--- title: "Microsoft Ads" url: https://marketingsignals.com/service/pay-per-click/microsoft-ads type: Page --- # Microsoft Ads Bing Ads agency and Microsoft Advertising Partner. Microsoft Ads management with checked Google imports, LinkedIn targeting and Shopping that adds profit. ## Bing Ads Agency For Microsoft Ads Management That Adds Profit Microsoft Advertising puts your ads on Bing, across the Microsoft Audience Network and, through Performance Max, on Microsoft properties including Copilot. Most accounts are a copy of Google Ads that nobody has checked since the import. We run Microsoft Ads as a channel in its own right, using the targeting only Microsoft offers. Why Google Ads advertisers choose us ## Key Takeaways - For Sentric Music, our paid search delivered a 60% blended reduction in CPA, with 41% of dormant accounts re-engaged. - Your Microsoft Ads account is checked setting by setting after the Google Ads import, so negatives, audiences, bid strategies and UET tracking work before budget is spent. - B2B brands can bid more for the decision makers on a target account list, using LinkedIn profile targeting by company, industry and job function. - Microsoft Ads is reported beside Google Ads against revenue and leads, and our fixed fee means we have no incentive to favour the platform that costs more. ## We’ve Helped Dozens Of Great Brands Grow Their Digital Presence Via Search Marketing ## A Google Ads import is a starting point, not a strategy. Microsoft's import tool will copy most of a Google Ads account in minutes, and that is how most Microsoft Advertising accounts begin. The problem is what it changes on the way through. Broad match negatives become phrase match. Data-driven attribution becomes last click. Customer lists, affinity audiences and Google Analytics remarketing lists do not come across, and bid strategies that need a conversion goal are converted to ones that do not. Left on a schedule, the import then overwrites changes made in Microsoft Advertising, budgets included. As a Microsoft Advertising Partner and Google Partner, we use the import to save build time, then rebuild what it breaks: conversion tracking through the UET tag, audiences, bid strategies, negatives and targeting. Then we add what Google does not offer, including LinkedIn profile targeting, the Microsoft Audience Network and Microsoft Shopping campaigns, and run it all within our [pay per click](https://marketingsignals.com/service/pay-per-click) service alongside [Google Ads management](https://marketingsignals.com/service/pay-per-click/google-ads-management). Every decision is judged on your numbers: cost per acquisition, revenue and lead quality from Microsoft traffic, reported next to Google so you can see what each pound buys on each platform. Why Choose Us ## Senior Specialists. Two Platforms. One Profit Number. ## Its Own Channel. Its Own Targeting. ### The Import Checked Before It Spends **We treat a Google Ads import as a first draft and check every setting that changes on the way across.** Microsoft documents what its Google Ads import skips, converts or changes. We work through that list on your account before launch: tracking, audiences, bid strategies, negatives, locations, demographics and URL tracking. Then we decide whether scheduled imports should run at all, because an automatic import will reactivate campaigns and reset settings, including budgets, to match Google. - UET tag and conversion goals set up and tested - Negatives reviewed after broad match converts to phrase - Audiences rebuilt where Google lists did not import - Bid strategies checked after conversion - LinkedIn profile targeting on high-value segments - Microsoft results reported beside Google #### Google Ads Import And What Does Not Carry Over 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. #### LinkedIn Profile Targeting 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. #### Microsoft Audience Network 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. #### Copilot And Microsoft Shopping 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. ### Microsoft Ads Tied To Profit ## Our Microsoft Ads Services #### Microsoft Ads Audits 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. #### Google Import And Rebuild 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](https://marketingsignals.com/insights/google-ads-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. #### Conversion Tracking With UET 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. #### LinkedIn Profile Targeting For B2B 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](https://marketingsignals.com/service/pay-per-click/b2b-ppc) work. #### Microsoft Shopping And Merchant Center 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](https://marketingsignals.com/service/pay-per-click/google-shopping) service: accurate titles, attributes and prices, with poor performers excluded rather than left to drain budget. #### Audience Network And Performance Max 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](https://marketingsignals.com/service/pay-per-click/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. #### Reporting Beside Google 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](https://marketingsignals.com/insights/ppc-management-fees-percentage-of-ad-spend), so we have no incentive to move budget to whichever platform costs more. Whether you need a Bing advertising agency to run the account end to end, a check of an account that was imported and left alone, or Microsoft Ads management alongside an in-house Google team, the work covers the same ground. Many engagements start with a [PPC audit](https://marketingsignals.com/service/pay-per-click/ppc-audit) across both platforms. Featured Work ## Paid Search Work That Lowered Cost Per Acquisition ## What Microsoft Ads Management Delivers For The Business ### Reach Beyond Google Your ads reach people searching on Bing and browsing Microsoft properties such as MSN and Outlook. ### B2B Targeting From LinkedIn LinkedIn company, industry and job function data lets you bid more for the decision makers on your target account list. ### Tracking You Can Trust A tested UET tag and checked conversion goals mean automated bidding learns from real sales and leads. ### No Silent Overwrites Scheduled imports are managed deliberately, so changes made for Microsoft are not reset by the next sync from Google. ### Products On Bing A Microsoft Merchant Center store and a clean feed put your products in front of shoppers searching on Bing. ### One View Of Paid Search Microsoft and Google reported side by side against revenue, so budget moves to where it earns most. The aim is a Microsoft Ads account