Import, then diverge
Importing from Google is the right start and the wrong finish. Match types, audiences and device performance differ enough that a copied account underperforms within weeks.
PPC Management
Microsoft Ads (Bing)
Microsoft Advertising across Bing, Yahoo and DuckDuckGo. Smaller volume, less competition, and in several B2B and older-demographic categories a noticeably cheaper cost per acquisition.
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- Median cost per click versus Google in the same categories
- −28%Median cost per click versus Google in the same categories
- Where LinkedIn profile targeting pays for itself
- B2BWhere LinkedIn profile targeting pays for itself
- Typical time to launch from an existing Google account
- 2 wkTypical time to launch from an existing Google account
The problem
Most advertisers skip Microsoft because the volume is a fraction of Google, and in doing so leave the cheapest qualified traffic in their category untouched. Those who do run it usually import the Google account once and never touch it again.
How we do it
What the work actually involves
The audience is genuinely different
Older, higher household income, and heavily weighted toward desktop and workplace machines where Edge is the default. For B2B and considered purchases that is a favourable skew, and bidding should reflect it.
LinkedIn profile targeting
Microsoft owns LinkedIn, so search campaigns can layer company, industry and job function targeting. No other search platform offers that, and for B2B it is the strongest reason to be here.
Included
What you actually receive
- Google import with a post-import divergence plan
- Match type and bid recalibration for Microsoft traffic
- LinkedIn profile targeting where relevant
- Conversion tracking via UET
- Combined reporting alongside Google
Tools we use
- Microsoft Advertising
- UET
- Looker Studio
Still deciding
- Google Ads vs Facebook Ads
Google captures demand that already exists. Meta creates demand that does not. Start with whichever describes your product.
Common failures
Where this usually goes wrong
The three we are called in to fix most often. If any of these describe your current setup, that is the first thing we would change.
Importing once and never touching it
The import is the right start and the wrong finish. Match types, audiences and device performance differ enough that a copied account drifts within weeks.
Dismissing it on volume
The volume is a fraction of Google and the cost per lead is frequently lower. On an account already at a spend cap, it is one of the cheaper places to find more of the same traffic.
Ignoring LinkedIn profile targeting
Microsoft owns LinkedIn, so search campaigns can layer company, industry and job function. No other search platform offers it, and for B2B it is the main reason to be here.
Measurement
How you will know it is working
Agreed before we start, so progress is visible in the months before it shows up in revenue.
- Cost per lead vs Google
- Same offer, same period. This is the comparison that decides whether the channel earns its management time.
- Weeks 3–6
- Share of B2B leads
- Where LinkedIn targeting is in use, lead quality often differs enough to justify the channel on its own.
- Weeks 4–8
- Post-import divergence
- How much of the account has been recalibrated rather than copied. A pure clone underperforms.
- Week 4
Questions
Any question in your mind?
The questions we get asked most, answered without the sales gloss. If yours is not here, ask us directly — you will get a straight answer either way.
Still have questions?
Book 30 minutes with a strategist. No deck, no pitch — just answers about your situation.
Book a callUsually, because incremental effort on top of an existing Google account is small and cost per lead is often lower. If your Google account is at a spend cap and still profitable, this is one of the cheaper places to find more of the same traffic.
Looking for pricing, contract terms or timelines?
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More ppc management work
- Google Ads ManagementSearch campaigns managed against cost per acquisition, with the account in your name and the search terms report open.Read
- Google Shopping AdsFeed-first shopping management — because in Shopping the product feed is the campaign.Read
- Meta Ads ManagementFacebook and Instagram campaigns built around creative volume and clean measurement after iOS tracking loss.Read
- YouTube AdvertisingVideo campaigns built on the first five seconds, measured against a holdout rather than view-through guesses.Read
- Remarketing & RetargetingAudience segmentation by behaviour and recency, with frequency caps — so you persuade rather than pursue.Read
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