy eCommerce niche and the BigCommerce platform.
1. UET Tag Implementation on BigCommerce
The first step was implementing Microsoft’s Universal Event Tracking (UET) tag on the BigCommerce store. Specifically, we deployed it via BigCommerce’s native Script Manager — no developer required. As a result, custom conversion goals were set up for: purchase completions (with revenue values), add-to-cart events, checkout initiations, and product page views for remarketing. This gave Microsoft’s Smart Bidding the clean purchase signals it needs to optimise for real revenue — not proxy metrics.
2. Microsoft Merchant Center Product Feed Setup
Next, we connected the BigCommerce product catalog to Microsoft Merchant Center via an optimised product feed. Furthermore, product titles were rewritten using high-intent search-term frameworks. For example, “Epoxy Floor Coating Kit” became “2-Part Epoxy Floor Coating Kit — 100% Solids, Garage & Industrial, 250 sq ft Coverage.” All feed disapprovals were resolved and GTINs added where available. Custom labels were created to segment products by margin tier, category (floor coatings, art resin, table top, primers), and best-seller status.
3. Full Microsoft Ads Campaign Architecture
We built a multi-campaign account structure that separated demand types and buyer intent stages:
- Brand Search Campaign: Capturing branded searches at low CPC to protect direct revenue and stop competitors from intercepting existing brand-aware buyers.
- Non-Brand Search — Product Category Campaigns: Separate campaigns for each epoxy subcategory: floor coatings, art resin, table top epoxy, countertop kits, and industrial resin systems. Tight keyword lists, exact and phrase match, no broad match in the early phase.
- Competitor Conquest Campaign: Bidding on high-intent competitor brand + product keywords in the epoxy space, targeting buyers researching alternatives.
- Microsoft Shopping Campaigns: Product Shopping campaigns segmented by category and margin tier, fed by the optimised Merchant Center feed. This was the single highest-volume, lowest-CPA campaign in the account within 60 days.
- Remarketing Campaigns: Dynamic remarketing ads pulling product images and prices directly from the feed, re-engaging past product page viewers and cart abandoners with the exact products they browsed.
- LinkedIn Audience Targeting Layer (Microsoft Exclusive): One of Microsoft Ads’ unique advantages is the ability to layer LinkedIn profile data onto search campaigns. We added LinkedIn audience targeting by Job Function (Construction, Operations, Facilities Management) and Company Size to increase bids on high-value buyers purchasing epoxy for commercial flooring projects.
4. Smart Bidding & tROAS Optimisation
After the UET tag generated sufficient conversion data (the first 4–6 weeks), we migrated the primary Shopping and non-brand Search campaigns to Target ROAS (tROAS) bidding. We set conservative initial ROAS targets of 800–1000%, then incrementally raised targets as performance data matured. This is the same disciplined bidding methodology we use across our Google Shopping Ads engagements — let the algorithm learn on clean data before pushing ROAS targets higher.
5. Ad Copy & Creative Strategy for the Epoxy Niche
Microsoft Search Ads for epoxy products required copy that spoke to two distinct buyer intents simultaneously: DIY hobbyists and professional contractors. We A/B tested ad variations across both audiences:
- For DIY buyers: “Transform Your Garage in a Weekend — Easy 2-Part Epoxy Kit, Ships Fast”
- For professional buyers: “Industrial-Grade Epoxy Systems — Bulk Pricing, Fast Shipping, 10-Year Warranty”
- Sitelinks linking to category pages, how-to guides, and the coverage calculator tool
- Callout extensions highlighting: Free Shipping, 30-Day Returns, Made in USA, 5-Star Reviews
- Structured snippets listing product types: Floor Coatings, Art Resin, Table Top, Countertop Kits
6. Audience Segmentation & RLSA
Using Microsoft Ads’ audience manager, we built layered audience segments across all campaigns. Specifically, bid adjustments applied: +30% for past purchasers, +20% for cart abandoners (last 30 days), +15% for product page viewers (7-day window). In addition, we layered In-Market Audiences for “Home Improvement,” “DIY & Crafts,” and “Building Materials.”
