Microsoft Ads Management & Consultancy – Find More Search Demand Beyond Google
Google Ads may dominate paid search, but it doesn’t represent the entire search market. Microsoft Ads can give businesses access to additional high-intent searches across Bing and Microsoft’s wider search ecosystem, often with lower average CPCs and less advertiser competition.
Precisionly provides Microsoft Ads consultancy and management for businesses looking to understand, test or improve that opportunity.
Whether you’re already advertising through Microsoft, considering expanding beyond Google Ads or simply want to know whether Bing Ads deserves a place in your paid media strategy, we’ll help you make that decision based on the commercial opportunity for your business.
Precisionly provides Microsoft Ads consultancy and management for businesses looking to understand, test or improve that opportunity.
Whether you’re already advertising through Microsoft, considering expanding beyond Google Ads or simply want to know whether Bing Ads deserves a place in your paid media strategy, we’ll help you make that decision based on the commercial opportunity for your business.
Ready to Get More From Your Google Ads?
Get senior-level Google Ads expertise without the agency overheads.
Let’s make every click count.
Let’s make every click count.
Why Consider Microsoft Ads?
Microsoft Ads is sometimes treated as Google’s smaller alternative. That’s not how we think businesses should approach it.
The real question isn’t whether Microsoft has as much search volume as Google. It doesn’t. The question is whether there is additional profitable demand available to your business.
For the right advertisers, Microsoft Ads can offer:
Lower Average CPCs
Advertiser competition can be lower across Microsoft search results, contributing to lower average CPCs in many markets.
Cheaper clicks aren’t automatically better clicks, however. What matters is whether the resulting enquiries, customers and revenue make that traffic commercially valuable.
Incremental Search Demand
Not everybody searches through Google. Microsoft Ads provides access to searches taking place across Bing and Microsoft’s wider search ecosystem, allowing advertisers to reach potential customers they may otherwise miss.
For businesses already performing strongly on Google Ads, that can provide an additional source of growth rather than simply trying to extract increasingly expensive volume from the same channel.
Less Advertiser Competition
Microsoft Ads often receives considerably less attention from advertisers than Google.
That doesn’t guarantee better results, but it can create opportunities in markets where Google Ads has become highly competitive and incremental growth increasingly expensive.
An Established Search Audience
Microsoft’s search ecosystem reaches users across Bing, Windows, Edge and other Microsoft properties and partnerships.
The exact opportunity varies enormously by audience and sector, which is precisely why we prefer to evaluate Microsoft Ads based on your market rather than assume every business should be using it.
The real question isn’t whether Microsoft has as much search volume as Google. It doesn’t. The question is whether there is additional profitable demand available to your business.
For the right advertisers, Microsoft Ads can offer:
Lower Average CPCs
Advertiser competition can be lower across Microsoft search results, contributing to lower average CPCs in many markets.
Cheaper clicks aren’t automatically better clicks, however. What matters is whether the resulting enquiries, customers and revenue make that traffic commercially valuable.
Incremental Search Demand
Not everybody searches through Google. Microsoft Ads provides access to searches taking place across Bing and Microsoft’s wider search ecosystem, allowing advertisers to reach potential customers they may otherwise miss.
For businesses already performing strongly on Google Ads, that can provide an additional source of growth rather than simply trying to extract increasingly expensive volume from the same channel.
Less Advertiser Competition
Microsoft Ads often receives considerably less attention from advertisers than Google.
That doesn’t guarantee better results, but it can create opportunities in markets where Google Ads has become highly competitive and incremental growth increasingly expensive.
An Established Search Audience
Microsoft’s search ecosystem reaches users across Bing, Windows, Edge and other Microsoft properties and partnerships.
The exact opportunity varies enormously by audience and sector, which is precisely why we prefer to evaluate Microsoft Ads based on your market rather than assume every business should be using it.
