Microsoft Ads management: reach the searchers your competitors overlook
Google isn't the only search engine your customers use. Microsoft Advertising puts your ads in front of people searching on Bing and Microsoft's partner network, often with less competition and useful B2B targeting. We set it up properly, adapt it to how Bing audiences behave, and manage it alongside your Google Ads.
Why consider Microsoft Advertising
Microsoft Advertising (formerly Bing Ads) shows search ads on Bing and across Microsoft's network, which includes other search experiences and sites powered by Bing, as well as Microsoft properties such as MSN and Microsoft Edge. Exactly which partner sites show your ads varies by market. It also offers audience ads on Microsoft-owned and partner sites.
For many businesses, Microsoft Ads is a smaller channel than Google Ads. That's precisely why it can be valuable. Fewer advertisers often means less competition in auctions, and Bing's audience includes many people searching on work computers where Bing is the default, which makes it particularly relevant for B2B, professional services and older demographics.
Microsoft also offers LinkedIn profile targeting in supported markets, letting you adjust bids or target searchers by company, industry or job function. That's a combination of search intent and professional data that Google Ads doesn't offer.
Microsoft Ads is rarely a replacement for Google. It's an extension that can add incremental conversions at a reasonable cost, especially once your Google campaigns are already performing well.
Who it suits
- B2B companies reaching decision-makers on work devices.
- Professional services such as legal, financial and consulting firms.
- Businesses whose Google Ads are maxing out available search volume.
- E-commerce stores expanding Shopping reach.
- Brands targeting older or desktop-heavy audiences.
- Advertisers in competitive markets looking for lower-cost clicks.
Results vary by market and audience. We'll tell you honestly in the review whether the opportunity justifies the effort.
Microsoft Ads vs Google Ads
The platforms are similar in structure, which makes running both efficient, but there are important differences.
| Comparison point | Microsoft Advertising | Google Ads |
|---|---|---|
| Search volume | Smaller, varies by market | Much larger in most markets |
| Competition | Often fewer advertisers per auction | Usually more competitive |
| Audience skew | Strong on desktop and work devices | Broad, mobile-heavy |
| Unique targeting | LinkedIn profile targeting in supported markets | Extensive Google audience signals |
| Setup | Can import from Google Ads, then adapt | Built from scratch |
| Automation | Automated bidding strategies and Performance Max available | Extensive automation options |
| Best role | Incremental reach and efficiency | Primary search channel for most businesses |
Importing from Google Ads, the right way
Microsoft Advertising lets you import campaigns directly from Google Ads, which saves a lot of setup time. But a straight import rarely performs as well as it could. Budgets, bids, audiences, locations, negative keywords and extensions often need adjusting, and some settings don't translate exactly.
We use the import as a starting point, then review every campaign: adjusting bids for Bing's auction dynamics, adding Microsoft-specific audiences and LinkedIn profile targeting where relevant, checking location and language settings, reviewing search partner performance, and setting up conversion tracking with Microsoft's UET tag.
We also decide carefully whether to keep campaigns synchronised with Google automatically. Scheduled imports keep things in step, but they can overwrite Microsoft-specific optimisations, so for most accounts we manage the two separately once the initial import is complete.
Post-import checklist
- UET tag and conversion goals set up and verified
- Consent Mode configured for the UET tag
- Bids and budgets reset for Bing's volumes
- Location and language targeting checked
- Negative keyword lists reviewed
- Ad assets and extensions confirmed
- LinkedIn profile targeting added where useful
- Search partner performance monitored separately
- Auto-apply recommendations reviewed
Shopping and automated campaigns
For online stores, Microsoft Shopping campaigns show products with images and prices in Bing results, using a product feed in Microsoft Merchant Center. Many retailers already maintain a Google Merchant Center feed, and it can often be imported into Microsoft as a starting point. We then check that product categories, prices and availability map correctly.
Microsoft also offers automated campaign types, including Performance Max, which use your assets, audiences and conversion goals to find customers across Microsoft's inventory. These work best with reliable conversion tracking and enough conversion volume to learn from. For smaller accounts, standard search and Shopping campaigns with automated bidding are often the more controllable starting point.
When Microsoft Ads isn't the right fit
We don't recommend it for every business. If search volume for your keywords is very low in your market, if your audience is overwhelmingly mobile and consumer-focused, or if your Google Ads account still has clear room to grow profitably, your budget is usually better spent there first. The free review tells you which situation you're in.
Where it is a fit, we usually start with your best-performing Google search campaigns, prove results there, and only then expand into Shopping, audience ads and automated campaign types. That keeps early spend focused on the searches most likely to convert.
Common Microsoft Ads mistakes
- Importing and forgetting, so Google-specific settings and bids run unchecked.
- Letting scheduled imports overwrite Microsoft-specific optimisations.
- No UET conversion tracking, so automated bidding optimises blind.
- Ignoring search partner performance, which can differ from Bing's own results.
- Accepting auto-applied recommendations without review.
- Judging it on click volume alone instead of cost per conversion.
Measuring what Microsoft Ads adds
The important question isn't whether Microsoft Ads records conversions, but whether they're additional to what Google and organic search already deliver.
- Conversions tracked consistently with the same definitions used in Google Ads and GA4.
- Cost per conversion compared platform by platform and campaign by campaign.
- Total results watched when Microsoft campaigns start or pause, not just platform-reported figures.
