--- title: "Microsoft Ads & Bing Ads Management Services | Clean Digital" description: "Microsoft Ads and Bing Ads management from a UK paid search team: Google imports done properly, LinkedIn profile targeting, UET conversion tracking and separate reporting. Free senior account review." canonical: "https://cleandigital.co.uk/microsoft-ads-management" image: "https://cleandigital.co.uk/og-image.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- # Microsoft Ads agency and Bing Ads management Microsoft Ads and Bing Ads reach extra search demand, often at lower cost, that most accounts either ignore or copy across from Google and forget. We run it in its own right, with its own budgets, audiences and reporting, alongside your [paid search](https://cleandigital.co.uk/paid-search) programme. Get a free Microsoft Ads review £160M+ in ad spend managed oak dining table ## On Google ## On Bing, Edge and Copilot Your ad, in front of the same buyer Fewer bidders, usually a cheaper click. The same buyer searches on both engines. Most of your competitors only bid on one of them. Two things usually happen with Microsoft Advertising: it is left switched off, or a Google import runs once and is never touched again. Both leave money on the table. Microsoft reaches a meaningfully different audience and competition is often thinner, so for accounts already on Google Ads it is some of the most efficient incremental search demand available, particularly for B2B. Management continues after launch. We review the Bing Ads search terms, UET conversion setup, LinkedIn profile targeting, Shopping feed parity, negative keywords and budget split, then report Microsoft separately so it can be judged on the demand it adds. ## Microsoft Ads vs Google Ads Microsoft Advertising is not a smaller Google Ads. The auctions, audience and targeting controls are different, and the accounts that perform treat it as its own channel with its own budget, negatives and reporting. This is how the two platforms compare on the decisions that affect spend. ### Search volume Google: The majority of UK search demand. Most accounts start here for a reason. Microsoft: A smaller share, but it includes searches from Windows, Edge and Copilot that never reach Google. ### Auction pressure Google: Crowded auctions in most commercial categories, with CPCs bid up accordingly. Microsoft: Fewer advertisers competing for the same queries, so clicks in many categories cost less. ### Audience profile Google: Everyone. Precision comes from query intent and audience layering. Microsoft: Skews to desktop, workplace and older, higher-income users, which suits B2B and considered purchases. ### B2B targeting Google: No professional-profile targeting in search. Microsoft: LinkedIn profile targeting: bid or target by company, industry and job function, because Microsoft owns LinkedIn. ### Conversion tracking Google: Google tag or GTM, enhanced conversions, offline conversion imports. Microsoft: The UET tag with its own conversion goals, enhanced conversions and offline imports. It needs its own setup, not an assumption that the Google tags cover it. ### Automation maturity Google: Smart Bidding is battle-tested but needs volume to learn. Microsoft: The same bid strategies exist, but lower volume means longer learning windows and more need for human judgement. The practical consequence: an account that mirrors its Google settings onto Microsoft leaves the cheaper clicks and the B2B targeting on the table. We manage the two side by side, with [Google Ads management](https://cleandigital.co.uk/google-ads-agency) and Microsoft each judged on the incremental demand they add. ## LinkedIn profile targeting Microsoft owns LinkedIn, and Microsoft Advertising is the only search platform that can use LinkedIn profile data in the auction. Search and Audience campaigns can target or bid-adjust by the searcher's company, industry and job function. For B2B accounts this changes the economics of generic keywords: instead of paying the same for every click, budget concentrates on the people who can actually buy. ### Qualified clicks on generic queries A query like "expense management software" is searched by students, employees and finance directors alike. Profile bid adjustments mean the finance director click is bid for harder than the student click, on the same keyword. ### Account-based marketing in search Sales teams running named-account motions can mirror the target list into search bids, so the paid channel reinforces the accounts the business already wants. ### Bidding on lead quality When CRM data shows which industries and functions convert to pipeline, those segments get the budget. Combined with offline conversion imports, bidding learns from closed deals rather than form fills. Running LinkedIn campaigns as well? Profile targeting in search pairs naturally with [paid social on LinkedIn](https://cleandigital.co.uk/paid-social), where the same audience definitions drive demand generation rather than capture. Three profile dimensions in the auction Company Named accounts and competitors Bid up when the searcher works at one of the companies on your target list, or suppress competitors researching your pricing. Industry Sector-level qualification Weight spend toward the industries your sales team actually closes, instead of paying the same for every click on a generic B2B query. Job function Decision-maker weighting Separate finance, IT, operations and HR searchers on the same keyword, and pay more only for the functions that sign off purchases. Available on search and Performance Max