Microsoft Ads managementMore customers from Bing, Yahoo, DuckDuckGo and Copilot
Microsoft Ads, formerly Bing Ads, shows your ads to people searching on Bing, Yahoo, DuckDuckGo and Microsoft Copilot, often at a lower cost per click than Google. I set up tracking with Microsoft's UET tag and build campaigns adjusted for Bing's audience instead of a straight copy of your Google Ads. It's an add-on to Google Ads management from $250 a month, or on its own with a fixed quote.
Is Microsoft Ads worth it for a local business?
Often, yes, once Google Ads is running well. Microsoft's search network is smaller than Google's, but it reaches people Google misses: Windows and Edge users, Bing's default search on many work computers, Yahoo and DuckDuckGo searchers, and people using Microsoft Copilot. Competition is usually lower, so clicks often cost less.
It pays off when tracking is in place from day one, so you can compare cost per lead on Microsoft and Google side by side and move budget to whichever works better.
Microsoft Ads, set up properly
Everything your Microsoft account needs, built for Bing's audience rather than copied from Google.
UET conversion tracking
Microsoft's UET tag installed through Tag Manager, with calls, forms, button clicks and purchases counted as conversions.
Bing-tuned campaigns
Search, Shopping and Performance Max adjusted for Bing's audience: bids, locations, schedules and devices tuned for Bing.
Search terms and negatives
Weekly search-term reviews and negative keyword lists, because Bing's matching differs from Google's.
Ad copy and extensions
Ads, sitelinks, call and location extensions written and tested for Microsoft's network.
Audience targeting
Remarketing and in-market audiences, plus Microsoft's LinkedIn profile targeting for B2B services where it fits.
One report for all platforms
Microsoft results next to Google and ChatGPT in the same dashboard, with cost per lead for each.
Why Microsoft Ads needs its own setup
Microsoft Ads looks a lot like Google Ads, so many businesses simply copy their Google campaigns over and leave them running. That's where most Microsoft accounts go wrong:
- No conversion tracking. Google's tags don't count Microsoft conversions. Without the UET tag, Microsoft's bidding is flying blind.
- Google bids on a different market. Bing's audience skews toward desktop and older searchers, and its cost per click is usually different. Copied bids waste money or miss volume.
- Settings that don't translate. Location options, audience settings and partner-network placement need their own review on Microsoft.
- Nobody checks the search terms. Broad matching on Bing can bring very different searches than on Google.
I build your Microsoft account for Bing's audience, with its own tracking, bids and settings, and check everything before your budget goes live.
How much Microsoft Ads management costs
Microsoft Ads management is an add-on from $250 a month to Google Ads management. You can also run Microsoft Ads on its own, with a fixed quote after the free initial audit.
| Option | Price | Notes |
|---|---|---|
| Microsoft Ads add-on | +$250/mo | Added to Google Ads management (from $900/mo) |
| Microsoft Ads on its own | Fixed quote | After the free initial audit |
| Setup | Included | UET tracking, campaign build and ad copy. No separate setup fee |
Ad spend is separate and paid directly to Microsoft from your own card. I never mark up or handle your ad budget.
Who gets the most from Microsoft Ads
Microsoft Ads works especially well as a second channel next to Google Ads.
A good fit
- Businesses already getting leads from Google Ads and looking for more at a similar cost
- Home services and local businesses whose customers search from home or work computers
- Online stores with a product feed, ready for Microsoft Shopping
- B2B and professional services that benefit from LinkedIn profile targeting
Not sure where to start?
The free initial audit covers this too. I look at your market, your current ads and your tracking, and tell you whether Microsoft Ads is worth adding now, next to Google or on its own.
Start with a free initial auditMicrosoft Ads questions
Something else? Send me a message and I'll reply within one business day.
What is Microsoft Ads?
Microsoft Ads, formerly Bing Ads, is Microsoft's advertising platform. Search ads appear on Bing, Yahoo, DuckDuckGo and in Microsoft Copilot, and Shopping and Performance Max campaigns can also reach Microsoft's partner sites. It works much like Google Ads: you bid in an auction and pay per click.
Is Microsoft Ads cheaper than Google Ads?
Clicks often cost less on Microsoft Ads because fewer businesses compete there, but there are also fewer searches. What matters is the cost per lead, which is why I track conversions on both platforms and compare them side by side.
How much does Microsoft Ads management cost?
Microsoft Ads management is an add-on from $250 a month to Google Ads management, with tracking setup, campaign build and ad copy included. It can also run on its own with a fixed quote after the free initial audit. Ad spend is paid directly to Microsoft.
Can my Google Ads campaigns be a starting point for Microsoft Ads?
Yes. What already works on Google, like your best keywords, ads and audiences, is valuable input. I build the Microsoft account around it, set up UET conversion tracking and tune bids, locations, audiences and negative keywords for Bing, because settings copied from Google rarely fit as they are.
Do Microsoft Ads show in Copilot?
Yes. Microsoft Ads can appear in Microsoft Copilot answers as well as in Bing search results, so the same campaigns also reach people asking Copilot for recommendations.
Works best with
Let's see what ads can do for your business
Already running ads? I'll start with a free check of what's visible from the outside: your website, tracking tags and live ads. A full review inside your accounts needs read-only access and is part of the Deep-Dive Audit. Just getting started? I'll look at your website and market and tell you where to begin. Either way, you get a short written summary and a fixed-price quote. No obligation.