Search does not stop at Google. People also look for products and services on Bing, Yahoo, AOL, DuckDuckGo and Ecosia, and each of those searches can show a Microsoft ad. Our Bing Ads management services put your business in front of that audience with campaigns built for Microsoft Advertising, not copied over from another platform and left alone.
Most advertisers come to us with a Google Ads account already running. We treat that work as a head start, then handle what an import leaves behind: conversion tracking, bid strategies, audiences and the settings that exist only on Microsoft.
Microsoft Advertising is a second search channel with its own network, its own audience data and at least one targeting option Google does not have. For a business already investing in paid search, three differences matter most.
Microsoft search ads can appear alongside results on Bing, Yahoo, AOL, DuckDuckGo, Ecosia and other partner sites. A separate set of audience placements covers MSN, Microsoft Start, Microsoft Edge and Outlook.com. Distribution settings decide how far your ads travel, from the full network down to Microsoft's own sites and select traffic.
Microsoft says it is the only ad platform besides LinkedIn itself that uses LinkedIn profile data for targeting. Advertisers can raise or lower bids by company, industry and job function. For a firm selling to finance directors or IT buyers, that turns a generic search into a signal about who is actually searching.
Google Import can copy campaigns, keywords, ads and most targeting straight into Microsoft Advertising. Instead of rebuilding from zero, the work shifts to checking and correcting what the import changed. Is Microsoft cheaper than Google? It depends on your industry, location and keywords, so we measure cost per conversion on both platforms rather than promise a percentage. Our Google PPC service runs the Google side with the same reporting, which makes that comparison straightforward.
A managed Microsoft Advertising account comes down to eight areas of work. A few happen once, during setup. The rest repeat every month for as long as the campaigns run.
Whether your campaigns came from Google Import or were built years ago, we start by checking them line by line. Bid strategies, audiences, tracking parameters and budgets are the usual problem areas. Anything that no longer matches your goals gets fixed before new spend goes in.
Microsoft tracks website actions through a single Universal Event Tracking tag. We place it on your site, define goals for purchases, form fills, calls and other valuable actions, and confirm each goal records correctly. The same tag builds your remarketing lists.
Search ads can run across the full Microsoft Advertising Network or be limited to Microsoft sites and select traffic. Audience ads have their own placement controls. We set both deliberately, then adjust them once real performance data shows which placements earn their cost.
For B2B accounts, we map your ideal buyers to LinkedIn companies, industries and job functions, then set bid adjustments for each. These adjustments do not narrow your audience. They shift budget toward the searchers most likely to buy.
Search campaigns capture people who are actively looking. Shopping campaigns show products and prices from your feed. Audience campaigns reach people while they browse, and Performance Max spreads a single budget across Microsoft's inventory .
The search terms report shows the exact queries that triggered your ads. We read it on a set schedule and exclude irrelevant queries with negative keywords, so budget stays on searches that can turn into customers.
The search terms report shows the exact queries that triggered your ads. We read it on a set schedule and exclude irrelevant queries with negative keywords, so budget stays on searches that can turn into customers.
Every headline, description, keyword and extension passes through Microsoft's editorial review. We write responsive search ads and extensions within its policies from the first draft, which keeps approvals moving and avoids launch delays.
Google Import is the quickest way to launch on Microsoft, but Microsoft’s own documentation lists items it converts or skips. The left column saves hours of setup. The right column is where imported campaigns need a specialist’s attention before they go live.
| Carries over from Google Ads | Needs rebuilding or checking |
|---|---|
| Campaigns, ad groups, budgets and schedules | Affinity audiences, customer lists, detailed demographics and YouTube audiences |
| Keywords, bids and negative keywords | Automated rules and IP exclusions |
| Responsive search ads | Display Network campaigns, which are not imported |
| Sitelink, callout, call, location, price and other extensions | Bid strategies Microsoft does not support, which switch to Enhanced CPC |
| Location, radius, device and ad schedule targeting | utm_source values such as "google", which are rewritten to "bing" |
| Labels, tracking templates and custom parameters | Bids and budgets below Microsoft's minimums, which are raised automatically |
We run the import, work through every item in the right column, and install the UET tag so conversions are counted from the first click. If you want both platforms to stay in sync, we configure recurring imports so they do not undo changes made specifically for Microsoft.
Google Import is the quickest way to launch on Microsoft, but Microsoft’s own documentation lists items it converts or skips. The left column saves hours of setup. The right column is where imported campaigns need a specialist’s attention before they go live.
We look at your goals, margins and sales cycle alongside any existing Microsoft or Google account data. The result is a short written plan: which campaigns to run, how much budget each needs and what success should look like.
Before spend goes up, the UET tag and conversion goals go in and get tested. Businesses that close sales by phone or in person can also bring offline conversions back into Microsoft, so bidding learns from real revenue.