campaigns as targets or bid adjustments. ## Importing Google Ads campaigns into Microsoft Ads Microsoft's import tool copies a Google Ads account across in an afternoon and reports success on everything. Most agencies stop there. A senior review grades the same rows differently. ### Campaigns and ad groups Copied ### Keywords and match types Copied ### Responsive search ads Copied ### Negative keyword lists Copied ### Conversion tracking Copied ### Remarketing audiences Copied ### Bid strategy Copied ### Budgets Copied ### Sitelinks and image assets Copied No issues reported. Most accounts stop at this screen, which is why so many imported Microsoft accounts underperform. Week 1 ### Import, then repair Run the import for the structure, then fix what it cannot carry: UET goals, audiences, budgets and mismapped assets. Weeks 2 to 4 ### Read the differences Microsoft search terms, devices and auction prices diverge from Google immediately. Negatives and bids follow the Microsoft data. Month 2 onward ### Its own channel LinkedIn profile targeting, Audience Network decisions and budget weighting set from Microsoft evidence, reported separately. ## Microsoft Ads conversion tracking and the UET tag Microsoft Advertising measures nothing through your Google tags. It needs its own UET tag, its own conversion goals and its own imports. Accounts that skip this step end up judging Microsoft on clicks, concluding it does not work, and switching off a channel that was producing cheaper conversions than Google. We set up and audit UET to the same standard as our [PPC conversion tracking](https://cleandigital.co.uk/conversion-tracking) work on Google: real values, deduplicated goals and offline imports where revenue closes off-site. What we check before trusting Microsoft numbers ### UET tag coverage The Universal Event Tracking tag fires on every page, not just the ones the Google tag happened to cover. ### Conversion goals mirror reality Goals match the Google Ads conversion actions in definition and value, so the two channels can be compared honestly. ### Enhanced conversions Hashed first-party data recovers conversions browsers no longer report, with consent handled properly. ### Offline conversion imports Leads that close in the CRM days later are imported back, so bidding learns from revenue rather than form fills. ### Deduplication One sale is counted once. Duplicate goals inflate reported performance and mislead Smart Bidding. ## Microsoft Shopping, Audience Network and Copilot ads ### Microsoft Shopping and feeds Microsoft Merchant Center runs from the same product data as Google, so a well-managed feed earns a second, cheaper Shopping channel almost for free. We keep the feeds in parity, watch for Microsoft-specific disapprovals, and run Microsoft Shopping and Performance Max where the account has the volume to support them. [Google Shopping management](https://cleandigital.co.uk/google-shopping-management) ### The Audience Network, managed with exclusions Native placements across MSN, Outlook and partner sites can add cheap volume or absorb budget, depending entirely on how they are managed. We run the Audience Network with explicit placement exclusions, separate bids and its own performance bar, and switch it off where it does not pay. [Programmatic advertising](https://cleandigital.co.uk/programmatic) ### Copilot with human oversight Microsoft is moving ads into Copilot and AI-generated answers, and Copilot tooling now sits inside the ads platform itself. We use it to speed up asset production and diagnostics, while structure, budget and bidding decisions stay with a named specialist who is accountable for the account. [AI marketing services](https://cleandigital.co.uk/ai-marketing) ## Microsoft Ads and Bing Ads management scope - Microsoft Advertising and Bing Ads setup - Google Ads import review and divergence plan - Own budgets, bids, audiences and negatives - LinkedIn profile targeting by company, industry, role - B2B lead quality review and offline conversion import checks - Microsoft Audience Network management - UET tag and conversion parity with Google - Microsoft Shopping and feed coordination - Copilot-assisted assets, human-led strategy - Reporting kept separate from Google ## Results we actually manage [![Dobbies Garden Centres paid search case study](https://cleandigital.co.uk/images/case-studies/dobbies/preview-dobbies-garden-centres-clean-digital.webp) 14:1 ROAS across all paid channels Dobbies Garden Centres Shopping and Search restructured around feed quality and seasonal demand for the “Spring It On” campaign. Read the case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) [![Arden University paid search case study](https://cleandigital.co.uk/images/case-studies/arden-university/preview-arden-university-clean-digital.webp) 127% YoY increase in PPC enrolments Arden University Value-based bidding tied to enrolments rather than enquiries, so spend followed the applicants who actually enrolled. Read the case study](https://cleandigital.co.uk/case-studies/arden-university) [![Rabbies paid search case study](https://cleandigital.co.uk/images/case-studies/rabbies/preview-rabbies-clean-digital.webp) 236% YoY increase in booking revenue Rabbies Booking revenue scaled with only 17% more PPC spend by moving budget to the tours that sell. Read the case study](https://cleandigital.co.uk/case-studies/rabbies) From the same team [49% YoY increase in PPC Revenue (YTD 2025) · The Roof Box Company](https://cleandigital.co.uk/case-studies/the-roof-box-company) [28% YoY increase in lead quality · Arden