95%
Of Google’s impression reach
14%
Of Google’s media spend
–38%
Lower average CPC than Google
THE CHALLENGE
Southern Cross Care NSW & ACT is a not-for-profit provider of residential aged care, retirement living and support at home. Families researching aged care are making one of the most important decisions of their lives, and being visible when they search matters.
Google Ads was already the main paid search channel, but reach on Google comes at a growing cost per click. For a not-for-profit, every dollar of media spend needs to work hard.
The challenge was to find additional, cost-effective reach into the same audience of families and older Australians, without significantly increasing overall media investment.
The Strategy
In January 2026, Impressive launched Microsoft Ads for Southern Cross Care as a low-cost way to extend its search reach into the same audience it was already winning on Google.
A Second Channel for a Similar Audience
Microsoft’s user base overlaps strongly with the families and older Australians researching aged care, making it a natural extension of the existing Google program rather than a new audience to build from scratch.
A Full-Funnel Campaign Mix
The account launched with Brand, Search, Performance Max and Audience campaigns, giving a clear read on which formats delivered the best cost per conversion on Microsoft.
Priority Locations Focus
A dedicated Residential Aged Care Priority Locations Search campaign concentrated spend on the areas that matter most to Southern Cross Care’s occupancy goals.
Side-by-Side Measurement
Reach, cost per click and cost per acquisition were benchmarked directly against Google, so the value of the new channel was proven rather than assumed.
Shifting Budget to What Works
With Search campaigns proving strongest, budget is being reallocated away from Audience placements and into proven Search campaigns to bring blended CPA down further.
Together, this gave Southern Cross Care meaningfully cheaper reach and a clear, data-led path to improving efficiency over time.
The Results
In its first seven months (January to July 2026), Microsoft Ads delivered almost the same reach as Google for a fraction of the cost.
Microsoft Ads vs Google Ads
- 602,871 impressions on Microsoft, 95% of Google’s 636,484
- Just 14% of Google’s media spend
- -38% lower average cost per click than Google
Campaign Performance on Microsoft
- Residential Aged Care Priority Locations was the standout campaign, with 22 conversions
- Its CPA was 31% lower than Brand and 43% lower than Performance Max
- Search campaigns consistently outperformed other formats on cost per acquisition
With budget now moving from Audience placements into proven Search campaigns, there is a clear path to bringing blended CPA down further while building on the reach Microsoft already delivers.
More Reach, Less Spend
Southern Cross Care’s results show that a second search channel can deliver near-equal reach without near-equal cost. For a not-for-profit, that efficiency goes straight back into the mission.
By launching Microsoft Ads alongside Google, focusing spend on priority locations, and benchmarking every result against the primary channel, Impressive gave Southern Cross Care cheaper access to the families researching aged care.
With Search campaigns proven and budget shifting towards them, Southern Cross Care is well positioned to keep lowering its cost per acquisition while reaching more of the people who need its services.
How We Can Help Your Organisation Achieve the Same
If your search program relies on Google alone, you may be paying more than you need to for reach. We can help you add channels like Microsoft Ads that connect with your audience at a lower cost, measured against the results you already know.
Contact us today to find out how we can help you extend your reach and lower your cost per acquisition, with a strategy tailored to your organisation.
