The half of search most agencies leave on the table.
Bing, Yahoo, DuckDuckGo, and the Microsoft partner network reach an older, higher-income audience at lower cost per click in most of our clients' markets — and the desktop share is still large in B2B. We import from Google as a starting point, then rebuild for Microsoft's auction and report it alongside everything else.
After the import, we change
- Match types and negatives — Microsoft's broad match behaves differently
- Device and demographic bids — desktop and 45+ usually earn a premium
- UET goals — rebuilt, not imported, and fed from the server container
- Partner network — reviewed and excluded where it only buys clicks
- Budget split by country — Microsoft's share of search varies a lot by market
Where it earns its place
B2B and professional services, where desktop searches at work run through Bing by default. Higher-ticket consumer services with an older buyer. English-language markets — the US, UK, Canada, Australia — and the Gulf, where the Microsoft share is smaller but the competition is thinner.
Measurement, the same standard
Universal Event Tracking goals built to mirror the Google conversion actions, fed from the server-side container, with offline conversions imported through the API so the same CRM stages and payments drive bidding on both engines. Microsoft gets a column in the same reconciled dashboard, not a separate report.
Bidding and automation
Microsoft's automated bidding needs volume just as Google's does, and most accounts have less of it. We consolidate campaigns harder on Microsoft, use target CPA and ROAS once the conversion counts support them, and keep manual control where they do not — with the reasoning written down.
Kept in sync, not copied blindly
Ad copy, extensions, and landing pages stay aligned with the Google account through scheduled imports, but bids, budgets, targets, and negatives are managed on their own. A change that works on Google is tested on Microsoft, not assumed.
Already on Google Ads?
Adding Microsoft is usually a two-week job once the measurement is in place, and the audit tells you what share of your search demand you have been missing.