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Microsoft & Bing Ads Management

The Search Channel Your Competitors Are Still Ignoring

Same high-intent search demand as Google, running at a fraction of the competition and cost. Most accounts have never even tested it.

Claim The Channel Your Competitors Skip

Managing search ad spend across Google and Microsoft Advertising in 10+ countries.

500%+

Peak ROAS Delivered

10+

Markets Managed

9+

Years In Paid Media

The Problem

Most Businesses Never Even Test Microsoft Advertising.

Nearly every dollar of search budget defaults to Google by habit, not by strategy. That means Bing and the Microsoft Search Network sit almost untouched, even though the buyers searching there are just as real, and cost meaningfully less to reach.

  • Budget gets allocated to Google by default, with Bing never even tested.
  • The accounts that do run Bing usually just mirror the Google campaigns instead of adapting to a different competitive landscape.
  • No one is tracking whether Bing's lower CPCs are actually producing a lower cost per customer.

What’s Included

Everything Your Microsoft Ads Program Needs

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Microsoft Search Ads

Core search campaigns on Bing, Yahoo, and the Microsoft partner network, built as their own strategy, not a Google copy.

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Microsoft Audience Network

Native display and audience targeting across MSN, Outlook, and Microsoft's owned properties.

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Shopping Campaigns

Product feed campaigns on Bing Shopping, run alongside your existing Google Shopping feed.

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Google Ads Import & Adaptation

We import your existing Google structure as a starting point, then adapt it to Bing's distinct auction dynamics.

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LinkedIn Profile Targeting

Microsoft-exclusive targeting by company, industry, and job function: a real B2B advantage Google can't offer.

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Unified Cross-Platform Reporting

Google and Microsoft performance in one dashboard, so budget decisions are made across both, not in isolation.

How It Works

From Import To Incremental Revenue In 4 Steps

01

Audit & Import Strategy

We audit your Google account and tracking, then map out what should transfer to Bing as-is versus what needs to change.

  • Google Ads & tracking audit
  • Bing-specific competitive landscape review
  • Conversion tracking setup or repair

02

Build & Launch

Campaigns go live adapted to Bing’s audience and auction dynamics, not a blind copy of your Google account.

  • Campaign structure & bid strategy setup
  • Ad copy adapted for Bing's audience
  • Cross-platform tracking QA

03

Optimize & Scale

We shift budget toward the keywords and audiences proving out on Bing’s own terms, every single week.

  • Weekly bid & budget tuning
  • Keyword-level performance review
  • Ad copy refresh & testing

04

Report & Compound

You see cost per customer on Bing versus Google, side by side, not just spend.

  • Live cross-platform dashboard
  • Monthly strategy review
  • Documented incremental revenue

Proof, Not Promises

Cheaper Clicks Only Matter If They Convert Cheaper Too.

Any agency can screenshot Bing’s lower cost per click. Here’s the actual difference between what gets shown off and what gets tracked on every account we run.

What Gets Shown Off

  • Impressions
  • Search share
  • Click volume
  • Cost per click alone

What Actually Gets Tracked

  • Cost per customer, versus Google
  • Blended CAC across both search engines
  • Incremental revenue, not cannibalized from Google
  • Revenue attributed to the dollar, not modeled
The Standard
If a metric doesn't tie back to incremental revenue, it doesn't make it into your report. That's not a slogan. It's how every dashboard we build is scoped.

Who This Is For

Built For Businesses Already Winning On Google, Ready For More

This is built for businesses with a profitable Google Ads account who want incremental volume from an underused channel, not a replacement for what’s already working.