- Offline conversions imported, for lead generation, so optimisation reflects qualified leads and sales.
What the free review covers
A short, honest assessment of whether Microsoft Ads is worth adding for your business.
- Search volume estimates for your main keywords in your target markets.
- Likely competition and costs compared with your current Google Ads data.
- Import readiness of your existing Google campaigns and product feed.
- Targeting options, including whether LinkedIn profile targeting is available for your market.
- A clear recommendation: go ahead, test small, or focus elsewhere first.
Business benefits of Microsoft Ads
A well-run Microsoft Ads account adds reach without starting from zero.
- Incremental conversions from searchers not reached on Google.
- Often lower costs per click in less crowded auctions.
- B2B precision through LinkedIn profile targeting.
- Efficient setup using your existing Google Ads structure.
- Diversification beyond a single advertising platform.
Our Microsoft Ads capabilities
Everything needed to launch, run and improve Microsoft Advertising alongside your other search campaigns.
Opportunity assessment
Estimated volume and costs for your keywords before you commit budget.
Google Ads import and adaptation
Imported campaigns reviewed and adjusted for Microsoft's platform.
Search campaigns
Keyword, match type and negative keyword strategy for Bing.
Shopping campaigns
Product ads using your Microsoft Merchant Center feed.
Audience ads
Native and display placements on Microsoft properties and partners.
LinkedIn profile targeting
Company, industry and job function targeting for B2B.
UET conversion tracking
Universal Event Tracking tag, goals and consent configured.
Bidding strategy
Manual, enhanced or automated bidding chosen by data volume.
Combined reporting
Google and Microsoft results side by side in one dashboard.
Why choose MarquixAd for Microsoft Ads?
We treat Microsoft Ads as its own channel, not a copy of Google.
Expertise
Paid search specialists who manage both platforms.
Strategy
A clear role for Microsoft Ads within your overall search plan.
Technology
UET, consent and offline conversion tracking set up correctly.
Data
Performance compared fairly with Google on cost per conversion.
Execution
Imports reviewed and adapted, never left on autopilot.
Optimisation
Search terms, bids and audiences reviewed regularly.
Reporting
Combined search reporting across both platforms.
Communication
Honest advice if the channel isn't worth it for you.
Scalability
From a single imported campaign to a full account.
Our Microsoft Ads process
We start by checking whether the opportunity is real, then build on what already works in your Google Ads account.
Assess
Estimate search volume and costs for your keywords and audiences on Microsoft.
Set up tracking
UET tag, conversion goals and consent configured and tested.
Import or build
Import proven Google campaigns or build new ones for Microsoft.
Adapt
Adjust bids, budgets, audiences, locations and assets for the platform.
Launch
Controlled launch with close monitoring of search terms and costs.
Optimise
Regular search term, bid and audience reviews.
Compare and scale
Performance compared with Google; budget increased where cost per conversion holds.
What you receive
Clear setup deliverables, then regular optimisation and reporting in the same format as your other paid channels.
| When | Deliverables |
|---|---|
| Setup | Opportunity assessment; tracking implementation; campaign import or build with adaptations |
| Ongoing | Search term and bid optimisation; audience and LinkedIn targeting tests; ad testing |
| Monthly | Combined Google and Microsoft report with cost per conversion by platform |
| Quarterly | Budget allocation review across search platforms |
Microsoft Ads: frequently asked questions
Wondering if it's worth it? Get a free review.
What is Microsoft Advertising?
Microsoft's advertising platform, formerly called Bing Ads, which shows search, shopping and audience ads on Bing, Microsoft properties and partner sites.
Is Microsoft Ads worth it if we already use Google Ads?
Often, yes, as a source of incremental conversions at reasonable cost, especially for B2B and desktop-heavy audiences. It depends on search volume for your keywords in your market.
Is Microsoft Ads cheaper than Google Ads?
Cost per click is often lower because auctions are less competitive, but this varies by industry and market. Volume is also lower.
Can we just import our Google Ads campaigns?
You can import them, but they need adapting: bids, budgets, audiences, tracking and settings rarely translate perfectly.
What is LinkedIn profile targeting?
A Microsoft Advertising feature, available in supported markets, that lets you target or adjust bids by LinkedIn profile data such as company, industry and job function.
Where do Microsoft Ads appear?
On Bing search results, Microsoft properties such as MSN and Microsoft Edge, and partner search and content sites. The exact partner network varies by market.
How much budget do we need?
Usually less than for Google, since volume is lower. We estimate a suitable budget from your keywords before launch.
How do you track conversions?
With Microsoft's Universal Event Tracking (UET) tag, configured with conversion goals and consent settings, and offline conversion imports where relevant.
Does Microsoft Ads support Shopping campaigns?
Yes, using a product feed in Microsoft Merchant Center. Shopping campaigns can often be imported from Google as a starting point.
How long before we see results?
Imported campaigns can deliver results quickly. Allow several weeks of optimisation for bids and targeting to settle.
Is Microsoft Ads available in India?
Yes, Microsoft Advertising serves ads in India, though search volume is generally lower than Google's. Feature availability, such as LinkedIn profile targeting, can vary by market, so we check before planning.
Do you manage both platforms together?
Yes. Managing both together lets us share insights and allocate budget to whichever delivers conversions more efficiently.
Find out what Microsoft Ads could add
Get a free review of the opportunity for your keywords and audiences.