Microsoft Ads success story · Bank

How BBVA Mexico grew conversions 40% with brand search ads and Copilot-generated ads.

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BBVA Mexico wanted more people signing up for its products, and more qualified leads from businesses. It owned its own brand name on Microsoft search, let Copilot draft ad variations, and kept the winners from steady A/B tests.

Business: BBVA Mexico
Market: Mexico
Goal: Faster product sign-ups and qualified business leads

Smiling older woman in an apron arranging flowers in a small, crowded flower shop

The results.

Conversions grew 40% over the measured period. Cost per acquisition fell 45% compared with the campaign’s initial test phase. The 99x return on ad spend was the peak in the campaign’s most efficient month, not an average across the period.

40%more conversions
45%lower cost per acquisition
99xreturn on ad spend in the single best month

Measured from October 2024 to January 2025. Microsoft does not say how the results were measured or whether they were self-reported.

The challenge.

BBVA Mexico is the largest bank in Mexico and part of a group that operates in more than 25 countries. As it moved more of its business online, it wanted ads that did more than build awareness: they had to speed up sign-ups for its products and bring in qualified leads from businesses, especially for its products built for small and medium-sized companies.

Digital banking in Mexico is crowded. Every bank and fintech is chasing the same customers, and a person looking for a business account can be pulled away by a rival ad at the very moment they search. The bank needed to reach the right people at the right time with the right message, and to prove the spend was paying back.

Copilot in Microsoft Advertising suggesting headlines and images for an ad

What they did.

Search ads on the bank’s own brand name · Ad headlines and images suggested by Copilot · A/B tests of ad combinations · Keyword and bid tuning

A campaign just for the brand name: The bank ran a dedicated campaign of Microsoft search ads on its own brand terms, so people already searching for BBVA found the bank first, not a competitor.
Show up on every top brand search: The goal was the largest possible share of the times its best-performing brand searches happened. In plain words: when someone searched those terms, the bank wanted its ad there nearly every time.
Let Copilot draft the ads: Copilot in Microsoft Advertising suggested headlines, descriptions and images. That gave the team many more ad variations to try than it could write by hand.
Test, keep the winners: The Copilot-generated ads were A/B tested, meaning different versions ran side by side to see which combinations of text and images brought the most sign-ups. The winners stayed; the rest were cut.
Keep tuning: Keywords and bids were adjusted all the way through, shifting money toward the searches that turned into customers and away from the ones that did not.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Brand searches are the warmest leads: Someone typing your name already knows you and is close to acting. Owning that search is usually the cheapest new customer a business can get, and leaving it open hands it to a rival.
Less crowded than the obvious channel: Most banks pour their search budget into one platform. Microsoft search reaches the same kind of people with fewer competitors bidding, so each click tends to cost less.
More versions, faster learning: Copilot removed the bottleneck of writing every ad by hand. More variations meant more tests, and more tests meant the bank found its best message sooner.
Judged on results, not reach: The campaign was scored on conversions, cost per acquisition and return on ad spend. Those are the numbers that tell a bank whether its ads are bringing in customers at a profit.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our microsoft ads management.

Own your name on every search engine: We set up and protect brand search campaigns so the people already looking for you land on your site, not on a competitor who bid on your name.
More ad ideas, tested properly: We use AI to draft many ad variations, then review every one for accuracy and compliance before it runs. Only the versions that win in a fair test keep their budget.
Count leads, not clicks: We track sign-ups, applications and calls back to the ad that produced them, so you see your real cost per customer. That is how our Microsoft Ads management is judged.
Cover both search engines: Your customers search on Bing and on Google. We run your Google Ads management alongside it, so the same proven message reaches buyers wherever they look.