{"id":1777,"date":"2026-07-16T16:25:39","date_gmt":"2026-07-16T14:25:39","guid":{"rendered":"https:\/\/mairateam.com\/?post_type=case&#038;p=1777"},"modified":"2026-07-16T17:03:56","modified_gmt":"2026-07-16T15:03:56","slug":"jetbrains-lower-cost-per-download-microsoft-advertising","status":"publish","type":"case","link":"https:\/\/mairateam.com\/en\/case-studies\/jetbrains-lower-cost-per-download-microsoft-advertising\/","title":{"rendered":"JetBrains: Lower Cost per Download Across the Whole Portfolio With Microsoft Advertising Management"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>Client: JetBrains<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">JetBrains is the software company behind professional developer tools such as IntelliJ IDEA and PyCharm. We took over the management of its Microsoft Advertising campaigns in early 2026.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The challenge: efficiency across the product portfolio<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">JetBrains, the software company behind IntelliJ IDEA, PyCharm, and other professional developer tools, wanted to improve the efficiency of its Microsoft Advertising campaigns across its product portfolio. The key metric was <strong>cost per download (CPD)<\/strong>: the goal was to get more downloads for less money, product by product.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Our approach<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Account takeover and audit:<\/strong> A detailed analysis of the existing campaigns and the performance of individual products.<\/li>\n\n\n\n<li><strong>Strategic campaign restructuring:<\/strong> A new structure built around the products and their audiences.<\/li>\n\n\n\n<li><strong>Bid optimization:<\/strong> Bid management with one clear goal: a lower cost per download with a growing volume of downloads.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Results<\/strong><\/h2>\n\n\n\t\t\t\t<div class=\"component-article-stats not-prose my-8 lg:my-16\">\n\t\t\t\t\t\t\t<div class=\"grid border-y border-secondary-500\/10 divide-y divide-secondary-500\/10\">\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>PyCharm downloads (after takeover)<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"1\" gsap-end=\"+56%\" gsap-decimals=\"0\" gsap-suffix=\" %\">+56%<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>PhpStorm downloads (YoY)<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"2\" gsap-end=\"+34%\" gsap-decimals=\"0\" gsap-suffix=\" %\">+34%<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>Cost per download for Rider (YoY)<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"3\" gsap-end=\"-32%\" gsap-decimals=\"0\" gsap-suffix=\" %\">-32%<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\n\t\t\t\t<figure class=\"component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/wp-content\/uploads\/maira-case-jetbrains-cpd-en-v3.png\" class=\"inline-block js-lightbox\">\n\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t<source srcset=\"https:\/\/mairateam.com\/wp-content\/cache\/image\/1024x0-default\/maira-case-jetbrains-cpd-en-v3.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/maira-case-jetbrains-cpd-en-v3.png\" width=\"1600\" height=\"928\" alt=\"Infographic comparing CPD by IDEs: Rider (-32%), WebStorm (-47%), IntelliJ IDEA (-21%), PhpStorm (-20%) with orange CPD bars and download changes on the right (+16%, +43%, +5%, +34%).\" loading=\"lazy\" decoding=\"async\" class=\"max-w-full h-auto\">\n\t\t<\/picture>\n\t\t\t<\/a>\n\n\t<figcaption class=\"prose prose-sm max-w-none mt-2 italic\">Year-over-year comparison of cost per download (CPD) and downloads after taking over Microsoft Advertising management.<\/figcaption>\n\t\t\t<\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Year-over-year comparison (Jan 1 to Mar 25, 2026):<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Rider:<\/strong> 32% lower CPD with 16% more downloads<\/li>\n\n\n\n<li><strong>WebStorm:<\/strong> 47% lower CPD with 43% more downloads<\/li>\n\n\n\n<li><strong>IntelliJ IDEA:<\/strong> 21% lower CPD with 5% more downloads<\/li>\n\n\n\n<li><strong>PhpStorm:<\/strong> 20% lower CPD with 34% more downloads<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Comparing the period after the takeover with the period before it:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>PyCharm:<\/strong> 39% lower CPD with 56% more downloads<\/li>\n\n\n\n<li><strong>Rider:<\/strong> 7% lower CPD with 16.5% more downloads<\/li>\n\n\n\n<li><strong>WebStorm:<\/strong> 8% lower CPD with 12% more downloads<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Microsoft Advertising tends to stand in the shadow of Google Ads, but for a technical audience it is a channel with great potential. Through campaign restructuring and systematic bid optimization, we <strong>reduced the cost per download and increased downloads across all JetBrains products.