Microsoft Ads
management
Microsoft Ads shows your search ads on Bing, Yahoo and partner sites, and on the search built into Windows and Edge. The audience is smaller than Google's, but it skews toward office computers, business buyers and older customers, and clicks are often cheaper. I add it as a second channel once your Google Ads are working.
Free: a 30-minute call, an action plan and a price range in writing.
Five reasons Bing
can be worth it
Different people
Many work computers default to Edge and Bing. That reaches office managers, buyers and professionals during working hours.
Often cheaper clicks
Fewer advertisers bid on Bing, so clicks often cost less than on Google for the same keywords. Not always, but often enough to test.
Quick start
Campaigns can be imported from Google Ads and adjusted, so you don't pay for building everything twice.
LinkedIn data
You can adjust bids by company, industry or job function based on LinkedIn profiles, which is rare for search ads.
Older audiences
Products and services for retirees, accountants, legal or insurance often find a relatively strong audience on Bing.
You pay only
for the right keywords
Every week I review what people actually searched for and exclude terms that don’t bring customers.
- Search terms report
- Negative keywords
- Budget on high-intent phrases
Google Ads
or Microsoft Ads?
| Google Ads | Microsoft Ads | |
|---|---|---|
| Search volume | Very large | Much smaller |
| Typical device | Mostly mobile | More desktop |
| Competition | High in most niches | Usually lower |
| Special targeting | Rich audience data | LinkedIn profile targeting |
| Where to start | First channel | Second channel, after Google works |
Adding Microsoft Ads
in 5 steps
Volume check
I estimate search volume for your keywords on Bing. If it's too small to matter, I'll tell you.
Import
Your best Google campaigns imported, then cleaned: budgets, bids and settings that don't translate one to one.
Tracking
Microsoft's UET tag with conversion goals, with consent handled the same way as for Google.
Local tuning
Location, schedule and device settings adjusted for Bing's audience, plus LinkedIn targeting for B2B.
Compare
Cost per lead on Bing next to Google in the same report, so budget goes where it works.
What Microsoft Ads is
Microsoft Advertising, still widely called Bing Ads, is Microsoft's version of Google Ads. Your search ads show on Bing, Yahoo, DuckDuckGo results powered by Bing and other partners, plus the search built into Windows and the Edge browser. It also has an audience network for image and native ads on Microsoft properties such as MSN and Outlook.
The audience is smaller than Google's. For most small businesses, Microsoft Ads should never be the first channel. But once Google Ads works, Microsoft Ads management is one of the cheapest ways to add more leads at a similar or lower cost, without building anything new from scratch.
Who gets the most from Bing
From what I see in accounts, Bing tends to do well for:
- B2B services such as IT, accounting, consulting, staffing and commercial cleaning, because many office computers search through Edge and Bing during work hours.
- Older customers, for example senior care, retirement planning, travel or health-related products, where desktop use is still common.
- Higher-value services like legal, insurance or home renovation, where a few extra leads a month pay for the effort.
Mobile-first, impulse services, such as a late-night food delivery or a locksmith, usually see little volume.
How I set it up
Microsoft makes it easy to import campaigns from Google Ads. I start there, because it saves time and money, then fix what doesn't translate: budgets sized to Bing volume, lower starting bids, location settings, ad schedules and extensions. I install the UET tag with conversion goals that match your Google ones, so both channels are measured the same way. Consent and privacy rules apply equally here, including Quebec's Law 25 if you have visitors there.
For B2B, I use LinkedIn profile targeting to bid up for people at relevant companies, industries or job functions. That's a feature Google doesn't have.
Example: an accounting practice before tax season
Picture a small accounting practice already getting leads from Google during tax season. On Bing, the same keywords often attract fewer clicks, but from people searching on office computers during the day. A sensible test is a small budget from February to April, bids lower than Google's, and ads that mention bookkeeping for small businesses. If cost per lead comes in at or below Google's, the campaign stays on and gets extended to year-round bookkeeping keywords. If it doesn't, you've spent little to find out.
Pricing
Microsoft Ads is one of the services I quote individually after a short call. If I already manage your Google Ads, adding Bing is usually a modest extra because the campaigns share structure, keywords and reports. If you only want Microsoft Ads, I'll quote it as a separate account. Ad spend is paid to Microsoft directly. You can see my other ad prices on the advertising pricing page.
What you get in reports
I report Microsoft Ads in the same document as Google Ads, with cost per lead for each, so you can see which keywords and channels bring customers. If Bing doesn't earn its place after a fair test, I'll recommend switching it off rather than keeping it running for the sake of activity.
Don't forget the free part
Bing has its own business listings. A claimed and complete Bing Places profile helps you appear on Bing Maps and in local results without paying per click, and it takes less than an hour to set up. It's worth doing whether or not you run ads. For paid search on Google, start with Search campaigns or read about all Google Ads services.
Microsoft Ads
questions
How much does Microsoft Ads management cost?
I quote it individually after a short call, because it depends on whether it's an extra channel next to Google Ads that I already run or a separate account. In most cases it's added to an existing Google Ads management plan. Your ad spend is billed by Microsoft directly to you.
Is Bing used much in Canada?
Google is far bigger, but Bing still handles a meaningful share of searches, especially on desktop and Windows devices with Edge as the default browser. For some B2B services, its share among the people you want can be higher than overall numbers suggest. I check volume for your keywords before recommending it.
Can I just copy my Google Ads campaigns?
Importing is the right start, but not the finish. Some settings don't carry over cleanly, budgets need resizing for lower volume, and bids often should be lower. After import I review location, schedule, devices and extensions, and I set up conversion tracking with the Microsoft tag.
Should a local business use Microsoft Ads?
Sometimes. A local trades business mostly found on phones will see little volume. A local accountant, lawyer, financial advisor or senior care provider may get useful leads at a lower cost. I'd add it only after Google Ads and your Google Business Profile are in good shape; don't forget your free Bing Places listing too.
Does Microsoft Ads show ads on LinkedIn?
Microsoft Ads uses LinkedIn profile data for targeting search ads, and its audience network can show ads on Microsoft properties and partners. Advertising inside LinkedIn's own feed is done through LinkedIn Ads, which is a separate platform I deliver with a trusted partner.
Search beyond
Google
Let's test Bing
as a second channel
Send me your current keywords and results. I'll estimate Bing volume and give you a quote on a free 30-minute call.