Search ads
Microsoft Ads (Bing Ads) management
Bing gets less traffic than Google, and less competition for it. For some businesses that makes it the cheapest qualified lead in the account. For others it is a rounding error. We find out which before you spend.
Who you reach on Bing
Bing is the default search engine in Microsoft Edge and on Windows, and it supplies the results and ads on Yahoo. Its audience leans toward desktop use, office hours and people who never changed their browser settings. For a B2B supplier or an accountant, that can be exactly the right crowd.
Its share of searches varies a lot by country, language and device. In some markets it deserves its own budget. In others the volume is too thin to matter. Microsoft’s keyword planner shows the volume for your terms, and we check it before recommending anything.
Microsoft also sells ads in fewer countries than Google. The first question is simply whether your market and language are on its list.
What Microsoft Ads does differently
LinkedIn profile targeting
Raise or lower bids by company, industry or job function, using LinkedIn data. Useful when the same search comes from students and from buyers, as it often does in B2B.
Microsoft Audience Network
Native and display ads on MSN, Outlook and Edge, with audiences built from search behaviour.
Ads in Copilot
Search ads can also appear in conversations with Copilot, Microsoft’s assistant, in the markets where Microsoft offers it.
Fewer bidders
Fewer advertisers compete on many keywords, which can mean cheaper clicks. Not always: some sectors are just as crowded as on Google.
How we set up and run it
Import, then correct
The Google Ads import saves time, but bids, budgets, audiences and some assets do not carry over cleanly. We review each campaign after the import.
Connect conversions
Microsoft’s UET tag goes on the site, and qualified leads from Napexy CRM are uploaded as offline conversions using the Microsoft click ID. Bing’s automated bidding then learns from buyers too.
Give Bing its own budget
Separate budgets and targets, so its smaller volume stays visible next to Google’s numbers.
Review its search terms
Bing matches queries differently from Google. Its search terms get their own weekly review and negative lists.
Google Ads and Microsoft Ads side by side
| Google Ads | Microsoft Ads | |
|---|---|---|
| Where ads appear | Google Search, YouTube, Display, partners | Bing, Yahoo, AOL, partners, Microsoft Audience Network |
| Typical searcher | Everyone, mostly on mobile | More desktop and working-hours searches |
| Extra targeting | Google audience data | LinkedIn company, industry and job function |
| Competition | Crowded in most sectors | Often fewer advertisers on the same terms |
What we report
Cost per qualified lead, Bing and Google
Side by side, from CRM stages, so you can see whether each extra unit of budget works harder on one or the other.
Share of leads from Bing
Its real weight in your pipeline, traced through revenue attribution.
LinkedIn segment results
Which industries and job functions turn into qualified leads, and which only click.
Impression share
Whether low volume comes from the market itself or from budget and bids.
Frequently asked questions
Is Bing worth it for our business?
It depends on your market, your language and who your buyers are. We check search volume in Microsoft’s planner, then run a test with a fixed budget and a cost-per-booked-appointment target. If it misses the target, we stop.
Can you just copy our Google campaigns?
We import them, and that is a sensible start. Then we adjust bids, budgets, negatives and audiences, because what works on Google rarely transfers exactly.
Do Microsoft ads help us appear in Copilot or ChatGPT answers?
Paid ads can show in Copilot, but they do not change what an assistant writes about you. Being named in AI answers is organic work, covered in generative engine optimization.
Do you manage Google and Microsoft together?
Usually, yes. Both run from the same keyword research and the same CRM feedback, with one report. See Google Ads management for how the Google side works.
What does Microsoft Ads management cost?
It is usually priced with Google Ads, by the number of campaigns, languages and locations. The PPC pricing guide explains each factor.
Last updated · By the Napexy team
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