Capture relevant search demand outside Google.
Microsoft Ads
Microsoft Ads management built to find growth beyond Google
Reach high-intent customers across Bing and the Microsoft Advertising ecosystem with campaigns built around better targeting, smarter optimization, and measurable growth.
From strategy and setup to ongoing management, we turn Microsoft Ads into a performance channel — not just another place to spend your budget.
Microsoft Advertising · Bing Search · Shopping · Audience Ads · Performance Max
Google isn’t the only place your customers search.
Microsoft Advertising — formerly Bing Ads — gives your business another opportunity to show up when customers are actively searching, comparing, and ready to take action.
But adding another advertising platform only makes sense when it adds another profitable source of demand.
We analyze the opportunity first, then build a Microsoft Ads strategy around your customers, goals, existing paid media, and the economics that matter to your business.
Find searches, audiences, and markets where your business has room to grow.
Put budget behind campaigns and customers producing meaningful results.
Connect clicks to leads, purchases, revenue, and real business outcomes.
Your Google Ads account isn’t a Microsoft Ads strategy.
Yes, Microsoft makes it easy to import Google Ads campaigns.
That doesn’t mean you should import them and walk away.
Different competition, audiences, search behavior, platform capabilities, and campaign economics mean Microsoft Advertising deserves its own strategy.
We use what you've already learned from Google where it makes sense — then optimize the account for the platform it’s actually running on.
Everything your account needs to perform
Campaign strategy
Structure campaigns around your goals, markets, products, services, and customer intent.
Keyword management
Find valuable searches, refine match types, manage negatives, and continuously cut irrelevant traffic.
Ad copy & testing
Develop messaging that connects what someone searched with a compelling reason to choose you.
Bids & budgets
Move spend toward stronger opportunities instead of simply maximizing traffic.
Audience targeting
Layer relevant audience signals into campaigns when they can improve who you reach.
Conversion tracking
Measure the actions that matter after the click — not just what happens inside the advertising platform.
More than Bing Search.
One platform. Multiple ways to find your next customer.
We build the campaign mix around how your customers discover and buy — not around how many Microsoft Ads products we can sell you.
Search Ads
Capture existing demand from people actively searching for your products, services, and solutions.
Keyword strategy, search terms, negative keywords, bidding, budgets, messaging, and landing-page alignment all work together to turn search intent into opportunity.
Shopping Ads
Get relevant products in front of shoppers while they’re searching and comparing.
For ecommerce brands, we manage product-focused campaigns around feed quality, visibility, bidding, budgets, product performance, and profitable acquisition.
Audience Ads
Go beyond keywords with audience signals that help you reach and reconnect with relevant customers across eligible Microsoft inventory.
That can include remarketing, customer audiences, in-market audiences, and other available targeting options.
Performance Max
Use Microsoft’s automated, cross-channel campaign capabilities when your account has the conversion data, creative assets, audience signals, and business case to support them.
Automation is a tool. We still make sure it has the right inputs and the right goals.
B2B? Microsoft Ads has another advantage.
Search intent tells you what someone wants.
For certain B2B campaigns, Microsoft Advertising can add more context around who is searching.
Microsoft's LinkedIn profile targeting capabilities can use professional attributes such as company, industry, and job function in eligible campaigns.
That can create valuable opportunities for SaaS companies, professional services, technology businesses, enterprise solutions, and other B2B advertisers where reaching the right type of decision-maker matters.
We don't add targeting layers just because they're available.
We use them when they make the campaign more relevant.
Ecommerce growth beyond Google Shopping.
Your customers may be searching across more than one ecosystem. Your product strategy can, too.
Microsoft Advertising can give ecommerce brands another way to generate product visibility and capture purchase intent through Search, Shopping, remarketing, audience campaigns, and Performance Max.
But we don’t judge ecommerce performance by traffic.
We look at the numbers closer to the business:
What is the advertising actually generating?
What are you getting back for your media investment?
What does it cost to acquire a customer?
Which products deserve more budget — and which don’t?
Which queries lead to purchases rather than just clicks?
That’s what determines where the next dollar goes.
We don’t optimize for clicks. We optimize for what happens next.
A cheaper CPC looks good in a report. A qualified lead or profitable sale looks better on your bottom line. That’s why conversion measurement sits at the center of our Microsoft Ads management.
For lead generation, that could mean qualified inquiries, booked calls, quote requests, applications, or sales opportunities.
For ecommerce, it could mean purchases, revenue, CPA, ROAS, and customer acquisition.
We connect campaign activity to the outcomes your business actually values so optimization decisions aren't based on surface-level metrics.
The cheapest click isn't the goal. The right customer is.
From first campaign to continuous improvement.
Microsoft Ads management isn’t a one-time setup. The account should get smarter as more data comes in.
Understand
We start with your business, customers, goals, margins, conversion journey, existing advertising, and what a successful campaign actually needs to deliver.
Build
We audit your current account or build the right foundation across campaigns, keywords, audiences, ads, budgets, bidding, tracking, and landing pages.
Optimize
Search terms, conversions, costs, budgets, devices, locations, audiences, and campaign performance tell us where to scale, where to improve, and where to stop spending.
Learn & scale
We turn performance into decisions — documenting what worked, what changed, what we learned, and where the next growth opportunity sits.
Strategy → Launch → Optimize → Learn → Scale
Microsoft Ads vs. Google Ads?
