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Not everyone searches on Google. A meaningful slice of searches happen on Bing, and by extension on Microsoft Ads — the advertising system that shows up there and across Microsoft's own properties, plus some partner sites. It works the same way Google Ads does: someone types a search, ads appear above the results, and you pay when they click.
Because fewer businesses bother to advertise there, the auction is often less crowded. That doesn't mean the traffic is lower quality — it means there's less competition bidding up the price for the same kind of buyer you're already chasing on Google.
Microsoft Ads is rarely a business's only channel. It's the second engine you add once the first one is running properly, built from the same playbook so it doesn't need to be reinvented from scratch.
How it actually works
Microsoft Ads runs on the same core mechanics as Google's search auction: keywords, match types, and an ad that competes for a spot based on relevance and bid. If you already understand how Google Ads decides what to show, you already understand most of how this platform decides what to show.
The audience is different in ways that matter. Bing's search traffic skews toward certain devices, certain age groups, and certain times of day differently than Google's does. It also inherits some of its results and partner traffic from other sources, so who actually sees your ad isn't identical to who sees it on Google, even for the exact same search term.
Conversion tracking on Microsoft Ads runs through something called UET — Universal Event Tracking, a small piece of code that watches for the moment someone fills out a form, calls, or books, and reports it back to the platform. It's the Microsoft equivalent of a conversion tag, and it has to be installed and verified separately from whatever tracking already exists on Google, even though it's watching for the same actions.
Because Microsoft Ads and Google Ads are both fishing from the pool of people already searching, the smart move is to treat them as one budget with two accounts, not two separate budgets. Structures that already work on Google get mirrored over, then each platform is judged on the same thing: which one is actually turning clicks into inquiries.
Why it matters for your business
If you're only advertising on Google, you're leaving out every search that happens on Bing. Those searchers still have the same need, the same intent, and the same willingness to become a customer — they just typed it into a different box.
Because competition is often thinner, the same kind of click can come in more efficiently than on Google. That doesn't make Microsoft Ads a replacement for Google — it makes it a second source of the same kind of demand, running at its own pace.
The real value shows up when you can compare the two directly. Once tracking is consistent on both, you can see plainly whether a dollar works harder on Google or on Microsoft this month, and put more of it wherever the answer currently is.
What usually goes wrong
Most agencies mirror Google campaigns into Microsoft, ignore the audience differences, and never touch LinkedIn profile targeting — the one feature that makes the platform strategically unique.
Sound familiar?
- You've written off Bing as too small — while competitors quietly scale there at lower CPCs
- Your Google campaigns imported into Microsoft with no adaptation
- No LinkedIn profile targeting layered onto search intent
Same proven structure, a second source of the same demand.
What we actually do
Proven Google structures, mirrored onto Bing
We don't rebuild strategy from zero. Campaigns, keywords, and match types that are already working on Google get carried over to Microsoft Ads as the starting point, then adjusted for how that audience actually behaves.
UET conversion tracking installed and verified
Universal Event Tracking is set up to watch for the same forms, calls, and bookings you care about on Google, and tested with real submissions before spend begins.
One budget, judged across both platforms
Spend is flexed between Google and Microsoft based on which one is currently producing inquiries more efficiently, rather than splitting the budget evenly out of habit.
Accounts built under your own credentials
Your Microsoft Ads account belongs to you, the same as your Google account does, so your data and history stay yours permanently.
Plain-English reporting across channels
You see how the two platforms compare in language that means something, not two disconnected dashboards you have to reconcile yourself.
What to expect when we work together
A real conversation
We talk through what's already running on Google, what a good lead looks like for you, and whether a second search channel makes sense right now.
An audit of what exists
If you've dabbled in Microsoft Ads before, we look at what's there and tell you plainly what's worth keeping and what should be rebuilt.
A written plan
You see which Google structures we intend to mirror over, and where Bing's audience calls for something different, before we touch the account.
UET tracking built first
Conversion tracking is installed and tested with real form fills and calls before spend starts. No verified tracking, no launch.
Launch and the learning period
Microsoft's auction behaves a little differently than Google's, even with the same setup. We'll tell you honestly what's a real early signal and what's just the account settling in.
Plain-English reporting on a rhythm
You get one clear view of how Google and Microsoft compare, not two separate reports left for you to piece together.
Decisions made together
As one platform pulls ahead of the other, we talk through shifting the budget — you'll always know why the split changed.
A good fit if
- Your Google Ads account is already up and running
- You want more of the same kind of search-based inquiries
- You're open to a second platform if it earns its budget
- You want your data and accounts to stay yours
Probably not yet
- You don't have search demand working anywhere yet — start with Google first
- You need a guaranteed volume of traffic from a specific platform
- You're not ready to compare results across two accounts honestly
- You want a single flat budget split with no room to move
Questions people actually ask
The outcome we work toward
A second high-intent search channel at meaningfully lower CPCs, reaching audiences your Google campaigns miss.