Usually cheaper clicks
Thinner competition often means a lower cost per acquisition.
Microsoft / Bing Ads
The Search Traffic Your Competitors Forgot About
Almost every advertiser runs Google and stops there. Microsoft's network is smaller, but the competition is thinner, clicks are usually cheaper, and the audience skews older, wealthier and more desktop-based — which for some businesses is exactly the buyer.
- Import existing Google campaigns
- Typically lower cost per click
- Strong for B2B and finance
Where Microsoft winsTypically
- CompetitionThinner
- Cost per clickOften lower
- Audience ageSkews older
- DeviceDesktop-heavy
- SectorsB2B, finance
Best for
- B2B companies
- Professional services
- Finance & insurance
- E-commerce brands
- Desktop-led audiences
Channels
- Bing
- Microsoft Search
- Microsoft Audience Network
- Yahoo
- DuckDuckGo
The Problem
Why Most Businesses Ignore Microsoft Advertising
Usually for reasons that are either outdated or simply untested.
Assuming nobody uses Bing
It is the default search engine on Windows and Edge, powers Yahoo and DuckDuckGo results, and sits inside Copilot. Plenty of buyers use it without ever choosing it.
Importing from Google and walking away
The import tool is genuinely useful, but campaigns copied across untouched inherit Google's bid strategies and negatives without any adjustment for a different audience and auction.
Judging it on volume rather than cost
Microsoft will always deliver less traffic. The question is whether the traffic it does deliver converts at a lower cost — and for many B2B and finance advertisers it does.
Never testing it at all
The most common reason of all. A small test budget answers the question in a few weeks; most accounts never run one.
Our Approach
Import, Then Actually Adapt
We start with the Google import because it saves days of setup — then immediately rework it. Bid strategies, negative lists, device modifiers and audience targeting all need adjusting for a different competitive landscape and a different user base.
Microsoft's audience targeting is genuinely strong, particularly LinkedIn profile targeting by company, industry and job function — something Google search simply cannot do. For B2B advertisers that alone can justify the channel.
- Google import, then adaptationStructure carried over, then reworked for a different auction
- LinkedIn profile targetingCompany, industry and job function layered onto search — unique to Microsoft
- Separate negative listsSearch behaviour differs; Google's negatives are a starting point only
- Device and audience modifiersAdjusted for a desktop-heavy, older user base
- Honest test framingA defined budget and window to answer whether the channel works for you
What You Get
What Microsoft Ads Management Covers
- Account setup or auditNew build or review of an imported account nobody has touched since
- Google Ads importCampaigns brought across, then adapted rather than left as copies
- Search campaignsKeyword research and structure specific to Microsoft's auction
- Audience targetingLinkedIn profile targeting by company, industry and job function
- Shopping campaignsProduct feed and retail campaigns where applicable
- Microsoft Audience NetworkNative placements across MSN, Outlook and partner sites
- RemarketingSegmented audiences and dynamic remarketing
- Conversion trackingUET tag implementation and verification
- Negative keyword managementSeparate lists maintained for a different search population
- Ad copy & extensionsWritten and tested for this audience, not recycled from Google
- Bid managementAutomated strategies configured for lower-volume campaigns
- ReportingCost per acquisition compared honestly against your Google performance
Business Impact
What Microsoft Advertising Adds
Buyers Google is not reaching
Default search on Windows and Edge, plus Yahoo and DuckDuckGo.
Unique B2B targeting
LinkedIn profile data layered onto search intent.
Fast to launch
Import from Google means testing costs days, not weeks.
Incremental, not cannibalised
Traffic Google was never going to serve you anyway.
Presence in Copilot
Microsoft's ad inventory extends into its AI search surfaces.
How It Works
How We Run Microsoft Ads
01
Assess the fit
Whether your audience and sector justify the channel. We will say if not.
02
Import & rebuild
Google campaigns imported, then bids, negatives and targeting reworked.
03
Tracking
UET tag implemented and conversions verified before optimization begins.
04
Audience layering
LinkedIn profile targeting applied where B2B relevance justifies it.
05
Test window
A defined budget and period to produce a clear answer on viability.
06
Decide & scale
Scale if the cost per acquisition beats your benchmark; stop if it does not.
Pricing
Microsoft Ads Pricing
Every engagement is scoped individually. These ranges give you a realistic idea of investment before you speak to us.
Test
Find out whether it works for you
$400/monthPlus ad spend
- Account setup or import
- UET tracking implementation
- Search campaign build
- Negative keyword management
- Monthly reporting
- 3-month test window
Managed
Ongoing channel management
$750/monthPlus ad spend
- Everything in Test
- Audience & LinkedIn profile targeting
- Remarketing campaigns
- Microsoft Audience Network
- Ad copy testing
- Monthly strategy call
Bundled with Google
Both search channels together
Add $350/monthOn top of Google Ads plan
- Microsoft managed alongside Google Ads
- Shared keyword & negative strategy
- Combined search reporting
- Cross-channel budget allocation
- Single point of contact
Prices are in USD and indicative starting points for scoping — final quotes depend on scope, competition and current site condition. [Confirm or edit these figures before launch.]
Our Work
Recent Projects
Project slots are ready for real client work — screenshots, brand names and outcomes drop straight into these cards.
[Add Campaign Screenshot]Replace with a real project screenshot
[Client Name] — Microsoft Search
Replace with cost per lead versus Google.
[Add Campaign Screenshot]Replace with a real project screenshot
[Client Name] — B2B Audience Targeting
Replace with the targeting used and result.
[Add Campaign Screenshot]Replace with a real project screenshot
[Client Name] — Import & Rebuild
Replace with the before/after after adaptation.
FAQ
Questions Before You Start
It depends entirely on your audience. For B2B, finance, insurance and professional services with older, desktop-heavy buyers, it frequently delivers a lower cost per acquisition than Google. For young consumer audiences it usually does not. A small test answers it in weeks.
Substantially less — Microsoft's search share is a fraction of Google's in most markets. That is the wrong comparison though. The question is whether the traffic converts more cheaply, not whether there is more of it.
You can, and we do — but importing is the start, not the end. Copies that keep Google's bid strategies, negatives and device modifiers usually underperform because the auction and the audience are different.
LinkedIn profile targeting — you can layer company, industry and job function onto search campaigns. No other search platform offers that, and for B2B it can be the whole reason to run the channel.
Microsoft has been extending ad inventory into its AI search experiences. Placement and formats keep changing, so we will not make specific promises about it, but the channel does give you exposure there that Google Ads does not.
Usually a few hundred dollars a month over three months is enough to see whether cost per acquisition beats your Google benchmark. It is a cheap question to answer.
Let's Talk
Worth Testing, or Not Worth the Effort?
Tell us who your buyers are. We will tell you honestly whether Microsoft Advertising is likely to work for your business before you spend anything on finding out.
No obligation. If we are not the right fit for your goals, we will say so.