Loading
Loading
Microsoft Ads Management
Search campaigns across Bing, Copilot, Yahoo, DuckDuckGo, and the Microsoft Audience Network, built for the older, higher-income, desktop-heavy audience that lives there.
Bing + Copilot
Search Surfaces Covered
UET
Tag Verified Before Spend
Daily
Search Term Review
Side by Side
Reported Against Google
We use the import as a starting point, then audit every setting it changed or dropped: match types, negative lists, location targets, ad schedules, audience lists, and conversion goals. The import is a draft, not a launch.
Microsoft tracks nothing until the Universal Event Tracking tag is installed and conversion goals are defined. We deploy UET through Tag Manager, mirror your Google conversion actions, and verify each goal fires before spend begins.
Your Google Merchant Center feed can be imported into Microsoft Merchant Center. We set up the feed, map product categories, and run Shopping campaigns against a much thinner auction than Google's.
Ads now appear inside Copilot conversational answers. We monitor which placements are serving, review performance by network, and opt out of the ones that are not converting.
Microsoft Ads is the most under-managed platform in paid search. Most agencies run the Google import once, never open the account again, and let a structure designed for Google's auction decay inside a different one. That is a mistake, because the Microsoft audience is real: Bing powers the default search in Windows and Edge, Copilot answers now carry ads, and the people searching there skew older, wealthier, and more likely to be on a work desktop. Click prices are usually lower than Google for the same query. What we do: import your proven Google structure, then rebuild the parts the import breaks. Negative keyword lists that rely on Google's match behavior, audience lists that do not exist on Microsoft, conversion goals that need their own UET tag, ad schedules that assume a different time zone, and automated bidding that has far less data to learn from. How we run it: the same daily search term review, negative keyword work, and bid adjustments we apply to Google, through Ad Campaign Concierge™, sized for an account that spends a fraction of the Google budget but should not be allowed to drift. Who it is for: advertisers with a stable Google Search account that want incremental volume at a lower cost per click, B2B and professional services with a desktop-heavy audience, and e-commerce brands with Shopping feeds that can be extended to Microsoft Merchant Center in an afternoon.
What's Included
We use the import as a starting point, then audit every setting it changed or dropped: match types, negative lists, location targets, ad schedules, audience lists, and conversion goals. The import is a draft, not a launch.
Microsoft tracks nothing until the Universal Event Tracking tag is installed and conversion goals are defined. We deploy UET through Tag Manager, mirror your Google conversion actions, and verify each goal fires before spend begins.
Your Google Merchant Center feed can be imported into Microsoft Merchant Center. We set up the feed, map product categories, and run Shopping campaigns against a much thinner auction than Google's.
Ads now appear inside Copilot conversational answers. We monitor which placements are serving, review performance by network, and opt out of the ones that are not converting.
Microsoft is the only search platform with LinkedIn data. For B2B accounts we layer company, industry, and job function bid adjustments on top of search intent.
The Microsoft Audience Network is opted in by default on many campaigns and rarely converts like search does. We separate it, bid it down, or exclude it based on the data.
Microsoft's close-variant matching is looser than Google's in places. Every account gets daily search term review and negative keyword additions through Ad Campaign Concierge.
Google and Microsoft are reported side by side against the same conversion definitions so you can see incremental cost per lead or ROAS, not two disconnected dashboards.
Our Process
We review the existing Microsoft account if there is one, confirm UET tag health, and compare conversion goals to what Google is tracking so both platforms measure the same outcomes.
Import the proven Google campaigns, then fix what the import breaks: negatives, audiences, schedules, location settings, and bidding strategy sized to Microsoft's data volume.
For e-commerce accounts, we connect Microsoft Merchant Center to your existing feed and launch Shopping campaigns with the same product segmentation used on Google.
Microsoft has less conversion data per campaign, so automated bidding needs a slower ramp. We launch with enhanced CPC or manual bids where volume is thin and move to target CPA or ROAS as data accumulates.
Search terms, negatives, bid adjustments by device and schedule, and network performance reviewed every business day through Ad Campaign Concierge.
Monthly reporting shows what Microsoft added on top of Google at what cost, so the budget decision is made on incremental return.
Why Choose Us
Microsoft works best as an extension of a well-managed Google Search account. When the same strategist runs both, the negative lists, ad copy tests, and conversion definitions stay in sync.
Most Microsoft accounts we inherit have not been touched since the day they were imported. We rebuild the pieces the import cannot translate and then manage the account daily.
Microsoft is usually a fraction of Google's volume. We manage it with the same discipline without pretending it deserves the same budget.
If your customers are on a work computer, over 45, or in a higher income bracket, the Microsoft audience over-indexes for you. We will tell you honestly when it does not.
FAQ
Usually yes, as an incremental channel. The Microsoft audience is smaller but it is a different audience: older, higher income, more desktop, more likely to be searching from a work machine. Click prices are typically lower for the same query. The right test is a modest budget for 60 to 90 days, measured on incremental conversions against the same conversion definitions you use on Google.
You can, and we do, but the import is a draft. It routinely drops or mistranslates negative keyword lists, audience lists that do not exist on Microsoft, ad schedules, and conversion goals. Automated bidding also needs re-thinking because each campaign has a fraction of the conversion data. We import, then rebuild those pieces before launch.
Universal Event Tracking is Microsoft's site tag, the equivalent of the Google tag. Without it, Microsoft cannot record conversions, build remarketing lists, or run automated bidding. We install it through Tag Manager, define conversion goals that mirror your Google conversion actions, and verify every goal fires before the account spends.
Yes. Microsoft serves ads inside Copilot conversational answers and across Bing, Yahoo, DuckDuckGo, and its syndication partners. We review performance by network and placement, keep the ones that convert, and exclude the ones that only add impressions.
Yes. Microsoft Merchant Center accepts an import of your Google Merchant Center feed, and Shopping campaigns run against a far less crowded auction. For e-commerce accounts this is usually the fastest win on the platform.
Apply for a free consultation. We'll review your current setup and tell you exactly what we can do for your business.
Apply Now