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Microsoft Ads management

The cheapest leads most accounts never collect.

Microsoft Advertising management as a mirror of your Google Ads account. Bing, Yahoo, DuckDuckGo, Copilot and Edge traffic at a lower cost per lead. Included with PPC management or run standalone.

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Microsoft Advertising puts your search ads on Bing, Yahoo, DuckDuckGo, AOL, the Edge browser and, increasingly, Copilot. In most accounts we run it delivers 10 to 20 percent of the lead volume of Google at a cost per lead 20 to 40 percent lower, because fewer advertisers compete for the same searches. We build it as a mirror of a clean Google Ads structure, which takes an afternoon, and we manage it alongside Google as part of the same monthly fee.

Is Microsoft Ads worth it?

For almost any business already running Google Ads profitably, yes. The audience skews older, more affluent and more desktop-heavy, which fits legal, home services, finance and B2B especially well. The catch is volume: Microsoft alone can't carry an account. It is an addition, not an alternative, and it only works if the Google structure it copies is sound. An account that is messy on Google is a smaller messy account on Microsoft.

Why Microsoft Ads matters more now

ChatGPT search and Copilot pull from Bing's index, and Copilot carries Microsoft Advertising placements. Traffic from AI assistants is small today but growing, and the businesses already present in Microsoft's ecosystem are the ones showing up as it does. AI search visibility.

How we set it up

  • Import from Google, then fix what the importer breaks: match types, bid strategies, location settings and ad extensions all need a manual pass.
  • Separate budgets and bids. Microsoft's auction prices differ; a straight copy of Google bids overspends or underspends.
  • Microsoft-only features: LinkedIn profile targeting by company, industry and job function, which is unavailable anywhere else in paid search and is useful for B2B.
  • Ongoing sync. Structural changes on Google are mirrored weekly; performance is optimized independently.
  • One report. Google and Microsoft read as a single search funnel in your dashboard. Reporting.

What it costs

Included in PPC management for accounts we run on Google; the management percentage applies to combined spend. Standalone Microsoft-only management is quoted after a short call. Pricing.

Frequently asked questions

Do I need a separate budget?
Yes, but start small. Most accounts allocate 10 to 15 percent of the Google budget and adjust from the cost-per-lead data.
Can you import Performance Max?
Microsoft's equivalent is Performance Max as well, launched later and less mature. We run it only after Search is proven, same rule as Google.
Does Microsoft Ads work for local service businesses?
Yes. Local Bing searches for plumbers, lawyers and dealers are fewer but often cheaper, and the older demographic tends to convert well.
Who owns the account?
You do, in your Microsoft Advertising login, same as Google.

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