What Is Microsoft Advertising?
Microsoft Advertising is Microsoft's online advertising platform. At its heart is search advertising: ads that appear above and beside the results when someone searches for what you offer. They show on Bing and on partner search sites such as Yahoo, AOL, DuckDuckGo and Ecosia. Bing is also the default search engine in Windows and the Microsoft Edge browser, which makes it a natural way to reach people searching from a computer, at work or at home.
Campaigns work much like Google Ads: you choose keywords, write ads, set a budget and bid in an auction, paying mainly when someone clicks. Google Import copies existing Google Ads campaigns with their keywords and ads, and can repeat the import on a schedule. The UET (Universal Event Tracking) tag on your site records conversions such as form submissions and purchases and builds remarketing audiences. In markets where it's offered, LinkedIn profile targeting adjusts bids by company, industry or job function.
The platform began as adCenter, was renamed Bing Ads in 2012 and has been called Microsoft Advertising since 2019. Beyond search, it offers shopping campaigns, Performance Max and audience ads shown on Microsoft properties such as Microsoft Edge and Outlook and on partner sites; ads can also appear in Microsoft Copilot. Opening an account is free: you pay for the ads themselves, within the budget you set.
Where We Use Microsoft Advertising
We see Microsoft Advertising as a partner to Google Ads rather than a replacement. These are the jobs we use it for most:
Extending Google Ads Campaigns
When a Google Ads campaign is working, we import it into Microsoft Advertising, then adapt bids, budgets and ad texts to the new audience instead of copying it blindly. You reach more searchers without starting from scratch.
Reaching Business Buyers
For B2B services and higher-value products, we use LinkedIn profile targeting, where it's offered, to bid more for people in the right industries, companies or job functions, so more of the budget goes to likely decision-makers.
Conversion Tracking with UET
We install the UET tag through Google Tag Manager, set up conversion goals such as form submissions, sign-ups and purchases, and make sure tracking follows your visitors' cookie consent choices.
Remarketing and Shopping
With UET audiences we show ads again to people who visited your site but didn't act. For online stores, we connect a product feed to run shopping campaigns that show prices and images.
Why Microsoft Advertising?
Searches You'd Otherwise Miss
People who search on Bing, Yahoo or DuckDuckGo don't see your Google ads. Microsoft Advertising puts you in front of them as well, with the same keywords and messages.
A Quick, Proven Start
Since campaigns can be imported from Google Ads, a structure that already works can be live quickly; our effort goes into fine-tuning rather than rebuilding.
Useful Data for B2B
LinkedIn profile data such as industry and job function can guide bids in search campaigns, which helps when your buyers are professionals rather than consumers.
How We Work on Your Project
We start by reviewing your Google Ads account, if you have one, and the searches that matter to your business. We import the campaigns that work, adapt keywords, ads and bids, add Microsoft-specific settings such as LinkedIn profile targeting and agree on a budget with you.
Before launch we test the UET tag and every conversion goal in Google Tag Manager's preview, check that consent choices are respected and confirm that each ad leads to the right page. Once campaigns are live, we review search terms and results regularly and report in plain language what's working and what we're changing.
