Microsoft Ads Audit – Find Out What Your Microsoft Ads Account Could Be Doing Better
Microsoft Ads accounts are often given less attention than Google Ads. Campaigns get imported, budgets are set and performance can look good enough to leave alone.
But “good enough” can hide missed opportunities, wasted spend and decisions that haven’t been properly tested against what Microsoft Ads is actually delivering.
A Precisionly Microsoft Ads Audit provides an independent, expert review of your account to identify what’s working, what could be improved and where there may be opportunities to generate more commercially valuable results.
You’ll receive clear, prioritised recommendations based on your account, your data and your business objectives, not a generic checklist of Microsoft Ads best practices.
Get Your Microsoft Ads Audit >
But “good enough” can hide missed opportunities, wasted spend and decisions that haven’t been properly tested against what Microsoft Ads is actually delivering.
A Precisionly Microsoft Ads Audit provides an independent, expert review of your account to identify what’s working, what could be improved and where there may be opportunities to generate more commercially valuable results.
You’ll receive clear, prioritised recommendations based on your account, your data and your business objectives, not a generic checklist of Microsoft Ads best practices.
Get Your Microsoft Ads Audit >
Precisionly Audit vs Free PPC Audit
Precisionly Audit
Typical “Free” Audit
Is Your Microsoft Ads Account Getting Enough Attention?
For many businesses, Google Ads naturally receives the majority of paid search investment and management time. That makes sense when Google provides significantly more search volume. But it can also mean Microsoft Ads becomes the account that’s checked occasionally rather than actively developed.
We regularly see Microsoft campaigns that began as Google Ads imports and have subsequently received relatively little platform-specific optimisation.
That can leave important questions unanswered:
We regularly see Microsoft campaigns that began as Google Ads imports and have subsequently received relatively little platform-specific optimisation.
That can leave important questions unanswered:
Our Microsoft Ads audit is designed to answer those questions and more.
What Does a Microsoft Ads Audit Include?
We don’t believe useful audits come from running an account through a standard checklist and producing dozens of recommendations simply to make the document look substantial.
The audit focuses on the areas most likely to affect performance and commercial outcomes.
The audit focuses on the areas most likely to affect performance and commercial outcomes.
1
Account & Campaign Structure
We’ll review how campaigns and ad groups are structured, how closely that structure reflects your products, services and business priorities and whether campaigns imported from Google have been appropriately adapted for Microsoft Ads.2
Keywords & Search Terms
We’ll analyse keyword targeting, match types, negative keywords and the searches actually triggering your ads.Particular attention is paid to whether spend is reaching genuinely relevant searches and where search-term behaviour differs from Google Ads.
3
Budgets & Investment
Microsoft Ads frequently receives a predetermined fraction of Google Ads budget. We’ll look at whether that allocation actually makes commercial sense.If Microsoft is producing valuable incremental demand efficiently, there may be an opportunity to invest more. If it isn’t, lower CPCs alone aren’t a reason to keep spending.
4
Bidding & Automation
We’ll review bidding strategies, targets and Microsoft’s use of automation to determine whether they’re appropriate for the account’s conversion volume, objectives and available data.Automation should support the strategy, not determine it.
5
Ads & Messaging
We’ll assess ad coverage, messaging, assets and how effectively your ads connect search intent with the proposition on your website.Importing Google Ads creative can be convenient, but that doesn’t mean it should remain unchanged indefinitely.
6
Conversion Tracking & Measurement
An account can only optimise effectively if the signals it’s receiving are meaningful.We’ll review conversion actions, attribution and available measurement to understand whether Microsoft Ads is being judged against the outcomes that actually matter.
Where possible, we’ll also consider what happens after the platform conversion, including lead quality, sales and customer value.
7
Microsoft-Specific Settings & Distribution
Microsoft Advertising isn’t simply a smaller copy of Google Ads.We’ll review relevant platform settings, targeting and distribution, including Microsoft-owned and partner search inventory, to identify areas that may warrant closer control or testing.
