Bing Ads Agency (Microsoft Ads)
Once your Google Ads are profitable, the smartest next move is rarely a brand new channel you have to learn from scratch. It is Microsoft Ads, the network behind Bing, Yahoo, and DuckDuckGo. As a Bing Ads agency, we treat Microsoft as the obvious second channel after Google: the same intent-driven search ads, often at a lower cost per click, in front of an audience your Google campaigns are not fully reaching. You keep your Google account as it is, and we bolt Bing on beside it.
This is the part most agencies skip. They sell Google and stop, or they pitch Bing as a standalone replacement, which it is not. Bing carries far less search volume than Google, so it is a complement, not a foundation: you build on Google first, then add Microsoft to capture cheaper clicks and a buyer Google misses. The page below covers what we run, how we wire it up, why the channel is worth it, and what the add-on costs. Prefer to go over it live? Book a call and we will review Google and Microsoft side by side.
What we run on Microsoft Ads
Microsoft Ads mirrors most of what you already know from Google, with a few advantages of its own. Here is what we manage inside your account, pulled according to what your campaigns need.
This is the core: text ads against the keywords your buyers type into Bing, Yahoo, and DuckDuckGo, structured around how people actually search so the right query meets the right ad. Intent works much like Google, so your groundwork transfers cleanly.
For stores, we set up Microsoft Shopping so your products appear with image, price, and title against shopping searches, and we connect and tune the product feed inside Microsoft Merchant Center, which decides shopping performance far more than clever bidding does.
Beyond search, the Microsoft Audience Network places native ads across MSN, Outlook, and partner sites to re-engage people who showed interest and reach in-market buyers, so your spend is not limited to the moment of the search.
Microsoft can pull your existing Google Ads structure directly, and we use that as a starting point, not a finished job. An import gets you live faster but carries Google-specific settings that waste money on Bing, so we adapt every piece to fit Microsoft.
We pick the queries worth paying for, sort them by buying intent, and read the search-term report to add negatives that shut off the searches quietly draining budget. Microsoft’s auction behaves differently from Google’s, so the negatives that protect you are not always the same.
This is the feature no other search engine offers. Because Microsoft owns LinkedIn, your Search and Audience campaigns can target by LinkedIn profile signals: company, industry, and job function, with age and household income available across audience placements. That makes the channel unusually strong for business-to-business and high-value consumer offers.
We install and verify Microsoft’s Universal Event Tracking tag, define the conversions that matter (sales, leads, calls, signups), and confirm the data lands before we make a single bid decision, because broken tracking is the most common reason a Microsoft account underperforms.
Every month you see Microsoft’s spend, clicks, conversions, cost per acquisition, and return on ad spend, sitting next to the same figures from Google, so you can judge the add-on on its own numbers and on how it moves your blended cost.
Search campaigns.
This is the core: text ads against the keywords your buyers type into Bing, Yahoo, and DuckDuckGo, structured around how people actually search so the right query meets the right ad. Intent works much like Google, so your groundwork transfers cleanly.
Shopping and product ads.
For stores, we set up Microsoft Shopping so your products appear with image, price, and title against shopping searches, and we connect and tune the product feed inside Microsoft Merchant Center, which decides shopping performance far more than clever bidding does.
Audience and display ads.
Beyond search, the Microsoft Audience Network places native ads across MSN, Outlook, and partner sites to re-engage people who showed interest and reach in-market buyers, so your spend is not limited to the moment of the search.
Importing and adapting your Google campaigns.
Microsoft can pull your existing Google Ads structure directly, and we use that as a starting point, not a finished job. An import gets you live faster but carries Google-specific settings that waste money on Bing, so we adapt every piece to fit Microsoft.
Keywords and negatives.
We pick the queries worth paying for, sort them by buying intent, and read the search-term report to add negatives that shut off the searches quietly draining budget. Microsoft’s auction behaves differently from Google’s, so the negatives that protect you are not always the same.
