Microsoft Ads
Search ads on Bing, Copilot, Yahoo and DuckDuckGo, with spend weighted towards the job functions, companies and industries that buy from you.
Bing is the default search engine in Edge and Windows, so some of your buyers use it at work without ever choosing it. Microsoft adds what Google can’t: it can match a searcher to their job function, company and industry from their professional profile. It offers this in some markets, including the US, UK, Canada and Australia, so we check yours first.
For Heads of marketing and founders selling to office-based buyers in finance, professional services, IT, manufacturing and other sectors where Windows is the standard desktop.
You need this when
- 01
Your buyers work on Windows desktops, and you only advertise on Google.
- 02
A search term alone doesn’t tell you whether the person works somewhere that could buy.
- 03
You imported your Google campaigns once and never touched them again.
What’s included.
Import, then separate
We import your working Google campaigns as a starting point, then set Microsoft’s own bids, budgets and negatives, because the search terms differ.
Profile targeting
Targeting or bid adjustments by job function, company and industry, so spend tilts towards the roles and accounts that buy.
Network settings
Microsoft’s own search results only, or the wider network that adds syndicated sites such as DuckDuckGo, chosen per campaign by lead quality.
Audiences
Customer lists from your CRM, and retargeting through UET, Microsoft’s site tag.
Offline conversions
Qualified leads and closed deals imported from your CRM and matched to Microsoft’s click ID.
Multimedia ads
Image-led ads on Bing results pages, alongside search ads rewritten for the roles you target.
How it runs.
Campaigns live in week 3; volume is lower than Google’s, so allow about 3 months of data before judging the channel.
- 01 · Compare
We set your Microsoft and Google search terms side by side and find where the two audiences differ.
- 02 · Set up
We install or fix UET, connect CRM conversions and build target lists by function, company and industry.
- 03 · Launch
We import what works on Google, then rewrite bids, negatives and ads for Microsoft’s audience.
- 04 · Review weekly
Each week we review search terms and results by job function and company, and move budget towards the ones that become qualified leads.
Deliverables
- Account audit or new account setup
- Campaign structure managed separately from Google
- Targeting plan by job function, company and industry
- UET tag and enhanced conversions
- Offline conversion import from your CRM
- Negative keyword lists
- Monthly comparison with Google on cost per qualified lead
Works with
What buyers ask.
Is Microsoft worth running if Google already works?
We start with a share of the search budget, on the keywords that already bring qualified leads on Google, and add more only if the cost per qualified lead holds. Volume is smaller, so the test takes longer to read.
Can we target a list of named accounts?
Partly. Company targeting covers the companies Microsoft can identify, which tend to be larger employers. We check your account list against it and use customer lists from your CRM for the rest.
Will our ads show in Copilot?
Microsoft shows labelled ads in Copilot, drawn from search campaigns. Where they appear is Microsoft’s decision, so we treat Copilot as part of the search budget rather than promise a share of it.
Pairs well with
Labelled ads below ChatGPT answers, where your market and category are open.
Let’s build your pipeline.
Tell us what you sell, who buys it and roughly what a customer is worth to you. We reply with questions, then a written proposal.