SEM / Paid Search

Bing PPC Management
Microsoft Ads as its own channel, not a Google leftover.

Bing and Microsoft Advertising reach people Google misses - often older, higher-income desktop users and B2B buyers - at a lower cost per click when the account is not a blind import.

We build and manage Microsoft Advertising with import hygiene, unique bid strategies, UET that matches the CRM, and LinkedIn profile targeting where it actually changes who sees the ad.

Get a Free Bing Ads Audit arrow_forward
Professional at a desktop computer in an office, the Microsoft Advertising audience. Photo by Andrea Piacquadio on Pexels
Free Bing audit covers
  • check_circleUET, enhanced conversions, and whether Bing goals match Google and the CRM.
  • check_circleImport hygiene: match types, negatives, and location bids that never got rebuilt for Microsoft.
  • check_circleLinkedIn profile layers for B2B, kept off campaigns that do not need them.
  • check_circleWhether Bing is adding jobs or only stealing last-click from Google.
input
Import with hygiene

Bring over Google structures that convert. Rebuild match types and location bids for Microsoft.

analytics
UET that matches CRM

Goals, enhanced conversions, and offline import so bidding optimizes to qualified leads.

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LinkedIn layers

Company, industry, and job function on B2B search. Google does not offer the same targeting.

monitoring
Incrementality

Report extra jobs with source. Retargeting stays separate so brand CPA stays honest.

Why Bing Ads Deserve a Dedicated Strategy

Common Issues We Fix

  • Blind Google imports with no Bing-specific bid or audience adjustments
  • LinkedIn profile targeting unused despite being a Bing exclusive
  • Conversion tracking duplicated incorrectly from Google imports
  • Budget too low to exit learning or gather statistically valid data
  • Treated as an afterthought instead of an incremental reach channel

Our Philosophy

Microsoft Advertising is not a copy-paste of Google Ads. Audience demographics, device mix, and auction dynamics differ. We run Bing as a complementary channel with its own targets, LinkedIn layering for B2B, and import rules that preserve what works while fixing what does not translate.

How We Manage Microsoft Advertising - Technical Details

Import Strategy & Account Structure

  • Smart Google Import: Selective campaign import with Bing-specific bid adjustments, ad schedule modifiers, and device bid changes applied post-import.
  • Bing-Native Campaigns: Standalone campaigns for offers or audiences that perform differently on Microsoft properties.
  • LinkedIn Profile Targeting: Company size, industry, and job function layers for B2B offers where Google has no equivalent.
  • Audience Network Control: Opt-in or out by campaign based on placement quality data. Separate reporting from core search.

Bidding, Tracking & Optimization

  • UET Tag & Goals: Universal Event Tracking configured with matching conversion values and goals aligned to Google Ads for fair comparison.
  • Enhanced Conversions: Hashed user data for improved match rates when cookies are limited.
  • Bid Modifiers: Desktop vs mobile, geographic, and audience modifiers tuned from Bing-specific performance, not Google assumptions.
  • Search Partner Network: Evaluated separately. Enabled only when CPA and lead quality meet thresholds.

Our Microsoft Advertising Process

Professional at a desktop computer in an office, the Microsoft Advertising audience. Photo by Andrea Piacquadio on Pexels
01

Channel Fit Assessment

Determine whether Bing adds incremental reach for your ICP based on industry, geography, and offer type.

Tablet and laptop analytics for offline conversion and value rules
02

Tracking & UET Setup

Install or audit UET tags, conversion goals, and enhanced conversions before spending.

Marketing team planning paid search campaign structure on laptops
03

Import or Build Campaigns

Import from Google with customizations or build native structures for Bing-specific audiences.

Colleagues reviewing charts in a B2B meeting, the buyers Microsoft Ads reaches. Photo by fauxels on Pexels
04

LinkedIn & Audience Layering

Add profile targeting and in-market audiences for B2B and high-ticket offers.

Charts and graphs used for keyword performance and bidding decisions
05

Bid & Budget Calibration

Set Bing-specific CPA or ROAS targets based on early performance data, not Google benchmarks.

Team reviewing conversion and attribution metrics together
06

Ongoing Cross-Channel Reporting

Compare Google and Bing on equal footing with unified CPA and lead quality metrics.

Microsoft Advertising

Bing PPC management in the US is a second auction, not a copy of your Google account. We run Microsoft Advertising so it adds booked jobs Google does not fully cover.

Example improvements

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Blind Google import

We rebuild match types and location bids for Microsoft. CPA on Bing often beats Google on the same terms once junk is gone.

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No UET

Enhanced conversions and CRM import let bidding optimize to qualified leads instead of page views.

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Brand-only leftover

Non-brand and remarketing get their own budgets so Bing is not just a cheaper way to recapture people who already searched your name.