  • You're already running profitable Google Ads and want incremental volume, not a replacement.
  • Your buyers skew toward desktop, older demographics, or enterprise or Windows environments.
  • You want a partner who treats Bing as its own platform, not a copy-paste of Google.
Sounds Like Your Account? Let's Test Bing

FAQ

Common Questions

Is Microsoft Advertising worth it if we already run Google?
Usually yes, because it's a genuinely different audience at a lower cost, not just an overlap of the same searches. We size the incremental opportunity for your specific account before recommending it.
How different is Bing from Google Ads targeting?
The auction dynamics, audience demographics, and even keyword match behavior differ enough that a direct copy of your Google campaigns usually underperforms, so we rebuild the strategy around Bing's own competitive landscape.
Can you import our existing Google Ads campaigns?
Yes. We use your Google structure as a starting reference, then adapt it rather than copying it directly.
How fast will we see results?
Most accounts see meaningful volume within the first 30-45 days, since Bing's lower competition means campaigns typically ramp faster than a new Google account would.
Do we need a minimum ad budget to work with you?
Microsoft Advertising works with smaller budgets than Google in most cases, given the lower competition. During your review we'll tell you plainly whether your budget is enough to generate real data.
Do you run Bing alongside Google or only as a standalone engagement?
Most of our Microsoft Ads engagements run alongside an existing Google account, with unified reporting across both, though standalone engagements are possible too.

The Basics

What Is Microsoft Advertising, And Why Does Almost Nobody Run It?

Microsoft Advertising runs paid search across Bing, Yahoo, and the Microsoft partner network, plus the Microsoft Audience Network for display, reaching users on Windows, Edge, and Microsoft 365 who rarely see the same ad density Google shows.

Almost nobody runs it well for one simple reason: habit. Search budget defaults to Google because that’s where the majority of volume sits, and most teams never circle back to test the smaller platform. That gap is exactly the opportunity: the same buyer intent, at CPCs that are frequently 30-50% lower, with almost no one else bidding against you.

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Platform-Specific Strategy

Campaigns built around Bing's actual audience and auction dynamics, not a copy of your Google account.

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Cross-Platform Tracking

Google and Microsoft results measured in the same dashboard, so incremental value is provable, not assumed.

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Lower-Cost Volume

The same buyer intent as Google, reached at a meaningfully lower cost per click and often lower cost per customer.

Our Take
Ignoring Microsoft Advertising isn't a strategic choice. It's an unexamined habit. That's the standard we hold every search account to: test it, measure it, and only skip it for a real reason.

Investment

How We Price Microsoft Ads Engagements

Pricing is scoped to whether this runs alongside an existing Google account or standalone, plus your ad spend level, not a flat package. Most engagements run as a monthly management fee, with ad spend billed separately and transparently.

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Standalone vs. Paired With Google

Running Bing alongside an existing, well-tracked Google account costs less to set up than a standalone build.

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Ad Spend Level

Management fees typically scale with monthly ad spend, in line with the complexity of managing that budget well.

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Campaign Complexity

Search-only is a lighter scope than Search plus Shopping plus Audience Network together.

  • No long-term lock-in. Engagements run month to month after the initial term.
  • You always see exactly what's spent on media vs. our management fee.
  • Custom quote after we've reviewed your account and goals, not a generic package.
No Surprises
No hidden platform fees, no bait-and-switch retainer that jumps after month two. What we quote after your review is what you're billed.
Get My Bing Quote

Our Stack

The Tools & Platforms Behind Every Microsoft Ads Account

The platforms we run aren’t chosen for their logos. They’re chosen because they talk to each other. Google and Microsoft ad spend, on-site behavior, and conversion data all flow into the same reporting layer, which is the only way incremental value stays provable.

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ads_click GOOGLE ADS
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settings GOOGLE TAG MANAGER
bar_chart LOOKER STUDIO
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travel_explore MICROSOFT ADVERTISING
ads_click GOOGLE ADS
monitoring GA4
settings GOOGLE TAG MANAGER
bar_chart LOOKER STUDIO
work LINKEDIN PROFILE DATA

If a tool doesn’t feed that shared reporting layer, we don’t use it on your account, no matter how popular it is.

Ready To Claim The Cheaper Half Of Search?

Tell us about your Google account and current performance, and we’ll size the Microsoft Advertising opportunity you’re leaving on the table.

Book a Bing Strategy Call