Microsoft Advertising
Win the searches your competitors ignore on Bing
Microsoft Advertising reaches searchers on Bing and its partners, often with less competition than Google. We set it up properly instead of copying and forgetting.
Most advertisers import from Google and walk away
Microsoft Advertising shows ads on Bing, Yahoo, DuckDuckGo and other partner sites, plus inside Microsoft products. The audience skews a little different from Google, and many advertisers don't bother with it at all. That can mean fewer bidders for the same keywords.
The businesses that do run it usually take the easy path: import their Google Ads campaigns and never look again. The import tool is handy, but it brings over settings that don't fit, keeps syncing changes you may not want, and leaves the account running on assumptions built for a different platform.
The result is a channel that spends a little, reports a little, and gets written off as not worth the effort. Sometimes that's true. Often it just wasn't given a fair test.
Start from Google, then make it Microsoft's own
We use the Google import as a starting point, then adjust for how Microsoft actually behaves. Separate budgets, separate bids, separate search term reviews. If the channel earns its keep, we grow it. If it doesn't after a fair test, we'll say so.
Smart import, then tune
We import what makes sense, turn off auto-sync where it causes problems and adjust bids, budgets and match types for Microsoft's traffic.
Partner network control
We review where ads show across the search partner network and exclude sources that send poor traffic.
LinkedIn profile targeting
For B2B, Microsoft lets you adjust bids by company, industry and job function using LinkedIn data. We use that to focus on the right buyers.
Separate tracking checks
We install and verify the UET tag and conversion goals so Microsoft's bidding has accurate data to work with.
What's included
- Google Ads import with settings reviewed line by line
- UET tag and conversion goal setup and checks
- Bid and budget strategy set for Microsoft traffic
- Search term reviews and Microsoft-specific negatives
- Search partner and publisher exclusions
- LinkedIn profile targeting for B2B accounts
- Microsoft Shopping campaigns for ecommerce
- Reporting side by side with your Google results
How it works
From first call to results
- 01
Check the fit
We look at your market and Google results to estimate whether Microsoft is worth testing for you.
- 02
Import and adjust
We bring over your best campaigns, then fix settings, tracking and bids for Microsoft.
- 03
Clean the traffic
We review search terms and partner sites early and exclude what isn't converting.
- 04
Decide and grow
After a fair test, we scale what works or tell you plainly if the channel isn't paying off.
Who this is for
- Advertisers with a working Google Ads account looking for more volume
- B2B companies targeting specific industries or job roles
- Ecommerce stores ready to extend Shopping beyond Google
- Businesses whose customers skew toward desktop and Microsoft products
Services
More Google Ads & PPC services
Google Search Ads
Google Search campaigns built around buying intent, with weekly search term cleanup and ads that earn the click.
Learn morePerformance Max
Performance Max fed with clean data and strong assets, fenced in with brand controls, and reported honestly.
Learn moreGoogle Shopping
Merchant Center cleanup, feed optimization and margin-based bidding so Shopping ads sell profitable products.
Learn moreFacebook & Instagram Ads
Facebook and Instagram ads with solid tracking, constant creative testing and results judged on real sales.
Learn moreMicrosoft Ads (Bing)
Microsoft Advertising set up and tuned on its own terms, with B2B targeting and clean tracking, not a forgotten import.
You are hereLinkedIn Ads
LinkedIn campaigns targeted by role, company and industry, tracked through to qualified leads and pipeline.
Learn moreProgrammatic Media
Display, video, connected TV and audio bought programmatically, with brand safety controls and outcome-based reporting.
Learn morePPC Audit
A hands-on review of your ad accounts with a ranked list of what's wasting money and what to fix first.
Learn moreFAQ
Questions we get a lot
Is Microsoft Advertising worth it?
For many businesses, it's a useful add-on to Google, often with lower competition. It's smaller, so it won't replace Google. We run a proper test with clean tracking and judge it on cost per sale or lead, the same as any other channel.
Can you just copy my Google Ads campaigns?
We can, and it's a good start. But copying alone leaves money on the table. Bids, budgets, negatives and partner settings usually need their own adjustments once real Microsoft data comes in.
What is the LinkedIn targeting in Microsoft Ads?
Microsoft owns LinkedIn, so it lets you target or adjust bids on search ads using LinkedIn profile data like company, industry and job function. For B2B companies, that can help focus spend on the people who actually make buying decisions.
Do I need separate tracking for Microsoft?
Yes. Microsoft uses its own Universal Event Tracking tag, called UET. Google tags don't report to it. We install and test UET so conversions are counted and bidding has the data it needs.
Give Microsoft Ads a fair test
Book a call and we'll tell you whether Microsoft Advertising is worth adding for your business.