8
Opportunities for Growth
An audit shouldn’t only find things that are wrong.We’ll also identify where Microsoft Ads may have untapped potential, including campaigns, keywords, audiences or areas of demand that could justify additional investment.
Our S.C.A.L.E Audit Process
We apply the same framework that drives all our management work, ensuring your audit moves from data to action:
S – Strategise
Define business goals, audiences, and desired outcomes before diving into data.
C – Construct
Analyse your account’s current setup, structure, and measurement accuracy.
A – Activate
Identify immediate fixes and quick wins for faster impact.
L – Learn
Evaluate patterns, search intent, and efficiency metrics.
E – Enhance
Deliver a roadmap for optimisation, scalability, and ROI improvement.
Who Is a Microsoft Ads Audit For?
An independent review can be particularly valuable when Microsoft Ads is running, but you’re not confident the account is delivering everything it could.
It Hasn’t Been Reviewed in a While
Microsoft Ads has been running for some time without a detailed strategic review, or performance has started to plateau or deteriorate.
Microsoft Ads has been running for some time without a detailed strategic review, or performance has started to plateau or deteriorate.
Your Account Was Imported From Google
Your campaigns were originally imported from Google Ads and may still reflect decisions, structures and settings designed for a different platform.
Your campaigns were originally imported from Google Ads and may still reflect decisions, structures and settings designed for a different platform.
You’re Unsure About Budget
You don’t know whether Microsoft Ads deserves more or less investment, or whether additional commercially viable demand is available.
You don’t know whether Microsoft Ads deserves more or less investment, or whether additional commercially viable demand is available.
Microsoft Gets Less Attention Than Google
The account receives considerably less management attention than Google Ads and you want to know what may have been overlooked.
The account receives considerably less management attention than Google Ads and you want to know what may have been overlooked.
Conversions Aren’t Telling the Whole Story
Conversions are coming through, but you’re unsure about lead quality, customer value or what Microsoft Ads is actually contributing commercially.
Conversions are coming through, but you’re unsure about lead quality, customer value or what Microsoft Ads is actually contributing commercially.
You’re Considering What Comes Next
You’re reviewing your Microsoft Ads strategy, considering a change of agency or approach, or deciding whether ongoing consultancy or management is needed.
You’re reviewing your Microsoft Ads strategy, considering a change of agency or approach, or deciding whether ongoing consultancy or management is needed.
You don’t need an obviously broken account to benefit from an audit.
Sometimes the most valuable finding is discovering that the fundamentals are sound and identifying the smaller number of areas actually worth your attention.
Sometimes the most valuable finding is discovering that the fundamentals are sound and identifying the smaller number of areas actually worth your attention.
More Than a Microsoft Ads Checklist
An Audit Should Tell You What Matters Most
It’s relatively easy to find something to change in an advertising account. That doesn’t mean it should be changed.
Every recommendation within a Precisionly audit is considered in the context of its likely impact and your wider business objectives.
That means distinguishing between:
Every recommendation within a Precisionly audit is considered in the context of its likely impact and your wider business objectives.
That means distinguishing between:
The result is an audit you can actually use, rather than a long list of observations with no indication of what to do first.
Stop wasting budget on guesswork
Get a professional Microsoft Ads audit that shows what’s working and what’s not.
Google Ads Import? That’s the Beginning, Not the Strategy
Microsoft’s Google Ads import functionality makes launching on the platform considerably easier. But it can also create accounts where decisions originally made for Google are inherited without asking whether they remain appropriate for Microsoft.
Campaign structures, budgets, bidding strategies, targeting and other settings can all be imported, performance cannot. Your Microsoft Ads data needs to determine what happens next.
As part of the audit, we’ll look for areas where the account appears to be following Google rather than responding to Microsoft-specific performance.
The objective isn’t to make Microsoft different for the sake of it. It’s to ensure the account has evolved according to what the evidence actually shows.
