Microsoft Ads management that finds the conversions Google misses

Why bother with Microsoft Ads when everyone uses Google?

Microsoft's share of search is much smaller than Google's. That's exactly why it's worth a look. Fewer advertisers bid seriously, so clicks are often cheaper, and the people using Bing aren't a random sample of the internet.

Bing is the default search engine on most Windows PCs and in the Edge browser, which means a lot of office workers search on it from their work laptops without thinking about it. The audience leans desktop, a bit older and, in many markets, higher-income. For B2B, finance, legal, healthcare and considered purchases, that's often a very good crowd.

It won't replace Google. As a rough guide, a well-run Microsoft account tends to add somewhere around 10-20% on top of Google's conversion volume, often at a similar or lower cost per conversion. For a business already spending $10,000 a month on Google, that's worth having.

The mistake most advertisers make with Bing Ads

Microsoft makes it very easy to import your Google Ads campaigns with one click and set them to sync automatically. Plenty of agencies do exactly that and call it managed.

The problem is that the import copies Google's bids, budgets and settings into an auction that behaves differently. Mobile traffic is lower, some audiences don't exist, some extensions don't carry over, and scheduled syncs quietly overwrite any optimisation you make on the Microsoft side. You end up with a campaign nobody is really running.

We use the import to save setup time, then turn the auto-sync off and manage Microsoft as its own channel with its own targets.

How we set up and run Microsoft Advertising

1. 1

   Audit your Google account first

   There's no point copying a messy Google account into Microsoft. We fix the structure and negatives we'd want in both.

2. 2

   Import, then adjust

   Campaigns come across, then we reset bids and budgets, review match types, rebuild audiences and check every extension.

3. 3

   Layer B2B targeting

   Where it helps, we add LinkedIn company, industry and job function targeting as bid adjustments on search campaigns.

4. 4

   Set up UET tracking

   Conversion goals and offline conversion imports that line up with how you count leads and sales on Google.

5. 5

   Optimise on Microsoft's own data

   Search term reviews, device and demographic adjustments, and bid strategy changes based on what Bing users actually do.

Microsoft Ads vs Google Ads at a glance

For a deeper comparison, see Google Ads vs Microsoft Ads.

Pricing

Management starts at $1,199 a month on our PPC packages. The fee steps up in fixed brackets as spend grows instead of taking a percentage, so we're never rewarded just for spending more of your money.

Microsoft Ads usually needs a smaller budget than Google, often 10-25% of your Google spend. If we already manage your Google Ads, adding Microsoft is typically covered by the same package. More detail in our Microsoft Ads cost guide.