SEM / Paid Search

Bing PPC Management
Microsoft Ads as its own channel, not a Google leftover.

Bing and Microsoft Advertising reach some people Google misses, often older desktop users and business buyers. Clicks can cost less too, as long as the account is built for Bing and not just copied over from Google.

We build and run your Microsoft Advertising with care. We check what gets copied over from Google, set bids that suit Bing, make sure tracking (UET, Microsoft's tracking tag) matches your CRM, and use LinkedIn targeting where it really changes who sees the ad.

Get a Free Bing Ads Audit arrow_forward
Professional at a desktop computer in an office, the Microsoft Advertising audience. Photo by Andrea Piacquadio on Pexels
What the free Bing audit covers
  • check_circleWhether tracking is set up right, and whether Bing's goals match Google's and your CRM.
  • check_circleCopied-over settings: keyword match types, blocked words, and location bids that were never rebuilt for Microsoft.
  • check_circleLinkedIn targeting for B2B, kept off campaigns that do not need it.
  • check_circleWhether Bing is adding new jobs or only taking credit for sales Google would have won.
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Copy over only what works

We bring over the Google setups that bring in leads. We rebuild keyword match types and location bids for Microsoft.

analytics
Tracking that matches your CRM

Goals are set up, extra customer details are passed along, and closed sales are sent back, so Bing bids for qualified leads.

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LinkedIn layers

Target by company size, industry, and job role on B2B search. Google does not offer the same targeting.

monitoring
Extra jobs, not borrowed credit

We report the extra jobs Bing brings in, with their source. Follow-up ads stay separate so the cost of your brand searches stays honest.

Why Bing Ads Deserve a Dedicated Strategy

Common Issues We Fix

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

Our Philosophy

Microsoft Advertising is not a copy of Google Ads. The people, the devices they use, and the competition for each click all differ. We run Bing as an extra channel with its own targets, LinkedIn targeting for B2B, and rules for what to copy over from Google and what to fix.

How We Manage Microsoft Advertising - The Details

Import Strategy & Account Structure

  • Smart Google Import: We copy over selected campaigns, then change bids, ad schedules, and device settings to suit Bing.
  • Bing-Native Campaigns: Separate campaigns for offers or audiences that do better on Microsoft than on Google.
  • LinkedIn Profile Targeting: Company size, industry, and job role targeting for B2B offers, which Google does not have.
  • Audience Network Control: We switch it on or off per campaign, based on the quality of the sites your ads appear on. It is reported separately from regular search ads.

Bidding, Tracking & Optimization

  • UET Tag & Goals: Microsoft's tracking tag (UET) is set up with the same values and goals as Google Ads, so you can compare the two fairly.
  • Enhanced Conversions: Customer details are scrambled (hashed) before they are sent, so Bing can still match sales to ads when cookies are limited.
  • Bid Modifiers: Bid changes for desktop versus mobile, location, and audience, based on how Bing performs, not on assumptions from Google.
  • Search Partner Network: Checked on its own. We turn it on only when cost per lead and lead quality are good enough.

Our Microsoft Advertising Process

Professional at a desktop computer in an office, the Microsoft Advertising audience. Photo by Andrea Piacquadio on Pexels
01

Channel Fit Assessment

We work out whether Bing reaches extra customers who fit your ideal buyer, based on your industry, location, and offer.

Tablet and laptop analytics for offline conversion and value rules
02

Tracking & UET Setup

Before any money is spent, we install or check the tracking tags and conversion goals.

Marketing team planning paid search campaign structure on laptops
03

Import or Build Campaigns

We copy campaigns from Google and adjust them, or build new ones made for Bing audiences.

Colleagues reviewing charts in a B2B meeting, the buyers Microsoft Ads reaches. Photo by fauxels on Pexels
04

LinkedIn & Audience Layering

We add LinkedIn targeting and in-market audiences (people actively shopping for what you sell) for B2B and high-priced offers.

Charts and graphs used for keyword performance and bidding decisions
05

Bid & Budget Calibration

We set cost-per-lead and return-on-ad-spend targets for Bing from its own early results, not from Google's numbers.

Team reviewing conversion and attribution metrics together
06

Ongoing Cross-Channel Reporting

We compare Google and Bing side by side, using the same cost per lead and lead quality measures.

Microsoft Advertising

Bing PPC management in the US is a second auction, not a copy of your Google account. We run Microsoft Advertising so it adds booked jobs Google does not fully cover.

Example improvements

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Blind Google import

We rebuild match types and location bids for Microsoft. CPA on Bing often beats Google on the same terms once junk is gone.

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No UET

Enhanced conversions and CRM import let bidding optimize to qualified leads instead of page views.

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Brand-only leftover

Non-brand and remarketing get their own budgets so Bing is not just a cheaper way to recapture people who already searched your name.

Bing PPC management as its own channel

Microsoft Advertising gets its own bids, negatives, and UET. We size budget from your US auction data so extra clicks are incremental jobs, not last-click stolen from Google.

What Microsoft Bing Ads management services cover

Account build or rebuild, import hygiene, LinkedIn profile targeting for B2B, conversion import, and a weekly search-term pass. Desktop and older-buyer queries on Bing often convert at a lower CPC than the same terms on Google.