Microsoft Ads Isn’t Just Google Ads With a Different Logo
One of Microsoft Advertising’s most useful features is the ability to import campaigns directly from Google Ads. It’s also one of the easiest ways for Microsoft Ads to become an afterthought.
Importing an existing campaign can provide a useful starting point, but simply duplicating Google Ads structures, budgets, bidding strategies and settings doesn’t create a Microsoft Ads strategy.
Search behaviour can differ. Competition can differ. CPCs can differ. Conversion performance can differ. And the relative value of individual keywords and audiences can differ.
A campaign that deserves £10,000 per month on Google doesn’t automatically deserve a proportionate budget on Microsoft. We believe each platform needs to earn its investment based on what it delivers.
That means using Google Ads learnings where they’re useful while allowing Microsoft performance data to determine how Microsoft campaigns develop.
Importing an existing campaign can provide a useful starting point, but simply duplicating Google Ads structures, budgets, bidding strategies and settings doesn’t create a Microsoft Ads strategy.
Search behaviour can differ. Competition can differ. CPCs can differ. Conversion performance can differ. And the relative value of individual keywords and audiences can differ.
A campaign that deserves £10,000 per month on Google doesn’t automatically deserve a proportionate budget on Microsoft. We believe each platform needs to earn its investment based on what it delivers.
That means using Google Ads learnings where they’re useful while allowing Microsoft performance data to determine how Microsoft campaigns develop.
Is Microsoft Ads Right for Your Business?
Not necessarily and we’d be wary of anybody suggesting otherwise.
Microsoft Ads tends to be particularly worth investigating when you already have proven search demand, operate in a competitive sector or are looking for additional profitable volume beyond Google Ads.
It can also be valuable when CPC inflation on Google makes incremental growth increasingly expensive. But lower competition alone isn’t a reason to invest.
Before recommending greater Microsoft Ads investment, we’d want to understand:
Microsoft Ads tends to be particularly worth investigating when you already have proven search demand, operate in a competitive sector or are looking for additional profitable volume beyond Google Ads.
It can also be valuable when CPC inflation on Google makes incremental growth increasingly expensive. But lower competition alone isn’t a reason to invest.
Before recommending greater Microsoft Ads investment, we’d want to understand:
Sometimes the answer will be scale Microsoft Ads, sometimes it will be test it carefully and sometimes there simply won’t be enough incremental opportunity to warrant significant investment.
Microsoft Ads – The Scale of the Opportunity
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Searchers Reached
Microsoft reported in 2025 that its advertising network reaches 786 million searchers globally.
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Microsoft Users
Microsoft says its wider advertising network can reach more than one billion users, including millions advertisers may not be reaching elsewhere.
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Beyond Bing
Microsoft Search Ads can appear across Bing, Yahoo, AOL, DuckDuckGo and Ecosia, alongside other search partners.
Microsoft Ads Consultancy
Independent Expertise to Help You Make Better Decisions
You don’t necessarily need another agency managing another advertising account. Sometimes you need experienced input to understand what the data is telling you and what to do next.
Precisionly provides Microsoft Ads consultancy for businesses and internal marketing teams that want senior paid media expertise without handing over complete control of their campaigns.
That can include:
Precisionly provides Microsoft Ads consultancy for businesses and internal marketing teams that want senior paid media expertise without handing over complete control of their campaigns.
That can include:
The objective isn’t to make changes for the sake of activity. It’s to identify where better decisions can improve the commercial contribution Microsoft Ads makes to your wider paid media strategy.
Curious about how Microsoft Ads could work for you?
Speak to us to see how Precisionly can help you run smarter, scale faster, and make every penny/click count.
Microsoft Ads Management
Hands-On Management With Commercial Oversight
For businesses that want Precisionly to take a more hands-on role, we also provide ongoing Microsoft Ads management.
Campaign management combines the day-to-day detail required to run effective paid search with a broader view of what the advertising is actually contributing to the business. That includes campaign development and optimisation, keyword and search term management, budget allocation, bidding, ad testing, conversion analysis and ongoing performance monitoring.
