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Digital Marketing

Microsoft / Bing Ads

Tap into a high-value, lower-competition paid search audience

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Overview

What we deliver

Microsoft Ads programs that unlock the often-overlooked Bing, Yahoo, and AOL network, frequently delivering lower CPCs and higher-converting audiences for B2B and premium B2C.

Microsoft Ads is the underweighted channel in most paid search portfolios. The Bing, Yahoo, and AOL network reaches a quietly significant share of search demand, often with lower CPCs and an older, higher-income audience that converts well for B2B, professional services, and premium B2C. We import and adapt Google campaigns where appropriate, but the real wins come from Microsoft-specific strategy: LinkedIn audience targeting, Microsoft Audience Network, and structural choices that play to the platform’s strengths. The result is incremental volume and revenue your competitors are leaving on the table.

Fit Check

Built for teams like yours

Who it's for

  • B2B brands targeting senior corporate buyers
  • Premium B2C brands with older, higher-income audiences
  • Lead-gen businesses looking for incremental paid search volume
  • Brands that have maxed out Google Ads efficiency
  • Companies wanting to leverage LinkedIn data for targeting

Pain points we solve

  • Diminishing returns on Google Ads spend
  • Untapped Bing search volume your competitors are absorbing
  • Missed audience overlap between LinkedIn and search intent
  • Microsoft account left on autopilot from a Google import
  • Unclear how to structure Microsoft-specific campaigns
What's included

Capabilities

Everything we cover in this engagement.

  • Account audit and rebuild
  • Import and adapt from Google Ads
  • Search and Shopping campaigns
  • Microsoft Audience Network campaigns
  • LinkedIn profile targeting (job function, industry, company)
  • Conversion tracking and UET tag setup
  • Bid strategy and audience layering
  • Ad copy and extension optimization
How we work

Our process

A clear, predictable path from kickoff to outcomes.

01

Audit

We assess current Microsoft Ads performance and Google account fit.

02

Strategy

We define Microsoft-specific structure, audiences, and budget split.

03

Build

We import, adapt, and build campaigns with proper tracking.

04

Optimize

We tune weekly with attention to the Microsoft Audience Network.

05

Report

We report monthly with clear ROAS and pipeline impact.

What you get

Deliverables & outcomes

What you get

  • Microsoft Ads audit
  • Account build or rebuild
  • Conversion tracking and UET implementation
  • LinkedIn-targeted audience layers
  • Weekly optimization log
  • Monthly performance reports

Outcomes you can expect

  • Incremental paid search volume and revenue
  • Lower CPCs and improved cost efficiency
  • Access to high-value B2B and premium audiences
  • Better diversification of paid search risk
  • Clear, measurable contribution to pipeline
Timeline

Audit and build in 3-4 weeks; performance gains from month 2

Engagement

Monthly retainer, Add-on to Google Ads retainer, Project build

Tools we use

Microsoft Advertising, UET, Microsoft Audience Network, Google Ads (for import), GA4, Looker Studio

KPIs we track

ROAS, CPA, Impression share, Conversion rate, Audience overlap performance, Incremental revenue vs Google

Client stories

What clients say

"

Our SDRs were spending two hours a day copying lead data between Salesforce, Outreach, and a Google Sheet nobody owned. They mapped the whole flow, stitched it together in n8n, and added a dedupe step we did not even know we needed. Got 38 hours a week back across the team. The SDRs were the ones who pushed to expand it further.

Rebecca F.
"

My books were 90 days behind and I was avoiding my accountant. They cleaned up nine months of mis-categorized Shopify and Stripe entries, set up proper rules in QuickBooks, and now my close lands on day four of every month. First time in three years I opened a P&L without wincing. Cash forecasting actually makes sense now.

D.R.
Proof

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FAQ

Frequently asked questions

Quick answers to the questions we hear most.

Is Microsoft Ads worth running alongside Google?
For B2B, professional services, and premium B2C, almost always yes. CPCs are typically lower and the audience skews older and higher-income. The incremental volume is real.
Can we just import from Google Ads?
Importing is a starting point, not a strategy. We adapt structure, copy, and audiences to Microsoft's strengths, especially LinkedIn targeting and the Audience Network.
What share of budget should go to Microsoft Ads?
Most B2B clients we work with land at 10-25% of paid search budget on Microsoft. The right number depends on your audience and search demand.
Do you set up the UET tag?
Yes. Clean conversion tracking is the first step. We implement UET directly or hand specs to your developers.
How is Microsoft Audience Network different from Display?
MSAN serves native placements across MSN, Outlook, and Microsoft properties with strong intent signals. It is more efficient than generic display for many B2B audiences.

Want incremental paid search volume your competitors are ignoring?

Book a call to discuss adding Microsoft Ads to your paid mix.

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