Microsoft Ads (formerly Bing Ads) delivers quality traffic at lower CPCs, particularly for B2B and enterprise audiences. We manage Microsoft Ads with the same discipline as Google — or we help you decide if it's worth adding to your mix.
Microsoft Ads reaches a smaller but often higher-value audience: corporate users, older demographics, and decision-makers who default to Edge or use Windows devices in enterprise environments. CPCs are typically 20-40% lower than Google for the same keywords, making it cost-effective for B2B, professional services, and higher-ticket offerings.
We typically start with Google Ads import to validate performance quickly, then rebuild natively if Microsoft proves worthwhile. This balances speed with optimisation potential while accounting for audience differences.
Same weekly search term reviews as Google Ads: identify wasted spend, add negatives, promote winners to exact match, and build comprehensive negative lists. Microsoft volume is lower, so patterns emerge more slowly.
The Microsoft Audience Network extends campaigns to MSN, Outlook, and partner sites. We test cautiously with lower bids, segment reporting separately, and disable if conversion quality doesn't justify cost.
Proper UET (Universal Event Tracking) tag implementation for conversion tracking. We cross-check with GA4 and backend data, since Microsoft Ads has less sophisticated attribution than Google.
We won't push Microsoft Ads if it doesn't fit your audience or budget. We audit your Google Ads performance first and advise whether Microsoft makes strategic sense for your business.
Most agencies blindly import from Google. We import strategically, then refine for Microsoft's audience differences (demographics, devices, intent patterns) to maximise the platform's unique advantages.
We leverage Microsoft's 20-40% lower CPCs for B2B and enterprise audiences while maintaining conversion quality. It's not just cheaper clicks—it's cost-effective customer acquisition.
Microsoft Ads gets less credit in multi-touch attribution. We segment performance clearly and reconcile backend conversions so you understand true incremental value vs Google Ads.
Anonymised performance outcomes from our Microsoft Ads campaigns.
Context: B2B SaaS provider paying high Google search CPA for high-intent corporate terms.
What Changed: Replicated top-performing Google Ads search campaigns in Microsoft Ads, targeting corporate networks and utilizing LinkedIn Profile Targeting to focus on IT decision-makers.
Outcome: Achieved highly qualified leads at £51 CPA (a 40% reduction from Google benchmarks) with higher contract value deals.
Context: Accounting firm running standard search campaigns but ignoring partner network placements and audience targeting.
What Changed: Audited and refined Microsoft Search Partner placements, excluded low-performing directories, and enabled dynamic search ads with custom audience list overlays.
Outcome: Lead volume increased from 60 to 90 leads per month, keeping CPL completely stable.
Importing from Google gets you started fast, but Microsoft has different audience demographics, device usage, and search behaviour. Agencies that just import and ignore it waste the platform's potential. We refine for Microsoft's specific audience after the initial import.
The Microsoft Audience Network extends beyond search to native placements on MSN and Outlook. It drives volume but at lower intent than pure search. Many agencies lump it together in reporting, hiding poor performance. We segment it clearly and test cautiously.
Microsoft works great for enterprise software, professional services, and higher-ticket B2B—but not every B2B company benefits. If your audience skews younger or mobile-first, Microsoft may not be worth splitting budget. We're honest about fit.
Universal Event Tracking (UET) is Microsoft's version of Google's GTAG. Many agencies implement it poorly or don't validate conversions against analytics and CRM data. Without proper tracking, you're optimising blind.
Some agencies recommend shifting 20-30% of budget to Microsoft immediately. We start smaller, prove incremental conversions beyond Google Ads, then scale. You should know Microsoft is adding value, not just redistributing it.
Kiril is a certified Google Premier Partner and Meta Blueprint Certified Professional with over a decade of hands-on experience managing multi-million pound advertising campaigns. He personally reviews every audit and structural framework deployed by our team to guarantee performance, strict keyword discipline, and tracking compliance.
We'll audit your search campaign setups, partner network exclusions, LinkedIn audience targeting, and CPA trends. Actionable advice only.
We'll audit your Google Ads performance and advise whether Microsoft Ads makes sense for your audience and budget. No fluff, just honest assessment.
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