that earns its budget on its own numbers, rather than a copy of Google that nobody has checked since the import. ## How Our Microsoft Ads Work Runs, Step By Step ### 1. Audit Both Platforms We review your Google and Microsoft accounts, tracking and feeds, and set a baseline for cost per acquisition and revenue on each. ### 2. Import And Rebuild We import what saves time, then rebuild the tracking, audiences, negatives, bid strategies and targeting that did not carry over. ### 3. Add Microsoft-Only Targeting We add LinkedIn profile targeting, Audience Network and Shopping where your margins and audience support them. ### 4. Optimise And Report We refine bids, search terms and placements every week and report Microsoft beside Google against revenue and leads each month. **4.9** from 130 reviews ## Don’t just take our word for it > “Marketing Signals is our kind of agency: they do what they say they are going to do. The team is responsive and has the ability to pivot onto different priorities throughout the yearly trading cycle. We are well on target to meet our own sales target on the back of their work.” > > Jamie Evans, Head of E-commerce > “I've worked with Marketing Signals on a few projects and always had great customer service, fast delivery and reliable quality. Definitely somebody who should be on your potential agency list for any future activity.” > > Rob Hughes, Director, Global SEO > “We have been working with Marketing Signals since 2015, after our previous agency had messed up. They helped reduce our average CPC and increase conversions, as well as helping us launch a separate site just for Drug Driving leads. We've never looked back and have referred them to many of our other business contacts.” > > Matthew Miller, Managing Director > “As a long-term client of Marketing Signals, I can confidently say their expertise in SEO and PPC is second to none. They deliver consistently good results from SEO and PPC and maintain excellent communication with us.” > > Sandra Carosi, Head of Marketing > “Gareth and the team immediately understood what we were looking for and the type of audience we wanted to attract. Through site changes, content improvements and lots of great PR pieces, we were able to significantly increase the number of leads we got from the organic channel.” > > David Weaver, Co-founder > “An excellent agency to work with and a perfect choice if you're looking to scale quickly.” > > Katie Owen, Founder ### Is Bing Ads the same as Microsoft Advertising? Yes. Many people still call Microsoft Advertising Bing Ads or Bing PPC, because its search ads run on Bing. The platform also serves display, native and video ads across the Microsoft Audience Network, including MSN, Outlook and Microsoft 365, and Microsoft says its Performance Max campaigns can reach Microsoft properties including Copilot. It has its own conversion tag, targeting options and Merchant Center, so it needs managing as a separate channel rather than as a mirror of Google Ads. ### Can we just import our Google Ads campaigns into Microsoft Ads? You can, and it saves build time, but the import changes things on the way. Broad match negatives become phrase match, data-driven attribution becomes last click, customer lists and Google Analytics remarketing lists are not imported, and some bid strategies are converted to ones that do not need a conversion goal. Scheduled imports can also reactivate campaigns and reset budgets to match Google. We import, then check each of these against Microsoft's documentation before any budget is spent. ### What is LinkedIn profile targeting in Microsoft Ads? It lets you adjust bids using LinkedIn profile data on three dimensions: company, industry and job function. It is available on Search, Dynamic Search Ads, Microsoft Shopping and Audience campaigns, and on Performance Max for some accounts while access rolls out. It is bid only, which means it changes how much you bid for those people without excluding anyone else. For B2B brands with a defined target account list, it brings LinkedIn data into search advertising, which Google Ads cannot offer. ### Is Microsoft Ads worth running alongside Google Ads? For many accounts it is, but we would rather show you than assert it. We start with a controlled budget on your best-converting campaigns, track conversions with the UET tag and compare cost per acquisition and revenue with Google over a fixed period. B2B brands can use LinkedIn profile targeting, and retailers can add Microsoft Shopping. If Microsoft does not earn its budget on your numbers, we recommend moving the money back to the channels that do. ### Can Microsoft Ads show our ads in Copilot? Microsoft says its Performance Max campaigns can reach audiences across Microsoft properties, including Copilot. It also supports importing eligible Performance Max elements from Google Ads, and advises checking settings, budgets, bidding and asset groups before launch. We review Microsoft Performance Max asset groups in their own right and judge the campaign on cost per acquisition. Paid placement is only half of it: our [AI SEO and GEO](https://marketingsignals.com/service/ai-search-optimisation) team works on getting your brand cited organically in Copilot and other AI assistants. ### Do you work as a Microsoft advertising agency for in-house teams? Yes. Marketing Signals is a Microsoft Advertising Partner and a Google Partner. Some clients want a Microsoft Ads agency to run the account end to end. Others have an in-house Google Ads team and want specialists to audit, rebuild and run the Microsoft side. Our PPC management is a fixed fee rather than a percentage of ad spend. If you are comparing suppliers, our [ranking of UK PPC agencies](https://marketingsignals.com/insights/best-ppc-agency-2027-the-top-uk-pay-per-click-agencies-ranked) sets out what to look for. ## The Answers to Your Questions Visibility Playbooks ## Related Playbooks Paid search for long sales cycles, with lead quality fed back from your CRM so bidding chases pipeline. Google Shopping, Performance Max and Search for online retailers, run on revenue, ROAS and margin. A full Google Ads and Microsoft Ads audit: tracking, structure, search terms and waste, with a ranked fix list. Google Ads for law firms by case type and intent, tracked to new clients and written within advertising rules. Fixed-fee Google Ads management: clean account structure, Smart Bidding trained on real sales and leads, and search terms kept tight to protect your CPA. More Specialist Services ## Ready To Make Microsoft Ads Pay Its Way? Talk to our senior PPC team about what your Microsoft Ads account is doing today, what the Google import changed and where it could add profit.