Platform · Microsoft Advertising (Bing)
Microsoft Ads management for B2B. Imported from Google, then run on its own terms.
Bing is the default search engine on a large share of company-managed Windows PCs, and its clicks usually cost less than Google’s for the same B2B terms. We run Microsoft Advertising alongside Google in every program. The campaigns start as an import, and then we fix the settings the import gets wrong.
Hatched: Audience Network, 18% of spend.
Same keywords, same ads. The Audience Network produced no SQLs. Partner clicks converted at a third of the rate.
What’s different
Same buyer, different desk, thinner data.
Workplace search
A buyer on a locked-down company laptop often searches on Bing without choosing to. The query is the same one you see on Google. The competition for it is lighter.
Cheaper clicks, thinner data
Volume runs at a fraction of Google’s, so automated bidding has less to learn from. We keep structures tight and use enhanced CPC where fully automated bidding would be guessing.
One feature Google doesn’t have
LinkedIn profile targeting inside a search campaign: bid adjustments by company, industry, and job function. For B2B it is the strongest reason to run Microsoft at all.
Microsoft Advertising · [Client example]
Google import, week one
The model proposed
What shipped
The model proposed
Import the Google campaigns with all settings
What shipped
Imported keywords, ads, and negatives. Rebuilt targeting, bids, and conversion goals by hand.
Audience Network: on, automatic bids
Off. 18% of spend in month one, no SQLs.
Syndicated search partners: all
Bing and AOL only. Partner clicks were 28% of spend at a third of the conversion rate.
Conversion goal: imported from Google
UET tag installed, goals rebuilt, CRM stages imported as offline conversions.
Bid adjustments: none
Job function and industry adjustments from the LinkedIn profile data. Up on the roles sales talks to, down on students.
Copy keyword bids from Google
Accepted, then cut 20% after two weeks. Clicks cost less here.
6 proposals · 1 accepted · 5 reshaped
Illustrative
What we do on Microsoft Ads
Microsoft runs alongside Google in every program and reports in the same dashboard.
- UET tag and conversion goals set up on their own, with offline conversions imported from the CRM (Connected and Embedded).
- Import from Google with a fix list: network settings, location options, device bids, audiences, goals.
- Audience Network regularly excluded, syndicated partners limited, and both checked after every import.
- LinkedIn profile targeting by company, industry, and job function, with bid adjustments reviewed monthly.
- Weekly search-term review, with negative lists kept in step with Google.
- Copilot and other new placements tested as Microsoft opens them.
- One dashboard and one monthly report across Google and Microsoft, with the change log covering both.
Mistakes we fix most often
- Audience Network sites not excluded, spending on display inventory under a search budget.
- Conversion goals double-counted: a UET goal and an imported Google goal firing on the same form.
- Location set to the default, which includes people searching about a place rather than in it.
- Syndicated partner spend never reviewed because the import turned it on.
- Negative keywords added in Google and never carried across.
- Bids copied from Google at import and never touched again.
Questions
About Microsoft Ads with us.
Is Bing worth it for B2B?
For most accounts it delivers a fraction of Google’s volume at a lower cost per click and a similar cost per SQL. The test is the same as Google’s: cost per sales-qualified lead after 90 days.
Can’t we just sync from Google every week?
You can sync keyword and ad changes. Leave settings, bids, and conversion goals out of the sync, or every fix gets overwritten on the next run.
What budget does it need?
Enough to read the account, which in practice means a few hundred clicks a month.
Does Microsoft Ads show inside ChatGPT or Copilot?
Microsoft Advertising serves Bing, Copilot, and its partner sites. Ads inside ChatGPT are a separate platform run through OpenAI. See ChatGPT ads.
Other platforms
One program, four platforms.
Every platform runs inside Managed, Connected, or Embedded, on one fee, reported in one dashboard.
Google Ads
Search demand, bid to pipeline instead of form fills.
LinkedIn Ads
The accounts sales wants, reached before they search.
ChatGPT Ads
Ads matched to the conversation, measured in your CRM.
Add Microsoft to the account you already run.
Thirty minutes. We’ll tell you what the import would break and what it would add.