Campaigns are built or imported, adjusted and submitted. Ads that raise no flags in Microsoft's editorial review can go live straight away, and Microsoft says most ads needing a closer look are reviewed within 48 hours.
From there, search terms, bids, budgets, LinkedIn adjustments and ad results are reviewed on a regular cycle. Automated bidding needs conversion data to learn, so early changes are deliberate rather than constant. A monthly report shows spend, conversions and cost per conversion, with the reasoning behind each change.
We run the import, work through every item in the right column, and install the UET tag so conversions are counted from the first click. If you want both platforms to stay in sync, we configure recurring imports so they do not undo changes made specifically for Microsoft.
The Microsoft Advertising account belongs to you. Under Microsoft’s agency process, you share your account number, we send a management request, and you accept it. You stay the account owner, can sign in and edit anything at any time, and can unlink our access on whatever date you choose.
Billing can stay in your name, paid straight to Microsoft. Our management fee is separate and quoted in writing after the review call. It reflects how many campaigns you need, whether we import or build them, how complex your tracking is, and whether you need new ad creative or landing pages.
On the ad spend side, each campaign runs on a daily budget. Microsoft treats that figure as a target, so a single day can run higher or lower, and it says overspend usually stays below 100% of the daily limit. Your monthly budget is the daily budget multiplied by the number of days in the month, and Microsoft balances daily swings across that period.
Google Import is the quickest way to launch on Microsoft, but Microsoft’s own documentation lists items it converts or skips. The left column saves hours of setup. The right column is where imported campaigns need a specialist’s attention before they go live.
You already run profitable Google Ads campaigns. Your keywords, ad copy, and landing pages are already tested. Google Import carries much of that across, so Microsoft becomes an extension of proven work rather than a new experiment.
You sell to other businesses. LinkedIn profile bid adjustments let you pay more for searches from the companies, industries, and job functions you want to reach. That is a level of B2B control search advertising rarely offers.
You serve a defined local area. Radius targeting, ad schedules, and call extensions help contractors, clinics, and service businesses reach nearby searchers during opening hours, with every call and form tracked.
You sell products online. Microsoft Shopping and Performance Max campaigns run from your product feed. Our ecommerce PPC service covers the feed and retail setup.
It is a weaker fit if your site has no conversion tracking yet, or if your budget can only support one channel properly. In those cases we usually recommend fixing tracking or strengthening one platform first.
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Yes. Bing Ads was renamed Microsoft Advertising, though many people still search for it under the old name. The platform runs search ads on Bing and partner search engines, plus audience ads on Microsoft properties such as MSN, Microsoft Edge and Outlook.com.
Our Bing Ads management services cover import review and cleanup, UET conversion tracking, network and distribution settings, LinkedIn profile bid adjustments, campaign management across Search, Shopping, Audience and Performance Max, search term and negative keyword work, bidding and budget pacing, and ads written to pass Microsoft's editorial review.
Search ads can appear with results on Microsoft Bing, AOL, Yahoo, DuckDuckGo, Ecosia and other partner sites. Audience ads can appear on MSN, Microsoft Start, Microsoft Edge, Outlook.com and publisher partner sites. Distribution and placement settings control how widely they run.
For many advertisers it is. Microsoft ads reach searches on engines and properties outside Google's own results, and LinkedIn profile bid adjustments are not available in Google Ads. Whether Microsoft costs less per conversion depends on your market, so we measure both platforms side by side.
Microsoft copies campaigns, ad groups, keywords, responsive search ads, extensions, negative keywords and most targeting. Some items change or are skipped, including unsupported bid strategies, several audience types, automated rules, IP exclusions and Display Network campaigns. Imported campaigns should be reviewed before they spend.
You set bid adjustments for LinkedIn companies, industries and job functions. The targeting is bid-only, so it changes how much you bid for those searchers without excluding anyone else. It works on Search, Shopping, Audience and Performance Max campaigns, and availability varies by country.
Ads that raise no flags in Microsoft's editorial review can go live right away. Microsoft says most ads that need additional review are checked within 48 hours. Meaningful performance data takes longer, because automated bidding needs conversions to learn from.
Yes. We design tenant isolation, per-client configuration, role-based administration and subscription billing for HR tech companies and service providers managing HR for multiple client organizations.
Ad spend is paid to Microsoft and controlled through a daily budget for each campaign. Our management fee is separate and quoted in writing after a review call, based on the number of campaigns, whether we import or build them, tracking complexity and creative needs.
Yes. You remain the owner of your Microsoft Advertising account throughout. You can sign in and make changes at any time, and you can unlink our management access immediately or from a date you choose.
Send us your current Microsoft or Google Ads setup, or tell us where you want to start. We will look at your tracking, campaigns and goals, then explain what we would change first and why.
