Microsoft Ads to reach the searchers Google misses
We import, adapt and manage your search campaigns on the Microsoft Advertising network, covering Bing, Yahoo, DuckDuckGo and Microsoft's own apps.
In plain English.
Microsoft Advertising shows your ads on Bing, Yahoo, DuckDuckGo and inside Microsoft products such as Edge and Windows search. Its audience leans towards desktop users at work, which suits many business-to-business services and higher-value purchases. It is a smaller pool than Google, and often a less crowded one for advertisers.
Most advertisers import their Google Ads campaigns and then leave them. We check that the import has not carried over settings that make no sense on Bing, add Microsoft-only options such as LinkedIn profile targeting by company, industry and job function, and install the UET tag so conversions are counted properly.
Your ad spend goes to Microsoft on your own card or invoice, kept in your name. We manage it alongside any Google Ads work so you get one report covering both, and we can spot when one network is bringing cheaper enquiries than the other.
It suits you if.
- Your Google Ads account is working and you want more of the same
- You sell to businesses whose staff search from work PCs
- Your buyers tend to be older or search mostly on desktop
- You want to adjust bids by company or job function in search
What we do.
Careful Google import
We import campaigns from Google Ads, then fix bids, budgets, ad schedules and assets that do not translate well.
UET tag and conversion goals
Microsoft's Universal Event Tracking tag goes on your site, directly or through Google Tag Manager, with goals for forms, calls and sales.
LinkedIn profile targeting
Bid adjustments by company, industry and job function, using LinkedIn data that only Microsoft Ads offers in search.
Partner network controls
We review the search partner network and exclude sites that send low-quality clicks.
Combined reporting
Microsoft and Google results side by side, so you can judge each network on cost per enquiry.
How it runs.
- 01
Free call
We check how Google Ads is doing for you and whether Microsoft Ads is worth a test.
- 02
Import and adapt
Campaigns are imported, settings corrected and Microsoft-only targeting added.
- 03
Tracking and launch
The UET tag and goals are installed and checked, then campaigns go live on a test budget.
- 04
Compare and scale
After a month or two we compare cost per enquiry against Google and adjust the split.
Questions people ask.
Is Microsoft Ads worth it for a small business?
Often, as an add-on to Google Ads. Search volumes are smaller, but competition is usually lighter too. We suggest a modest test budget, paid by you directly to Microsoft, and judge it on tracked enquiries before you commit more.
Can you just copy my Google Ads across?
We can import them, and that is where we start. A straight copy usually needs fixing, though, because bid strategies, assets and location settings behave differently. We clean those up and add the targeting options Microsoft offers that Google does not.
What access do you need?
Admin access to your Microsoft Advertising account, or permission to create one in your name, plus access to your website or Google Tag Manager for the UET tag. If you run Google Ads, read access there helps us import cleanly.
What happens if it does not work for me?
We will tell you plainly after the test period and recommend pausing it. Your account and its history stay yours, so you can switch it back on later without starting from scratch or losing the work done.
Your next chapter starts with a conversation.
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what’s next.
15 minutes with Garreth.
A real conversation about your business.