Microsoft Ads management
Microsoft Ads management for B2B companies
Microsoft Advertising reaches people on work devices, inside corporate networks where Edge and Bing are the default. For many B2B advertisers it is the most efficient incremental search volume available, and most competitors still treat it as an afterthought.
Some of the brands we've run paid media for
- Aurea Software
- AlertFind
- GoAnywhere
- BitBox
How we run Microsoft Ads
A good fit if you are
- B2B advertisers already seeing results on Google Search who want incremental volume
- Companies selling to enterprise, IT, finance, manufacturing or the public sector
- Accounts running an unmanaged Google import that has drifted out of sync
More than a Google import
Importing is a starting point. Bids, match types, audience network settings and budgets need their own logic on Microsoft, because query mix and competition are different.
LinkedIn profile targeting
Microsoft is the only search platform that lets you adjust bids by company, industry and job function using LinkedIn data. We use it to bid up on your target accounts and roles.
Audience network under control
Search partners and the audience network can quietly absorb budget. We segment performance by network and exclude placements that do not convert into qualified leads.
UET and offline conversions
We set up the UET tag, enhanced conversions and offline conversion imports, so Microsoft bidding sees the same pipeline signals as Google.
What the first 90 days look like
- Step 1
Audit
We compare Microsoft against your Google account to find gaps in coverage, tracking and settings.
- Step 2
Fix tracking
UET, conversion goals and CRM imports are configured and validated.
- Step 3
Rebuild for the platform
Campaigns are restructured with Microsoft-specific bids, audiences and network settings.
- Step 4
Optimize
Search terms, LinkedIn profile bid adjustments and budgets are tuned every week.
Included in every engagement
Conversion tracking and CRM feedback
Every stage from first click to closed deal is tracked and sent back to the ad platforms, so bidding learns from revenue.
Landing page strategy
Page recommendations that match message to search intent and are judged on lead quality as well as conversion rate.
Growth audits
A full review of your paid acquisition to find leakage, missed opportunities and quick wins.
Microsoft Ads questions
Is Microsoft Ads worth it if we already run Google Ads?
For most B2B advertisers, yes. Volume is smaller than Google, but cost per click is often lower and the audience skews toward desktop users at work. It usually adds qualified leads at a similar or better cost.
Can you just import our Google campaigns?
We start with an import to save time, then adapt it. Left alone, imported campaigns inherit bids and settings that do not fit Microsoft, and scheduled imports can overwrite manual optimizations.
How does LinkedIn profile targeting work in Microsoft Ads?
You can apply bid adjustments to searchers based on the company, industry or job function on their LinkedIn profile. It works as a layer on search campaigns, so you still target intent and simply bid more for the right people.
Other platforms we manage
Get a free Microsoft Ads audit
We review your account structure, tracking and targeting, then show you where budget is being wasted and what to fix first.