Campaign structures, budgets, bidding strategies, targeting and other settings can all be imported, performance cannot. Your Microsoft Ads data needs to determine what happens next.
As part of the audit, we’ll look for areas where the account appears to be following Google rather than responding to Microsoft-specific performance.
The objective isn’t to make Microsoft different for the sake of it. It’s to ensure the account has evolved according to what the evidence actually shows.
Could You Be Underinvesting in Microsoft Ads?
Audits are normally associated with finding waste, sometimes they find the opposite.
Before founding Precisionly, Dez Calton spent almost a decade leading paid media in the insurance sector. During that time, annual Bing Ads investment grew from approximately £100,000 to £250,000 – £300,000 as performance demonstrated that additional commercially viable demand was available.
The important part isn’t the increase in spend, it’s why it increased.
Microsoft wasn’t allocated more budget because of a predetermined channel split. The opportunity earned greater investment as the evidence developed.
Your audit will therefore look not only for opportunities to reduce waste, but also for places where being too conservative could be limiting profitable growth.
Before founding Precisionly, Dez Calton spent almost a decade leading paid media in the insurance sector. During that time, annual Bing Ads investment grew from approximately £100,000 to £250,000 – £300,000 as performance demonstrated that additional commercially viable demand was available.
The important part isn’t the increase in spend, it’s why it increased.
Microsoft wasn’t allocated more budget because of a predetermined channel split. The opportunity earned greater investment as the evidence developed.
Your audit will therefore look not only for opportunities to reduce waste, but also for places where being too conservative could be limiting profitable growth.
What You’ll Receive
Your Microsoft Ads Audit will give you a clear assessment of the account and a prioritised set of recommendations.
Rather than simply identifying issues, we’ll explain:
Rather than simply identifying issues, we’ll explain:
The aim is that you finish the audit knowing where you are, where the opportunities are and what to do next.
Independent Microsoft Ads Expertise
Precisionly brings more than 15 years of paid media experience spanning hands-on account management, consultancy, leadership and significant advertising investment. That includes years of direct experience managing Bing and Microsoft Ads alongside Google Ads in competitive markets.
Crucially, we’re not auditing your account to generate a predetermined recommendation that you should hand its management to us.
The outcome might be ongoing consultancy, management, support for your internal team or simply implementing the recommendations yourself.
The audit has to be valuable in its own right.
Crucially, we’re not auditing your account to generate a predetermined recommendation that you should hand its management to us.
The outcome might be ongoing consultancy, management, support for your internal team or simply implementing the recommendations yourself.
The audit has to be valuable in its own right.
Microsoft Ads Audit Pricing
We charge for audits because they deliver real, actionable value, not a pretext for a sales pitch. Speak to us for enterprise, multi-national accounts and more.
If the audit does not demonstrate at least 2x in preventable losses, you do not pay.*
If the audit does not demonstrate at least 2x in preventable losses, you do not pay.*
* Conditions of the “2x Preventable Losses or You Don’t Pay” Audit
To ensure each audit has enough data to be accurate and valuable, the following minimum spend levels apply:
Scale Up Audit (£799): at least £12,000 in the last 30 days (or £36,000 over 90 days)
Start Audit (£549): at least £8,000 in the last 30 days (or £24,000 over 90 days)
2. Based on recent performance
Preventable losses are calculated using the most recent 30 days of available data.
3. Full access required
We need read access to all relevant ad platforms, analytics and any CRM data connected to your conversions.
4. How we define preventable losses
These are inefficiencies clearly backed by your own data such as wasted search spend, irrelevant queries, inefficient bidding, poor placements, weak structure and budget misallocation.
5. Guarantee covers the audit fee only
If we cannot evidence at least 2x the audit fee in preventable losses, you don’t pay the audit fee. Any ongoing work is separate.
6. One audit per business per year
To keep things fair, the guarantee can be used once every 12 months.
