Bing Ads Agency For Microsoft Ads Management That Adds Profit

The import brings across campaigns, ads, keywords and most settings, but Microsoft's own documentation lists the gaps. Customer lists, affinity audiences and Google Analytics remarketing lists are not imported, and audience membership over 180 days is cut to 180. Only tag-based conversions created in Google Ads come across, data-driven attribution becomes last click, and parental status and household income targeting are dropped. Even utm_source values of google are rewritten as bing. We check each one.

Microsoft Advertising lets you use LinkedIn profile data on three dimensions: company, industry and job function. It works on Search, Dynamic Search Ads, Microsoft Shopping, Audience and Performance Max campaigns, though Performance Max access is still rolling out. It is bid only, so it raises or lowers bids for those people without narrowing who sees your ads. You can target up to 1,000 companies in an ad group or campaign, and company lists are added by hand.

Audience ads run in display, native and video placements across MSN, Microsoft Outlook, Microsoft 365, Microsoft Casual Games and partner sites. Search ads can also be extended to native placements automatically, using your ad text and image extensions. We check whether that extension suits each campaign, then use Audience campaigns deliberately for remarketing and for LinkedIn-targeted prospecting, judged on cost per acquisition rather than reach.

Microsoft says its Performance Max campaigns can reach audiences across Microsoft properties, including Copilot, and it supports importing eligible Performance Max elements from Google Ads, with settings, budgets, bidding and asset groups checked before launch. For retailers, Shopping needs a Microsoft Merchant Center store linked to the account, and catalogues must use a supported country of sale. We set up the store and feed, then run Shopping and Performance Max against their own targets.

We review tracking, structure, bid strategies, negatives, audiences, targeting and Shopping setup against Microsoft's own list of what an import changes. We check whether scheduled imports are overwriting changes made for Bing, whether the UET tag is recording conversions accurately and whether Audience Network traffic is converting. You get a ranked list of fixes with the expected effect on cost and revenue, and a view on how much budget Microsoft can usefully take.

We use the import tool to save build time, then rebuild what it cannot carry. That means reviewing negatives once broad match negatives become phrase match, rebuilding audiences, replacing bid strategies that were converted, re-adding location groups and checking URL tracking, while keeping the account structure that protects your CPA consistent on both platforms. We then decide whether to keep scheduled imports running or manage Microsoft separately, so changes made for Bing are not reversed by the next sync from Google.

Microsoft's conversion goal import is in pilot and only brings across tag-based goals created in Google Ads, not those from Google Analytics or Search Ads 360. We install and test the UET tag, directly or through Google Tag Manager, set up conversion goals with values and check the counts against your own sales or CRM data. Without that, automated bidding has nothing reliable to learn from and the platform cannot be judged fairly.

For B2B brands, LinkedIn profile targeting is often the strongest reason to run Microsoft Ads. We build company lists of your target accounts, add industry and job function segments and raise bids for the people you most want to reach on Search and Audience campaigns. Because the targeting is bid only, ads still show to everyone else, so we read results by segment and adjust. It sits naturally with our B2B PPC work.

We set up a Microsoft Merchant Center store, connect your product feed and link it to the account, then build Shopping campaigns segmented by margin and product range. Imported Shopping campaigns need that store in place before they can serve. We apply the same feed discipline as our Google Shopping service: accurate titles, attributes and prices, with poor performers excluded rather than left to drain budget.

We decide where Microsoft Audience Network spend belongs, from remarketing to LinkedIn-targeted prospecting on MSN, Outlook and partner sites, and check whether search ads extended to native placements are converting. Where Performance Max fits, we use Microsoft's version to reach its properties, including Copilot, with asset groups reviewed for Microsoft rather than copied from Google and left. Every placement is judged on cost per acquisition.

We report Microsoft Ads next to Google Ads in one view, by campaign, audience and device, against revenue and leads rather than clicks. That shows what each platform adds, where they overlap and where the next pound should go. Our PPC management is a fixed fee rather than a percentage of ad spend, so we have no incentive to move budget to whichever platform costs more.