Microsoft/Bing Ads
The PPC Channel Most of Your Competitors Are Ignoring
Bing Ads Management
Ask most businesses whether they’re running Microsoft Ads, and you’ll hear one of two answers: “We tried it and it didn’t work” or “We just never got around to it.” In most cases, both answers reflect the same underlying problem — the account never got the attention it needed to actually perform.
That’s actually good news for you.
Microsoft Ads (formerly Bing Ads) powers search advertising across Bing, Yahoo, DuckDuckGo, AOL, and a growing network of Microsoft properties including MSN, Outlook, and Microsoft Edge. It reaches over a billion users monthly, and in many industries, CPCs run 20 to 50 percent lower than equivalent terms on Google — with less competition, stronger average order values, and a demographic profile that skews toward higher household incomes and older, more deliberate buyers.
The clients who dismiss Bing are often the same ones overpaying on Google for traffic they could be capturing on Microsoft at a fraction of the cost. We take advantage of that gap.
Why Microsoft Ads Deserves a Real Look
The “Bing is irrelevant” narrative is outdated and, frankly, something Google benefits from. Here’s the reality:
Market share that matters. Microsoft’s search network holds roughly 6 to 10 percent of U.S. desktop search market share depending on the industry. That sounds small until you do the math. For a business doing serious volume through paid search, that’s a meaningful slice of buyers.
Lower CPCs, less competition. Fewer advertisers competing in the auction means lower cost per click for the same intent-level searches. In competitive verticals like legal, finance, insurance, and home services — where Google CPCs can be eye-watering — Bing becomes a real efficiency play.
A different (and often better) audience. Microsoft’s search audience skews older, more affluent, and more likely to be in a professional context. Average household income for Bing users is higher than Google’s. For B2B advertisers, financial services, home improvement, and premium product categories, that demographic profile converts well.
LinkedIn Profile Targeting. This is unique to Microsoft Ads and genuinely powerful for B2B advertisers. You can layer LinkedIn targeting data — company, industry, job function, seniority — directly onto your search campaigns. That’s a capability that doesn’t exist on Google, and it changes the targeting equation for B2B completely.
Windows 11 and Edge integration. Microsoft’s expanding ecosystem — Edge as the default browser on hundreds of millions of Windows devices, Cortana integration, and the Bing AI experience — continues to expand its reach. The network is growing, not shrinking.
Bing Advertising Services
Search Campaigns
The mechanics of Microsoft Ads search campaigns are similar to Google — keyword targeting, ad copy, match types, bid strategies, quality score — but the nuances differ. Audience behavior is different, search term volumes are different, and the competitive dynamics vary by keyword and industry.
We build Microsoft search campaigns with the same rigor we apply to Google: tight ad group structure, relevant ad copy, comprehensive negative keyword lists, and consistent optimization. We don’t just import the Google campaign and call it done.
Microsoft Audience Network
Beyond search, Microsoft’s Audience Network serves native ads on MSN, Outlook, Microsoft Edge, and partner sites. These placements reach users in a browsing mindset — less intent-driven than search, but effective for awareness, remarketing, and driving consideration. We use audience network campaigns strategically rather than broadly, targeting the right segments at the right stage of the funnel.
Shopping Campaigns (Microsoft Merchant Center)
For e-commerce advertisers, Microsoft’s Product Ads work similarly to Google Shopping — feed-based campaigns that pull product data and serve visual ads in search results. Competition is lower and CPCs are typically favorable. We manage the product feed, campaign structure, and bidding to capture e-commerce volume that’s sitting uncaptured on Bing.
LinkedIn Profile Targeting Integration
When you’re running Microsoft search campaigns and LinkedIn profile targeting makes sense for your business, we set it up and layer it thoughtfully. This is especially powerful for B2B advertisers targeting specific industries, roles, or company sizes — you can overlay those LinkedIn audience signals directly onto search campaigns, so your ads only show (or show more aggressively) to the professional profiles you’re trying to reach.
Importing from Google Ads
For clients already running Google Ads, Microsoft provides an import tool to bring campaigns over directly. We use it as a starting point, then adjust — because what’s optimal on Google isn’t automatically optimal on Bing. Bid adjustments, match type strategies, and audience signals all need to be calibrated for Microsoft’s network specifically.
Reporting and Dashboards
Our paid search reporting goes beyond surface-level metrics to deliver clear, actionable insights that drive smarter decisions. We track performance across key KPIs like conversions, CPA, CTR, and impression share, translating complex data into easy-to-understand reports tailored to your business goals. With regular reporting and transparent dashboards, you always know how your campaigns are performing.
More importantly, we connect the data to real outcomes—identifying what’s working, where budget is being wasted, and where the biggest growth opportunities exist. From keyword and audience insights to time-of-day and device performance, our reporting helps guide ongoing optimization so your campaigns continuously improve and deliver stronger ROI.
Who This Is For
Service businesses — plumbers, electricians, landscapers, cleaners, contractors — where jobs are local and customers search before they call.
Medical and healthcare practices — dentists, optometrists, physical therapists, chiropractors — where patients search locally and trust is built through reviews and proximity.
Legal and professional services — attorneys, accountants, financial advisors — where local credibility and visibility drive client acquisition.
Restaurants and hospitality — where local search is the primary discovery channel and Google Maps is often the first touchpoint.
Retail — brick-and-mortar stores that need to drive foot traffic and compete with online alternatives.
Real estate — agents and brokers competing in hyper-local markets where neighborhood-level visibility matters.
Common Questions
Content Gen FAQs
Should I run Microsoft Ads if I’m already on Google?
For most businesses with a functioning Google Ads account and a budget to expand, yes — provided the industry and audience profile are a fit. We’ll tell you honestly whether we think it makes sense for your specific situation.
Can I just import my Google Ads campaigns?
You can, and we often use the import as a starting point. But we don’t stop there. Bids, match types, audience targets, and ad scheduling all need to be adjusted to reflect how users on Microsoft’s network actually behave. A straight import is a starting point, not a finished campaign.
What budget do I need to run Microsoft Ads effectively?
Lower than Google, in most cases — which is part of the appeal. The right minimum depends on your industry and goals. We’ll give you a specific recommendation based on your market.
How do I track conversions on Microsoft Ads?
Via the Universal Event Tracking (UET) tag — Microsoft’s equivalent of the Google Ads conversion tag. We set this up, verify it’s firing correctly, and build conversion goals that match your actual business outcomes before optimizing anything.
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