ESS Universal Boosts B2B Quote Requests with Microsoft Ads
Brand Overview
ESS Universal, operating through HeavyDutyBunkBeds.com, is a leading manufacturer of heavy-duty steel bunk beds and institutional furniture. Serving correctional facilities, military housing, shelters, dormitories, and other commercial environments, the company specializes in durable, security-focused solutions built for long-term performance.
With a highly specific B2B audience and longer sales cycles, ESS Universal needed a paid media strategy that would increase commercial quote requests without sacrificing lead quality.
Services Provided
- Paid Media Strategy
- Microsoft Ads Management
- LinkedIn Audience Targeting Integration
- B2B Keyword Expansion and Optimization
The Goal
Increase commercial quote requests without sacrificing lead quality, especially for higher-value institutional opportunities.
Definition of Success:
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More commercial quote submissions month over month
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Lead quality held or improved (confirmed by sales feedback)
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Incremental growth that did not cannibalize Google performance
The Strategy
Intero Digital developed a focused Microsoft Ads strategy designed to complement, not compete with, existing Google campaigns.
The approach included:
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LinkedIn audience targeting to sharpen B2B precision with institutional decision makers.
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Institutional keyword expansion to capture high-intent commercial demand.
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Incremental volume strategy designed to complement Google, not compete with it.
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ROI-based optimization to guide ongoing budget shifts toward Bing.
By layering professional audience targeting onto high-intent search campaigns, the team created a more refined funnel that aligned with ESS Universal’s ideal buyers.
The Result
In a four-month snapshot, Microsoft Ads demonstrated strong incremental growth and efficiency.
+61%
Commercial quote requests
High efficiency
Qualified lead share vs. spend
Stronger lead quality
Bing traffic skewed higher-value for institutional terms
Competitive CPL
CPL stayed competitive with positive quality indicators from sales review
The Impact
Microsoft Ads became a strategic growth lever that adds efficient volume without cannibalizing Google performance.
By aligning Microsoft Ads with audience behavior and layered targeting, ESS Universal unlocked high-quality demand that’s often missed on other platforms and is now evaluating additional investment based on ROI.
