Home Services Paid adsMicrosoft Advertising (Bing)

Bing, given its own attention.

We run Microsoft Advertising as its own channel, importing what works from Google Ads and then tuning bids, copy and audiences for the people who search on Bing.

Start a project Retainers from £200 a month

Google campaigns imported
Tuned for Bing
LinkedIn profile targeting

Import routine

TriggerGoogle campaigns change

TaskScheduled import runs

ReviewBids and copy checked

LaunchBing campaigns updated

ReportSearch terms compared

Many businesses copy their Google campaigns into Bing once, then leave them running with settings that no longer fit. We import selectively, then adjust bids, devices, copy and audiences so Bing earns its share of your budget.

Tuned for how Bing works.

Microsoft Advertising shares a lot with Google Ads, so we keep what transfers and change what behaves differently.

Google Ads import

We import campaigns, keywords, ads and assets from Google Ads, then choose what stays in sync so local changes are not overwritten.

Bing and partner sites

Your search ads appear on Bing, Yahoo and other partner sites. We review publisher performance and exclude sites that send poor traffic.

Microsoft Shopping campaigns

We connect your catalogue through Microsoft Merchant Center and run Shopping campaigns or Performance Max, depending on how your products sell.

Microsoft Audience Network

Image and native ads across the Microsoft Audience Network, including MSN and Outlook, reach people before and after they search.

UET tag tracking

We install the UET tag with consent settings, set up conversion goals and import offline conversions where sales close by phone or in person.

Bidding sized to volume

Target CPA and target ROAS work here too, though Bing campaigns often gather data more slowly. We pick the strategy each campaign can support.

Done properly.

The details that decide whether Microsoft Advertising (Bing) pays off.

Same keywords, different audience.

People searching on Bing often use Windows computers and the Edge browser, and they can behave differently from Google searchers. We compare device, time and location data, then set bids and ad copy for how Bing users actually buy.

Channel comparison

Device mix

Compared by campaign

Search terms

Gaps identified

Cost per conversion

Side by side

Bid adjustments

Set for Bing

Bid higher for business buyers.

Microsoft Advertising can use LinkedIn profile data to target by company, industry and job function. For B2B services, we raise bids when the searcher works in a sector or role you sell to, so more budget reaches people who can say yes.

AI summary

Example

Searches from people in finance and operations roles are converting more often than average. A higher bid for those job functions is drafted for review, along with ad copy written for budget holders.

Checked by a person before it goes out

How it works.

Clear steps, and you approve each one before we move on.

01
Import
We bring your Google Ads campaigns across and clean up anything that does not fit.
02
Adjust
We set bids, devices, locations and copy for how Bing users search.
03
Expand
We add Shopping, audience ads and LinkedIn targeting where they suit your goals.
04
Compare
You see Bing and Google side by side in one plain report.

Example project

An accountancy firm finding more business clients

The firm gets steady enquiries from Google Ads but has never tried Bing. Many of its clients are office-based finance managers who search during the working day.

What we would do

Import the best Google campaigns into Microsoft Advertising
Add LinkedIn industry and job function bid adjustments
Set ad schedules around working hours
Install the UET tag and import offline conversions

An illustration of how we would approach it, not a client result.

What you would get

A Microsoft Advertising account in your name
Campaigns tuned for Bing searchers
B2B audience targeting set up
One report covering Bing and Google

Start a project like this

Related work.

Projects where we did this kind of work.

Client · Yorkshire jeweller

Rogue Gold

Shopify conversion work, email marketing and paid advertising for a Yorkshire jeweller.

Read the case study

More workSee everything we've built.Client projects and our own products, with what we did on each.See all work

Questions, answered.

Is Bing worth it if I already run Google Ads?

For many businesses it is worth testing. Bing reaches people searching on Windows, Edge and partner sites, some of whom rarely use Google. We start with your proven Google campaigns, so the test is quick to set up.

Can you just copy my Google Ads campaigns across?

We can, and it is a sensible starting point. Imported campaigns still need checking, because some settings, assets and bid strategies behave differently on Microsoft Advertising. We review each one before it goes live.

What is LinkedIn profile targeting on Bing?

Microsoft owns LinkedIn, so Microsoft Advertising can target or adjust bids by a searcher's company, industry or job function. It suits B2B services that sell to specific sectors or roles.

Who owns the Microsoft Advertising account?

You do. We set up or work inside an account registered to your business, ad spend is billed to you by Microsoft, and you control the budget. Our management is a fixed monthly fee, quoted after a short call.