Microsoft (Bing) Ads
Reach searchers on Bing, Edge, and Microsoft's partner network with campaigns built for the platform, not just copied across from Google and forgotten.
Where this fits in the funnel
Additional search reach
Your ads reach people searching on Bing, Edge, and partner sites who may never see your Google campaigns, extending coverage of demand you already know converts.
Bids set on Microsoft data
Budgets, bids, and targets are adjusted to the platform's own click costs and conversion rates rather than inherited unchanged from Google.
Sharper B2B targeting
LinkedIn profile targeting lets us adjust bids by company, industry, and job function, which is useful when only certain professionals are worth reaching.
What Microsoft (Bing) Ads involves
Microsoft Advertising places your ads on Bing, which is the default search engine in Windows and the Edge browser, and on partner sites that use Bing's results. The audience is smaller than Google's, but it is real, and it is not reached by your Google campaigns. For businesses already running profitable Google search campaigns, it is often the most straightforward next channel to add. The formats feel familiar, but the platform has its own settings and quirks.
The import tool can copy Google campaigns across in minutes, and that is where many advertisers stop. Imported campaigns bring mismatched bids, budgets, and settings, and they drift out of date. We import carefully, rebuild what does not translate, install Universal Event Tracking, and manage the account on its own data. The Microsoft Advertising account belongs to you, with your billing and your admin rights.
Deliverables you can point to
Account setup or audit
We create the account in your name or audit the existing one, checking settings, import schedules, search partners, location targeting, and conversion goals.
Controlled Google import
We import selected campaigns from Google Ads, then correct bids, budgets, bid strategies, ad assets, and URL tracking that do not carry over cleanly.
UET tag and conversions
We install the Universal Event Tracking tag, define conversion goals for forms, calls, and purchases with revenue values, enable enhanced conversions, and verify data against your analytics.
Keywords and negatives
We review Microsoft search term reports separately, since queries differ from Google, and maintain negative keyword lists and match types specific to this account.
Search partner controls
We review performance from the syndicated search partner network, exclude poor-performing sites, and decide whether partners should stay enabled for each campaign.
LinkedIn profile targeting
For B2B campaigns, we layer company, industry, and job function targeting as bid adjustments, and track how those segments convert against the rest.
Shopping and audience ads
For retailers, we set up Microsoft Merchant Center and shopping campaigns. We also test Audience Network placements with remarketing lists and exclusions to control quality.
Combined reporting
We report Microsoft results alongside Google Ads with matching conversion definitions, so you can compare cost per lead and return across both platforms fairly.
How the work runs
Assess the opportunity
We look at your Google Ads data and Microsoft's keyword planner to estimate available search volume and likely costs, and tell you plainly whether the channel justifies management.
Set up tracking
We install the UET tag through your tag manager, configure conversion goals and consent settings, link Microsoft Clarity if useful, and test that conversions record correctly.
Import and rebuild
We import proven campaigns from Google, fix what breaks in translation, set budgets suited to the platform, and turn off automatic import schedules that would overwrite later optimizations.
Optimize independently
Weekly, we review search terms, partner sites, device and audience performance, and bids. Decisions are based on Microsoft's own data, which often behaves differently from Google's.
Report and refine
Monthly, we report results next to Google's, shift budget between platforms where the numbers support it, and test additions such as shopping campaigns, audience ads, or LinkedIn targeting.
Who this service is for
- Advertisers with profitable Google search campaigns looking for additional volume
- B2B companies that want to target by industry or job function
- Retailers ready to list products in Microsoft shopping results
- Businesses whose imported Bing campaigns have run unattended for months
Not sure it fits? Ask us.
Tell us where you are today. A strategist replies with an honest recommendation within one business day.
Microsoft (Bing) Ads pricing
Plans start at $750 /month. Every engagement begins with a scoped proposal, so you only pay for work your business needs.
Launch
- Up to 2,000 keywords managed
- Search and remarketing campaigns
- Conversion tracking setup
- Ad copy testing
- Monthly report and review call
Growth
- Up to 10,000 keywords managed
- Search, Shopping, display and video
- 3 display ad sets designed
- Landing page recommendations
- Bi-weekly optimisation and reporting
Scale
- Full-funnel account structure
- Custom audiences and offline conversion import
- Streaming and audio creative options
- Dedicated strategist
- Weekly reporting and budget reallocation
Management fee only. Discounted when managed alongside Google Ads.
Microsoft (Bing) Ads FAQ
How much does Microsoft Ads management cost?
Pricing starts at $750 /month. Pricing is scoped per project via a custom proposal. If we already manage your Google Ads, adding Microsoft is usually a smaller piece of work than a standalone engagement, because keyword research, ad copy, and landing pages are shared. Ad spend is paid by you directly to Microsoft. We estimate likely volume first so the fee is proportionate to the opportunity.
Is Microsoft Ads worth it if we already use Google?
Often, but not always. Bing has a smaller share of searches, so volume will be lower, yet the people using it are not reached by your Google campaigns. It tends to make sense once Google search is working and you want more of the same demand. We check estimated volume for your keywords and markets before recommending it, and say so if it is too small.
Can you just import our Google campaigns?
Import is a good starting point, not a finished account. Bid strategies, budgets, some ad assets, audiences, and tracking templates do not always transfer correctly, and scheduled imports can overwrite changes made later. We import selectively, review every campaign afterward, set up native conversion tracking with the UET tag, and then manage the account on its own performance data.
Who owns the Microsoft Advertising account?
You do. The account is set up under your business with your payment method, and we work through agency access that you control and can remove. The UET tag, conversion goals, audiences, and campaign history remain yours. If a previous agency holds your account, we help you request a transfer or build a new one in your name.
Where do Microsoft ads actually appear?
Search ads appear on Bing and on partner sites and search tools that use Bing's results, including Yahoo and DuckDuckGo among others. Audience ads can appear on Microsoft properties such as MSN, Outlook, and Edge, plus partner sites. We control which of these are active per campaign and exclude placements or partners that spend without converting.
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