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Microsoft Advertising puts your search ads on Bing, Yahoo, DuckDuckGo, AOL, the Edge browser and, increasingly, Copilot. In the accounts we have run it, it has typically delivered 10 to 20 percent of Google's lead volume at a lower cost per lead, because fewer advertisers compete for the same searches. The gap varies by category and market, and we report it per account rather than promise a number. 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. Its spend counts toward the management percentage.
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 adds to a Google account, and it only works if the Google structure it copies is sound. An account that's 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 paid search management for accounts we run on Google. The management percentage applies to the combined Google and Microsoft spend, with the same $1,000 monthly minimum. Microsoft-only management is $1,000 a month or 15 percent of spend, whichever is higher. Pricing.