The channel your competitors forgot to run.
A senior-led Microsoft Advertising agency running Bing where the auction is thinner, the clicks are cheaper and the audience skews older, wealthier and more B2B, all to the same contribution-margin discipline.
Google Ads
A senior-led Google Ads agency that runs Search, Shopping and Performance Max against what a customer is actually worth, not the platform's automated idea of success. No percentage markup on your media spend.
Meta Ads
A senior-led Meta Ads agency running Facebook and Instagram as a demand engine, creative-led prospecting and retargeting, measured against contribution margin rather than the pixel's flattering last click.
Microsoft Advertising runs the same high-intent search play as Google, on Bing, but in a thinner auction: clicks are often cheaper and the audience skews older, wealthier and more business-to-business. It also offers LinkedIn profile targeting that Google cannot. We run it to contribution margin as a complement to Google rather than an afterthought, and import much of the account structure so it is not extra overhead.
Every discipline is run by the person named on your account and reported the same way. Switch discipline above to see what each one actually involves, and where we have flagged a capability as emerging rather than running.
What Bing Ads involves
Assess the fit
Whether your audience is genuinely on Microsoft, B2B, finance, older or higher-value demographics, before we spend a pound proving it.
Import and clean
Bring the Google structure across, then rebuild the parts that behave differently on Bing rather than trusting a raw import.
Layer LinkedIn targeting
Use Microsoft's company, industry and job-function targeting where it sharpens a B2B campaign.
Bing Ads, six things, in this order.
Assess the fit
Whether your audience is genuinely on Microsoft, B2B, finance, older or higher-value demographics, before we spend a pound proving it.
Import and clean
Bring the Google structure across, then rebuild the parts that behave differently on Bing rather than trusting a raw import.
Layer LinkedIn targeting
Use Microsoft's company, industry and job-function targeting where it sharpens a B2B campaign.
Right-size the bids
The auction dynamics differ from Google; bids and budgets are set for Bing, not copied from it.
Prove the margin
Judge it on contribution, not on the novelty of a second channel. If it does not pay, we say so.
Run it alongside Google
Managed together so the two search channels complement each other rather than compete for the same demand.
Worth doing, and not worth doing.
Do this if
Do not bother if
Four numbers, reported the same way every month.
Fixed at the start of the engagement so the reporting cannot be reshaped later to flatter the result. Whether they moved or not, they are in the report.
Contribution per pound spent
Margin against media, judged the same way as every other channel.
Cost per qualified lead vs Google
Whether the cheaper auction actually delivers cheaper qualified pipeline for you.
Search impression share on Microsoft
Whether the volume is there to make it worth running at all.
Incremental pipeline from Microsoft
Enquiries Microsoft added on top of Google, reconciled to your CRM.
Asked on every Bing Ads call.
Is there enough volume on Bing to bother?
For the right audience, yes, B2B, finance and older demographics are well represented, and the cheaper clicks can beat Google on cost per qualified lead. If the volume is not there for you, we will say so.
Can you reuse our Google account?
We import it as a starting point, then rebuild the parts that behave differently on Microsoft rather than running a blind copy.
What is the LinkedIn targeting?
Microsoft owns LinkedIn, so its search campaigns can target by company, industry and job function, a sharpening Google cannot offer.
Do you charge a percentage of spend?
No. Media is paid directly to Microsoft and our fee does not scale with your budget.