Microsoft Ads: the incremental clicks Google misses.
Expertly managed Microsoft Advertising (Bing) campaigns across search, shopping and audience, that reach a valuable audience often at a lower cost per click, and complement your Google Ads.
The channel advertisers often overlook, and shouldn’t.
Google dominates search, so most advertisers stop there, and leave valuable, often cheaper traffic on the table. Microsoft Advertising reaches people across Bing, Outlook and the Microsoft network, often at a lower cost per click and with less competition than Google.
Its audience skews towards desktop, business and higher-income users, and it offers targeting Google cannot, including through LinkedIn profiles. Run well, alongside your Google Ads, it is one of the easiest ways to find efficient, incremental conversions.
What our Microsoft Ads management covers
Five things that make Microsoft Ads worth running.
Lower costs, a distinct audience and unique targeting make Microsoft a genuine opportunity, but importing your Google account and walking away is not the way to win it.
Cheaper clicks, real conversions
Less competition on Bing usually means a lower cost per click, so the same budget can deliver efficient, incremental conversions Google would charge more for.
A different audience
The Microsoft audience skews desktop, business and higher-income, so it reaches buyers, especially in B2B and considered purchases, that Google alone may miss.
Targeting Google can’t match
LinkedIn profile targeting, by company, industry and job function, is unique to Microsoft Ads and powerful for B2B.
Importing isn’t a strategy
Copying your Google account across is a start, not a finish. Microsoft behaves differently and needs its own optimisation to perform.
It works best as a pair
Microsoft is rarely a standalone channel. Run alongside Google and managed together, it adds efficient reach without cannibalising your main account.
Our Microsoft Ads services, end to end.
From search and shopping to the audience network and LinkedIn targeting, managed and measured properly.
Microsoft Search Ads build
Search campaigns built to capture high-intent traffic on Bing and the Microsoft network Covering keyword research, ad copy and bid management.
Bing · Intent · BiddingImport optimisation & cleanup
Reviewing what Google Ads Import brings over (it doesn’t map 1:1), fixing mismatched settings, removing Google-specific features that don’t translate, and re-checking match type behavior since Bing’s can differ slightly.
Import · Rebuild · OptimiseAudience network
Native ads across Outlook, MSN and partner sites to build awareness and remarket beyond search.
Native · Reach · RemarketingLinkedIn profile targeting
Layering audience targeting by company, industry, and job function through Microsoft’s LinkedIn integration — a targeting option Google Ads doesn’t have.
Company · Industry · RoleMerchant Centre & Shopping Ads
Separate feed submission and product feed rules distinct from Google Merchant Center, even if the product data originates from the same source.
Shopping · Performance Max · FeedsTracking & reporting
Accurate conversion tracking and clear reporting. Using tools like Bing Ads Intelligence (keyword research plug-in) and Microsoft’s own attribution/reporting quirks, since performance benchmarks and conversion lag can differ from Google
Tracking · Reporting · ROIExplore →Missing out on cheaper conversions?
We will review whether Microsoft Ads is an opportunity for you: the likely cost and audience for your market, and how it would complement your Google Ads. You get a single-page scorecard with where to start, or a review of your existing Microsoft account.
- Opportunity and cost estimate for your market
- Existing Microsoft account review (if any)
- How it complements your Google Ads
- Free. No sales call required to receive it.
Paid search results for brands you might recognise.
Worked examples. More case studies in the full library, filterable by service and sector.
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Ireland’s largest independent furniture retailer.
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UK’s leading tree surgery equipment retailer.
UK’s leading tree surgery equipment retailer. Full-funnel Google Ads, SEO and Shopping programme across a 5,000+ SKU catalogue.
Read the full case study →Four reasons brands pick us for Microsoft Ads.
Managed like Google, not imported.
We run Microsoft with the same rigour as Google, optimising for how the platform actually behaves rather than copying a campaign across and hoping.
A data-driven approach.
Keyword research, audience segmentation and competitive analysis, with bidding and ad testing tuned to efficient, incremental return.
Joined up with your wider mix.
We manage Microsoft alongside Google, paid social and the rest, so it adds reach without cannibalising your main accounts.
Senior specialists, 19 years in.
Award-winning paid search from people who have managed serious budgets for brands for years. Independent Leicester agency since 2007.
What brands ask before they start.
What are Microsoft Ads?
Microsoft Advertising (formerly Bing Ads) lets you run search, shopping and audience ads across Bing, Outlook, MSN and the Microsoft network, reaching people Google alone may not.
Why advertise on Microsoft as well as Google?
Microsoft usually has less competition and a lower cost per click, plus a distinct desktop, business and higher-income audience, so it adds efficient, incremental conversions alongside Google.
Is Microsoft Ads cheaper than Google?
Often, yes. Lower competition tends to mean a lower cost per click, though it depends on your market and keywords. We will estimate the likely cost for you before you commit.
Can you import my Google Ads campaigns?
Yes, importing is a useful starting point. But Microsoft behaves differently, so we rebuild and optimise from there rather than leaving an imported account to run as-is.
What is LinkedIn profile targeting?
A Microsoft-only feature that lets you target ads by company, industry and job function using LinkedIn data, which is especially powerful for B2B campaigns.
How does Microsoft fit with our other channels?
Best as part of the mix. We run it alongside Google, paid social and SEO, so it extends your reach efficiently rather than competing with your main accounts.
Ready to capture the clicks Google misses? Let us run the review.
30 minutes with the paid search team. No slide decks, no hard sell. You leave with a view of the Microsoft Ads opportunity for your business and where to start, whether you hire us or not.
How can
we help you?
Tell us what you are working on. A senior member of the team will get back to you within one business day, no account managers in between.