We’d rather ask where your next profitable customer will come from. This doesn’t have to be a choice between Google and Microsoft. Google may continue to generate the majority of your paid search volume. Microsoft Advertising may uncover additional demand, different audience opportunities, or another profitable place to deploy budget.
Sometimes it deserves more investment. Sometimes it doesn’t. Our job is to find out.
We evaluate Microsoft Advertising as part of the wider acquisition picture and put the budget behind the channels that make commercial sense.
Explore Paid Media Services ↗Clear management. Clear priorities. No black box.
You should know where your money is going — and why.
Our Bing Ads management combines the strategic and day-to-day work required to keep campaigns moving in the right direction.
Campaign planning and opportunity analysis
Account setup, restructuring, keywords and targeting
Bids, budgets, search terms and audiences
Messaging, campaign structures and new opportunities
Conversion tracking and performance analysis
What happened, what changed and what comes next
No set-it-and-forget-it campaigns. No dashboards without context.
What does Microsoft Ads management cost?
The right scope depends on the size of the opportunity.
A focused lead-generation account shouldn’t be managed like a national ecommerce operation with thousands of products and multiple campaign types.
Your management scope depends on factors such as media spend, account complexity, markets, campaign mix, tracking requirements, product feeds, and the level of ongoing optimization required.
We understand the opportunity first. Then we recommend the level of management that makes sense for your business.
Discuss Your Microsoft Ads Strategy ↗FAQs
01Are Bing Ads and Microsoft Ads the same thing?
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Yes, although the platform has evolved beyond its original name.
Bing Ads was renamed Microsoft Advertising in 2019. People still commonly use “Bing Ads” because Bing remains an important part of Microsoft's search advertising ecosystem and the older name is still widely recognized by advertisers.
Today, Microsoft Advertising extends beyond traditional Bing search advertising and supports a broader mix of search, Shopping, audience, remarketing, and automated campaign opportunities. That’s why we use both terms: Bing Ads reflects how many businesses search for the service, while Microsoft Advertising is the current platform.
02What does a Bing Ads agency actually manage?
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A Bing Ads agency can manage the complete Microsoft Advertising program — from initial strategy and account setup through ongoing optimization and reporting. That can include campaign structure, keyword research, search-term analysis, negative keywords, ad copy, audience targeting, bids, budgets, Shopping campaigns, remarketing, conversion tracking, and Performance Max where appropriate. The important difference is what all that activity is optimized toward. We connect campaign decisions to meaningful outcomes such as qualified leads, purchases, revenue, CPA, and ROAS rather than treating impressions and clicks as the end goal.
03Should we run Microsoft Ads if we already use Google Ads?
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Possibly — but we wouldn't recommend adding Microsoft Advertising simply for the sake of being on another platform. We evaluate your existing Google Ads performance, target market, search demand, customers, conversion economics, budget, and available Microsoft Advertising opportunities first. For some businesses, Microsoft becomes a valuable additional acquisition channel. For others, the opportunity may be limited. The decision should be based on where your next advertising dollar has the strongest opportunity to produce a return.
04Can you import our existing Google Ads campaigns?
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Yes. Microsoft Advertising supports Google Ads campaign imports, which can provide a useful starting point But an imported campaign shouldn't be treated as a finished Microsoft Ads strategy. We review keywords, match types, search terms, negative keywords, targeting, audiences, bids, budgets, messaging, tracking, and other account settings after the import. We keep what makes sense and adjust what needs to work differently for the Microsoft ecosystem.
05Is Microsoft Advertising good for B2B companies?
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It can be particularly useful for certain B2B advertisers because it combines search intent with professional audience capabilities. Eligible campaigns can use LinkedIn profile targeting signals such as company, industry, and job function, creating additional targeting possibilities for SaaS, technology, professional services, enterprise solutions, and other B2B businesses. That doesn't automatically make Microsoft Ads the right B2B channel for every company. Search demand, audience availability, offer quality, conversion economics, and sales cycles still determine whether the opportunity makes commercial sense.
06Is Microsoft Ads good for ecommerce?
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Yes. Ecommerce businesses can use Microsoft Advertising across Search, Shopping, remarketing, audience campaigns, and Performance Max where appropriate. The strategy depends on your catalog, product feed, margins, search demand, conversion data, existing advertising, and available budget. We evaluate performance at the business level — including purchases, revenue, CPA, ROAS, search quality, and individual product performance — so decisions about scaling are based on what generates value rather than simply what generates traffic.
07Is Bing Ads cheaper than Google Ads?
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Sometimes, but not always. CPCs vary by industry, keyword, geography, competition, audience, and campaign type, so we wouldn't promise that Microsoft Advertising will automatically deliver cheaper traffic. And cheaper isn't necessarily better. A low-cost click that never converts can be less valuable than a more expensive click from the right customer. We evaluate costs alongside conversion quality, CPA, revenue, ROAS, and overall business value.
08How quickly can Microsoft Ads generate results?
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Campaigns can begin generating traffic after launch and approval, but profitable performance takes data and optimization. How quickly meaningful results develop depends on factors such as budget, search demand, competition, conversion volume, your offer, landing-page experience, sales cycle, and tracking quality. We don't promise an arbitrary timeline or guaranteed ROAS. We establish reliable measurement, learn from how the market responds, and use that evidence to improve performance over time.