Microsoft Search Ads
Microsoft Ads (Bing) management
Capture intent beyond Google alone.
We run paid search across engines — Microsoft (Bing), and others — to reach high-intent audiences your Google-only strategy misses, often at lower cost.
Google dominates search, but it is not the only place buyers search. Microsoft Advertising serves ads on Bing, across Microsoft properties and through syndication partners, reaching an audience that skews toward desktop, work and higher household incomes in markets such as the US, UK, Canada and Australia. Clicks are often cheaper than on Google for the same keywords.
We run Microsoft Advertising as a profitable extension of your search programme: importing and adapting Google campaigns rather than copying them blindly, using Microsoft's LinkedIn profile targeting where available, and measuring it on the same cost-per-customer basis as Google.
The problem
Brands neglect Bing and other search networks, leaving high-income desk-bound B2B buyer segments completely to competition. CPC rates on Microsoft search are often 40%+ cheaper.
What we do
- Import and structure high-performance search ad profiles across Microsoft Bing Networks
- Refine bidding criteria targeting specific professional desktop users
- Implement dynamic search ads catching considered buying terms on Bing Search
- Reconcile multi-channel search spends to optimize blended acquisition costs
What you get
- Microsoft Search and Partner Network campaign architectures
- Adapters for Bing search bid strategies matching older higher-income buyer profiles
- Cross-network search reporting comparing Google vs Microsoft CPAs
Captures highly profitable bottom-funnel keyword intent that competitors ignore.
Who this is for
- Advertisers with a working Google Ads programme looking for incremental search volume
- B2B advertisers whose buyers search at work on Windows devices
- Brands in the US, UK, Canada and Australia where Bing has meaningful share
What's included
- Google Ads import with keyword, bid and budget adjustments for Microsoft's auction
- LinkedIn profile targeting layers by company, industry and job function where available
- Conversion tracking through Microsoft's UET tag and offline conversion import
- Shopping campaigns from your Merchant Center feed for retailers
How a Microsoft Ads programme starts
We begin with your Google Ads data rather than a blank account. Search term reports show which queries already convert; those become the core of the Microsoft campaigns, with match types, negatives and bids adjusted for a smaller, differently priced auction. Audience behaviour differs too — Microsoft's network leans toward desktop and working hours in many markets — so ad schedules and device adjustments are set from your own conversion patterns rather than copied.
Within the first month we compare cost per conversion and conversion quality against Google for the same keywords. Where Microsoft is cheaper for equivalent leads or sales, budget moves up; where it is not, it stays small or stops. The decision is made on your CRM or store data, not on Microsoft's reported conversions alone.
Frequently asked questions
Is Microsoft Advertising (Bing Ads) worth running?
For many advertisers already profitable on Google, yes: it adds incremental volume, often at a lower cost per click. Its share varies by country and audience, so we size the opportunity before investing.
Can we just import our Google Ads campaigns?
Importing is a good starting point, but bids, budgets, keyword match behaviour and audiences differ. We adjust after import rather than mirroring Google exactly.
What is LinkedIn profile targeting in Microsoft Ads?
It lets search advertisers adjust bids by LinkedIn profile attributes such as company, industry and job function, in markets where Microsoft offers it. It is useful for B2B search campaigns.
Pricing: monthly retainers by region
Every engagement is a monthly retainer priced on scope — never a percentage of ad spend. The range depends on the number of channels, markets and the depth of tracking and CRM work involved.
| Region | Monthly retainer |
|---|---|
| United States | $2,500–$6,000 per month |
| India | ₹1,00,000–₹5,00,000 per month |
| United Kingdom | £2,200–£5,000 per month |
| United Arab Emirates | AED 4,000–AED 10,000 per month |
| Australia | A$3,000–A$7,000 per month |
| Canada | C$3,000–C$7,000 per month |
| Singapore | S$3,000–S$7,000 per month |
| Europe | €2,500–€5,000 per month |