Why Microsoft Advertising Is Worth a Second Look
Microsoft Advertising serves ads on Bing search results, MSN, the Microsoft Edge new-tab page, and syndicated partner search sites. The audience skews toward desktop users, older professionals, and workplace searchers, because Bing is the default search engine on hundreds of millions of Windows machines and corporate desktops that never see a Google homepage. Those buyers search with the same intent as Google users. Fewer advertisers bid for them, so clicks tend to cost less for the same query.
The channel is not a replacement for Google Ads. Search volume on Bing is a fraction of Google's, and we will say so in the first conversation. The case for Microsoft Advertising is incremental reach: the searches your Google campaigns never see, captured at lower competition. For most of our clients it runs alongside Google Ads as a second search channel, with campaigns imported, adapted, and managed by the same specialist team.
What Our Microsoft Ads Management Covers
Full account management under the same operating discipline we apply to every paid channel. You own the account; we run it.
- Account setup or audit, including import from an existing Google Ads account
- Keyword research and negative keyword strategy adapted to Bing's query mix, not copied blindly from Google
- Search campaigns, Shopping campaigns, and Audience Ads where the fit is right
- Conversion tracking via UET tags, validated end to end before launch
- Budget pacing verified every 30 minutes with automated over-spend alerts, the same cadence as our Google Ads accounts
- Weekly search term review, bid strategy adjustments, and ad copy testing
Google Import Done Properly
Microsoft's one-click import from Google Ads is where most Bing accounts go wrong. The import copies bids and match types calibrated for Google's auction into a market with different competition and different query behaviour, then nobody looks at it again. We treat the import as a starting draft: bids get re-baselined for Bing's lower competition, negative keyword lists get rebuilt against Bing's actual search terms, and device modifiers get set for an audience that is heavily desktop. The account then gets the same weekly optimization cycle as every other paid account we run.
Reporting
Monthly reports show cost per lead, conversion rate by campaign, and search term quality, in the same report as your Google Ads data when we manage both. One view of your total paid search spend, one team deciding where the next dollar goes. No separate portal, no metrics curated to flatter the channel.