Case study
Wriggle Marketing Drives 83% Microsoft Advertising Adoption Through a Repeatable AI‑Led Onboarding Model
The Opportunity
Wriggle Marketing identified a clear growth challenge: clients were overly reliant on a single dominant advertising platform, limiting diversification, reach, and long‑term resilience. Wriggle saw an opportunity to reposition Microsoft Advertising as a core growth channel—one capable of unlocking incremental audiences, innovative ad formats, and stronger return on investment for new clients.
The objective was ambitious but clear: drive meaningful Microsoft Advertising adoption, prove its differentiated value early, and embed it as a standard part of Wriggle’s client acquisition and onboarding motion.
The Strategy
Wriggle partnered closely with Microsoft Advertising to build a structured, education‑led, and data‑driven adoption model focused on three pillars:
1. Education and Enablement
Internal teams and prospective clients were trained on Microsoft Advertising’s unique strengths, including high‑intent audiences, AI‑powered optimisation, and native integrations across the Microsoft ecosystem. Workshops, webinars, and internal playbooks ensured the platform was positioned confidently and consistently in onboarding conversations.
2. Data‑Driven Client Targeting
Wriggle used insights to identify market segments most likely to benefit from incremental reach and cost efficiency. Tailored messaging and success‑led storytelling demonstrated clear ROI and reduced adoption friction.
3. Deep Collaboration with Microsoft Advertising
Joint execution was central to success. Co‑branded marketing assets, exclusive incentives, hands‑on optimisation support, and ongoing performance insights helped accelerate early wins and build client confidence.
Execution
Microsoft Advertising was embedded directly into Wriggle’s onboarding process for all new clients. Campaigns launched using:
- AI‑powered audience targeting and automated optimisation
- LinkedIn profile targeting to reach high‑value professional audiences
- Multimedia Ads to drive stronger engagement and creative differentiation
Joint webinars, workshops, and promotional offers supported adoption, while close collaboration with Microsoft Advertising’s support teams ensured continuous optimisation and performance improvement.
“Microsoft Advertising is now a fundamental growth channel within our core service offering.”
— Dion Williams, Head of Paid Search, Wriggle Marketing
Why This Matters
This partnership demonstrates best in class innovation, strategic execution, and collaboration. By pairing advanced AI‑driven solutions with a repeatable onboarding model, Wriggle Marketing created a scalable framework that delivers sustained growth, stronger client outcomes, and long term diversification—setting a benchmark for excellence in modern digital marketing partnerships.
Results
The partnership delivered outstanding outcomes:
- 83% Microsoft Advertising adoption across all new clients, surpassing and nearly doubling the original 50% target
- Expanded revenue streams through diversified media investment
- Early performance success that reinforced long‑term client commitment
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