ROILift’s Microsoft Ads management runs the platform most agencies treat as an afterthought and most businesses skip entirely. The result: underpriced CPCs on the same commercial-intent queries Google charges premium rates for, an audience that skews toward the buyers with budget authority, and LinkedIn Profile Targeting that no other search platform offers. Same account ownership rules as Google. Same ROAS-first reporting. Bing ads management that treats the platform as a real channel, not a checkbox.
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Microsoft Ads management runs and optimizes paid search campaigns on Microsoft’s advertising platform (formerly Bing Ads): Search, Shopping, Audience Network, and LinkedIn-targeted campaigns. ROILift’s microsoft ads management treats the platform as a standalone revenue channel, not a Google Ads clone. CPCs are cheaper, the audience skews wealthier and older, and LinkedIn Profile Targeting is an exclusive feature no other search platform matches. Bing ads management with the same ROAS-first reporting and account ownership rules as our Google Ads engagement.
Weekly optimization with logged changes, real-time ROAS dashboard, monthly deep-dive, quarterly replan. Same deliverable cadence as the Google Ads engagement
20-40% lower CPCs in most verticals, audience skewing older and wealthier (35+ demographic, desktop-heavy, higher household income), and LinkedIn-exclusive targeting by job title, company size, and industry
Businesses already running Google Ads that want to capture the same queries at lower CPCs on a complementary audience. Also: B2B businesses where LinkedIn Profile Targeting adds a layer Google can’t match
Ongoing management and optimization of your Microsoft Advertising account: Search, Shopping, Audience Network, and LinkedIn-targeted campaigns
The same four ownership rules from /ppc-management/ apply to every Microsoft Ads engagement. On Microsoft specifically:
Your Microsoft Advertising account stays in your ownership. ROILift is added as agency access. You can revoke in under a minute.
You get admin access to every tool: UET tags, conversion tracking, dashboards, audience lists. Nothing sits in a ROILift-only environment.
Spend and fee separated in every report. Platform spend matches your Microsoft Advertising dashboard to the dollar.
Handover takes minutes. Campaigns keep running. UET tags stay live. Audiences and negative lists remain in your account.
Microsoft Advertising is not a smaller Google Ads. The platform has its own auction dynamics, its own audience composition, and three features Google doesn’t offer: LinkedIn Profile Targeting, demographic bid adjustments that work in real markets (not just age/gender estimates), and an audience network that reaches MSN, Outlook, and Edge at scale.
Working Bing ads management covers three layers most agencies skip because they treat Microsoft as a Google import. The audience layer (understanding who searches on Bing and why the CPC discount exists). The targeting layer (LinkedIn Profile Targeting for B2B, demographic adjustments that reflect real data, in-market audiences from Microsoft’s first-party signals).
And the optimization layer (bid strategies calibrated for Microsoft’s lower volume and different conversion patterns, because what works on Google doesn’t always transfer).
Microsoft Advertising offers four campaign types that matter. Each has a different role in the account, and the mix depends on your business and audience.
| Campaign type | Best for |
|---|---|
|
Microsoft Search |
Same commercial-intent queries as Google Search, at 20-40% lower CPCs. The buyer typed a query on Bing, Edge, or Yahoo; your ad appears |
|
Microsoft Shopping |
Ecommerce: product listings on Bing search results. Lower competition, lower CPCs, often higher ROAS than Google Shopping on the same products |
|
Microsoft Audience Network |
Native ads across MSN, Outlook, Edge, and partner sites. Awareness and retargeting at low cost per impression. Reaches professional audiences during work hours |
|
LinkedIn Profile Targeting |
Microsoft-exclusive. Layer job title, company, company size, and industry on top of search or audience campaigns. The closest thing to LinkedIn Ads intent-targeting at search CPCs |
Every engagement ships the same core deliverables, matching the cadence and depth of the Google Ads engagement.