LinkedIn profile targeting.
This is the feature no other search engine offers. Because Microsoft owns LinkedIn, your Search and Audience campaigns can target by LinkedIn profile signals: company, industry, and job function, with age and household income available across audience placements. That makes the channel unusually strong for business-to-business and high-value consumer offers.
Conversion tracking with the UET tag.
We install and verify Microsoft’s Universal Event Tracking tag, define the conversions that matter (sales, leads, calls, signups), and confirm the data lands before we make a single bid decision, because broken tracking is the most common reason a Microsoft account underperforms.
Reporting alongside Google.
Every month you see Microsoft’s spend, clicks, conversions, cost per acquisition, and return on ad spend, sitting next to the same figures from Google, so you can judge the add-on on its own numbers and on how it moves your blended cost.
How we add Bing to your mix
Adding Microsoft is a short, deliberate sequence, not a rebuild. Because we start from your live Google campaigns, most of the strategy is already done. Here is how it goes.
Want a scope and a fixed price?
Why add Bing at all
This is the section that decides it for most people, so we will be straight. Microsoft Ads is a complement that does a few things Google cannot, and added to an already-working account, the math usually favors switching it on. Here are the honest reasons.
Where Microsoft Ads shines: wealth management
Consider a wealth management or financial advisory firm that wants new clients with real assets to invest. Their ideal prospect is older, financially established, and often researching from a work desktop during business hours, exactly the audience Microsoft over-indexes on and Google can under-serve. We would import their proven Google search campaigns, adapt the bids and negatives for Bing’s auction, then layer LinkedIn profile targeting to focus spend on senior professionals, business owners, and higher income brackets in the regions the firm is licensed to serve. The result is a search ad reaching affluent, work-hours, desktop searchers, with the firm’s Google campaigns still running untouched and the two reported side by side. The same logic carries to commercial insurance, B2B software, professional services, and executive recruiting, anywhere your best customer is defined by job, company, or income rather than the keyword alone.
The clicks tend to cost less.
On the same keywords, Microsoft’s lower advertiser demand usually means a lower cost per click than Google, so the same budget buys more visits, leads, or sales. How big that gap runs depends on your industry and keywords, so we measure it against your own Google numbers rather than promise a fixed discount.
Less competition in the auction.
Fewer advertisers bid on Bing, so it is often easier to hold a strong ad position without premium rates, especially on commercial keywords where Google’s auction is crowded.
A different, often more valuable audience.
Microsoft Advertising’s published audience data shows its search network skews older (a large share between 35 and 65), more educated (around half hold a college degree), and higher income than the average Google searcher, with much of the volume coming from desktops at work. That profile suits business-to-business, finance, healthcare, and considered, higher-ticket purchases your Google campaigns may underweight.
Reach beyond a single search box.
Microsoft Advertising reports its network reaches more than a billion monthly visitors, and from one setup your ads can run across Bing, Yahoo, DuckDuckGo, MSN, and AOL, plus the Microsoft Audience Network. That puts you in front of buyers who never touch Google, without building a second campaign from scratch.
LinkedIn profile targeting nobody else has.
This is the part competitors do not explain, and it is the strongest reason to run Microsoft. Because Microsoft owns LinkedIn, your search and audience ads can target by professional profile: company, industry, job function, and across placements, age and household income. No other major search platform lets you put a search ad in front of, say, finance directors at companies over a certain size. For business-to-business and premium consumer offers, that is a targeting moat, not a minor feature.
Bing Ads pricing
Microsoft Ads is priced as an add-on, not a second full retainer. It is +$297 a month on top of your Google Ads management, with a minimum ad spend of $500 a month paid directly to Microsoft and never marked up. We do not touch your ad spend or take a cut; it goes straight to the platform, and you see every dollar in your own account.