<\/strong><\/p>\n\n\n\t\t\t\t<div class=\"component-article-service bg-primary-500 p-5 my-10 lg:my-16 not-prose\">\n\t\t\t\t\t\t\t<div class=\"flex flex-col md:flex-row md:items-center gap-7\">\n\t\t\t\t\t\t\t<picture class=\"shrink-0 flex items-center justify-center size-32 md:size-50 lg:size-62\">\n\t\t\t\t\t\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/service-list-5-black.svg\" alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"w-full h-full object-contain filter-white-color\">\n\t\t\t\t<\/picture>\n\n\t\t<div class=\"flex flex-col justify-center\">\n\t\t\t<h2 class=\"font-bold text-2xl xs:text-3xl uppercase text-secondary-500 mb-4\">\n\t\t\t\tGet the most out of Microsoft Advertising too\n\t\t\t<\/h2>\n\t\t\t\t\t\t\t<div class=\"prose text-balance\">\n\t\t\t\t\t<p>We are a&nbsp;Microsoft Advertising Elite Partner. Let\u2019s see how much performance Bing can bring&nbsp;you.<\/p>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"mt-5\">\n\t\t\t\t\t\t\t\t\t<a href=\"\/en\/#contact\" class=\"btn btn btn-tertiary\">\n\t\t\t\t\t\tGet in&nbsp;touch\t\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t\t\t<\/div>\n","protected":false},"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-1777","case","type-case","status-publish","hentry"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"Restructuring JetBrains&#039; Microsoft Advertising campaigns: a lower cost per download and more downloads across all products, WebStorm -47% CPD with +43% downloads.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<link rel=\"canonical\" href=\"https:\/\/mairateam.com\/en\/case-studies\/jetbrains-lower-cost-per-download-microsoft-advertising\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 4.9.10\" \/>\n\t\t<meta property=\"og:locale\" content=\"en_US\" \/>\n\t\t<meta property=\"og:site_name\" content=\"Maira Team\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"-47% Cost per Download | JetBrains | MAIRA Case Study\" \/>\n\t\t<meta property=\"og:description\" content=\"Restructuring JetBrains&#039; Microsoft Advertising campaigns: a lower cost per download and more downloads across all products, WebStorm -47% CPD with +43% downloads.\" \/>\n\t\t<meta property=\"og:url\" content=\"https:\/\/mairateam.com\/en\/case-studies\/jetbrains-lower-cost-per-download-microsoft-advertising\/\" \/>\n\t\t<meta property=\"og:image\" content=\"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg\" \/>\n\t\t<meta property=\"og:image:secure_url\" content=\"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg\" \/>\n\t\t<meta property=\"og:image:width\" content=\"1290\" \/>\n\t\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t\t<meta property=\"article:published_time\" content=\"2026-07-16T14:25:39+00:00\" \/>\n\t\t<meta property=\"article:modified_time\" content=\"2026-07-16T15:03:56+00:00\" \/>\n\t\t<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mairateam\" \/>\n\t\t<meta name=\"twitter:card\" content=\"summary\" \/>\n\t\t<meta name=\"twitter:title\" content=\"-47% Cost per Download | JetBrains | MAIRA Case Study\" \/>\n\t\t<meta name=\"twitter:description\" content=\"Restructuring JetBrains&#039; Microsoft Advertising campaigns: a lower cost per download and more downloads across all products, WebStorm -47% CPD with +43% downloads.\" \/>\n\t\t<meta name=\"twitter:image\" content=\"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg\" \/>\n\t\t<script type=\"application\/ld+json\" class=\"aioseo-schema\">\n\t\t\t{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/case-studies\\\/jetbrains-lower-cost-per-download-microsoft-advertising\\\/#breadcrumblist\",\"itemListElement\":[{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/#listItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/mairateam.com\\\/en\\\/\",\"nextItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/case-studies\\\/jetbrains-lower-cost-per-download-microsoft-advertising\\\/#listItem\",\"name\":\"JetBrains: Lower Cost per Download Across the Whole Portfolio With Microsoft Advertising Management\"}},{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/case-studies\\\/jetbrains-lower-cost-per-download-microsoft-advertising\\\/#listItem\",\"position\":2,\"name\":\"JetBrains: Lower Cost per Download Across the Whole Portfolio With Microsoft Advertising Management\",\"previousItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/#listItem\",\"name\":\"Home\"}}]},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/#organization\",\"name\":\"MAIRA\",\"description\":\"MAIRA je performance marketingov\\u00e1 agentura ze skupiny Proficio Hub. 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