MICROSOFT ADVERTISING (BING ADS)

Microsoft Ads That Win Cheaper Clicks

Bing, Yahoo, DuckDuckGo and Copilot searchers are often older, higher-earning and ready to buy. We build Microsoft Advertising campaigns that reach them at a lower cost per click than Google, with smart imports, LinkedIn targeting and clean tracking.

Often lower cost per click than Google
Reach searchers Google campaigns miss
LinkedIn profile targeting for B2B
4.9/5 client rating
Microsoft Ads specialists
Bing, Yahoo & Copilot

Free Microsoft Ads Audit

NextFume Lead Form
Why Microsoft Ads Are Different

Less Competition. Buyers Ready To Spend.

Many advertisers ignore Bing, so there is less competition for the same keywords. Its audience leans towards desktop users, professionals and older, higher-income households, many of whom search at work.

We don’t just copy your Google campaigns. We tune them for Microsoft’s audience, networks and features, so you get extra sales at a lower cost.

A straight Google import often carries over settings, bids and extensions that don’t suit Microsoft’s network.

Three gauges showing impression share, average cost per click and conversion rate for a Microsoft Ads account

Illustrative example of a healthy Microsoft Ads account.

Grouped bar chart comparing cost per click on Google Ads and Microsoft Ads across six industries

Illustrative comparison. Costs vary by industry.

Lower Costs

Same Keywords, Often Lower Costs

Because fewer advertisers compete on Microsoft, clicks for the same keywords often cost less. That makes it one of the easiest ways to grow sales without raising your cost per acquisition.

Smart Google imports

Campaigns imported, then cleaned and tuned for Microsoft’s network.

Bid and budget tuning

Bids set for Microsoft’s auction instead of copied from Google.

Search partner control

Yahoo, AOL and partner traffic reviewed and filtered for quality.

Google Import Checklist

What We Fix After Every Import

Importing from Google is the right start, but it is only the start. These are the settings we check and fix on every account.

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Settings
Bids adjusted for Microsoft’s auction
Location targeting set to presence
Ad schedule matched to your buyers
Budgets split by real performance
Networks
Search partners reviewed and filtered
Audience ads on only when planned
Copilot placements checked
Device bid adjustments set
Tracking & ads
UET tag and goals verified
Auto-tagging switched on
Extensions reviewed after import
Negative keywords carried over
Microsoft Ads Services

Everything You Need To Win On Bing

Eight services built around how people search and buy across the Microsoft network.

01

Microsoft Ads Audit

A full review of your campaigns, keywords, networks and tracking, turned into one plan.

Account auditNetworks
02

Google Ads Import

Your Google campaigns imported and cleaned for Microsoft’s audience and auction.

ImportClean-upBids
03

Search Campaigns

Keyword-led search ads for Bing, Yahoo, DuckDuckGo and partner sites.

KeywordsRSAs
04

Microsoft Shopping

Product ads from your Merchant Center feed with smart bidding.

FeedShopping
05

LinkedIn Profile Targeting

Bid higher for searchers by company, industry and job function.

CompanyJob function
06

Performance Max

Automated campaigns across search, Shopping, audience and Copilot placements.

PMaxCopilot
07

Audience Ads

Native ads across MSN, Outlook and Microsoft Edge.

MSNOutlook
08

UET & Conversion Tracking

Universal Event Tracking and offline conversions set up properly.

UETConversions
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Brands That Trust Our Team

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Bing search results page with your search ad at the top, including sitelinks

Illustrative example of an optimised Bing search ad.

Search Ad Anatomy

Search Ads Built To Win The Click

On Bing, the ad with the clearest message and the most useful extensions wins more clicks at a lower cost. Every line has a job.

1

A headline that matches the search

The keyword and the benefit in plain words.

2

Descriptions that sell

Price, proof and a reason to choose you now.

3

Extensions that add trust

Sitelinks, callouts, reviews and images that take up space.

4

A landing page that delivers

Fast, relevant pages that turn clicks into sales.

Microsoft Ads vs Google Ads

Why Run Both, Not Just Google?

Google has the most searches. Microsoft often has cheaper clicks and people Google campaigns miss. Together, they cover more buyers.

What mattersMicrosoft AdsGoogle Ads
Competition for keywords
Usually lower
Usually higher
Cost per click
Often lower
Often higher
LinkedIn profile targeting
Company, industry, job function
Not available
AI search placements
Copilot and Bing answers
AI Overviews and AI Mode
Import from the other platform
One-click Google import
Not needed
Search volume
Smaller share
Largest share

Costs vary by industry and market. We test both and move budget to whichever brings the lower cost per sale.

Where Your Ads Can Show

One Account. Many Places To Be Seen.

Microsoft Advertising reaches far beyond Bing. We choose the placements that fit your goals and exclude the ones that don’t.

Bing search

Core search network
Text and Shopping ads
Desktop, Windows and mobile searches
Sitelinks, callouts and images

Microsoft Copilot

AI-powered answers
Ads inside Copilot conversations
Reach people asking what to buy
Clear labels and reporting

Search partners

Yahoo, AOL, DuckDuckGo
Extra reach on partner sites
Reviewed and filtered for quality
Excluded where it doesn’t convert

MSN, Outlook & Edge

Audience ads
Native ads where people read and work
Great for remarketing
Used on purpose, not by accident

LinkedIn targeting

Profile bid adjustments
Company, industry and job function
Bid more for your ideal buyers
Ideal for B2B

Microsoft Shopping

Product ads
Uses your Merchant Center feed
Shopping and Performance Max
Extra sales at lower CPCs
Common Mistakes

The Microsoft Ads Mistakes We Fix Most

Small habits that quietly waste budget on the Microsoft network.