The reason it stays low-cost is simple: we reuse the Google campaigns you already pay us to manage. The strategy, keyword research, ad copy, and conversion goals already exist, so adapting them for Microsoft is a fraction of the effort of building a channel from zero. You pay for the adaptation, the network-specific tuning, the UET setup, the LinkedIn targeting, and the ongoing optimization and reporting.
There is also a stacking discount. Running ads on two or more platforms earns a 10% reduction on management fees, so pairing Google and Microsoft can lower the combined rate rather than simply adding to it. A short list of things moves the final figure:
Well-structured campaigns import and adapt fast, while an account carrying years of clutter takes more upfront work before the Microsoft version is worth running.
Search alone is the lightest setup; adding a product feed for Microsoft Shopping, or building out Audience Network and remarketing, adds work and reporting.
Detailed profile targeting by company, industry, job function, and income takes more setup and tuning than basic search.
Maintaining a profitable channel is lighter than pushing hard with frequent new campaigns, fresh creative, and constant expansion testing.
How clean your Google account is.
Well-structured campaigns import and adapt fast, while an account carrying years of clutter takes more upfront work before the Microsoft version is worth running.
Whether you add Shopping or Audience ads.
Search alone is the lightest setup; adding a product feed for Microsoft Shopping, or building out Audience Network and remarketing, adds work and reporting.
How much LinkedIn targeting you layer on.
Detailed profile targeting by company, industry, job function, and income takes more setup and tuning than basic search.
How aggressively you want to grow it.
Maintaining a profitable channel is lighter than pushing hard with frequent new campaigns, fresh creative, and constant expansion testing.
You can see how every service is priced, and how the multi-platform discount works, on our pricing page.
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Bing Ads questions
Straight answers to what owners ask first.
How much does Bing Ads management cost? It is $297 a month on top of your Google Ads management, plus a minimum ad budget of $500 a month paid directly to Microsoft. We never mark up that ad spend, so the only fee you pay us is the add-on.
Do I have to leave Google to run Bing? No, and you should not. Microsoft Ads works best as a second channel beside Google, not instead of it. Your Google campaigns keep running, and we add Microsoft alongside them to capture cheaper clicks and reach buyers Google misses.
Can you reuse my Google campaigns? Yes, and that is the whole point of running it this way. Microsoft can import your existing Google campaigns, and we adapt them to fit Bing’s network. That reuse is why the add-on costs so little.
Is Bing worth it for B2B or my industry? Often, yes, especially for B2B. The Microsoft audience skews older, more affluent, and more likely to search from a work desktop, which fits business and high-value purchases. LinkedIn profile targeting also lets us aim at people by job and company, which is hard to do anywhere else.
What is LinkedIn profile targeting, and is it included? Because Microsoft owns LinkedIn, your ads can target people by their professional profile: company, industry, job function, and across some placements, age and income. Yes, it is included in the add-on, and we apply it wherever it sharpens who sees your ads.
How soon will I see results? Clicks and early conversions can show up in the first weeks after launch. Steady, profitable performance takes a bit longer, since Bing has less volume than Google and the campaigns need time to gather data. We will set realistic expectations for your specific setup up front.
Do I own the Microsoft Ads account? Yes. Everything runs inside your own Microsoft account under your ownership. If we ever stop working together, you keep the account, the campaigns, and the full history.
How much extra budget do I need for Bing? The minimum is $500 a month in ad spend, paid straight to Microsoft. Because Bing clicks often cost less than Google’s, that budget can stretch further than the same amount on Google. We help you set a starting figure and scale it only as the return justifies.
Add the channel Google can’t reach
If your Google Ads are already working, Microsoft is the cheapest, lowest-risk way to add reach and cut your blended cost per click. We build it from the campaigns you already have, bill it monthly with nothing to lock you in, and leave the account in your name.
Book a call and we will open your Google account, scope the Microsoft add-on, and map it out with you. Every figure sits on our pricing page, and the wider PPC management overview shows how each channel fits into one program.