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03.02Microsoft Ads

The search auction your competitors forgot.

Bing, Copilot, Yahoo, DuckDuckGo and the Windows search box reach an older, wealthier, more desktop-bound audience — at clicks that often cost a fraction of Google's. Most advertisers never show up, which is exactly why it works.

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  • Bing
  • Microsoft Copilot
  • Yahoo
  • DuckDuckGo
  • Microsoft Audience Network
  • LinkedIn targeting
Paid Media — the Zorva bot (illustration)Module 03 · Paid Media
The problem

Left on the table

Microsoft's search share in the United States is meaningful and growing through Copilot and Windows, yet many accounts either ignore it or run a stale Google import nobody maintains. Different audiences, different bids, different search terms — a copy-and-forget campaign underperforms for the same reason a neglected Google account does.

What we do

Scope of the work

  • 01Import from Google Ads with structure, negatives and conversions mapped correctly
  • 02Separate bid strategies and budgets tuned to Microsoft's auction and audience
  • 03LinkedIn profile targeting — company, industry and job function — for B2B campaigns
  • 04Microsoft Audience Network placements and native ads where they convert
  • 05Copilot and Bing AI placements as they roll out
  • 06UET conversion tracking and offline conversion imports
  • 07Reporting alongside Google so the two are judged together
How it is measured
Cost per lead vs. Google Ads for the same terms
Incremental lead volume at lower CPCs
B2B leads from LinkedIn profile targeting
Proposal

Scoped in a written proposal within one business day. The whole price is stated before work starts.

Request a proposal
How we run it

Microsoft Ads, step by step.

Step 01

Import and map

Campaigns, negatives and conversions are imported and every mapping checked.

Step 02

Diverge

Bids, budgets and audiences are tuned to Microsoft's auction rather than left as a mirror.

Step 03

Extend

LinkedIn targeting and the Audience Network are added where the data supports them.

Step 04

Report together

Microsoft and Google results are compared per lead in the same monthly report.

Questions

Microsoft Ads, answered.

Is Bing Ads worth it for a local business?
Usually yes at a modest budget. Volume is lower than Google but the clicks are cheaper and the audience skews toward homeowners and decision-makers, so the cost per lead is often competitive or better.
Can I just import my Google campaigns?
You can, and we do — but then we tune them separately. Bids, match behavior and search terms differ enough that an untouched import wastes money.
What is LinkedIn profile targeting?
A Microsoft Ads feature that lets search and audience campaigns target or adjust bids by LinkedIn company, industry and job function — targeting no other search platform offers, and valuable for B2B and professional services.
Do you manage Copilot ads?
Yes, as Microsoft makes conversational placements available. They run inside the same account and are reported the same way.
Works with

Related capabilities

03.01

Google Ads Management

Consolidated broad-match campaigns, tracking verified before spend.

Open03.13

LinkedIn Ads Management

LinkedIn campaigns aimed at named accounts, reported in pipeline.

Open01.11

Predictive AI Audiences

Audiences modeled from your GA4 data, tested by holdout.

Open06.02

Call Tracking & Revenue Attribution

Calls tracked by source and tied to revenue.

Open
All of module 03 · Paid Media →
Proposal

Get a written plan for Microsoft Ads in one business day.

Free scan first, then the written plan.

ReplyOne business day
ProposalWritten · scoped · priced
ContractMonth to month
Phone(629) 298-8241
Proposal request

Tell us what you need

No spam · One business day reply · Month to month