Start Up 🚀
From £549
Single-platform advertisers wanting an independent assessment of performance, efficiency and missed opportunities.
- Single-platform audit (Microsoft or Google Ads)
- In-depth structural and performance review
- 45-min strategy call with clear next steps
Scale Up 📈
From £799
Businesses running multiple campaigns or platforms looking to improve efficiency and prepare for growth.
- Multi-campaign or dual-platform analysis
- Comprehensive written report + optimisation roadmap
- 60-min strategy call with clear next steps
Blow Up 💥
Contact Us for Quote
Businesses investing heavily in paid media where efficiency, attribution and scaling decisions have significant commercial impact.
- Full cross-channel performance and efficiency audit
- Detailed scaling and growth strategy report
- 60-min consultation with actionable insights
If the audit does not demonstrate at least 2x in preventable losses, you do not pay*.
The final cost depends on the size and complexity of your account, including the number of campaigns, volume of activity and depth of analysis required. We’ll confirm the scope and price before any work begins.
For larger accounts or businesses requiring analysis across Microsoft Ads and other paid media platforms, our broader PPC Audit packages provide additional scope.
The final cost depends on the size and complexity of your account, including the number of campaigns, volume of activity and depth of analysis required. We’ll confirm the scope and price before any work begins.
For larger accounts or businesses requiring analysis across Microsoft Ads and other paid media platforms, our broader PPC Audit packages provide additional scope.
Ready for a Second Opinion on Your Microsoft Ads?
Whether you’re concerned about wasted spend, wondering if there’s more opportunity available or simply want an experienced independent view, a Microsoft Ads Audit can give you a clearer picture of what deserves your attention.
Get Your Microsoft Ads Audit >
Get Your Microsoft Ads Audit >
Microsoft Ads Audit FAQ’s
Q: What is a Microsoft Ads audit?
A: A Microsoft Ads audit is a detailed review of your Microsoft Advertising account covering areas such as campaign structure, keywords, search terms, bidding, budgets, ads, conversion tracking and platform settings.
A Precisionly audit also considers the commercial significance of the findings and prioritises recommendations accordingly.
Q: Is a Microsoft Ads audit the same as a Bing Ads audit?
A: Yes. Bing Ads was renamed Microsoft Advertising, although “Bing Ads” remains widely used when referring to Microsoft’s paid search platform. Our Microsoft Ads audits cover paid search activity running through Microsoft Advertising.
Q: Can you audit campaigns imported from Google Ads?
A: Yes. In fact, this is one of the situations where an independent review can be particularly valuable. We’ll assess whether decisions inherited from Google Ads remain appropriate based on the performance and opportunities within Microsoft.
Q: Will you compare Microsoft Ads with our Google Ads performance?
A: Where appropriate and where access/data is available, yes. Understanding the relative economics of Google and Microsoft can be important when evaluating budgets and identifying opportunities for incremental investment.
Q: Do we have to use Precisionly for Microsoft Ads management afterwards?
A: No. The audit is designed to provide value as a standalone piece of work. You can implement the recommendations internally, use them with your existing agency or discuss further consultancy or management with Precisionly.
Ready to Find Out What Your PPC Is Really Doing?
If you’re serious about improving efficiency, performance, and ROI, a Precisionly PPC audit will give you the full picture and a plan to fix it.
Book Your PPC Audit Here
Use the form below to request a PPC Audit.
You’ll then receive simple instructions on how to grant temporary, read-only access to your ad account. This allows the audit to be completed safely and securely.
What this means:
– Read-only access only
– No changes can be made
– No impact on live campaigns
– Access can be removed at any time
Google and Microsoft Ads accounts are supported.
You’ll then receive simple instructions on how to grant temporary, read-only access to your ad account. This allows the audit to be completed safely and securely.
What this means:
– Read-only access only
– No changes can be made
– No impact on live campaigns
– Access can be removed at any time
Google and Microsoft Ads accounts are supported.