The client had previously operated campaigns on Bing, under the impression that running similar exercises on Google would be too expensive. We demonstrated that, with the right strategy, Google could provide an excellent return on investment. We increased their conversion rate on Bing by a quarter by optimising campaigns and utilising bespoke landing pages. We also identified where there were opportunities to adapt the success enjoyed on Bing to deliver visibility on Google, resulting in more leads and a lower cost than previous Bing campaigns.