Microsoft Advertising

Bing PPC Management: Microsoft Ads for B2B

Microsoft Advertising is the only search ad platform that uses LinkedIn profile data. For B2B companies, that changes the math. You can bid more when the person searching works at a target account, in an industry you serve, or in the job function that signs off on the purchase, and bid less for everyone else. Your ads can also appear inside Copilot, formerly Bing Chat, and on the Microsoft Audience Network. HeyLead manages Microsoft Ads for high-intent lead generation, with tracking tied to your CRM so bids follow qualified pipeline instead of raw form fills.

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Comparison

Is Microsoft Ads right for you?

Read across each row. The Microsoft column describes companies that usually get value from adding Microsoft Ads. The Google column describes when to keep your budget on Google Ads for now.

  • Who you sell to

    Microsoft Ads

    Other businesses, where the buyer's company, industry, or job function decides whether a lead is worth chasing.

    Google Ads

    Mostly consumers, where a job title does not change what a lead is worth.

  • How you measure leads

    Microsoft Ads

    Leads are tracked into a CRM, so you can judge each channel on qualified pipeline, not cost per click.

    Google Ads

    Only form fills or calls are counted. Fix tracking first, then add a second channel.

  • Where Google stands

    Microsoft Ads

    Google Ads already produces leads, and you can fund a separate test without cutting what works.

    Google Ads

    Google is not yet profitable. Get that account working before splitting the budget.

Highlights

B2B targeting you will not find in Google Ads

Microsoft Advertising lets you layer audience signals on top of your keywords. We use them to put more of your budget in front of buyers and less in front of everyone else.

  • LinkedIn company:bid up when the searcher works at a company on your target list.

  • LinkedIn industry:favor searchers in the sectors you sell to, such as manufacturing, finance, or healthcare.

  • LinkedIn job function:lean toward the functions that buy, like operations, IT, or procurement, and away from those that rarely sign off.

  • Copilot placements:search ads can appear inside Copilot answers, where buyers research a problem in conversation.

  • Microsoft Audience Network:audience ads that reach the same companies and roles away from search, run in separate campaigns with their own reporting.

Process

How we run a B2B Microsoft Ads account

Six steps, from fit check to monthly pipeline reporting.

  1. Week 1

    Step 1

    Fit and audience check

    We review your Google Ads data and CRM, then list the companies, industries, and job functions worth bidding up.

  2. Weeks 1 to 2

    Step 2

    Tracking to pipeline

    We install Microsoft's UET tag, set conversion goals, and plan offline conversion imports so qualified and closed deals flow back from your CRM.

  3. Weeks 1 to 2

    Step 3

    Campaign build

    Proven Google campaigns are imported as a starting point, then restructured around B2B intent with tight negative keyword lists.

  4. Weeks 2 to 8

    Step 4

    Observe, then bid

    LinkedIn profile layers start with no bid change. Once we see which profiles turn into qualified leads, we raise bids on those and lower the rest.

  5. Month 2

    Step 5

    Expand beyond search

    When search is producing qualified pipeline, we test Audience Network campaigns aimed at the same accounts and job functions.

  6. Monthly

    Step 6

    Monthly pipeline report

    Spend, leads, qualified leads, and cost per opportunity for Microsoft Ads, shown next to Google.

Pricing

Pricing

One fixed setup fee, then a monthly management fee. No long contracts.

  • Free audit

    Free

    We review your Google Ads and any Microsoft Ads account and tell you whether B2B targeting is worth a test.

  • Account setup

    UET and CRM conversion tracking, campaign build, LinkedIn profile layers, and negative keyword lists.

  • Monthly management

    Weekly search term reviews, bid changes by profile and device, and a monthly report tied to pipeline.

Questions

Microsoft Ads questions

Can Microsoft Ads target people by job title?
Not by exact title. LinkedIn profile targeting works on company, industry, and job function. On search campaigns it changes bids rather than blocking anyone, so your ads still reach everyone searching your keywords.
Do ads show in Copilot?
Yes. Search ads can appear in Copilot, which used to be called Bing Chat, as well as on regular Bing results. They run from your search campaigns, so strong keywords and ad copy matter in both places.
Should B2B companies use the Microsoft Audience Network?
Sometimes. We only add it after search is producing qualified leads, in its own campaigns with company and job function targeting, so its results never blur your search numbers.
Will Microsoft Ads leads be lower quality than Google leads?
We do not assume either way. Qualified and closed deals are sent back from your CRM, so both platforms are judged on the same pipeline numbers.
Is Bing Ads the same as Microsoft Advertising?
Yes. Bing Ads was renamed Microsoft Advertising in 2019. Many people still search for Bing PPC management, so we use both names.
Can you run Microsoft Ads if another agency runs our Google Ads?
Yes. We agree on shared conversion definitions with the Google team so lead counts match, and we report Microsoft results in the same pipeline terms.
Is there a free Bing Ads audit?
Yes. Give us view access to your accounts and we will show where B2B targeting, tracking, or wasted search terms are costing you qualified leads.

Industries

Microsoft Ads for B2B and professional services

Paid search pages for industries where the buyer is usually another business.

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Martin Marinov, Founder, HeyLead

Reviewed by

Martin Marinov

Founder, HeyLead

Martin founded HeyLead and has worked in SEO and paid search for more than 20 years, across Google Ads, Microsoft Ads and organic search.