Microsoft Ads Management: Reach Audiences Google Misses
Lower CPCs, less competition, and access to high-value demographics that never touch Google. We manage Microsoft Ads campaigns that turn Bing, Yahoo, and DuckDuckGo traffic into qualified leads and sales.
You Are Leaving Money on the Table by Ignoring Microsoft Ads
Most PPC managers treat Microsoft Ads as an afterthought -- a blind import from Google with no strategic adaptation. The result is wasted budget and the false conclusion that "Bing doesn't work."
Microsoft serves 15% of search traffic globally. Its users skew older, higher-income, and more likely to hold B2B purchasing power. These are people your competitors are not reaching -- or reaching badly.
At PPC Chief, we build Microsoft Ads strategies that exploit the platform's unique advantages: lower CPCs, LinkedIn profile targeting, and access to audiences that simply do not use Google. Every campaign is adapted for Microsoft's ecosystem, not just copied across.
What Are Microsoft Ads?
Microsoft Advertising (formerly Bing Ads) places ads across Bing, Yahoo, DuckDuckGo, and the Microsoft Audience Network. Lower CPCs than Google (typically 20-35% cheaper), less competition, and access to demographics that skew older, higher-income, and B2B decision-makers. LinkedIn Profile Targeting -- unavailable on any other search platform -- lets advertisers layer job title, company, and industry data onto search campaigns.
What Our Microsoft Ads Management Includes
End-to-end management of your Microsoft Advertising, from campaign import through to ongoing optimisation and scaling.
Bing Search Campaigns
Keyword-targeted search ads across Bing, Yahoo, and DuckDuckGo. Reach high-intent searchers at lower CPCs than Google with less competition for your terms.
Microsoft Shopping Ads
Product listing ads on Bing Shopping with feed optimisation, bid management, and audience layering to drive profitable e-commerce revenue.
Microsoft Audience Network
Native ads across MSN, Outlook, Microsoft Edge, and premium publisher placements. Ideal for awareness and retargeting at scale.
LinkedIn Profile Targeting
Target users by company, industry, job function, and seniority using LinkedIn profile data -- a targeting capability unique to Microsoft Ads.
Import & Sync from Google Ads
Seamless campaign import from Google Ads with strategic adjustments for the Microsoft ecosystem -- not a blind copy, but an optimised adaptation.
Conversion Tracking & UET Tags
Full Universal Event Tracking setup, offline conversion imports, and revenue tracking so every pound of spend is accounted for.
Results Our Clients See
Average cost-per-click reduction compared to equivalent Google Ads campaigns.
Return on ad spend improvement when Google campaigns are properly adapted for Microsoft.
Access to the share of search traffic that never touches Google -- Bing, Yahoo, and DuckDuckGo users.
When to Use Microsoft Ads
Your Google Ads CPCs are rising and you need a cheaper channel with similar intent
You sell to B2B decision-makers and want LinkedIn-powered targeting on search
Your audience skews older, higher-income, or desktop-heavy -- Microsoft's core demographic
You already run Google Ads and want to extend proven campaigns to new inventory
You compete in high-CPC verticals (legal, finance, SaaS) where Microsoft offers relief
You want to reach DuckDuckGo users who are unreachable through Google
How It Works
A proven four-step process from audit to scale.
Account & Import Audit
We review your existing Google Ads performance, identify high-potential campaigns for Microsoft, and audit any existing Bing activity for waste and opportunity.
Strategy & Adaptation
Campaigns are imported and strategically adapted -- not blindly copied. Bid adjustments, audience layers, and Microsoft-specific features like LinkedIn targeting are layered in.
Launch & Track
Campaigns go live with UET tags, conversion tracking, and audience signals in place. We monitor performance daily from day one.
Optimise & Scale
Ongoing bid management, search term mining, audience expansion, and budget reallocation based on real conversion data. Winners are scaled; waste is cut.
Microsoft Ads Management Pricing
Flat monthly fees. No percentage of ad spend. No hidden costs.
Starter
For businesses testing Microsoft Ads
- --1 campaign type
- --Up to £5k/month ad spend
- --Monthly reporting
- --Google Ads import & sync
- --Basic UET conversion tracking
Growth
For businesses scaling across Microsoft channels
- --Search + Shopping campaigns
- --Up to £25k/month ad spend
- --Fortnightly reporting
- --LinkedIn Profile Targeting
- --Audience Network campaigns
- --Advanced conversion tracking
Enterprise
For large accounts requiring full-service management
- --All Microsoft Ads formats
- --£25k+ monthly ad spend
- --Weekly reporting & calls
- --Custom audience strategies
- --Offline conversion imports
- --Cross-platform attribution
- --Dedicated account manager
Related Platforms
Microsoft Ads Management -- Frequently Asked Questions
- Microsoft Ads typically deliver 20-35% lower CPCs than Google Ads for the same keywords. The audience is smaller but tends to skew older, higher-income, and more B2B-oriented. Most businesses run Microsoft alongside Google rather than instead of it -- capturing incremental traffic at a lower cost.
- Yes. We use Microsoft's import tools to bring across campaign structures, keywords, and ads, then strategically adapt them. This means adjusting bids for Microsoft's auction dynamics, adding Microsoft-specific features like LinkedIn targeting, and removing elements that don't translate well.
- LinkedIn Profile Targeting is a feature unique to Microsoft Ads that lets you layer LinkedIn data -- company name, industry, job function, and seniority -- onto your search and audience campaigns. It's particularly powerful for B2B advertisers who want to reach decision-makers without the premium CPCs of LinkedIn's own ad platform.
- We recommend starting with 15-25% of your Google Ads budget to test and prove the channel. For most businesses, that means a minimum of £1,000-£2,000/month in ad spend. Once ROAS is validated, we scale budget allocation based on performance relative to your Google campaigns.
- Yes. Microsoft Shopping Ads are highly effective for e-commerce, often delivering better ROAS than Google Shopping due to lower competition. We optimise your product feed specifically for Microsoft's platform and layer audience targeting to maximise profitable sales.
- If you're importing proven Google Ads campaigns, initial results are typically visible within 1-2 weeks. For new campaigns built from scratch, allow 3-4 weeks for the platform's algorithms to optimise. Full performance clarity usually comes at the 6-8 week mark.
Ready to Reach the 15% of Searchers Google Misses?
Get a free analysis of your Microsoft Ads opportunity. We will show you which Google campaigns will perform best on Bing and how much you could save on CPCs.