The search audience Google-only advertisers miss.
Microsoft Advertising puts your ads on Bing and Copilot search, often with lower CPCs than Google and an older, higher-income audience. We import what already works on Google, then adapt and track it separately.
Microsoft Advertising, run as its own channel.
It looks like Google Ads, but it is a separate auction with its own audience. We treat it that way.
Bing and Copilot search
Search ads on Bing and across Microsoft's search partners, including placements within Copilot where they are available.
Google Ads import
We bring your best campaigns across in one step, then check budgets, bids, match types and tracking so nothing is copied blindly.
LinkedIn profile targeting
Layer company, industry and job function onto search ads, an option Google Search does not offer in the same way.
UET tag and conversions
The Universal Event Tracking tag, installed through Tag Manager, with call, form and WhatsApp events set up before launch.
Weekly search-term reviews
Same discipline as Google: read what people typed, add negatives, tighten match types and cut waste.
Side-by-side reporting
Google and Microsoft results in one report, so you can see where each rupee brings the cheaper lead.
Keep it simple, keep it search.
As with Google, we begin with high-intent Search and add other formats only when the data supports them.
- Search campaigns: high-intent keywords on Bing and partner sites, mirrored from your best Google ad groups.
- Imported Google campaigns: a fast way to launch, followed by a manual clean-up of settings and bids.
- Audience targeting: LinkedIn profile targeting and in-market audiences on top of search keywords.
- Shopping and remarketing: product ads and retargeting for catalogue and repeat-purchase businesses.
A smaller auction, a different crowd
Fewer advertisers compete on Microsoft, which often means lower CPCs for the same keyword. The audience also skews towards desktop users, older professionals and people on Windows and Edge, which suits many B2B and service businesses.
Volume is smaller than Google, so expect fewer leads in total. The goal is extra leads at a lower cost, not a replacement for Google.
Is Microsoft Ads right for you?
We have no published Microsoft Ads case study yet, so this is general guidance, not a promise.
Worth testing if
- Google Search is already working and you want more volume at a similar or lower cost
- You sell to professionals or businesses, often researching on a work desktop
- Google CPCs in your market are high
- You want to reach company and job-function audiences through search
Not yet if
- Google Search is not tracked or profitable, since Microsoft will inherit the same problems
- Your buyers are mostly young and mobile-first
- Your budget is too small to run two search accounts properly
What to expect from Microsoft Ads.
Smaller volume
Fewer people search on Bing than on Google. Treat it as an add-on that fills in demand Google misses.
Different behaviour
A keyword that converts on Google may behave differently here. We test it rather than assuming it will copy across.
Quick to launch
Because of the import tool, a Microsoft account can be live within days, once tracking and settings are checked.
From Google import to its own results.
Review Google first
We confirm which Google campaigns and keywords are worth bringing across.
UET & tracking
UET tag and conversion goals set up and tested before launch.
Import & adapt
Import, then rework budgets, bids, match types and ad copy for Microsoft.
Add audiences
Layer LinkedIn profile targeting where the buyer has a clear job or industry.
Optimise weekly
Search terms and negatives reviewed every week, with a Google versus Microsoft comparison in reports.
Questions about Microsoft Ads.
Often yes, as an extra source of search leads, usually at a lower cost per click. It will not match Google's volume, so we start with a modest budget and measure it separately.
Yes. Microsoft Advertising has an import tool for Google Ads campaigns. We use it to launch quickly, then review budgets, bids, targeting and tracking, because a straight copy rarely performs well.
It lets you target or adjust bids by the searcher's LinkedIn company, industry or job function. It is useful for B2B advertisers who want search intent combined with a professional profile.
Microsoft shows ads within Copilot and Bing search results in some markets and formats. Availability changes over time and by country, so we check what is live for your account before promising anything.
Because volume is smaller, a modest amount is enough to learn, often a fraction of what you spend on Google. We agree a test budget in the audit and review it after the first few weeks of data.
Find out where your ad budget is leaking.
Share a few details and we'll review your account, landing page and tracking, then send a short plan within 48 hours. No obligation.
- Wasted spend and junk search terms
- Tracking gaps (calls, WhatsApp, forms)
- The right channel mix for your budget