Microsoft Advertising Management for Less Competition, Strong Intent
Reach searchers on Bing, Yahoo, DuckDuckGo-powered results, Edge and Copilot with campaigns managed by specialists, often at lower cost per click than Google for the same intent.
Why consider Microsoft Advertising?
Microsoft Advertising places your ads on Bing and partner search engines, Microsoft Edge, Windows search, MSN and Copilot experiences. The network is smaller than Google’s, but for many advertisers it is valuable: competition is often lighter, cost per click can be lower, and the audience includes many desktop users, professionals and older demographics, particularly in the USA, UK, Canada and Australia. Businesses frequently find that Bing delivers incremental conversions at an efficient cost, once Google campaigns are well established.
Who benefits most
- B2B and professional services targeting office workers
- Finance, insurance, legal and healthcare advertisers (subject to policies)
- Ecommerce brands using Microsoft Shopping campaigns
- Education and travel brands
- Any advertiser already successful on Google Ads and ready to expand reach
Our Bing Ads services
Account setup and import
We create or restructure your Microsoft Advertising account, set up conversion tracking with UET tags, and import high-performing Google Ads campaigns, then adapt them to Microsoft’s match types, audiences and policies rather than copy-pasting blindly.
Keyword and audience strategy
We research keywords by intent, build tight ad groups, add negative keywords and use Microsoft features such as LinkedIn profile targeting for company, industry and job function, in-market audiences and remarketing.
Ad copy and extensions
Responsive search ads, sitelinks, callouts, structured snippets, images, call and location extensions, written to match the searcher’s intent and tested continuously.
Shopping and product ads
For retailers, we connect Merchant Center or product feeds, optimise titles and attributes and manage Microsoft Shopping campaigns. See Google Shopping and ecommerce PPC.
Bid and budget management
We apply manual and automated bidding strategies according to data volume, and adjust for device, location, time of day and audience, with budgets aligned to your cost targets.
Optimisation and reporting
Weekly search-term reviews, negative keyword updates, ad testing and landing page recommendations, with monthly reports covering spend, conversions, cost per acquisition and incremental value versus Google.
Combining Bing with other channels
Microsoft Advertising works best alongside SEO, Google Ads and social campaigns. Many insights carry across channels: winning ad copy, converting keywords and landing page learnings. Our performance marketing team coordinates budgets across channels so you invest where returns are best.
Tracking and attribution
We configure UET tracking, Google Analytics integration, UTM parameters and offline conversion imports, so you can compare channels fairly. Where Bing traffic assists rather than closes, we report that too.
Landing pages and conversion
Strong ads need strong destinations. We review landing pages and recommend improvements; see landing page design and CRO.
What to expect
Bing volumes are smaller than Google’s, so results scale more slowly, but efficiency can be attractive. We provide transparent forecasts based on keyword research and do not promise specific costs or conversions.
Bing Ads FAQs
For many advertisers, yes, especially in B2B, finance and ecommerce, where it can add conversions at efficient costs.
Yes. We import and then adapt them for Microsoft’s platform and audiences.
Usually the USA, UK, Canada and Australia, though it depends on your audience.
Microsoft offers ad formats within its search and Copilot experiences; availability varies by market and over time.
You can start small as a test. We recommend a budget based on your keyword volume and cost targets.