Microsoft Ads Management

Microsoft Ads. The channel your competitors forget.

While everyone fights over Google, Microsoft Ads quietly delivers high-intent traffic at lower CPCs. Same search intent, less competition, and an audience that skews older, wealthier, and more likely to buy.

Get in Touch See Our Results

30-40%

Typical CPC savings vs Google Ads — same intent, lower competition

96%

Client retention rate

9yrs

Paid media experience

Why Most Businesses Ignore Microsoft Ads

You're leaving money on the table because nobody told you about Bing.

All budget on Google, nothing else

Google gets all the budget because it's the default. Meanwhile, Microsoft has 100+ million daily UK searches and an audience that converts differently. Most agencies don't even mention it.

Lazy imports from Google

The agencies that do run Microsoft Ads just import Google campaigns and forget about them. Different platform, different audience, different auction dynamics — but the same lazy setup. It underperforms because nobody's actually managing it.

No one tracking it properly

Microsoft Ads conversion tracking is often broken or missing entirely. Without proper UET tag setup and conversion import, you're flying blind — and the data you're getting from Google doesn't tell the full story.

Our Approach

Microsoft Ads managed properly. Not imported and ignored.

Platform-native strategy

We don't just mirror your Google campaigns. Microsoft has different auction dynamics, different audience demographics, and different placement options. We build campaigns that work for this platform specifically.

Audience advantage

Microsoft's audience skews older and higher income — particularly strong for B2B, professional services, and higher-ticket purchases. We target the demographics and in-market audiences unique to Microsoft's network.

Shopping and search together

For e-commerce, Microsoft Shopping campaigns can deliver excellent ROAS with significantly less competition than Google. We structure search and shopping to work together, not cannibalise each other.

Cross-platform intelligence

Running Google and Microsoft together means better data. We use learnings from one platform to inform the other — search terms, audience signals, and conversion patterns that improve performance across both.

Full transparency, always

Your account stays in your name. You have access to everything, always. No lock-in. If you ever leave, you take your entire account history with you.

Elliot Earl-Munns

Founder, Munns Marketing

"Microsoft Ads is the most underrated channel in paid media. Every client we've added it for has seen incremental revenue at a lower cost per acquisition. It's not a replacement for Google — it's the complement most businesses are missing."

9 years experience

7 active clients

96% retention rate

What's Included

Everything your Microsoft Ads need.

A complete managed service — strategy, execution, tracking, and reporting. Purpose-built for Microsoft's platform, not copied from Google.

Campaign Strategy & Build

Full account setup or restructure
Keyword strategy tailored to Bing search behaviour
Microsoft Shopping campaign setup
Audience targeting and demographic layering
Competitor analysis on Microsoft's auction

Ad Creation & Testing

Responsive search ad copywriting
Ad extension setup (sitelinks, callouts, action extensions)
Systematic ad testing
Multimedia and image ad formats
Shopping feed optimisation for Microsoft

Tracking & Reporting

UET tag setup and verification
Conversion tracking and import
Monthly performance reports
Cross-platform comparison reporting
Shared access — your account, always

Client Result

E-commerce · Google, Microsoft, Meta & LinkedIn

The Bamboo Flooring Company: Microsoft Ads as part of a multi-platform strategy delivering 900% ROAS.

When we expanded The Bamboo Flooring Company beyond Google Ads, Microsoft was a natural addition. Lower CPCs, high-intent searchers, and an audience that aligned perfectly with their premium product. Microsoft Ads became a reliable, cost-efficient channel within a broader multi-platform approach.

Read the full case study

900% Combined ROAS

Lower CPCs vs Google

4 Platforms Managed

Who We Work With

Microsoft Ads management for businesses that want more from their budget.

Microsoft Ads works best as a complement to Google — reaching the same intent at lower cost, with an audience most of your competitors are ignoring.

E-commerce businesses

Microsoft Shopping delivers excellent ROAS with less competition. If you're already running Google Shopping, adding Microsoft is often the highest-ROI move you can make.

B2B and professional services

Microsoft's audience skews professional — Outlook, LinkedIn integration, and an older demographic. For B2B, it's often the most cost-efficient search platform available.

Businesses already running Google Ads

If Google is working, Microsoft almost certainly will too. Same search intent, lower CPCs, incremental reach. It's the easiest way to scale without increasing your Google spend.

Businesses frustrated with rising Google CPCs

Google costs keep climbing. Microsoft gives you access to the same intent at 30-40% lower CPCs. It's not enough volume to replace Google — but it's enough to meaningfully improve your blended cost per acquisition.

Who we're probably not right for: businesses not yet running Google Ads (start there first), or businesses spending less than £1,500/month on search ads overall. Microsoft works best as a complement, not a standalone channel.

Common Questions

Things people usually ask before getting in touch.

What's the minimum ad spend for Microsoft Ads?

We recommend at least £1,000–£2,000 per month on Microsoft Ads specifically. Volume is lower than Google, so the budget doesn't need to be as large. Most clients start with Microsoft as 15-25% of their total search spend and scale based on results.

How much does it cost?

Our retainers are tiered based on scope, complexity, and ad spend. We use flat retainers for most accounts and percentage-based pricing for larger spends. Get in touch and we'll give you a clear, honest quote with no hidden fees.

Do I keep ownership of my Microsoft Ads account?

Yes, always. Your account is in your name, you have full access, and if you ever leave you take everything with you. Same as every platform we manage.

Should I run Microsoft Ads if I'm already on Google?

Almost certainly yes. If Google is generating results, Microsoft will too — usually at lower cost. The audience is incremental (people who use Bing, Edge, or Microsoft Search partners), so you're reaching people who wouldn't see your Google ads.

Is it just the same as Google Ads?

Similar, but not the same. The targeting options, auction dynamics, audience demographics, and placement types differ. We build platform-specific strategies — not lazy imports. That said, insights from Google absolutely inform our Microsoft approach.

Who actually manages my account?

Every account has a senior strategist responsible for it, and the founder is personally across all of them. The person you meet is the person who does the work. As the team grows, every specialist is trained to the same standards, and the founder reviews everything.

How quickly will I see results?

Microsoft Ads typically ramp up faster than a new Google account because we can apply learnings from your Google data. Most clients see meaningful data within the first 4-6 weeks. The volume is lower, so optimisation takes a bit longer, but the CPC advantage is usually visible immediately.