But management doesn’t stop at the Microsoft Ads interface. Where the data is available, we’ll look beyond platform conversions to understand lead quality, customer value and the outcomes generated after somebody clicks the ad.
Because an improving Microsoft Ads dashboard doesn’t necessarily mean the advertising is becoming more valuable to your business.
Campaign management combines the day-to-day detail required to run effective paid search with a broader view of what the advertising is actually contributing to the business. That includes campaign development and optimisation, keyword and search term management, budget allocation, bidding, ad testing, conversion analysis and ongoing performance monitoring.
But management doesn’t stop at the Microsoft Ads interface. Where the data is available, we’ll look beyond platform conversions to understand lead quality, customer value and the outcomes generated after somebody clicks the ad.
Because an improving Microsoft Ads dashboard doesn’t necessarily mean the advertising is becoming more valuable to your business.
Experience Managing Microsoft Ads at Scale
Microsoft Ads has been part of our paid search experience for many years, including managing significant Bing Ads investment within highly competitive financial, insurance, property and B2B markets.
In one long-term example, annual Bing Ads investment grew from approximately £100,000 to around £250,000–£300,000 as the opportunity developed.
That growth wasn’t based on deciding Microsoft deserved a fixed percentage of Google Ads spend. Investment increased because performance demonstrated there was additional commercially viable demand worth capturing.
That experience continues to shape how we approach Microsoft Ads today: Start with the opportunity. Measure what it delivers. Scale when the evidence supports it.
Across Microsoft and the wider paid media landscape, Precisionly brings more than 15 years of hands-on experience managing and overseeing significant advertising investment across competitive sectors.
In one long-term example, annual Bing Ads investment grew from approximately £100,000 to around £250,000–£300,000 as the opportunity developed.
That growth wasn’t based on deciding Microsoft deserved a fixed percentage of Google Ads spend. Investment increased because performance demonstrated there was additional commercially viable demand worth capturing.
That experience continues to shape how we approach Microsoft Ads today: Start with the opportunity. Measure what it delivers. Scale when the evidence supports it.
Across Microsoft and the wider paid media landscape, Precisionly brings more than 15 years of hands-on experience managing and overseeing significant advertising investment across competitive sectors.
Beyond Microsoft Search Ads
Search is where much of our Microsoft Advertising work is focused, but the platform can extend your reach well beyond traditional Bing search results.
Depending on your objectives, audience and campaign type, Microsoft Advertising can provide access to formats, placements and inventory including:
Depending on your objectives, audience and campaign type, Microsoft Advertising can provide access to formats, placements and inventory including:
Microsoft’s advertising ecosystem also continues to develop alongside changes in AI-assisted search and products such as Copilot.
We don’t recommend adding formats simply because they’re available. As with search, each needs a clear role, suitable audience and credible commercial case.
We don’t recommend adding formats simply because they’re available. As with search, each needs a clear role, suitable audience and credible commercial case.
Already Running Microsoft Ads?
Find Out Where the Opportunities Are
An account can be generating conversions and still contain significant opportunities to improve efficiency, reach or commercial performance.
A Microsoft Ads Audit provides an independent assessment of how your account is structured, where budget is being spent and what could be improved.
We’ll examine areas including campaign structure, keywords, search terms, bidding, budgets, ads, conversion tracking, account settings and the relationship between Microsoft Ads performance and your wider paid media activity.
You’ll receive clear findings and prioritised recommendations explaining not simply what we think should change, but why.
Get a Microsoft Ads Audit >
An account can be generating conversions and still contain significant opportunities to improve efficiency, reach or commercial performance.
A Microsoft Ads Audit provides an independent assessment of how your account is structured, where budget is being spent and what could be improved.
We’ll examine areas including campaign structure, keywords, search terms, bidding, budgets, ads, conversion tracking, account settings and the relationship between Microsoft Ads performance and your wider paid media activity.
