Bing Ads Agency (Microsoft Advertising)

It is the same platform under two names. Microsoft Advertising (often shortened to Microsoft Ads) is the current name of the system, and Bing Ads is the historical name that stuck in everyday conversation and is still typed into search engines more often. Ads from this platform show on Bing, in the Edge browser, in Copilot, and across Microsoft's search partner network, including Yahoo, DuckDuckGo and AOL.

Usually yes, because fewer advertisers bid on the same query, and lower competition in the auction translates into a lower cost per click. It is not a rule, though: in some niches costs are comparable, and search volume is always lower than on Google. That is why we base the decision on data from Microsoft's Keyword Planner and from your own account, not on a general rule of thumb.

Yes, Microsoft Advertising has a built-in import from Google Ads, and it is the fastest way to start. The import alone is not enough: the transferred bids, negative keywords and settings are tuned to a different auction, so without a review they can waste budget. After the import we manage both accounts separately, because they have different audiences and different costs per click. If you do not have Google Ads yet, our Google Ads agency team usually builds that account first.

Campaign management for a single channel starts at adsfox from $490/month; when we manage several channels, the per-channel fee is noticeably lower and depends on the scope of creative work and the size of the budget we take responsibility for. Your total bill has two parts: the ad budget paid to Microsoft, and a flat monthly fee for managing the campaigns on our side. A sensible starting budget depends on your industry and the search volume of your keywords, so we calculate it before launch instead of quoting a number out of thin air. Benchmarks for cost per acquisition across industries are in our case studies, and the full fee breakdown is on the Google Ads pricing page, which applies to Microsoft Advertising as well.

It makes sense mainly when your Google campaigns have hit their ceiling, meaning that adding budget raises cost per acquisition instead of the number of orders. At that point Microsoft Advertising adds new, cheaper traffic without bidding against yourself. If Google is still growing linearly, we usually advise using that potential first and opening another channel afterwards. Both channels, and the rest of your paid mix, are covered by our PPC agency services under one tracking setup.

We implement the Microsoft UET tag, define business-relevant conversion events and connect them to Google Analytics 4 so the results of both channels can be compared in one place. We look at cost per acquisition and return on ad spend, not at cost per click alone. Without accurate tracking, any comparison of Microsoft Advertising with Google Ads is worthless.

You can run Bing Ads yourself, and for a small account the import from Google Ads is a reasonable start. A Microsoft advertising agency earns its fee on three things: knowing which imported settings to change before they waste budget, setting up tracking so that Bing and Google can be compared honestly, and telling you when the channel is not worth it. We also look at what happens after the click: if the landing page is the weak point, our web design agency team fixes that, because a cheaper click on a page that does not convert is still wasted money. To find out whether Bing Ads fits your business, book a free consultation.