Microsoft Ads
Bing, built for its own auction, with LinkedIn audiences.
The gap
Most Microsoft Ads accounts are a Google import from two years ago. Same targets, same ads, no attention. It is a smaller auction with different behaviour, and treating it as Google's shadow leaves money in it.
What we build
An account built for Microsoft's auction. In our experience its budget-capped campaigns hold their target instead of drifting, so a campaign set to a ROAS actually delivers it. That changes how you set it up.
LinkedIn profile targeting, which Microsoft has and Google does not. Company, industry and job function bid adjustments on search campaigns. For B2B lead gen that is the closest thing there is to a search query that signals company size.
Promotional credit on new accounts, used properly: as a test budget with tracking in place from the first click rather than a free month nobody measured.
The same feedback loop. Offline conversions, enhanced conversions and the CRM outcomes go to Microsoft as well as Google, so it learns from the same reality.
What you get
The account build. Audience setup. Monthly report alongside Google in the same warehouse, so the two are compared on the same terms.
Related: Why Microsoft Ads holds its target when Google doesn't · Targets from unit economics
FAQ
Is Bing worth it for us?
For B2B and older demographics, usually yes. For a young consumer audience, sometimes not. Test it with the promotional credit and the numbers decide.
Do we need a separate landing page?
No. Same pages, same forms, a different click ID captured.
Why not just import from Google?
Import to start, then change what the data says to change. The mistake is stopping after the import.