Search Campaigns
High-intent keyword campaigns built natively — not just a blind import from Google.
Microsoft Ads
Microsoft Ads: The Search Demand Your Competitors Forgot
Bing quietly serves a wealthier, older, more desktop-bound audience — including every workplace locked to Edge. Same search intent as Google, routinely lower cost per click.
The problem this solves
The gap most search strategies leave open
Advertisers treat search as a synonym for Google and leave Microsoft's network — Bing, Edge, and AI-assisted search surfaces — entirely to the few competitors who bothered to show up.
That inattention is the opportunity: identical buying intent, thinner auctions, lower CPCs. For B2B, finance, healthcare, and older-skewing consumer products, Microsoft often produces the cheapest qualified leads in the whole mix.
What's included
Everything the engagement covers
Google Import, Done Right
Import tooling used as a starting point, then bids, negatives, and budgets re-tuned for Microsoft's auction.
Shopping Campaigns
Product feeds through Microsoft Merchant Center for e-commerce demand capture.
LinkedIn Profile Targeting
Microsoft's unique edge: bid adjustments by industry, company, and job function on search.
Remarketing
Audience lists mirrored from your other channels for consistent cross-platform sequencing.
Unified Measurement
Microsoft conversions in the same GA4 and CRM reporting as everything else.
How I approach it
The working method
Mirror what works
Your proven Google structure imported, then corrected for Microsoft's quirks.
Exploit unique features
LinkedIn profile targeting and demographic bid adjustments Google doesn't offer.
Watch search partners
Partner-network traffic audited early — it's where Microsoft budgets leak.
Compare marginal CAC
Microsoft holds budget only while it undercuts your Google cost per acquisition.
Results
What this looks like when it works
Representative outcomes from engagements using this approach.
0×
ROAS — B2B campaign
↓0%
Cost per acquisition
+0%
Conversion rate
FAQ
Common questions
Hundreds of millions of searches a day — heavily desktop, workplace, and 35-plus. If you sell to professionals, homeowners, or B2B buyers, a meaningful slice of your market searches there.
Import is the start, not the strategy. Bids, budgets, negatives, and device modifiers all behave differently on Microsoft's auction and need native tuning within the first fortnight.
Commonly 20–40% below Google for comparable keywords, though it varies by industry. The discount narrows in finance and insurance where sophisticated advertisers already compete.
Usually not — its volume is a fraction of Google's. It's the efficient second search channel: same intent, lower cost, added reach. I run it as an extension of a search strategy, not the core.
Let’s build a system that keeps growing.
One call. One engine. Strategy, ads, automation, and site — aligned to your revenue goal.
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