Search
Rebuilt for the Microsoft audience rather than left as a Google clone.
MICROSOFT ADVERTISING
Microsoft Advertising, the channel most agencies skip
Smaller volume, cheaper clicks, and a demographic that skews older, wealthier and more B2B. It rarely replaces Google. It very often improves your blended cost per acquisition.
−31%
Typical CPC vs Google
~7%
Of desktop search volume
2.4×
Typical B2B lead value
1wk
To launch from import
DIAGNOSIS
Why the import-and-forget approach fails
These are the four findings that come up most often in our Bing Ads audits. If two of them apply to you, there is money on the table.
01
Imported and never touched again
A one-time Google import goes stale within a month. Budgets, negatives and bids never sync again.
02
Google negatives carried over blindly
Terms that waste money on Google sometimes convert well here. Copying the list wholesale removes profitable traffic.
03
Audience targeting left unused
LinkedIn company, industry and job function targeting is Microsoft-only, and most imported accounts never enable it.
04
Budget set as an afterthought
Capped so low the campaigns never leave the learning phase, then judged as underperforming.
CAMPAIGN TYPES
What we run on Microsoft
Shopping
Merchant Center feed maintained separately, because product visibility differs.
Audience Ads
Native placements across MSN, Outlook and Edge — cheap prospecting reach.
LinkedIn profile targeting
Company, industry and job function layered onto search. Available nowhere else.
Microsoft Advertising Network
Syndicated partner traffic, monitored and excluded where quality drops.
Import sync
Scheduled sync with drift monitoring, so the account cannot quietly go stale.
METHOD
How we keep it from going stale
Diverge deliberately
We start from the Google import, then let the accounts diverge where the data says they should.
Separate negative lists
Maintained independently. What wastes money on one engine is not always the same on the other.
Partner network control
Syndicated traffic reviewed and excluded where lead quality falls.
Blended reporting
Reported alongside Google, so you see the real combined cost per acquisition.
REPORTING
Reported against Google, not in isolation
Visible in your dashboard continuously, not summarised once a month.
CPC delta
Against the same terms on Google
Lead quality
Scored, not counted
Blended CPA
Across both search engines
Partner network share
And what it costs
ALSO AVAILABLE
The rest of the stack
Google Ads
Search, Shopping, Performance Max and YouTube, managed against your target CPA rather than platform defaults.
Meta Ads
Facebook and Instagram campaigns with creative production, clean Pixel and CAPI, and reporting you can audit.
Amazon Ads
Sponsored Products, Brands and Display, structured by harvest tier and bid against true contribution.
TikTok Ads
Native-first video and Spark Ads for brands reaching a younger buyer, with the production to sustain it.
LinkedIn Ads
The most expensive clicks in advertising, targeted tightly enough to be worth it.
Bing Ads questions
Is it worth it at our size?
Usually once you are spending around $3,000 a month on Google. Below that the management overhead outweighs the gain, and we will say so.
Can we just import from Google?
That is the starting point, not the strategy. An imported account that is never diverged performs like a worse copy of the original.
Is the audience really different?
Yes — older, higher household income, more desktop and more workplace. That is why it usually works better for B2B and considered purchases than for impulse retail.
Free Bing Ads audit
A read-only review delivered as a recorded walkthrough within 24 hours. Yours to keep either way.
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