IssueWhat most advertisers doWhat we do instead
Google import
Auto-import and forget
Import, then clean, tune and review
Bids
Same bids as Google
Bids set for Microsoft’s auction
Search partners
Left fully on without review
Partner traffic checked and filtered
Audience ads
Turned on by accident
Used on purpose, with clear goals
Tracking
UET tag missing or broken
UET, goals and offline conversions live
Targeting
No LinkedIn or device adjustments
Profile and device bid adjustments
Imported vs Tuned

A Straight Import vs A Tuned Account

Same keywords, same budget. The difference is in the settings most advertisers never check after importing.

Straight importMicrosoft Ads settings after a straight Google import, with several problems flagged
Bids and settings built for a different auction
Budget leaking to low-quality partner sites
Conversions missing, so smart bidding guesses
Tuned for MicrosoftMicrosoft Ads settings after tuning, with every setting checked
Bids and budgets set for Microsoft’s auction
Partner traffic filtered for quality
Accurate conversions for smart bidding
Campaigns We Run On Microsoft

Four Campaign Types, Four Jobs

Each campaign type does a different job. We use the mix that fits your goals and budget.

Capture demand

Search

GoalWin people searching for what you sell
Shows onBing, Yahoo, AOL, DuckDuckGo
Best forLeads and sales from high intent
Sell products

Shopping

GoalShow products with price and image
Shows onBing Shopping and search results
Best forE-commerce stores
Scale with AI

Performance Max

GoalReach buyers across the whole network
Shows onSearch, Shopping, Copilot, audience
Best forGrowing proven results
Stay in view

Audience ads

GoalRemarket and build awareness
Shows onMSN, Outlook and Microsoft Edge
Best forBringing visitors back

Win The Searches Your Competitors Ignore

We build Microsoft Ads strategies with one goal in mind: more profitable sales from the search engine others overlook.

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CAMPAIGNS EXECUTED SUCCESSFULLY •

1,345+

Projects Delivered

YEARS OF PROVEN EXPERTISE •

15+

Years of Experience

SKILLED SPECIALISTS AVAILABLE •

12+

Certified Paid Media Experts

How We Work

A Clear Plan From Day One

Four focused stages, each with a clear outcome, planned around your sales goals. You always know what we are working on and why.

One dedicated search ads strategist
Weekly performance updates
Monthly revenue and CPA reports
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01
Weeks 1–2

Audit and strategy

Your account, keywords, networks and competitors reviewed, with a plan ranked by impact.

Outcome: a clear, prioritised roadmap
02
Weeks 2–4

Import and tracking

Campaigns imported or rebuilt, UET and conversions set up properly.

Outcome: a clean account Microsoft trusts
03
Month 2–3

Optimise and test

Bids, ads, extensions and audiences tuned for Microsoft.

Outcome: lower CPA than before
04
Month 4+

Expand and scale

Shopping, PMax, Copilot and audience ads added where they pay.

Outcome: steady, compounding growth
Free Microsoft Ads Audit

Are You Missing Cheaper Sales On Bing?

Share your Microsoft or Google Ads account. We’ll review your campaigns, bids, networks and tracking, then show you where the quickest wins are.

Your audit includes
Google import and settings check
Keyword and bid review
Search partner and network quality
UET and conversion tracking health
Get My Free Audit
Microsoft Ads audit scores for import, keywords, networks and tracking

Illustrative example of a Microsoft Ads audit.

Questions, Answered

Microsoft Ads FAQs

What advertisers ask us most. If yours isn’t here, just ask.

What are Microsoft Ads?

Microsoft Advertising, formerly Bing Ads, shows your ads on Bing, Yahoo, AOL, DuckDuckGo, Copilot and partner sites, plus audience ads on MSN, Outlook and Microsoft Edge.

Is Microsoft Advertising worth it?

For many businesses, yes. There is less competition than Google, so clicks often cost less, and its audience includes many professionals and higher-income households.

Can we just import our Google Ads campaigns?

You can, and it is a good start. But imports carry over bids and settings that don’t suit Microsoft. We clean and tune them after importing.

What is LinkedIn profile targeting?

It lets you adjust bids for searchers based on their LinkedIn company, industry and job function, which is very useful for B2B advertisers.

Do Microsoft Ads show in Copilot?

Yes. Microsoft places ads in Copilot and AI-powered search experiences. We make sure your campaigns are set up to appear there when it suits your goals.

Can we run Shopping ads on Microsoft?

Yes. Microsoft Shopping uses your Merchant Center product feed, and Performance Max can extend your products across the Microsoft network.

What is UET?

Universal Event Tracking is Microsoft’s tag for tracking conversions and building remarketing lists. It needs to be set up correctly for smart bidding to work.

Should search partners be turned on?

Sometimes. Partner traffic can be valuable or wasteful. We review performance by partner and exclude sites that don’t convert.

How long before we see results?

Imported campaigns can drive sales within days. Tuning bids and audiences usually improves results over the first two to three months.

How much do your Microsoft Ads services cost?

It depends on your ad spend and number of campaigns. After a short call, we send a clear proposal with a fixed monthly fee.