The audience Google misses
We run Microsoft Ads for nearly every client, and there is a reason for that. Bing reaches older, wealthier users who convert at higher rates, with 20 to 40% lower cost per click and far fewer competing advertisers. Running Microsoft Ads is not just about reach. It shows we care about the smaller details that compound into bigger results for your business.
What we deliver
Older, Wealthier Audience
Microsoft/Bing skews towards users aged 35 to 65+ with higher household incomes and stronger purchase intent. Bing is the default search engine on Windows devices and Microsoft Edge, indexing heavily in corporate environments. For brands targeting high-value consumers or B2B decision-makers, this audience profile delivers conversion rates that consistently outperform equivalent Google traffic.
Lower CPCs, Fewer Advertisers
Less competition means cheaper clicks. Our clients typically see 20 to 40% lower cost per click on Microsoft Ads compared to equivalent Google keywords. In competitive verticals like financial services, legal, and insurance, the gap is even wider. Lower CPCs combined with a high-intent audience deliver a cost per acquisition that makes Microsoft Ads one of the highest-return channels available.
We Run It for Nearly Every Client
Running Microsoft Ads alongside Google Ads is not optional in our book. It captures incremental conversions from an audience that Google does not fully reach, at a lower cost. The fact that we set this up for nearly every client tells you something about our approach: we do not leave money on the table, and we pay attention to the details that other agencies skip.
Import from Google Ads
Microsoft's Google Import tool lets us mirror your campaign structure, keywords, and ads quickly. But we never treat it as a copy-paste. After import, we adjust bids downward (given the reduced competition), review audience segments, tailor ad copy for the Bing demographic, and add Microsoft-specific features. The import gives us speed; the optimisation delivers performance.
LinkedIn Audience Integration
Microsoft owns LinkedIn. That means you can layer LinkedIn profile data (job title, company, industry, company size) directly onto your Bing search campaigns. Bid more aggressively when the searcher is a decision-maker at a target company. Exclude audiences unlikely to convert. This is unique to Microsoft Ads and unavailable on any other search platform. For B2B, it is transformative.
Full Reporting Parity
Your Microsoft Ads campaigns get the same transparent dashboards, conversion tracking, and attribution reporting as your Google Ads. No channel is treated as secondary. Spend, conversions, revenue, and cost per acquisition are reported alongside Google data so you can compare channel performance and allocate budget to wherever it delivers the highest return.
How we work
Audit & Discovery
We assess your current Microsoft Ads presence (or opportunity if you are not running Bing yet). If you have an existing Google Ads account, we use it as a benchmark for keyword coverage, audience sizing, and competitive opportunity on the Microsoft network. You receive a clear recommendation on expected incremental reach and CPA improvement.
Strategy & Architecture
We build your Microsoft Ads campaign structure, either by importing and optimising from Google Ads or building from scratch. This includes bid adjustments for the Bing audience profile, LinkedIn audience targeting setup for B2B clients, negative keyword alignment, and budget allocation between Search and Audience Network.
Launch & Tracking
We launch campaigns with full UET (Universal Event Tracking) tag implementation, conversion goals aligned to your Google Ads setup, and cross-platform attribution. Ad copy is reviewed and tailored for the Bing audience where relevant. LinkedIn audience layers are activated from day one for B2B campaigns.
Optimise & Scale
Continuous optimisation through bid adjustments, search term refinement, audience performance analysis, and cross-channel budget reallocation. Microsoft Ads data feeds back into your overall performance marketing strategy so budget flows to wherever it delivers the highest return across all channels.
Other performance marketing channels
Microsoft Ads works best alongside a full performance marketing strategy. These channels complement Bing to cover every stage of the purchase journey.
Frequently asked questions
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