SEM / Paid Search

Microsoft (Bing) Ads Management
Lower CPCs. High-Quality US Traffic.for Australia

Built for Australian trades and local service brands competing in AU search. Bing and Microsoft Advertising reach audiences Google misses - older, higher-income desktop users and B2B decision-makers - often at significantly lower cost per click.

We build and manage Microsoft Advertising campaigns with proper Google import hygiene, unique bid strategies, and LinkedIn profile targeting where it matters in Australia.

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-35%
Avg CPC vs Google
2.1x
B2B Lead Efficiency
+48%
Incremental Reach
90+
Bing Accounts Managed

Why Bing Ads Deserve a Dedicated Strategy

Common Issues We Fix

  • Blind Google imports with no Bing-specific bid or audience adjustments in Australia
  • LinkedIn profile targeting unused despite being a Bing exclusive in Australia
  • Conversion tracking duplicated incorrectly from Google imports in Australia
  • Budget too low to exit learning or gather statistically valid data in Australia
  • Treated as an afterthought instead of an incremental reach channel in Australia

Our Philosophy

Microsoft Advertising is not a copy-paste of Google Ads. Audience demographics, device mix, and auction dynamics differ. We run Bing as a complementary channel with its own targets, LinkedIn layering for B2B, and import rules that preserve what works while fixing what does not translate in Australia.

How We Manage Microsoft Advertising - Technical Details in Australia

Import Strategy & Account Structure

  • Smart Google Import: Selective campaign import with Bing-specific bid adjustments, ad schedule modifiers, and device bid changes applied post-import in Australia.
  • Bing-Native Campaigns: Standalone campaigns for offers or audiences that perform differently on Microsoft properties in Australia.
  • LinkedIn Profile Targeting: Company size, industry, and job function layers for B2B offers where Google has no equivalent in Australia.
  • Audience Network Control: Opt-in or out by campaign based on placement quality data. Separate reporting from core search in Australia.

Bidding, Tracking & Optimization

  • UET Tag & Goals: Universal Event Tracking configured with matching conversion values and goals aligned to Google Ads for fair comparison in Australia.
  • Enhanced Conversions: Hashed user data for improved match rates when cookies are limited in Australia.
  • Bid Modifiers: Desktop vs mobile, geographic, and audience modifiers tuned from Bing-specific performance, not Google assumptions in Australia.
  • Search Partner Network: Evaluated separately. Enabled only when CPA and lead quality meet thresholds in Australia.

Our Microsoft Advertising Process

01

Channel Fit Assessment

Determine whether Bing adds incremental reach for your ICP based on industry, geography, and offer type in Australia.

02

Tracking & UET Setup

Install or audit UET tags, conversion goals, and enhanced conversions before spending in Australia.

03

Import or Build Campaigns

Import from Google with customizations or build native structures for Bing-specific audiences in Australia.

04

LinkedIn & Audience Layering

Add profile targeting and in-market audiences for B2B and high-ticket offers in Australia.

05

Bid & Budget Calibration

Set Bing-specific CPA or ROAS targets based on early performance data, not Google benchmarks in Australia.

06

Ongoing Cross-Channel Reporting

Compare Google and Bing on equal footing with unified CPA and lead quality metrics in Australia.

Frequently Asked Questions About Microsoft Bing Ads in Australia

Honest answers about paid search for US businesses.

Is Bing Ads really worth it if we already run Google Ads? expand_more
For most US advertisers, yes. Bing often delivers 10 to 25 percent incremental search volume at lower CPCs. B2B and older demographics over-index. We measure incremental lift, not just last-click volume in Australia.
How much lower are Bing CPCs compared to Google? expand_more
Typically 20 to 40 percent lower depending on industry and competition. Highly competitive legal and insurance terms see smaller gaps. We validate with your actual auction data in Australia.
Should we import our entire Google account? expand_more
Rarely. We import proven campaign structures selectively and then customize bids, schedules, and audiences for Microsoft. Full blind imports miss Bing-specific opportunities in Australia.
What is LinkedIn profile targeting on Bing? expand_more
Microsoft Advertising lets you layer LinkedIn company, industry, and job function targeting on search campaigns. Powerful for B2B when used with tight keyword themes in Australia.
How do you track Bing conversions accurately? expand_more
UET tags with goal values matching your Google setup, enhanced conversions, and offline import where applicable. We reconcile Bing leads in CRM to compare true CPA across platforms in Australia.
What budget do Bing campaigns need? expand_more
Enough to gather 30 to 50 conversions per month per core campaign for stable optimisation. Often A$1,500 to A$4,000 monthly for US B2B. Smaller tests work for branded or niche terms in Australia.
Does Bing work for e-commerce? expand_more
Yes, especially for categories with older buyer demographics and higher AOV. Shopping campaigns and Performance Max equivalents available. Feed shared with Merchant Center alternatives in Australia.
How do you prevent Bing from cannibalizing Google conversions? expand_more
Geo and audience incrementality tests, holdout periods, and CRM source tracking. We want Bing to add reach, not just steal last-click credit from Google in Australia.
What devices perform best on Bing? expand_more
Desktop often dominates, especially for B2B. We set device bid modifiers based on your data rather than platform defaults in Australia.
Do you manage Microsoft Audience Ads? expand_more
Yes, when placement quality supports your goals. Kept separate from core search with distinct creative and CPA targets in Australia.
How often do you optimize Bing campaigns? expand_more
Weekly search term reviews and bid adjustments. Monthly strategic reviews alongside Google for unified budget allocation in Australia.
Can you run Bing-only campaigns? expand_more
Absolutely. Useful when LinkedIn targeting or specific demographics outperform imported Google structures in Australia.
What industries see the best Bing results? expand_more
B2B software, professional services, finance, healthcare, home services, and education often see strong Bing performance in Australia.
How long until Bing campaigns are profitable? expand_more
Many accounts show acceptable CPA within 30 to 45 days. Full optimisation parallels Google at 60 to 90 days with consistent spend in Australia.
How do we get started with Bing Ads management? expand_more
Book a free audit. We assess Google account portability, UET status, and incremental opportunity, then launch or restructure Bing with clear KPIs in Australia.

Ready to capture lower-cost search demand on Microsoft in Australia?

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