What we check in your Bing Ads account

People reviewing printed charts around a table. Photo by fauxels on Pexels

Leads and sales

See which campaigns generate enquiries and customers, not just clicks.

Person using a laptop and phone. Photo by Christina Morillo on Pexels

Wasted ad spend

Check search terms, targeting and imported settings for spend that is not helping your business.

Person working at multiple monitors in an office. Photo by Andrea Piacquadio on Pexels

Desktop and mobile results

Compare performance by device before changing bids or budgets.

Related pages

SEM hubarrow_forwardGoogle Ads managementarrow_forwardConversion trackingarrow_forward

FAQ

Common questions about Bing Ads

What to know before you get started.

Do you offer Bing PPC management separately from Google Ads? expand_more
Yes. Microsoft Advertising gets its own bids, budgets, and search-term hygiene. We can import from Google, but we do not leave it as a blind copy.
Is Bing Ads worth it if Google already converts? expand_more
If Google already books jobs, Bing is usually cheaper incremental volume, especially on desktop and B2B. We size budget from your auction data, not a generic benchmark.
What are Microsoft Bing Ads management services here? expand_more
Account build or rebuild, UET and conversion import, LinkedIn profile targeting where it helps, and reporting that shows extra leads rather than last-click stolen from Google.
Can you run Bing retargeting? expand_more
Yes. Search remarketing and audience ads stay separate from core search so they do not distort branded CPA.
Is Bing Ads really worth it if we already run Google Ads? expand_more
For most US advertisers, yes. Bing can often add 10 to 25 percent more search traffic at a lower cost per click. B2B buyers and older people use it more than you might expect. We measure the extra results Bing adds, not just the clicks it gets credit for.
How much lower are Bing CPCs compared to Google? expand_more
Often 20 to 40 percent lower, depending on your industry and competition. Very competitive fields such as legal and insurance see smaller gaps. We check this against your own account data.
Should we import our entire Google account? expand_more
Rarely. We copy over campaign setups that already work, then change bids, schedules, and audiences for Microsoft. Copying everything without changes misses what Bing does differently.
What is LinkedIn profile targeting on Bing? expand_more
Microsoft Advertising lets you add LinkedIn company, industry, and job role targeting to search campaigns. It works well for B2B when paired with tightly focused keywords.
How do you track Bing conversions accurately? expand_more
We use Microsoft's tracking tag with goal values that match your Google setup, pass along scrambled customer details, and send closed sales back where that applies. We then match Bing leads in your CRM so you can compare the true cost per lead on each platform.
What budget do Bing campaigns need? expand_more
Enough to bring in 30 to 50 leads or sales a month per main campaign, so results are steady. For US B2B that is often $1,500 to $4,000 a month. Smaller tests can work for searches on your own name or niche terms.
Does Bing work for e-commerce? expand_more
Yes, especially for products bought by older shoppers and for higher order values (AOV means average order value). Bing has Shopping ads and automated campaigns like Google's Performance Max. Your product list can be shared with Microsoft's own merchant tools.
How do you prevent Bing from cannibalizing Google conversions? expand_more
We test by location and audience, pause Bing in some areas to see what changes, and track the source of each lead in your CRM. We want Bing to add new customers, not just take credit for Google's sales.
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.
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.
How often do you optimize Bing campaigns? expand_more
Weekly reviews of real searches and bids. Monthly reviews alongside Google so the budget is split sensibly between the two.
Can you run Bing-only campaigns? expand_more
Absolutely. Useful when LinkedIn targeting or specific demographics outperform imported Google structures.
What industries see the best Bing results? expand_more
B2B software, professional services, finance, healthcare, home services, and education often see strong Bing performance.
How long until Bing campaigns are profitable? expand_more
Many accounts show acceptable CPA within 30 to 45 days. Full optimization parallels Google at 60 to 90 days with consistent spend.
How do we get started with Bing Ads management? expand_more
Book a free audit. We check how much of your Google account can move to Bing, the state of your tracking, and how many extra customers Bing could bring. Then we launch or rebuild Bing with clear targets.

Ready to capture lower-cost search demand on Microsoft?

Get My Free Bing Ads Audit arrow_forward

Marketing from $500 USD a month

Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.

Starting at

$500 USD per month

Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.

Get a Free Audit

What $500 a month covers

  • Pages

    Included

    Pages built around the searches your buyers actually type.

  • Search and ads

    Included

    Search and ads aimed at people ready to inquire.

  • Tracking

    Included

    Calls, forms and bookings tagged to the search, ad or page behind them.

Our team

The same people on the audit and on the work

Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.

Martin, Founder, strategy and audits

Martin

Founder, strategy and audits

Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.

Yoana, Social and app development

Yoana

Social and app development

Shapes social strategy and builds practical app experiences that turn attention into action.

Mike, SEO

Mike

SEO

Owns technical, local and content SEO so the right buyers find you when demand is highest.

Robert, Paid media

Robert

Paid media

Plans and manages paid search and social campaigns around qualified leads.

Elmer, Analytics

Elmer

Analytics

Connects tracking, attribution and reporting so decisions are based on revenue-quality data.

Dino, Design

Dino

Design

Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.

Certified and experienced

Certified where it matters. Accountable for the outcome.

Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.

Google AdsCertified
Google AnalyticsCertified
Google Tag ManagerCertified
Operating since 2010Proven experience