Why Microsoft Ads deserves a place in your paid strategy
Most businesses focus entirely on Google and miss a genuinely high-value channel sitting right alongside it. Microsoft Ads isn’t just a backup to Google — for many businesses, it’s one of the most cost-efficient sources of qualified traffic available.
A high-value, often ignored audience
The Microsoft and Bing network attracts a demographic that skews older, more affluent and more senior in their careers — the kind of audience that converts well for many B2B and considered-purchase B2C businesses.
Lower CPCs than Google
Because fewer advertisers compete on Microsoft Ads, cost-per-click tends to be significantly lower than on Google — meaning your budget goes further and your cost-per-acquisition is often more efficient.
LinkedIn audience integration
Microsoft Ads uniquely integrates with LinkedIn — allowing you to layer targeting by job title, industry, company size and seniority on top of your search campaigns. For B2B businesses this is a genuinely powerful capability.
Complements your Google Ads strategy
Microsoft Ads works best alongside Google, not instead of it. Running both channels together expands your reach, reduces dependence on a single platform and often improves overall paid search performance.
Quick to get up and running
If you’re already running Google Ads, your campaigns can be imported into Microsoft Ads and adapted quickly — so there’s very little additional overhead to adding this channel to your mix.
Less competition, more visibility
With fewer advertisers competing for the same keywords, your ads have a better chance of appearing in premium positions — giving you greater visibility for less spend than you’d need on Google.
From strategy to results in 3 steps
Whether you’re new to Microsoft Ads or looking to get more from an existing account, the same structured process applies — built to drive results quickly and improve consistently over time.
Strategy & Audit
I’ll assess whether Microsoft Ads is the right fit for your business and what opportunity exists. If you’re already running campaigns I’ll audit what’s there, identify inefficiencies and build a clear plan to improve performance.
- Channel fit assessment
- Existing account audit
- LinkedIn audience strategy
Build & Launch
Campaigns are built or imported and adapted from Google Ads, then optimised specifically for the Microsoft network. LinkedIn audience layers are applied where relevant and everything is tracked before launch.
- Campaign build or import
- LinkedIn audience layering
- Conversion tracking setup
Optimise & Scale
Once live, I optimise continuously — refining bids, testing ad copy and expanding what’s working. You’ll have full visibility through real-time reporting and a shared testing plan so you always know what’s happening.
- Ongoing bid & keyword optimisation
- Real-time reporting dashboard
- Regular strategy reviews
Multi-channel experience. One point of contact.
I’ve managed Microsoft Ads accounts alongside Google Ads campaigns for clients across a range of sectors — including Hotter Shoes, where reducing brand CPCs on Microsoft Ads freed up meaningful budget to reinvest across the wider account.
Running both channels together means I can take a joined-up view of your paid search strategy — making sure both platforms are working in harmony rather than in isolation.
And as with everything I do, you’ll have full transparency into what’s happening in your account — with real-time reporting and direct access to me whenever you need it.
Book a Free Consultation →Multi-channel strategy
I manage Google and Microsoft Ads together — giving you a single, consistent strategy across both platforms rather than two disconnected accounts.
LinkedIn audience expertise
I know how to use LinkedIn audience targeting within Microsoft Ads effectively — a powerful capability that many advertisers don’t fully utilise.
Budget efficiency focus
Lower CPCs on Microsoft Ads can free up budget that works harder elsewhere. I take a whole-account view to make sure every pound is allocated where it drives the best return.
One point of contact
Whether it’s Google or Microsoft, everything goes through me. No account managers, no handoffs — just direct access to the person managing your campaigns.
Microsoft Ads in action
Not sure if Microsoft Ads is worth adding to your mix?
Book a free consultation and I’ll give you an honest assessment of whether Microsoft Ads is the right fit for your business — and what return you could realistically expect.
Book Free Consultation →