Microsoft Ads Agency

More leads, lower cost – Microsoft’s forgotten search engine

Most businesses focus all their paid search spend on Google.

This is often a mistake.

Google Ads are very important, but there’s much more competition, which means a much higher cost per click. 

Microsoft Ads (formerly Bing Ads) offers a way to capture the same demand, often at a lower cost-per-click. They’re fantastic for B2B organisations, as many business owners frequent Microsoft’s search engines. 

As a Microsoft Ads agency, we help businesses generate additional leads and sales by tapping into the Microsoft Search Network, giving you access to valuable traffic your competitors often overlook.

Diversify your ad strategy

On average our Microsoft Ads service delivers a:

17% reduction in ad spend

38% increase in conversions

300% return on ad spend

What are Microsoft Ads?

Microsoft Ads is a paid search platform that allows your business to appear when users search for products or services, similar to Google Ads.

The difference is in where those ads show.

Your campaigns run across the Microsoft Search Network, which includes:

  • Bing 
  • Yahoo 
  • AOL 
  • DuckDuckGo 

This gives you access to a wide audience, including a strong presence in desktop usage and B2B environments. This is because many computers come with Microsoft’s search engines built in as standard. 

Because there are fewer users, it’s less competitive. This often leads to lower costs and a strong return on investment. 

Speak to our Microsoft Ads experts

Microsoft Ads vs Google Ads

Microsoft Ads and Google Ads work in similar way, but their demographics vary quite significantly. 

In simple terms, Google gives you access to more people, but it’s also where everyone else is advertising.

Microsoft Ads gives you access to similar searches, often at a lower cost, because fewer businesses are competing for them.

Most businesses get the best results by running both. Google brings in the bulk of leads, while Microsoft Ads adds extra volume at a better cost, helping your overall budget go further.

Add Microsoft Ads to your PPC mix

  • Higher search volume 
  • Significantly more competition 
  • Higher cost-per-click in many industries
  • Lower search volume
  • Typically lower cost-per-click 
  • Strong performance in B2B and professional audiences

Why use Microsoft Ads?

Microsoft Ads is often overlooked, which is exactly why they work so well. As fewer people advertise on the platform, there’s a real opportunity for you to generate more leads for less. 

Get Microsoft Ads management support

With fewer businesses competing for the same searches, clicks are typically cheaper than on Google. That means you can usually generate leads at a lower cost. 

The Microsoft network has strong usage among professionals, desktop users and older demographics. For many B2B businesses and higher-value services, this audience often converts better than Google users, as they’re commonly decision makers in a business. 

Microsoft Ads allows you to capture demand that Google doesn’t fully cover. Even if you’re already running Google Ads, there are still searches happening across Bing and partner sites that you’re missing out on if you’re neglecting Microsoft Ads management.   

When used alongside Google Ads, Microsoft Ads helps balance your overall performance. You maintain volume through Google while improving efficiency through Microsoft, which leads to a stronger overall return. 

For businesses looking to grow without simply increasing spend, Microsoft Ads offers a practical way to improve results and make your budget go further.

Why work with a Microsoft Ads agency?

Microsoft Ads is similar to Google Ads, but it isn’t a copy-and-paste job.

To get your Microsoft Ads management right, you need to set things up properly and optimise your content for the audience. 

As a Microsoft Ads agency, we focus on:

  • Structuring campaigns to maximise efficiency 
  • Refining targeting to reach the right audience 
  • Managing bids and budgets to improve return 
  • Continuously optimising performance over time 

We’ve worked across hundreds of Microsoft Ads campaigns. We know what works well on the platform and what to avoid.

Get expert advice

 

How our Microsoft Ads services work

Strategy
Campaign setup
Optimisation
Reporting

Strategy

We start by working out where Microsoft Ads will make you money, not just duplicate what you’re already doing on Google.

That means looking at your current performance, your cost per lead and where there’s room to improve efficiency. From there, we identify the campaigns, keywords and audiences that are likely to perform best on the Microsoft network, so your budget is focused on areas that can generate additional leads at a better cost.

Our PPC clients range across sectors, both B2B & B2C

Want to get more from Microsoft Ads?

The first step is a no-obligation chat with one of our Microsoft Ads specialists. Here, we’ll get to know what’s worked in the past, what could be improved, and what your Microsoft Ads goals are, culminating in a strategy that’s poised for growth.

Fill out the form and a member of our Microsoft Ads team will be in touch.

Frequently asked questions

If you don’t find an answer to your question here, give us a shout. We’d be happy to help!

Frequently asked questions

If you don’t find an answer to your question here, give us a shout. We’d be happy to help!

Yes. Bing Ads (now Microsoft Ads) can be very effective, particularly for B2B businesses and industries where Google is highly competitive.

And because fewer businesses advertise on the platform, clicks are often cheaper and lead quality can be really strong. For many companies, it’s a reliable way to generate additional leads at a lower cost.

Bing Ads was rebranded as Microsoft Ads, but the platform is exactly the same as it always was.
Your ads now run across the wider Microsoft Search Network, including Bing, Yahoo and partner sites, giving you access to a broader audience.

Microsoft Ads appear across the Microsoft Search Network, including Bing, Yahoo, AOL and partner websites.

This allows your business to show when users search for relevant products or services, often in less competitive environments than Google.

In many cases, yes. Microsoft Ads can be a cost-effective way for small businesses to generate leads without competing directly with larger advertisers on Google.

Lower competition often means lower costs, which helps smaller budgets go further while still reaching high-intent users.

Both platforms work in a similar way, showing ads when users search for products or services.

The main difference is scale and competition. Google has more users but higher competition, while Microsoft Ads has fewer users but often lower costs. Many businesses use both to balance volume and efficiency.

Yes, and this is usually where the best results come from.

Google Ads brings in the majority of traffic, while Microsoft Ads adds additional volume at a lower cost. Together, they create a more efficient and balanced paid search strategy.

Microsoft Ads is usually cheaper because fewer businesses are advertising on the platform. Less competition means lower cost per click for similar search intent.

For advertisers, that often results in more efficient lead generation, especially in competitive industries where Google costs are high.

Microsoft Ads works particularly well for B2B companies, professional services and businesses targeting older or desktop-based audiences.

If your customers are decision-makers or regularly use Microsoft products, there’s a strong chance this channel will perform well.

Yes, Microsoft Ads allows you to import campaigns directly from Google Ads.

This makes it easy to get started, but imported campaigns often need refining. User behaviour and competition differ, so performance usually improves with platform-specific optimisation.

Yes, Microsoft Ads is often very effective for B2B.

The platform tends to attract professional users and decision-makers, particularly on desktop, which can lead to higher-quality enquiries compared to other channels.

Microsoft Ads can start generating traffic and leads as soon as campaigns go live.

However, performance typically improves over the first few weeks as data builds and campaigns are optimised. The best results come from ongoing refinement rather than a one-off setup.