Campaign Results – Feb to Apr 2026
The results from the Microsoft Bing Ads campaigns for this epoxy eCommerce brand are verified from the Microsoft Advertising dashboard covering the period 1 February 2026 – 30 April 2026:
| Metric | Result |
|---|---|
| Total Ad Spend | US$ 5,514 |
| Return on Ad Spend (ROAS) | 1,430.36% (14.30x) |
| Total Conversions | 83.00 |
| Total Revenue Generated | US$ 78,800+ |
| Campaign Period | Feb – Apr 2026 (3 months) |
| Platform | Microsoft Advertising (Bing Ads) |
| Store Platform | BigCommerce |
| Market | United States |
| Niche | Epoxy / Resin eCommerce |
A 1,430% ROAS (14.30x) means every $1 on Microsoft Bing Ads returned $14.30 in revenue. That is more than double this brand’s Google Ads ROAS during the same period — at a fraction of the cost-per-click.
Verified Microsoft Advertising Dashboard Screenshot
Below is the verified screenshot from the Microsoft Advertising dashboard. Specifically, it covers this epoxy brand’s campaign data from February to April 2026: US$ 5,514 spend, 1,430.36% ROAS, 83 conversions, and US$ 78,800+ in revenue.
Why Microsoft (Bing) Ads Work So Well for Epoxy & Resin eCommerce
Most epoxy brands dismiss Microsoft Ads because Bing’s search volume is lower. That’s the wrong lens. The real question is buyer quality and cost efficiency — and on both counts, Microsoft wins.
1. The Demographic Match Is Exceptional
Microsoft’s user base skews 35–65, higher income, homeowner, and professional trade. These are exactly the buyers spending $200–$2,000 on epoxy floor coating systems. These shoppers browse garage kits, warehouse coatings, and industrial resin. Unlike impulse buyers, they research thoroughly, compare options, and purchase with clear intent. Bing captures this profile at scale.
2. CPCs Are 30–60% Lower Than Google
In this campaign, epoxy keywords on Microsoft Ads averaged $0.85–$1.80 CPC. In contrast, the same terms on Google cost $2.50–$4.50. Consequently, lower CPCs with equal conversion rates means significantly higher ROAS. That is exactly what the 1,430% result demonstrates.
3. Shopping Ads Are Under-Competed on Bing
Most epoxy brands have not built Microsoft Shopping campaigns. Consequently, the auction is far less competitive than Google Shopping. This gap creates a real opportunity. Brands that act quickly gain ground that is increasingly hard for competitors to recover. That is the window we opened for this client.
4. LinkedIn Audience Overlays Are Unique to Microsoft
No other paid search platform lets you layer professional demographics onto campaigns. For instance, Microsoft Ads connects to LinkedIn data — job title, industry, and company size. Therefore, for epoxy brands serving both DIY homeowners and professional contractors, this is a major competitive advantage. It allows precise bid differentiation for high-AOV commercial flooring buyers.
BigCommerce + Microsoft Ads: The Technical Advantage
Running Microsoft Ads on a BigCommerce store is smoother than most brands expect. Specifically, BigCommerce’s native Script Manager makes UET tag deployment straightforward. Furthermore, no developer dependency is required.
The product catalog syncs to Microsoft Merchant Center via a direct feed URL. Additionally, purchase conversion values flow through BigCommerce’s order confirmation page cleanly and accurately.
Moreover, we set up enhanced conversion tracking using Microsoft’s Customer Match feature. This used hashed email data from BigCommerce’s customer database. As a result, approximately 12–18% of conversions missed due to browser-side tracking limitations were recovered.
For BigCommerce brands running Google Ads in parallel, this Microsoft Ads setup creates a valuable cross-channel attribution picture. Our post-click leak audit methodology ensures revenue credited to Microsoft Ads is genuinely attributable to that channel. It eliminates double-counting with organic or Google touchpoints.
Key Takeaways & Lessons from This Case Study
- Microsoft Ads is a complementary profit channel — not an afterthought. For the right product category and demographic, it outperforms Google on ROAS. Lower competition and better buyer-demographic alignment make the difference.
- Shopping Ads are the highest-leverage format for epoxy eCommerce on Bing. An optimised Microsoft Merchant Center feed — with detailed product titles, accurate GTINs, and margin-tier custom labels — drives the most conversions at the lowest CPA.
- LinkedIn audience overlays change the economics for professional-grade products. Microsoft Ads is the only PPC platform with LinkedIn demographic targeting. For brands selling to both consumers and trade professionals, this is a competitive moat.
- UET tracking quality determines everything. Clean conversion data is the prerequisite for Smart Bidding to perform. Install UET on day one, validate purchase values, then scale.
- BigCommerce brands should test Microsoft Ads before competitors discover it. The auction gap between Google and Bing for eCommerce is still wide. Brands that establish presence now will be far harder to displace when competition increases.
