Search
Microsoft Ads
Search demand on Bing plus the Microsoft Audience Network, often cheaper per click.
Official ad managerHow I use it
Microsoft Advertising is the channel most plans skip and then discover late. It imports cleanly from Google Ads, sits on a search audience that skews older, higher-income and desktop/work device, and offers LinkedIn profile targeting — company, industry and job function — layered onto search intent, which nothing else does. CPCs are typically lower with lower volume, so it works best as an efficiency layer rather than a primary channel.
Measurement
UET tag with offline conversion import; measured separately from Google so its cheaper CPA isn't hidden in a blended number.
Watch out for
Lower volume than Google — imported campaigns need budgets and bids rebuilt, not just copied.
Primary intent
Captured search demand, plus B2B profile targeting
Targeting
- Search keywords with full match-type control
- LinkedIn profile targeting: company, industry, job function
- In-market and custom audiences
- Remarketing and customer match
- Microsoft Audience Network native placements
Best for
- B2B lead generation
- High-value considered purchases
- Efficiency layer next to Google Ads
- Desktop and workplace audiences
Use cases
Other search platforms
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