Microsoft Advertising campaigns that reach the searches Google misses
We manage Microsoft Advertising (formerly Bing Ads) for online stores: search and Shopping campaigns on Bing and partner sites, audience ads, UET tracking and imports from Google Ads tuned for this audience.
Microsoft Advertising Management: what it covers
Microsoft Advertising shows your ads on Bing, the Microsoft search network and syndicated partner sites, plus placements across Microsoft properties such as Edge, MSN and, where available, Copilot. Many of these searches happen on desktop computers set up with Bing as the default, which can include older and work-based audiences who may not see your Google ads at all.
The quickest start is usually to import your Google Ads campaigns, and we use that as a base rather than a finished account. Bids, budgets, keyword match types, audiences and ad extensions often need adjusting because search volume and competition differ. We also set up the UET tag, connect Microsoft Merchant Center for Shopping, and use LinkedIn profile targeting where it is available in your market.
Microsoft Advertising tends to receive less attention than Google, which is exactly why it needs its own reviews. We check search terms, feed health and conversion data separately, report on it with clear numbers and keep it aligned with the rest of your paid search.
- Microsoft Advertising search campaigns
- Microsoft Shopping campaigns
- Audience ads on the Microsoft Audience Network
- Performance Max where available
- Remarketing lists and audiences
- Keyword research for Bing search behaviour
- LinkedIn profile targeting where available
- UET tag and conversion goal setup
- Microsoft Merchant Center product feed
- Google Ads import as a starting point
- Ongoing campaign management
- Budget and bid optimisation
- Ad copy and ad extensions
- Weekly reporting with Google comparison
The challenges we solve
Imported campaigns left on autopilot
Copying Google Ads campaigns over is useful, but scheduled imports can overwrite changes, carry settings that do not suit the network, and set bids that ignore different competition. Left unchecked, imported accounts often spend on the wrong terms or miss cheaper opportunities.
Tracking that was never set up
Many stores run Microsoft Ads without a working UET tag or with conversion goals that do not record purchase values. Without that data, automated bidding cannot optimise and it is impossible to tell whether the channel is paying for itself.
A smaller audience that needs its own approach
Search volume on Bing is lower than on Google, so keyword lists, match types and budgets copied one to one can leave campaigns starved of impressions or too broad. The audience mix also differs, so ad copy and targeting deserve separate testing.
Our Microsoft Ads services
Google Ads import and clean-up
We import your Google Ads campaigns as a base, then review bids, budgets, match types, extensions and import settings so the account suits Microsoft rather than mirroring Google blindly.
Keyword research and search ads
Keyword lists are checked against Bing search behaviour, with responsive search ads and extensions written for this audience and negative keywords kept up to date.
Shopping and Merchant Center
We set up Microsoft Merchant Center, import or connect your product feed, fix rejected items and build Shopping campaigns grouped by category, margin or best sellers.
Audience ads and targeting
Audience ads on the Microsoft Audience Network, plus in-market audiences, remarketing lists and LinkedIn profile targeting by company, industry or job function where available.
UET tag and conversion tracking
We install the Microsoft UET tag through Shopify or Google Tag Manager, set conversion goals with revenue values and confirm that recorded purchases match your store.
Performance Max where available
Where Performance Max is available for your market, we test it alongside Shopping and search campaigns using your feed, assets and conversion goals, and compare results fairly.
Budget optimisation and reporting
Budgets and bids are adjusted from conversion data, and weekly reports show Microsoft results next to Google so you can judge each channel on its own numbers.
What we report
- Impressions and impression share
- Clicks and click-through rate (CTR)
- Average cost per click (CPC)
- Conversions and conversion rate
- Cost per acquisition (CPA)
- Revenue and return on ad spend
- Shopping product performance
How we work
Business & Market Discovery
We learn how your business makes money: your products, margins, customers, competitors, target markets and revenue goals, so every later decision is anchored to commercial reality rather than platform metrics.
Marketing Audit & Research
We review existing campaigns, tracking setup, audience data, ad account history, creative performance and how well your website converts, to find wasted spend, missing data and quick opportunities.
Strategy & Campaign Planning
We choose the right channels, allocate budget between them, and plan campaign structure, target audiences, creative direction and the conversion goals each campaign will be measured against.
Campaign Setup & Launch
We configure campaigns, conversion tracking, landing pages, creatives, audiences and conversion events, then check everything fires correctly before launch so data is reliable from the first day.
Testing & Optimisation
We run structured tests on audiences, keywords, creatives, bidding strategies, landing pages and budget splits, keeping what works and retiring what does not, one clear change at a time.
Reporting & Scaling
We analyse results, highlight new opportunities and report in plain language. When the data is reliable and returns hold up, we scale budgets and expand into new channels, products or markets.
Frequently asked questions
Is Microsoft Advertising the same as Bing Ads?
Yes, Microsoft Advertising is the current name for what used to be called Bing Ads. It still runs ads on Bing search, along with syndicated partner search sites, Microsoft properties such as MSN and Edge, and the Microsoft Audience Network for display style audience ads.
Is Microsoft Advertising worth running if I already use Google Ads?
It often is, because it reaches searchers who may not see your Google ads and can bring extra sales from a similar setup. The audience is smaller, so it works as an addition to Google rather than a replacement, and we judge it by its own conversion data before increasing budget.
Can you import my Google Ads campaigns?
Yes, Microsoft Advertising has a built-in import tool for Google Ads campaigns, and we use it as a starting point. After the import we review bids, budgets, match types, extensions and tracking, and decide whether ongoing scheduled imports help or would overwrite Microsoft specific changes.
Do Shopping ads work on Microsoft Advertising?
Yes, Microsoft Shopping campaigns show your products with images and prices on Bing and partner sites. They need a product feed in Microsoft Merchant Center, which can be imported from Google Merchant Center or connected through a Shopify integration, and we fix any rejected products along the way.
What tracking do Microsoft Ads need?
Microsoft Ads need the UET tag installed on your site and conversion goals that record purchases or leads with their values. We add the tag through Shopify or Google Tag Manager, set up the goals and check them against your actual orders before any automated bidding is switched on.