Microsoft Ads, for the searches
Google Ads cannot reach.
Search campaigns on Bing, Yahoo, DuckDuckGo and Microsoft Copilot, with bids set by company, industry and job function, and judged on the enquiries they bring in.
Bing is the default search engine in Microsoft Edge and Windows, and its ads also appear on Yahoo, AOL, DuckDuckGo, Ecosia and in Microsoft Copilot. None of those searches can be reached through Google Ads. The audience is smaller, more often searching from a work computer, and clicks frequently cost less.
Microsoft Ads, formerly Bing Ads, is one of the two search platforms we manage, alongside Google Ads, as part of our PPC management. We manage each account from Norwich, for businesses across Norfolk and well beyond it.
The same search, from the right person.
Microsoft Ads can use LinkedIn profile data to raise or lower bids by company, industry and job function. No other search platform can. For a business that sells to finance directors or practice managers, the same search from the right person is worth paying more for.
It does not narrow who sees the ads. It changes how much each click is worth bidding for.
What the work covers.
Microsoft is run as its own account, not a copy of Google. The plan sets out what yours needs, and why.
Search campaigns
On Bing and Microsoft’s search partners, built around the searches that lead to work.
Google Ads import
Existing Google campaigns imported as a starting point, then adjusted for Microsoft’s bids, match types and audience.
LinkedIn profile targeting
Bid adjustments by company, industry and job function, for businesses that sell to particular roles.
Conversion tracking
Microsoft’s UET tag set up alongside Google’s, so both platforms are measured against the same enquiries.
Weekly search term reviews
Read separately from Google, because the searches people make on Bing are not the same.
Copilot placements
Eligible ads can appear in Microsoft Copilot’s answers, and your exclusions apply there too.
Remarketing
Back in front of people who visited and left, across Microsoft’s own sites such as MSN, Outlook and Microsoft Edge.
Bids and budgets
Set to the same targets as Google, so the two can be compared like for like.
Adding it to Google.
Most accounts add Microsoft once Google is working. This is how it is done.
Tell us where you’re goingImport.
Week one.
Your Google campaigns are imported into a Microsoft Ads account in your name, and the UET tracking tag is added to your site.
Nothing spends until tracking is confirmed.
Adjust.
Weeks two and three.
Bids, match types, locations and ads are set for Microsoft’s searchers, and LinkedIn profile targeting is added where it suits the business.
Nothing goes live until you have approved it.
Compare.
Month two onwards.
Both platforms are reported side by side, and budget moves to whichever is bringing in more of the enquiries, sales or bookings you want.
If Microsoft does not earn its share, the budget goes back to Google.
Microsoft Ads, in practice.
All Projects
Questions about Microsoft Ads.
What does Microsoft Ads management include?
Search campaigns, keyword research, ad copy, bids and budgets, UET conversion tracking, LinkedIn profile targeting where it suits, the weekly search term review and a monthly report alongside Google.
Is Microsoft Ads the same as Bing Ads?
Yes. Bing Ads was renamed Microsoft Advertising in 2019. The ads still appear on Bing, and also on Yahoo, AOL, DuckDuckGo, Ecosia and in Microsoft Copilot.
Is it worth running alongside Google Ads?
Often, yes. The audience is smaller, but clicks frequently cost less, and none of those searches can be reached through Google. We add it once Google is working, and keep it only if it keeps bringing in work.
Can you copy our Google campaigns across?
Yes. Microsoft can import campaigns directly from Google Ads. We use the import as a starting point, then adjust bids, match types and audiences, because what works on Google rarely works unchanged on Bing.
Can we target by job title or company?
By company, industry and job function, using LinkedIn profile data, though not by exact job title. It changes how much is bid for each search rather than limiting who sees the ad.
Who owns the account?
You do. The account is held in your name and billed to you by Microsoft, and we are given access to manage it. If you ever move on, the account, its history and its data stay with you.
Is ad spend included in the fee?
No. Ad spend is paid to Microsoft from your own account, so you can see exactly what was spent. Our fee covers the management, the reporting and the work around it.
How is it priced?
Every engagement has a defined scope and a stated fee, agreed in writing before any work begins. Tell us where you’re going and we’ll tell you what it would involve.
Ready to talk about your next stage of growth?
Tell us where you’re going. We’ll tell you, candidly, whether we’re the right agency to take you there.
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