Microsoft Ads waste patterns are different from Google because the platform’s defaults and the typical setup mistakes are different. These are the six we find on most first audits.
| Where it leaks | What it costs you | What fixes it |
|---|---|---|
|
Campaigns imported from Google without adjustment |
Google’s keyword strategy, bid targets, and ad copy dropped onto a platform with different auction dynamics, different audience composition, and 30-50% lower volume. The import ‘works’ but underperforms by 20-40% |
Campaigns built natively on Microsoft, informed by Google data but structured for Microsoft’s auction. Keywords, negatives, and bids calibrated independently |
|
LinkedIn Profile Targeting not used on B2B accounts |
The single biggest Microsoft-exclusive feature goes unused. B2B campaigns run on keyword intent alone and miss the job-title filtering that would halve the wasted clicks |
LinkedIn targeting applied to Search and Audience Network campaigns for B2B. Job title, company size, and industry layers reduce wasted spend on non-decision-makers |
|
Broad match running without negatives (same as Google) |
Same waste pattern as Google, often worse because the negative list was never adapted from the Google import |
Negative-keyword sweep from Microsoft-specific search-term reports. Different queries surface on Bing than on Google; the negative list needs platform-specific entries |
|
UET tag misconfigured or missing |
Microsoft’s automated bidding (like Google’s Smart Bidding) optimizes toward tracked conversions. If the UET tag is broken, bidding optimizes toward nothing useful |
UET audit in week one. Enhanced conversions configured. Offline imports set up for real sales cycles where applicable |
|
Budget too small to generate learning data
|
Microsoft’s lower volume means campaigns need proportionally more time to generate the 30+ conversions per month that automated bidding requires. Underfunding starves the algorithm |
Budget set to generate enough conversion data for the bid strategy in use. If the budget can’t support automated bidding, manual CPC is the honest recommendation |
|
Audience Network running without controls
|
Microsoft Audience Network (MSN, Outlook, Edge) running with default targeting produces high impression volume and near-zero conversions. Looks productive, earns nothing |
Audience Network scoped to retargeting and LinkedIn-layered audiences only. Frequency-capped. Primary acquisition stays on Search |
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Microsoft Ads onboarding mirrors the Google Ads rhythm with one difference: campaigns are built natively, not imported.
Same scope boundary as the Google Ads engagement. Microsoft Ads campaigns use the same landing pages as Google in most cases; the platform difference is in the ad, not the page.
Microsoft Ads management at ROILift runs and optimizes your Microsoft Advertising account: Search, Shopping, Audience Network, and LinkedIn-targeted campaigns. In practice: UET audit, native campaign build (not imported from Google), weekly optimization, and ROAS-first reporting. The account stays yours.
Yes. Microsoft rebranded Bing Ads to Microsoft Advertising in 2019. Bing ads management and Microsoft Ads management refer to the same platform. The ads appear on Bing, Yahoo, AOL, DuckDuckGo (in some markets), and the Microsoft Audience Network (MSN, Outlook, Edge).
Alongside, almost always. Microsoft’s volume is 5-15% of Google’s in most verticals. It’s an incremental channel, not a replacement. The value is the CPC discount and the audience advantage on top of what Google already delivers. Running Microsoft instead of Google sacrifices too much volume.
20-40% lower in most verticals, measured on matched commercial-intent queries. The discount is widest in B2B, legal, and financial categories where Google CPCs are highest. Some consumer categories show smaller discounts. The unit economics table above shows a representative example.
Microsoft’s exclusive integration with LinkedIn data lets you layer job title, company name, company size, and industry targeting on top of Search or Audience Network campaigns. Example: show your ad only to CFOs at companies with 500+ employees who search for your money query. No other search platform offers this. It’s the single biggest reason B2B advertisers should run Microsoft alongside Google.
We can, and we don’t recommend it. Imported campaigns underperform native builds by 20-40% because Microsoft’s auction dynamics, audience composition, and targeting features are different. ROILift builds Microsoft campaigns from scratch, informed by Google performance data but structured for the platform.
Typical starting allocation: [VERIFY: 15-25]% of total paid search budget for Microsoft, 75-85% for Google. The split adjusts monthly based on CPC and ROAS data. Some B2B accounts shift to 30-40% Microsoft once LinkedIn targeting proves its value on lead quality.
Both options. Most clients run Microsoft alongside Google as a unified engagement with one strategy, one dashboard, and one point of contact. Standalone Microsoft engagements are available for clients who manage Google in-house or with a different vendor.
Book a strategy call. 45 minutes on whether Microsoft Ads fits your audience, what the CPC advantage looks like in your vertical, and how the budget should split between platforms. If you’d rather see the diagnostic first, the PPC audit compares your current Google performance against the Microsoft opportunity.
Book a strategy call: 45 minutes, cross-platform opportunity, no pitch deck
Get a scoped proposal with Microsoft campaign types, budget allocation, and pricing.
Day one: account access, UET audit, native campaigns built inside a week.
