Microsoft Advertising
Microsoft Advertising: the search channel most competitors leave half-finished
Microsoft Advertising, formerly Bing Ads, shows your search ads on Bing, in the Edge browser and across Microsoft's partner network. It reaches people searching on work and home Windows machines, and because fewer advertisers manage it properly, clicks are often cheaper than on Google. We set it up from your Google Ads campaigns, then manage it as its own channel with its own bids, budgets and search terms.
In short
- Imported from Google Ads, then tuned
- Own bids and negatives, not a mirror
- Often a lower cost per click
Not sure where to start? We review your account, tracking and landing pages first, in writing.
Why it is worth a separate look
Most advertisers who use Microsoft Advertising import their Google campaigns once and never touch them again. That leaves money on the table in both directions: search terms that Google's negative lists would block keep spending, and bids set for Google's auction are wrong for Microsoft's. Managing it properly takes less time than Google, but not none.
Desktop and work searches
Bing is the default search engine in Windows and Edge, so it carries a larger share of desktop searches made at work. That suits B2B and higher-value consumer purchases.
LinkedIn profile targeting
Microsoft Advertising can adjust bids by LinkedIn profile data such as company, industry and job function, which Google cannot.
Import from Google
Campaigns, ads, extensions and conversion goals can be imported, so launch takes days rather than weeks.
Less competition
Fewer active advertisers in many auctions, which often means a lower cost per click for the same intent.
How we set it up
- Import the best-performing Google Ads campaigns, not the whole account.
- Install UET, Microsoft's tracking tag, and import or rebuild conversion goals so results are measured on the same basis as Google.
- Review the import: location settings, audience network opt-ins and bid adjustments rarely carry over correctly.
- Build Microsoft-specific negative keyword lists from its own search term report after the first fortnight.
- Set budgets and bids from Microsoft's own cost data, not Google's.
When it is not worth it yet
If your Google Ads budget is small and still finding its feet, add Microsoft later. The volume is smaller, so splitting a limited budget across both too early leaves neither with enough data. Once Google is stable and profitable, Microsoft is usually the cheapest next step.
Related
Where this connects
Google Ads management
Search, Performance Max, Display and YouTube, built around the searches that buy.
B2B PPC
Paid search for long sales cycles, where one lead can be worth a year of clicks.
PPC management
Search, shopping, social and display run as one plan, judged on cost per lead and revenue.
Analytics and tracking
GA4, Tag Manager, server-side tagging and enhanced conversions, set up so the numbers are true.
Questions people ask us
Is Bing Ads the same as Microsoft Advertising?
Yes. Microsoft renamed Bing Ads to Microsoft Advertising. The ads still appear on Bing, as well as in Edge, other Microsoft products and partner sites.
Can I just copy my Google Ads campaigns?
You can import them, and that is how we start, but the imported settings need reviewing and the account needs its own negatives and bids afterwards. A copy left untouched usually overspends.
Is Microsoft Advertising good for B2B?
Often, yes. It carries a larger share of desktop and workplace searches, and LinkedIn profile targeting lets you bid more for searchers in the right companies or roles.
How much budget does it need?
Less than Google, because the volume is smaller. Start with a share of your Google budget proportional to the search volume Microsoft's own planner shows for your keywords.
Stop guessing. Start scaling.
Find out where your paid advertising is losing money and where the next profitable campaign is hiding. The audit is free and you keep it whatever you decide.