Microsoft Ads management services for Bing and Microsoft Advertising
Bing carries searches your Google Ads account never sees, often from an older, higher-income audience, and clicks usually cost less because fewer advertisers bid. A vetted specialist imports what works, fixes what the import misses and reports on both as one.
Free, no obligation. 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 work includes
What the Microsoft Ads specialist does for your company
One specialist runs the account alongside your Google Ads campaigns. Your project manager sets the scope, approves changes and works out with you how to split the budget between the two platforms.
At the start
Import, cleanup and UET tracking
The specialist imports your campaigns from Google Ads, rebuilds what the import doesn't 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
The specialist sorts Bing search terms on their own, since the queries and the people typing them differ. New keywords go in, negatives go on the list, and bids follow Bing's own cost per lead.
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 and you'd like the same searches at a lower click price. It also fits when your customers look like Bing users: office workers on a company computer, older homeowners, anyone on Windows who never changed the default browser. Law firms, financial services, home services and B2B software often find searches there that Google has priced out of reach.
Scope depends on the size and state of your Google Ads account and on whether you want search alone or the Microsoft Audience Network and Shopping too. For B2B sellers, LinkedIn profile targeting by company, industry or job function can add to it. Your project manager sets the scope after the free analysis and widens it once the first month of data shows where the platform earns its place.
Metrics this work is built to improve
- Cost per lead
- Impression share on buying terms
- Return on ad spend
Typical scope
- Google Ads import and cleanup
- 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 your senior project manager before work begins, and the same person oversees it from start to finish.
How we match
You don't 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, and the specialist treats it that way. It reaches searches Google Ads has already proven valuable, at a lower cost per click and against fewer bidders. Bing users are different too. They skew older, more often on a desktop and more often at work, so a search that converts poorly on Google can convert well here, and vice versa. The account has to be judged on its own numbers.
Four mistakes cost advertisers the most here. Some import once and never sync again, so Bing falls months behind their Google changes. Some assume the import carries conversion tracking, which it doesn't. Others leave search partner sites on unchecked, or pull the plug after two weeks because volume looked small. Volume on Microsoft is lower by nature. What counts is the cost of each lead, not the number of clicks.
The specialist runs the Microsoft account and keeps it in step with Google. Your project manager approves any budget shift between the two and any new campaign type before it starts. The monthly report gives you one view of both platforms, so you can see where the next slice of budget belongs without logging into either.
We match a specialist to your task
Request a free analysis, and a senior project manager will match a Microsoft Ads management specialist, remote included, within 24 hours.
In your city
Microsoft Ads management by city
Most of the work happens remotely. When a project calls for meetings, we match a Microsoft Ads management specialist from your city.
Related services
Alongside Microsoft Ads management, companies most often need
One project manager runs the whole engagement, so the next channel is added without changing who you deal with and without a new contract with a stranger.
Google Ads management Facebook and Instagram ads LinkedIn Ads management YouTube Ads management TikTok Ads management Amazon Ads management Programmatic advertising Pinterest Ads management All services
FAQ
Questions before you start
Don't see your question? Request the analysis, and the project manager will answer it 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 company browser at many workplaces, so the searches are real. There are just fewer of them. When Google Ads already pays for itself, the same keywords on Microsoft usually cost less per click, which makes a test an easy call.
02Can you just copy our Google Ads campaigns over?
The import is where the work starts, not where it ends. Microsoft Advertising brings over campaigns, keywords and ads, but the specialist has to rebuild conversion tracking, some ad assets, audience lists and bid strategies by hand, and extend the negative lists because Bing queries differ. Regular re-imports go on the schedule too, so the two accounts don't drift apart.
03What is UET and why do you need it?
UET is the Universal Event Tracking tag, Microsoft's version of the Google Ads conversion tag. Without it the account can't see which clicks became calls, forms or orders, and automated bidding has nothing to learn from. The specialist installs it, sets up the same goals you use in Google and checks that the numbers match GA4 before switching bidding 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 a B2B company, that means bidding up for searchers in your target industries and down 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, over the same period. The monthly report shows those numbers side by side, and your project manager proposes the split. Microsoft rarely gets the larger share, but where its clicks are cheaper and the leads are just as good, budget moves there and Google 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 hours
- No obligation
- PDF covering 5 competitors
- Team picked by your PM
Free marketing analysis
- PDF analysis
- 5 competitors
- Prioritized action list
Your analysis is prepared by a senior project manager with 15+ years of experience in marketing.
Are you a marketer with experience in a specific industry? Join the team