Bing PPC management as its own channel

Microsoft Advertising gets its own bids, negatives, and UET. We size budget from your US auction data so extra clicks are incremental jobs, not last-click stolen from Google.

What Microsoft Bing Ads management services cover

Account build or rebuild, import hygiene, LinkedIn profile targeting for B2B, conversion import, and a weekly search-term pass. Desktop and older-buyer queries on Bing often convert at a lower CPC than the same terms on Google.

What we check in your Bing Ads account

People reviewing printed charts around a table. Photo by fauxels on Pexels

Leads and sales

See which campaigns generate enquiries and customers, not just clicks.

Person using a laptop and phone. Photo by Christina Morillo on Pexels

Wasted ad spend

Check search terms, targeting and imported settings for spend that is not helping your business.

Person working at multiple monitors in an office. Photo by Andrea Piacquadio on Pexels

Desktop and mobile results

Compare performance by device before changing bids or budgets.

Related pages

SEM hubarrow_forwardGoogle Ads managementarrow_forwardConversion trackingarrow_forward

FAQ

Common questions about Bing Ads

What to know before you get started.

Do you offer Bing PPC management separately from Google Ads? expand_more
Yes. Microsoft Advertising gets its own bids, budgets, and search-term hygiene. We can import from Google, but we do not leave it as a blind copy.
Is Bing Ads worth it if Google already converts? expand_more
If Google already books jobs, Bing is usually cheaper incremental volume, especially on desktop and B2B. We size budget from your auction data, not a generic benchmark.
What are Microsoft Bing Ads management services here? expand_more
Account build or rebuild, UET and conversion import, LinkedIn profile targeting where it helps, and reporting that shows extra leads rather than last-click stolen from Google.
Can you run Bing retargeting? expand_more
Yes. Search remarketing and audience ads stay separate from core search so they do not distort branded CPA.
Is Bing Ads really worth it if we already run Google Ads? expand_more
For most US advertisers, yes. Bing often delivers 10 to 25 percent incremental search volume at lower CPCs. B2B and older demographics over-index. We measure incremental lift, not just last-click volume.
How much lower are Bing CPCs compared to Google? expand_more
Typically 20 to 40 percent lower depending on industry and competition. Highly competitive legal and insurance terms see smaller gaps. We validate with your actual auction data.
Should we import our entire Google account? expand_more
Rarely. We import proven campaign structures selectively and then customize bids, schedules, and audiences for Microsoft. Full blind imports miss Bing-specific opportunities.
What is LinkedIn profile targeting on Bing? expand_more
Microsoft Advertising lets you layer LinkedIn company, industry, and job function targeting on search campaigns. Powerful for B2B when used with tight keyword themes.
How do you track Bing conversions accurately? expand_more
UET tags with goal values matching your Google setup, enhanced conversions, and offline import where applicable. We reconcile Bing leads in CRM to compare true CPA across platforms.
What budget do Bing campaigns need? expand_more
Enough to gather 30 to 50 conversions per month per core campaign for stable optimization. Often $1,500 to $4,000 monthly for US B2B. Smaller tests work for branded or niche terms.
Does Bing work for e-commerce? expand_more
Yes, especially for categories with older buyer demographics and higher AOV. Shopping campaigns and Performance Max equivalents available. Feed shared with Merchant Center alternatives.
How do you prevent Bing from cannibalizing Google conversions? expand_more
Geo and audience incrementality tests, holdout periods, and CRM source tracking. We want Bing to add reach, not just steal last-click credit from Google.
What devices perform best on Bing? expand_more
Desktop often dominates, especially for B2B. We set device bid modifiers based on your data rather than platform defaults.
Do you manage Microsoft Audience Ads? expand_more
Yes, when placement quality supports your goals. Kept separate from core search with distinct creative and CPA targets.
How often do you optimize Bing campaigns? expand_more
Weekly search term reviews and bid adjustments. Monthly strategic reviews alongside Google for unified budget allocation.
Can you run Bing-only campaigns? expand_more
Absolutely. Useful when LinkedIn targeting or specific demographics outperform imported Google structures.
What industries see the best Bing results? expand_more
B2B software, professional services, finance, healthcare, home services, and education often see strong Bing performance.
How long until Bing campaigns are profitable? expand_more
Many accounts show acceptable CPA within 30 to 45 days. Full optimization parallels Google at 60 to 90 days with consistent spend.
How do we get started with Bing Ads management? expand_more
Book a free audit. We assess Google account portability, UET status, and incremental opportunity, then launch or restructure Bing with clear KPIs.

Ready to capture lower-cost search demand on Microsoft?

Get My Free Bing Ads Audit arrow_forward