Microsoft Advertising
Last updated: 12 June 2026
Capture the older, higher-income, desktop-first buyers your competitors are ignoring.
Microsoft Ads is the channel everyone forgets to scale — and that's exactly why it works. Lower CPCs, less competition, and an audience that skews older, wealthier, and more decision-ready.
Most agencies treat Bing as an afterthought — a Google import they never look at again. We treat it like its own auction, with its own keyword logic, audience network behavior, and Microsoft-specific signals like LinkedIn profile targeting. The result is a channel that often outperforms Google on CPA for the right verticals, especially B2B and high-AOV ecommerce.
No agency theater. Concrete work, every week.
Full Microsoft Ads account architecture — Search, Shopping, Audience Network, and Performance Max — built to the platform's quirks, not lifted from Google.
LinkedIn profile targeting (company, industry, job function) layered onto Search campaigns for B2B accounts.
Audience Network governance to keep MSAN from becoming a display dumping ground.
Conversion tracking via UET with offline conversion imports for B2B accounts.
Smart Shopping and feed optimization for ecommerce clients.
Cross-channel reallocation modeling — when to scale Bing vs. Google vs. shift back.
A repeatable process — not improvisation.
Audit & port
Full audit of any existing MSA account or, if you don't have one, a clean port of the Google structure with Microsoft-specific adjustments built in from day one.
Specialize
Layer in Microsoft-only levers: LinkedIn profile targeting, audience network exclusions, MSA-specific match-type behavior, and platform-specific ad copy.
Reallocate
As Bing performance proves out, we model out where to shift budget from Google or Meta — channel-mix decisions backed by CPA math, not loyalty.
Compound
Same weekly cadence as Google: search-term sweeps, ad copy testing, bid adjustments, and a monthly readout that connects spend to pipeline.
Outcomes we underwrite, not promises we hand-wave.
Typical CPC delta on equivalent terms vs. Google Search.
Net-new conversions on top of your existing Google program.
Weekly optimization, not the quarterly check-in most agencies give Bing.
We're a fit if you look like this.
B2B SaaS targeting US enterprise and mid-market — Bing skews IT, finance, and government.
DTC brands with AOV over $150 — older buyers with higher discretionary spend over-index on Bing.
Lead-gen businesses where any incremental qualified lead is high-margin.
Anyone already maxed on Google Search impression share looking for incremental volume.
The things prospects always ask.
Isn't Bing tiny?
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Bing's share is roughly 8–10% of US search — not enormous, but the audience is meaningfully different (older, higher-income, more desktop) and the auction is less crowded. For B2B and high-AOV ecommerce, that 8% can be your most efficient channel.
Can we just import from Google and call it a day?
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Importing is a starting point, not a strategy. Match type behavior is different, audience targeting options are different (LinkedIn profile data alone is worth re-architecting around), and the Audience Network needs governance Google doesn't require.
Do you run this as part of a broader engagement?
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Usually. Microsoft Ads on its own is rarely big enough to justify a standalone retainer. We bundle it with Google Ads or LinkedIn for B2B accounts so the channel mix is governed end-to-end.
What about the Microsoft Audience Network?
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MSAN can work — for retargeting and high-intent audiences. Out of the box it's a display dumping ground that wastes budget. We exclude aggressively, keep it on a tight leash, and only let it spend where there's evidence of real conversion contribution.
Ready to put this on a real account?
Free 60-minute audit. We'll show you exactly what we'd change in the first 30 days, whether you hire us or not.
Not ready for a full audit? Grab 30 minutes.
Free, no-bs, 30 minutes with a senior operator.
Most clients hire us for more than one of these.
Google Ads Management
Search, Shopping, Performance Max — engineered for CPA, not impressions.
Meta Ads Scaling
Creative-led testing and broad audience scaling that actually exits learning phase.
LinkedIn B2B Pipeline
ABM-grade targeting that optimizes for closed-won, not cheap clicks.