Microsoft Ads management: the leads your competitors ignore
Most businesses only advertise on Google. Microsoft Ads reaches people searching on Bing, Yahoo and across the Microsoft network, including many on work computers using Edge and Windows. Less competition often means cheaper clicks.
Why add Microsoft Ads
- Often lower cost per click than Google
- Fewer competitors in most local auctions
- Strong reach on desktop and work computers
- Added to Google management from £200 a month
Who Microsoft Ads works well for
Microsoft's search audience tends to skew older and more desktop-based, and many people search from work computers where Bing is the default. That makes it especially useful for:
- Solicitors and professional services, where clicks on Google are expensive
- B2B businesses reaching people during the working day
- Education and training providers targeting adult learners and career changers
- Home services where homeowners research on a laptop or desktop
How I set it up
I usually start by importing your best-performing Google Ads campaigns, then adapt them, because Bing isn't a copy of Google. Search terms, match type behaviour, bidding and audience options all differ. I use Microsoft-specific options where they're available and useful, such as LinkedIn profile targeting by company, industry or job function for B2B accounts, and track conversions separately so you can see what Bing adds on its own.
Experience
I've run Microsoft Ads alongside Google since my agency days at PHD Media and Yell, for local businesses and international brands. Many agencies treat it as an afterthought. I treat it as a channel in its own right.
Often paired with
Common questions
Is Microsoft Ads worth it if I already use Google Ads?
For most lead generation businesses, yes. It typically adds extra leads at a similar or lower cost per lead, because fewer advertisers compete for the same searches. It works best once your Google Ads and tracking are in good shape.
How much budget does Microsoft Ads need?
Usually much less than Google, because search volume is smaller. Many clients start with 10 to 20% of their Google budget and scale up if the cost per lead is good.
Do I own my ad accounts?
Yes. Your Google Ads, Microsoft Ads and Meta accounts stay in your name and you keep full admin access. If we stop working together, everything stays with you: campaigns, data, audiences and history.
Is there a contract or minimum term?
No lock-in. Management runs month to month and you can cancel with 14 days' notice, with no exit fees. Setup and build fees are paid up front because that work happens at the start.
Find out where your ad spend is leaking
Get a free, no-obligation audit of your Google, Microsoft or Meta Ads. You'll get a written report and a call to walk through it. Use it with me or without me.