University](https://cleandigital.co.uk/case-studies/arden-university) [25% Of online purchases from a last-click paid touch point · Dobbies Garden Centres](https://cleandigital.co.uk/case-studies/dobbies-garden-centres) Get this level of review on your account [Browse all case studies](https://cleandigital.co.uk/case-studies) ## Go deeper - [LinkedIn profile targeting in Microsoft Ads search campaigns The good and the bad of Microsoft's B2B targeting.](https://cleandigital.co.uk/blog/linkedin-profile-targeting-in-your-microsoft-ads-search-campaigns-the-good-and-the-bad) - [Advertising on alternative search engines beyond Google Where Microsoft and other engines fit.](https://cleandigital.co.uk/blog/advertising-on-search-engines-other-than-google-bing) - [Account-level negative keywords Negative-keyword hygiene across engines.](https://cleandigital.co.uk/blog/account-level-negative-keywords-one-list-to-rule-them-all) ## Related services & tools - [Paid search management The wider PPC programme.](https://cleandigital.co.uk/paid-search) - [Search campaign management The query-level discipline we apply here too.](https://cleandigital.co.uk/search-campaign-management) - [Paid social (LinkedIn) Pair B2B search with LinkedIn social.](https://cleandigital.co.uk/paid-social) - [Conversion tracking & measurement Trust the Microsoft numbers.](https://cleandigital.co.uk/conversion-tracking) - [Google Ads management The Google-side counterpart.](https://cleandigital.co.uk/google-ads-agency) ## Common questions What teams ask about microsoft ads before they hand over an account. ```json {"@context":"https://schema.org","@type":"Service","name":"Microsoft Ads agency and Bing Ads management","serviceType":["Microsoft Ads agency","Microsoft Ads management","Microsoft Advertising management","Bing Ads management"],"url":"https://cleandigital.co.uk/microsoft-ads-management","inLanguage":"en-GB","description":"Microsoft Ads and Bing Ads management from a UK paid search team: Google imports done properly, LinkedIn profile targeting, UET conversion tracking and separate reporting. 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It is incremental demand rather than a trade-off against Google."}},{"@type":"Question","name":"Do you manage Bing Ads as well as Microsoft Ads?","acceptedAnswer":{"@type":"Answer","text":"Yes. Bing Ads now sits inside Microsoft Advertising, so the same management covers Bing search, Microsoft Audience Network, LinkedIn profile targeting, Shopping and Microsoft Performance Max where they fit the account."}},{"@type":"Question","name":"Can I just import my Google campaigns?","acceptedAnswer":{"@type":"Answer","text":"You can, and it is a good way to launch quickly with sensible structure. But an import is a starting point. Audiences, competition and bidding behave differently on Microsoft, so we diverge from the import over time with their own budgets, audiences, negatives and optimisation."}},{"@type":"Question","name":"How is Microsoft Ads different from Google Ads?","acceptedAnswer":{"@type":"Answer","text":"The auctions, audience mix, search volume and targeting controls are different. Microsoft usually has lower volume than Google, but it can offer cheaper clicks, stronger desktop reach and LinkedIn profile targeting. That is why the account needs its own budgets, negatives, bid adjustments and reporting."}},{"@type":"Question","name":"What is LinkedIn profile targeting?","acceptedAnswer":{"@type":"Answer","text":"A Microsoft-only capability that lets you target or bid-adjust by company, industry and job function in search and Performance Max campaigns, using the LinkedIn data Microsoft owns. For B2B it is a unique lever no other search engine offers."}},{"@type":"Question","name":"Does Microsoft have Shopping and Performance Max?","acceptedAnswer":{"@type":"Answer","text":"Yes. Microsoft has its own Shopping campaigns and an omnichannel Performance Max, and supports importing from Google. We manage these where they fit, with the same control discipline we apply on the Google side."}},{"@type":"Question","name":"How do you track conversions on Microsoft?","acceptedAnswer":{"@type":"Answer","text":"With the UET tag and conversion actions set up to parity with Google, including deduplicated conversions and real values, and offline imports where revenue closes off-site. We keep Microsoft reporting separate so each channel is judged on its own merits."}},{"@type":"Question","name":"Is Microsoft Ads good for B2B?","acceptedAnswer":{"@type":"Answer","text":"It is one of the strongest B2B search options because of LinkedIn profile targeting and the workplace-heavy desktop audience. Many B2B accounts find Microsoft delivers efficient, qualified demand that Google alone does not reach."}},{"@type":"Question","name":"How much does Microsoft Ads management cost?","acceptedAnswer":{"@type":"Answer","text":"For most clients Microsoft Ads is managed inside the wider paid search retainer rather than billed separately, because the strategy, tracking and reporting are shared with Google Ads. The fee reflects total scope and spend across both platforms. A free account review is the quickest way to get a specific number."}},{"@type":"Question","name":"How much budget does Microsoft Ads need?","acceptedAnswer":{"@type":"Answer","text":"Less than you might expect. Because volume is lower and clicks are often cheaper, a Microsoft account can usually prove or disprove itself on a modest slice of the search budget. We size it from your Google query data: the demand that exists on Google usually has a smaller, cheaper echo on Microsoft."}}]} ```