Case TUI MAGIC LIFE: +179% revenue with device-based conversion value rules

The challenge: equal treatment that costs revenue

The travel market is fiercely competitive, and rising customer acquisition costs leave many providers asking how to stay efficient without selling on discounts alone. For our client TUI MAGIC LIFE, the answer was clear: media investment had to be managed more intelligently. The standard bidding strategies of many platforms ignore a key pattern: desktop users generate significantly higher-value bookings, yet algorithms treat all devices the same.

Our hypothesis: if you differentiate the value of conversions deliberately, you can invest far more precisely and gain a real competitive advantage.

Our strategy: conversion value rules with Microsoft Advertising

Together with Microsoft Advertising, we implemented a device-based conversion value strategy designed to steer the system actively toward high-quality sessions.

The approach in detail:

• 3x value multiplier for desktop conversions in Microsoft Ads
• Automatic budget shift toward highly profitable users
• Head-to-head test against Google Ads under identical conditions
• Real-time support & fine-tuning in close partnership with the Microsoft team

The goal: maximize ROAS, grow revenue and prove that, with data-driven management, Microsoft outperforms Google on performance and on how well it can be optimized. The A/B test ran for several weeks in Q3 2024, one of the most important booking periods for the travel industry.

The results: Microsoft as a performance driver

The result was clear and convincing:

In direct comparison:

Despite identical setup conditions, Microsoft responded far better to the value signal, underlining the platform’s potential as a performance engine.

Conclusion: performance meets strategy

This case study shows how a seemingly simple data point, the device type, can be used for strategic control at the platform level. The device-based conversion value rule enabled smarter budget allocation, measurably better ROAS and real revenue growth.

The keys to success:

• data-based analysis
• consistent strategic execution
• a strong partnership with Microsoft

By combining human expertise with AI-supported automation, we showed how precise signals lead to lasting impact. Microsoft Ads became more than an alternative: it became the primary channel for high-value bookings in travel.

Through carefully planned use of Microsoft’s conversion value rules, we achieved a 179% jump in revenue for TUI MAGIC LIFE and increased ROAS by 55.5%, under test conditions identical to those on Google.

This strategy was not a theoretical model. It was implemented under real-world conditions, at scale and with operational impact, and it shows how precise signals and well-designed campaign management turn platforms into real business partners instead of merely reactive advertising channels.