The search traffic your competitors skip
Microsoft Advertising puts you on Bing and its partner network, often with less competition than Google. We run it as its own channel, not as a copy.
- $25MM+
- in ad spend managed
- <2.5 weeks
- from first call to launch
- $1,250
- per month, starting price
Microsoft Advertising is a good fit for businesses already getting results from Google Search that want more of the same high-intent traffic. Bing is the default search engine on many Windows devices and in Microsoft Edge, and its ads also reach partner sites, so it often reaches desktop users, office workers and older audiences.
Like Google, it lives at the bottom of the funnel: people searching for what you sell. It supports search, shopping and Performance Max style campaigns, and lets you layer LinkedIn profile data such as company, industry and job function onto search audiences, which can help B2B advertisers.
In a multichannel mix, Microsoft is usually an extension of Google rather than a separate strategy. We start from what already works on Google, import it, then adjust bids, keywords and budgets to how Microsoft traffic actually behaves.
What happens inside your account every week.
Every campaign is tracked by objective, stage, channel and country, with creative tests running in the background.
Spend by objective
- 70%Purchase7.3x
- 20%Add to cart4.4x
- 10%View content2.1x
Learning phase
| Status | Cost per purchase | Spent |
|---|---|---|
| In learning23 ads | $54 | $24,412 |
| Out of learning10 ads | $27 | $17,670 |
| △Limited learning7 ads | $36 | $12,041 |
Top countries
| Country | Spend | ROAS |
|---|---|---|
| USATop | $68,309 | 6.4 |
| UKTier 2 | $47,089 | 4.4 |
| MexicoTier 2 | $34,891 | 3.9 |
| SpainTier 2 | $29,492 | 3.7 |
| CanadaTier 2 | $21,713 | 2.8 |
Creative testing matrix
hooks x formats, this monthOptimization log
- Mon · 09:00
Paused 6 ads below target CPA
- Tue · 10:00
Moved 15% of budget to Performance Max
- Wed · 11:00
Launched 4 new hooks for the UGC test
- Thu · 12:00
Excluded returning buyers from prospecting
- Fri · 13:00
Raised bids on top 3 countries
What we run on Microsoft Advertising
- 01
Search campaigns
Keyword campaigns on Bing and partner sites, with their own negatives, bids and ad copy instead of a blind copy of Google.
- 02
Google Ads import, then tuning
We import your proven Google structure to launch fast, then review search terms, bids and budgets separately.
- 03
Shopping and Merchant Center
Product feeds in Microsoft Merchant Center and Shopping or Performance Max campaigns for eCommerce.
- 04
LinkedIn profile targeting
Bid adjustments by company, industry and job function on search audiences, useful for B2B and professional services.
- 05
UET tag and conversion goals
Universal Event Tracking set up with the right goals, plus offline conversion imports when leads close in your CRM.
- 06
Audience and remarketing lists
Remarketing and customer match lists to bid smarter on searchers who already know you.
How we run Microsoft Advertising
- 01
Google and tracking review
We look at what works on Google and set up or check the UET tag and conversion goals.
- 02
Import and adapt
We import the proven campaigns, then clean up settings, locations, bids and partner network options for Microsoft.
- 03
Launch
Campaigns live in under 2.5 weeks from the first call, often faster when a healthy Google account already exists.
- 04
Optimize separately
Weekly search term reviews, negatives and bid changes based on Microsoft's own data, not Google's.
- 05
Report
Included in your weekly scorecard and monthly report with a forecast, side by side with Google.
When Microsoft Advertising works, and when it does not
Microsoft works best as a second search channel for businesses that already know which keywords make money. Its volume is smaller than Google's, so it rarely makes sense as your only search channel.
- →It works: B2B, professional and financial services, local services, and eCommerce with a working Google Shopping setup.
- →It struggles: very small budgets, niche keywords with little search volume, and audiences that search mainly on mobile.
- →It breaks: when an imported Google account is left untouched, carrying settings, partner placements and bids that do not fit Microsoft traffic.
Microsoft Ads
Final pricing depends on the size, complexity and number of channels in your project. Ad spend is paid directly to the platforms.
- ✓UET tag and conversion goal setup
- ✓Google Ads import and Microsoft-specific cleanup
- ✓Search and Shopping campaign management
- ✓Weekly search term and bid optimization
- ✓Weekly scorecard and monthly report
Questions
Is Bing Ads the same as Microsoft Advertising?+
Yes. Bing Ads was renamed Microsoft Advertising. Ads run on Bing and on Microsoft's partner sites.
Is Microsoft Advertising worth it if I already run Google Ads?+
Often, because it reaches searchers you are not reaching on Google. It is smaller, so we usually treat it as an extension of a working Google account.
Can you just copy my Google Ads account?+
We use the Google import to launch quickly, but we do not stop there. Bids, negatives, locations and partner settings need their own review.
Do you run Shopping on Microsoft?+
Yes. We set up Microsoft Merchant Center and run Shopping or Performance Max campaigns for eCommerce brands.
How much does Microsoft Advertising management cost?+
Paid ads management starts from $1,250 per month and varies with the size and complexity of the account. It is often managed together with Google Ads. Ad spend is paid directly to Microsoft.