Microsoft Bing Ads Services by Hustle Marketers
Looking to achieve similar results for your epoxy, resin, or home improvement eCommerce brand? Explore how Ishant Sharma and Hustle Marketers can help:
- PPC Management Agency — Full-service paid ads strategy, setup, and optimisation across Google, Microsoft, and Meta for eCommerce brands.
- eCommerce PPC Management — Specialist Shopping, Search, and Performance Max campaigns for Shopify, BigCommerce, and WooCommerce stores.
- How I Scaled an eCommerce Store to 9x ROAS With Google Shopping Ads — The same data-driven methodology applied to Google Shopping.
- Five Post-Click Leaks You Can Plug with Cloudflare — Protect your ad spend from revenue leakage after the click.
- How Ishant Sharma Achieved 8.81x ROAS — Australia Dog Niche eCommerce — Another verified Google Ads case study from Hustle Marketers.
- Google Ads for Dentists: The Strategy That Works in 2026 — How Hustle Marketers runs paid search for service-based businesses.
- SEO Agency — Organic search to complement your paid campaigns and build long-term visibility.
- White Label Marketing Agency — Scalable white label PPC solutions for agencies.
About Ishant Sharma – Microsoft Ads & eCommerce PPC Specialist
Ishant Sharma is a paid ads consultant and PPC specialist with over 12 years of experience managing high-ROAS campaigns for eCommerce brands across four countries. He is the founder and head strategist at Hustle Marketers — a Google Partner, Meta Business Partner, and Microsoft Advertising Partner agency based in Chandigarh, India, serving clients in the USA, UK, UAE, and Australia. Hustle Marketers has helped 500+ brands generate $780M+ in trackable revenue. Verified results include: 1,430% ROAS on Microsoft Bing Ads for an epoxy brand, 8.81x ROAS for an Australian pet brand, and 1,500% ROAS for ArmorGarage.
Ishant’s work is recognised across multiple third-party platforms: 5.0 Rating on Clutch.co (Verified B2B Reviews), 5.0 Rating on Google Reviews, Top Rated Plus on Upwork, Top Rated on G2, reviewed on Trustpilot, and Clutch Global Leader — Fall 2023 & Fall 2024.
Frequently Asked Questions (FAQs) – Microsoft Bing Ads for Epoxy eCommerce
Yes — Microsoft (Bing) Ads works exceptionally well for epoxy and resin eCommerce brands, often outperforming Google Ads on ROAS. As proven in this case study, Hustle Marketers achieved a verified 1,430% ROAS (14.30x) for a BigCommerce epoxy brand using Microsoft Search and Shopping campaigns. The key reasons are lower CPCs (30–60% cheaper than Google), less auction competition on Shopping, and Microsoft’s user base that skews toward older, higher-income homeowners and trade professionals — the exact buyers of epoxy floor coatings and industrial resin systems.
A strong ROAS for Microsoft Bing Ads in the epoxy and resin niche is typically 800–1,400%+ (8x–14x), depending on product margins, average order value, and campaign maturity. For context, the industry benchmark for eCommerce on Microsoft Ads is around 400–600% ROAS. At 1,430%, this case study result is nearly 3x the platform average, driven by optimised Shopping feeds, precise audience segmentation, and LinkedIn audience overlays targeting professional contractors and facilities managers.
Cost, Setup & Platform FAQs
Setting up Microsoft Ads for a BigCommerce store involves four core steps: (1) Install the Universal Event Tracking (UET) tag via BigCommerce’s Script Manager and configure conversion goals for purchases, add-to-carts, and checkout initiations. (2) Connect your BigCommerce product catalog to Microsoft Merchant Center via a product feed URL and optimise product titles, GTINs, and custom labels. (3) Build your campaign architecture — Brand Search, Non-Brand Search by product category, Microsoft Shopping, and Remarketing campaigns. (4) Set up Customer Match and in-market audience segments, then migrate to Target ROAS bidding once you have 30+ conversions. Hustle Marketers handles this end-to-end for BigCommerce brands.
Yes — significantly. In this epoxy eCommerce campaign, Microsoft Ads CPCs averaged $0.85–$1.80 for epoxy-related keywords, compared to $2.50–$4.50 for the same keywords on Google Ads. That is a 40–60% CPC reduction, which directly improves ROAS when conversion rates are comparable. For high-intent, transactional epoxy queries, Microsoft Ads delivers the same buyer intent at a fraction of the cost — making it an essential complementary channel for any epoxy brand already running Google Ads.