Microsoft Ads management: search campaigns on Bing, run by a specialist
Bing carries searches your Google Ads account never sees, often from an older, higher-income audience, and clicks usually cost less because fewer advertisers compete. A vetted specialist imports what works, fixes what the import misses and reports both as one.
Free, with no commitment. A senior project manager walks you through the analysis.
What you get
You get a Microsoft Advertising account that mirrors what works in Google Ads without copying its mistakes, plus a report comparing cost per lead on both.
What the specialist does
What the Microsoft Ads specialist does for your company
One specialist runs the account next to your Google Ads campaigns. Your project manager sets the scope, approves changes and decides with you how the budget is split between the two platforms.
At the start
Import, corrections and UET tracking
The specialist imports the campaigns from Google Ads, rebuilds what the import does not carry over (ad assets, audience lists, some bid settings) and installs the UET tag with matching goals.
Every week
Keywords, negatives and bids for Bing
Search terms on Bing are sorted separately, because the queries and the people behind them differ: new keywords go in, negatives go on the list, and bids follow the cost per lead Bing produces.
Every month
Comparison with Google and the report
The monthly report puts cost per lead, conversion rate and impression share from Microsoft next to the same numbers from Google, with a recommendation on how much budget belongs on each.
Scope of work
Scope of Microsoft Ads management
Microsoft Ads makes sense when Google Ads already works for you and you want the same searches at a lower click price, or when your customers fit the profile of a Bing user: desktop workers on a corporate machine, older homeowners, people on Windows devices with the default browser. Law firms, financial services, home services and B2B software often find searches there that Google has priced out of reach.
The scope depends on how large and how clean your Google Ads account is, whether you want search only or also the Microsoft Audience Network and Shopping, and whether LinkedIn profile targeting by company, industry or job function is relevant to what you sell. Your project manager sets the scope after the free analysis and expands it once the first month of data shows where the platform earns its place.
Metrics the work is designed to improve
- Cost per lead
- Impression share on buying terms
- Return on ad spend
Typical scope
- Import from Google Ads with corrections
- UET tag and conversion goals
- Keywords, negatives and bidding for Bing
- Ads on the Microsoft Audience Network
- LinkedIn profile targeting and remarketing
- Monthly report comparing both platforms
You agree on the scope with the senior project manager before the start, and the same person oversees the work.
How we match
You do not pick the marketer. A senior project manager with 15+ years of experience does.
What to know
What to know before you outsource Microsoft Ads
For most US companies Microsoft Advertising is the second search platform, not the first, and that is exactly how the specialist treats it: a way to reach the searches that Google Ads already proved valuable, at a lower cost per click and with less competition in the auction. The Bing user also differs, skewing older, more often on a desktop and more often at work, so a search that converts poorly on Google can convert well here and the other way around. The account has to be read on its own numbers.
Common mistakes: importing once and never syncing again, so the Bing account drifts months behind the Google changes; trusting the import to carry conversion tracking when it does not; leaving search partner sites on with no placement check; and turning the platform off after two weeks because the volume looked small. Volume on Microsoft is lower by nature, and the point is the cost of each lead, not the count of clicks.
How the work is organized: the specialist runs the Microsoft account and keeps it in step with the Google one, and your project manager approves budget moves between the two and any new campaign type before it starts. The monthly report is a single view of both platforms, so you can see where the next share of budget belongs without opening either interface.
How we work
How Microsoft Ads management starts
Step 1
Free analysis
Order the free analysis and within 24 hours you get a PDF that covers your Google Ads account, whether a Microsoft account exists, and which of your searches could be cheaper on Bing.
Step 2
Call and scope
On a short call the senior project manager goes through the findings, asks which Google campaigns carry your leads and what your margins allow, and sets the scope for the import.
Step 3
Matching
The project manager matches you with a vetted specialist who runs Microsoft Advertising alongside Google Ads for companies in your field. You meet and decide whether to start.
Step 4
Work and reporting
The specialist imports and corrects the campaigns, tracking goes live after your approval, and each month you receive one report that puts both platforms side by side.
FAQ
Questions before you start
If your question is not here, order the analysis: the project manager answers everything on the first call.
01Is Bing really worth advertising on in the US?
For many companies, yes, and the free analysis answers it for yours. Bing is the default search engine on Windows devices and in the corporate browser at many workplaces, so the searches are real, they are just fewer. When Google Ads already pays for itself, the same keywords on Microsoft usually cost less per click, which is why the account is worth at least a test.
02Can you just copy our Google Ads campaigns over?
The import is where the work starts, not where it ends. Microsoft Advertising imports campaigns, keywords and ads, but conversion tracking, some ad assets, audience lists and bid strategies need to be rebuilt by hand, and the negative lists need extending because Bing queries differ. The specialist also schedules regular re-imports so the two accounts do not drift apart.
03What is UET and why do you need it?
UET is the Universal Event Tracking tag, the Microsoft equivalent of the Google Ads conversion tag. Without it the account cannot see which clicks became calls, forms or orders, and automated bidding has nothing to learn from. The specialist installs it, defines the same goals you use in Google, and checks that the numbers match GA4 before bidding is switched to a target.
04How does LinkedIn profile targeting work in Microsoft Ads?
Microsoft Advertising lets you adjust bids for searchers by company, industry and job function based on their LinkedIn profile. For B2B companies this means paying more for a search from someone in a target industry and less for everyone else. The specialist sets those adjustments once conversion data shows which profiles turn into leads.
05How do you decide how much budget goes to Microsoft versus Google?
By cost per lead on each platform for the same campaigns, measured over the same period. The monthly report shows those numbers side by side, and the project manager proposes the split. Microsoft rarely takes the larger share, but where its clicks are cheaper and the leads are as good, budget moves there and the Google account gets room to bid on what it does uniquely well.
Order the free analysis
See what Microsoft Ads management would add to your search campaigns
Order the free marketing analysis and get a PDF within 24 hours that shows which of your paid searches could run on Bing for less and what a specialist would import first.
- Analysis within 24 h
- No commitment
- PDF and 5 competitors
- Team picked by your PM