You’ll receive clear findings and prioritised recommendations explaining not simply what we think should change, but why.
Get a Microsoft Ads Audit >
Not Using Microsoft Ads Yet?
Let’s Find Out Whether You Should Be
If Google Ads already works for your business, Microsoft Ads may offer another source of high-intent search demand. But you don’t need to launch campaigns simply because the platform exists.
Precisionly can help assess the opportunity, understand likely demand and competition and determine whether Microsoft Ads deserves a place in your paid media strategy.
If it does, we can help you develop the right approach through consultancy, campaign setup or ongoing management.
Discuss Microsoft Ads >
If Google Ads already works for your business, Microsoft Ads may offer another source of high-intent search demand. But you don’t need to launch campaigns simply because the platform exists.
Precisionly can help assess the opportunity, understand likely demand and competition and determine whether Microsoft Ads deserves a place in your paid media strategy.
If it does, we can help you develop the right approach through consultancy, campaign setup or ongoing management.
Discuss Microsoft Ads >
Microsoft Ads FAQ’s
Q: Is Microsoft Ads the same as Bing Ads?
A: Bing Ads was renamed Microsoft Advertising in 2019 and the platform is now commonly referred to as Microsoft Ads or Microsoft Advertising. Many advertisers still use the term Bing Ads, particularly when referring specifically to paid search advertising on Bing.
Q: Is Microsoft Ads cheaper than Google Ads?
A: Microsoft Ads can have lower average CPC’s than Google Ads in some markets because advertiser competition may be lower. That doesn’t mean every keyword or industry will be cheaper.
Cost per click should also be considered alongside conversion rate, lead quality, customer value and overall commercial return. A cheaper click isn’t valuable if it produces poorer outcomes.
Q: Is Microsoft Ads worth using?
A: It certainly can be. For businesses with established paid search demand, Microsoft Ads can provide incremental traffic and conversions beyond Google.
The size and quality of that opportunity varies by industry, audience and individual advertiser, so we’d recommend evaluating the available demand and economics rather than assuming Microsoft Ads should automatically be part of every paid media strategy.
Q: Can I import Google Ads campaigns into Microsoft Ads?
A: Yes. Microsoft Advertising allows campaigns to be imported from Google Ads, making it relatively straightforward to establish campaigns based on an existing account.
However, an imported campaign should be treated as a starting point rather than a finished Microsoft Ads strategy. Budgets, bidding, search terms, settings and performance should be evaluated using Microsoft-specific data.
Q: Should I advertise on Google Ads or Microsoft Ads?
A: For many advertisers this isn’t an either/or decision.
Google generally provides substantially greater search volume, while Microsoft Ads can provide additional demand and potentially different economics.
The right allocation depends on where each additional pound of advertising budget is most likely to generate value.
Q: Do you offer Bing Ads management?
A: Yes. Bing Ads is the former name for Microsoft Advertising. Precisionly provides Microsoft Ads management and consultancy covering paid search campaigns running through Microsoft’s advertising platform.
Why Work With Precisionly
We bring over 15 years of hands-on paid media experience, including managing and scaling significant Microsoft Ads investment in highly competitive sectors. You’ll work directly with a senior PPC specialist who understands how Microsoft Ads fits alongside Google and the wider paid media mix.
Our approach goes beyond simply importing campaigns and allocating Microsoft a share of your search budget. We look at the opportunity on its own merits, using performance and commercial outcomes to determine where to improve efficiency, where to invest and when to scale.
Our approach goes beyond simply importing campaigns and allocating Microsoft a share of your search budget. We look at the opportunity on its own merits, using performance and commercial outcomes to determine where to improve efficiency, where to invest and when to scale.
Ready to Get More From Your Microsoft Ads?
Get senior-level Microsoft/Bing Ads expertise without the agency overheads.
Let’s make every click count.
Let’s make every click count.
