Cheaper clicks, less competition, a different audience
Microsoft Ads Management
Microsoft Ads specialist Glasgow
Reach the customers your competitors are ignoring
If you’re already running Google Ads and want to increase your search coverage, or if you’re new to PPC and want to explore a lower-competition channel first, get in touch for a free Microsoft Ads consultation.
Lower competition, higher-value audience
Why Microsoft Ads deserves a place in your PPC strategy
Bing holds around 6–10% of UK search market share — which sounds small until you consider that it reaches 53 million users Google doesn’t, and that CPCs are on average 30–40% lower than Google Ads for equivalent keywords. For service businesses targeting professionals, homeowners, or an older demographic, Microsoft Ads often delivers a significantly lower cost per lead than Google.
Up and running without starting from scratch
Import from Google Ads & quick campaign launch
If you’re already running Google Ads, launching on Microsoft Ads is faster than you might think. Microsoft Ads allows direct import of your Google Ads campaigns — structure, keywords, ad copy, and bidding strategy — which I then adapt for the Bing auction and its slightly different audience. Most campaigns can be live within a few days of sign-off.
Target by job title, industry and company size
LinkedIn profile targeting via Microsoft Audience Network
One of Microsoft Ads’ unique advantages is LinkedIn profile targeting — you can target ads based on job title, industry, company, and seniority level via Microsoft’s Audience Network. This makes Microsoft Ads particularly powerful for B2B service businesses wanting to reach decision-makers. It’s a capability Google Ads simply doesn’t offer.
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Add a second PPC channel to your lead generation
Microsoft Ads specialist Glasgow
If you’re already running Google Ads and want to increase your search coverage, or if you’re new to PPC and want to explore a lower-competition channel first, get in touch for a free Microsoft Ads consultation.
Microsoft Ads FAQ
Common questions about Bing Ads management
Is Microsoft Ads worth it for a small business?
For most service businesses, yes — especially as a complement to Google Ads rather than a replacement. The lower CPCs mean your budget goes further, and even a modest monthly spend can generate a meaningful number of additional leads. I recommend starting with a smaller budget to test performance before scaling.
Who uses Bing search in the UK?
Bing is the default search engine on Microsoft Edge and Windows devices, and is frequently used by older users, corporate employees (Windows-default environments), and those who haven’t changed their browser defaults. It indexes heavily toward a 35–65 age group with higher household income — a valuable demographic for many service businesses.
Can I run Microsoft Ads if I'm already running Google Ads?
Yes — and this is the most common setup. Microsoft Ads campaigns can be imported directly from Google Ads and then optimised for the Bing platform. Running both channels increases your total search coverage and often reduces your blended cost per lead.
What tracking does Microsoft Ads use?
Microsoft Ads uses the Universal Event Tracking (UET) tag for conversion tracking — similar in function to Google’s conversion tag. I set up UET via Google Tag Manager alongside your existing Google and Meta tracking, and configure it within your Complianz consent setup to ensure GDPR compliance.
How much does Microsoft Ads management cost?
My management fee is flat-rate and separate from your ad spend. Get in touch for a quote based on your campaign requirements. Ad spend goes directly to Microsoft — typically a minimum of £300–£500/month is needed to generate useful data for a service business.
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