Microsoft and Bing Ads Agency
Microsoft Ads is the channel most businesses skip, which is exactly why it is worth running. Fewer advertisers competing means cheaper clicks for the same searches. We have often found whilst volume is lower conversion rates on Microsoft Ads can be much healthier!
Bing Ads Management
The mechanics will look familiar to anyone who has run Google Ads, which is deliberate on Microsoft’s part. Campaigns import directly, so getting started costs far less effort than building from scratch.
What it does not mean is that the imported account should be left alone. Bidding behaves differently on thinner volume, some Google features have no equivalent and an account run on autopilot after import quietly underperforms.
We manage it as its own channel rather than a copy. Separate negatives, separate bidding and budget set on what it actually returns rather than a fixed percentage of the Google spend.
The most common failure is neglect rather than anything technical. Accounts get imported, perform reasonably and are then left untouched for a year while the Google account gets all the attention. Modest, regular management and optimisation is usually all it takes.
Who Actually Uses Bing
The audience is older, more likely to be at a desktop and more likely to be at work, because Bing is the default in Windows and Office. For a great deal of B2B, that is the audience you were trying to reach anyway.
Household income also skews higher, which matters for considered purchases. It is a smaller pool than Google and a meaningfully different one and the businesses that write it off tend to have never tested it rather than tested it and been disappointed.
The other advantage is LinkedIn. Microsoft owns it, which means you can target by company, job function and industry from a search campaign, something no other search platform offers.
We would still rather prove it than assert it. A short, properly measured test tells you whether your buyers are on Bing far more reliably than any demographic argument and it costs little to run alongside what you already have.
What We Do
From account setup and import through to LinkedIn targeting and reporting, our Microsoft Ads management covers everything needed to run it as a channel rather than an afterthought. Select a service below to find out more.
Bringing your Google campaigns across cleanly, then fixing what the import does not translate, which is usually more than people expect.
Find Out MoreManaged on their own terms, with separate negatives, separate bidding and budgets set on what the channel returns rather than as a share of the Google account.
Find Out MoreLayering company, job function and industry targeting onto search campaigns. Microsoft owns LinkedIn, and no other search platform can do this.
Find Out MoreProduct feeds running on Microsoft as well as Google, reaching the same buyers in a cheaper auction.
Find Out MoreProper measurement so the channel is judged on what it returned rather than dismissed on volume alone, which is how most Microsoft accounts get quietly switched off.
Find Out More
Account Setup & Google Import
Bringing your Google campaigns across cleanly, then fixing what the import does not translate, which is usually more than people expect.
Find Out MoreSearch Campaigns
Managed on their own terms, with separate negatives, separate bidding and budgets set on what the channel returns rather than as a share of the Google account.
Find Out MoreLinkedIn Profile Targeting
Layering company, job function and industry targeting onto search campaigns. Microsoft owns LinkedIn, and no other search platform can do this.
Find Out MoreShopping Campaigns
Product feeds running on Microsoft as well as Google, reaching the same buyers in a cheaper auction.
Find Out MoreConversion Tracking & Reporting
Proper measurement so the channel is judged on what it returned rather than dismissed on volume alone, which is how most Microsoft accounts get quietly switched off.
Find Out More
How We Do It
We start with your numbers. What a customer is worth, what you can afford to pay for one, and where the current spend is actually going.
From there we rebuild what needs rebuilding, in an order that puts the wasted spend first because that is the fastest money back. Nothing is changed without you knowing why.
Then we run it. Budget moves towards what is working, we test rather than assume, and you get plain English reporting on what was spent, what it returned and what we are changing next.
Why Us
We have been running paid campaigns from our base in Surrey since 2005, through every major shift in how paid search works.
We hold Google Premier Partner and Microsoft Advertising Elite Channel Partner status, which means early access to new features and a direct line to platform support that standard agencies do not get.
We are independent, which means every client gets senior attention rather than being handed down the ranks. That holds whether you are a local business or a national brand.
Your account runs through CampAIgnHub, our own performance and project management platform, so you can see what is live and what each campaign has delivered.
You get a named team who know your account, honest reporting on what is and is not working, and a partner who treats your business like our own.
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Cheaper clicks for the same intent is a rare thing in paid media. Where your audience is on Bing, the cost per acquisition is frequently well below the equivalent on Google.
It also spreads your risk. An account depending entirely on one platform is exposed to every policy change and auction shift that platform makes, and a second channel already running is worth having when that happens.
Talk to our team about Microsoft and Bing Ads today.
Frequently Asked Questions
For most businesses already running Google Ads, yes, because campaigns import in minutes and the clicks are usually cheaper. The volume is smaller, so it works best as a second channel rather than a first. If your audience is not there we will tell you after testing rather than before.
An older, more desktop based and more work based audience than Google, largely because it is the default in Windows and Office. Household income skews higher. For a lot of B2B and considered purchases it is exactly the audience you wanted.
Same mechanics, different audience and far less competition. Microsoft has lower volume and lower costs per click, and it can target by company and job function through LinkedIn, which Google cannot do at all.
Yes, and it takes minutes. What matters is what happens after. Not everything translates, bidding behaves differently on lower volume, and an imported account left alone quietly underperforms. The import is the start of the work, not the end of it.
Generally cheaper per click, sometimes considerably, because fewer advertisers compete for the same searches. The saving varies by sector and is largest where your competitors have not bothered to show up.
Usually yes. It reaches people Google does not, at a lower cost, using campaigns you have already built. It also spreads your risk, so a policy change or auction shift on one platform does not take your whole paid programme with it.
It is one of the strongest cases for it. The audience skews towards people at work on desktops, and LinkedIn profile targeting lets you reach specific job functions and company sizes from a search campaign. No other search platform offers that.
Yes. Microsoft owns LinkedIn, so you can layer company, industry and job function targeting onto search campaigns. It is the single biggest reason to run Microsoft Ads for B2B, and it is routinely overlooked.
Microsoft's accreditation for agencies, with tiers based on performance and platform adoption. Broadplace holds Elite Channel Partner status, the highest tier, which brings beta access, training and direct platform support.
It depends on spend and scope, and it is usually less than the Google equivalent because the account is smaller. Where you already run Google with us, adding Microsoft is normally a modest addition rather than a separate fee. We agree it upfront.
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