The Client
Check-O-Matic is an online business check printer based in Monroe, New York, shipping nationwide. We built and ran its Microsoft Ads (Bing Ads) campaigns, which turned $17K+ in ad spend into $100K+ in ad revenue from July 2024 to May 2025, about 5.7x ROAS.
Selling as Checkomatic since 1997, the company prints QuickBooks checks, computer and laser checks, manual business checks, deposit slips, check envelopes and endorsement stamps, with rush production as fast as next day. Our engagement covered its paid search, and this case study is the Microsoft Ads part of that work.
"About $3,400 in Bing Ads revenue in July 2024. Over $17,000 in December."
The Challenge
Bing Ads for a check printer is a crowded, low-ticket market:
- Banks sell checks too. A large share of searches like "order checks" come from people who want to reorder through their own bank, and those clicks never buy from an independent printer.
- Small orders. The average sale is around $130, so every wasted click eats directly into the return.
- Brand searches under pressure. Repeat customers search for the company by name, and competitors bid on the same searches to intercept them.
- Coupon and price shoppers. "Cheap checks" and promo-code searches bring traffic that compares prices and leaves.
What We Built
1. Revenue Tracking on Every Sale
Microsoft Ads counts sales from the checkout confirmation page, plus sale values imported into the account offline, so each campaign is measured on revenue, not clicks.
2. A Conversion-Focused Search Campaign
Conv. Search Campaign - LPA, bid on Maximize Conversions, with three ad groups:
- Keyword targeting: the brand ("checkomatic", "check o matic") alongside buyer searches such as "order checks quick delivery", "business checks order", "business laser checks", "custom business checks", "high security business checks" and "reorder checks online"
- Layered targeting for QuickBooks check and business check searches
- Dynamic Search Ads built from checkomatic.com, to catch product searches the keyword list didn't cover
The campaign's revenue grew from about $400 a month in July 2024 to $9,000+ in February 2025.
3. Over 1,200 Negative Keywords
The Search campaign carries over 1,200 negative keywords that screen out bank reorder searches ("order chase checks"), other check brands, novelty checks and other searches that don't buy.
4. Performance Max on Microsoft Ads
Pmax Campaign - LPA, built on the store's product feed so check products show across Bing search, shopping placements and the Microsoft Audience Network. It brought in $52K+ at about 6.9x, the account's biggest earner.
5. Daily Optimization via Ad Campaign Concierge™
Both campaigns were reviewed daily through our proprietary Ad Campaign Concierge™ system: search-term mining, new negatives, and budget moved toward the campaign and searches that sold.
The Results
All figures are Microsoft Ads (Bing) results for the two campaigns we built, July 2024 to May 2025.
- $100K+ in ad revenue from $17K+ in ad spend, about 5.7x ROAS
- 740+ tracked sales from the ads, at about $23 a sale
- Performance Max: $52K+ at about 6.9x, 360+ sales
- Search: $48K+ at about 4.9x, 380+ sales
- Best month: December 2024, $17K+ in ad revenue at about 9.3x, with 100+ sales
More Sales Every Month
In the first three months, July to September 2024, the campaigns produced about 45 sales a month. In the last three, March to May 2025, about 70 a month. Average monthly revenue rose from $8,600+ in the second half of 2024 to $9,600+ in 2025.
Key Takeaways
- Bing Ads for e-commerce is worth running. Many stores treat Microsoft Ads as an afterthought. Built and managed as its own channel, it returned about 5.7x here.
- Performance Max works on Microsoft Ads too. Built on the product feed, it was the account's biggest earner at about 6.9x.
- Protect the brand on Bing. Repeat customers search by name. Bidding on the brand kept those sales from going to competitors and brought in $37K+.
- In a low-ticket market, negatives are the work. Over 1,200 negatives keep the budget away from bank reorders and price shoppers who will never buy.
Frequently Asked Questions
Is Microsoft Advertising (Bing Ads) worth it for an online store?
It was for Check-O-Matic. From July 2024 to May 2025 our two Microsoft Ads campaigns turned $17K+ in ad spend into $100K+ in ad revenue, about 5.7x, from 740+ tracked sales.
Does Performance Max work on Microsoft Ads?
It did here. Our Performance Max campaign on Microsoft Ads brought in $52K+ in ad revenue at about 6.9x, with 360+ tracked sales, more than any other campaign in the account.
Should a business bid on its own brand name on Bing?
For Check-O-Matic it paid off. Returning customers search for the company by name, and the two exact brand keywords, "checkomatic" and "check o matic", brought in $37K+ in ad revenue in our Search campaign.
What does a sale cost on Bing Ads for a check printing company?
About $23 a tracked sale across our campaigns, against an average sale value of $130+.
About This Campaign
Microsoft Ads (Bing Ads) for an online business check printer, built and optimized through our proprietary Ad Campaign Concierge™ system.
Industry: E-Commerce: Business Checks & Supplies Platforms: Microsoft Ads (Search, Dynamic Search Ads, Performance Max) Location: Monroe, New York (ships nationwide) Account Duration: October 2023 to May 2025. The engagement has ended.
Figures are Microsoft Ads (Bing) results only, for the two campaigns we built (marked "LPA" in the account), July 2024 to May 2025. Revenue is conversion value reported by Microsoft Ads: website purchases plus sale values imported into the account. A short test in March 2024 is not included. All figures are approximate and rounded down, in US dollars.