Is Microsoft Ads worth the investment?

For most advertisers, yes. Lower CPCs, less competition, and a high-intent audience mean Microsoft Ads often delivers better ROAS than Google for the same keywords.

Do you just import Google campaigns?

No. We build Bing-native campaigns optimised for the platform's unique features and audience. Simple imports miss Microsoft Ads-specific opportunities.

What budget do I need for Bing?

We recommend starting with 15–20% of your Google budget. Even small Microsoft Ads budgets can deliver profitable incremental revenue.

How do you track cross-platform attribution?

We implement unified tracking across Google and Microsoft Ads, giving you a clear view of total portfolio performance and per-platform ROAS.

Which industries perform best on Bing?

B2B, financial services, professional services, and higher-ticket eCommerce tend to perform exceptionally well due to Bing's demographic profile on desktop searches.

Microsoft PPC Agency

Expert Microsoft Bing Ad Management Services

Award-winning — Microsoft Ads Agency — Lower CPCs. Less Competition. Untapped Profitable Traffic.

Microsoft Ads (formerly Bing Ads) reaches audiences that Google doesn't — often at significantly lower cost-per-click. As a specialist Microsoft PPC agency, we manage Bing ads management services that deliver profitable incremental revenue alongside your Google activity. Our professional service specialises in helping you reach your audience across the entire Microsoft Advertising network.

Get In Touch

■ Senior Specialists■ No Contracts■ Free Audit

Free Strategy Call

Companies we've worked with

Powerleague

Case Study — GOOGLE ADS · B2B SAAS

Rocketseed: All-Time Google Ads Lead Record in 3 Months

Rocketseed's previous freelancer had drifted the account into a spam-optimisation loop — the bid algorithm was learning from form fills the sales team wouldn't action. We reset conversion tracking upstream with offline conversion uploads from the CRM, then rebuilt campaign architecture and audience layering around qualified-lead value.

Learn How We Did It rocketseed.com

3 mo

Rebuild window

Record

All-time lead volume

Spam→Signal

Quality reset

B2B SaaS

Sector

ECOMMERCE GOOGLE ADS: +1,390% RevenueRead how we did it →SEO: +260% ClicksRead how we did it →GOOGLE ADS · UK FURNITURE E-COMMERCE: 9.31x ROASRead how we did it →ECOMMERCE PPC: 8.87x ROASRead how we did it →SEO: +4,810% TrafficRead how we did it →GOOGLE ADS: 7.23x ROASRead how we did it →SEO: +23 Keywords in Top 3Read how we did it →LOCAL SEO: #1 Map Pack Across Entire CityRead how we did it →LOCAL SEO: +520% Local LeadsRead how we did it →SEO: +442% Organic PipelineRead how we did it →SEO: +520% Organic TrafficRead how we did it →SEO: +£1.6M Organic RevenueRead how we did it →SEO: 6.5x Organic LeadsRead how we did it →LOCAL SEO: +520% Organic LeadsRead how we did it →LOCAL SEO: +286% Organic LeadsRead how we did it →SEO: £4.2M Annual Organic RevenueRead how we did it →SEO: +364% Organic EnquiriesRead how we did it →SEO: +£1.6M Incremental Organic Revenue (Year 1)Read how we did it →SEO: +3,120 Monthly Organic Visits (from Zero)Read how we did it →LOCAL SEO: +46 Qualified Leads/Month (from 0)Read how we did it →GOOGLE ADS: 12x Shopping ROAS (from 3.1x)Read how we did it →GOOGLE ADS: £1.6M Pipeline Influenced (Year 1)Read how we did it →GOOGLE ADS: £494K Pipeline From Competitor Searches (Year 1)Read how we did it →GOOGLE ADS: -72% Cost Per Acquisition ReductionRead how we did it →GOOGLE ADS: 185 Qualified Enquiries in 90 DaysRead how we did it →GOOGLE ADS: 88 Vendor Valuations in 90 DaysRead how we did it →GOOGLE ADS: £585K Contract Value Won in 6 MonthsRead how we did it →GOOGLE ADS: 124 New Client Enquiries in 4 MonthsRead how we did it →GOOGLE ADS · LUXURY E-COMMERCE: +1,066% Revenue growth in 7 monthsRead how we did it →LOCAL SEO · HEALTHCARE: $0 Monthly ad spendRead how we did it →GOOGLE ADS · B2B SAAS: Record All-time leads (any 3-month period)Read how we did it →TECHNICAL SEO · B2B SAAS: Top Of search for "insurance software"Read how we did it →GOOGLE ADS · PREMIUM BEAUTY: +50% Profit lift in 3 monthsRead how we did it →SHOPIFY E-COMMERCE SEO · BRIDAL JEWELLERY: 19 Position #1 US rankings in 4 monthsRead how we did it →B2B SEO · CAREER HISTORY: £100,000s Saved — pre-launch catchRead how we did it →SEO · SAAS · CRYPTO: $1m+ Organic revenue, 6 monthsRead how we did it →SEO · CRYPTO GAMING · IGAMING: 2,000+ Organic users, 3 monthsRead how we did it →GOOGLE ADS · HEALTHCARE PPC · REGULATED RETAIL: 7× ROAS in first 30 days of compliant deliveryRead how we did it →GOOGLE ADS · PET ECOMMERCE: 5× Revenue increase in 2 monthsRead how we did it →ECOMMERCE GOOGLE ADS: +1,390% RevenueRead how we did it →SEO: +260% ClicksRead how we did it →GOOGLE ADS · UK FURNITURE E-COMMERCE: 9.31x ROASRead how we did it →ECOMMERCE PPC: 8.87x ROASRead how we did it →SEO: +4,810% TrafficRead how we did it →GOOGLE ADS: 7.23x ROASRead how we did it →SEO: +23 Keywords in Top 3Read how we did it →LOCAL SEO: #1 Map Pack Across Entire CityRead how we did it →LOCAL SEO: +520% Local LeadsRead how we did it →SEO: +442% Organic PipelineRead how we did it →SEO: +520% Organic TrafficRead how we did it →SEO: +£1.6M Organic RevenueRead how we did it →SEO: 6.5x Organic LeadsRead how we did it →LOCAL SEO: +520% Organic LeadsRead how we did it →LOCAL SEO: +286% Organic LeadsRead how we did it →SEO: £4.2M Annual Organic RevenueRead how we did it →SEO: +364% Organic EnquiriesRead how we did it →SEO: +£1.6M Incremental Organic Revenue (Year 1)Read how we did it →SEO: +3,120 Monthly Organic Visits (from Zero)Read how we did it →LOCAL SEO: +46 Qualified Leads/Month (from 0)Read how we did it →GOOGLE ADS: 12x Shopping ROAS (from 3.1x)Read how we did it →GOOGLE ADS: £1.6M Pipeline Influenced (Year 1)Read how we did it →GOOGLE ADS: £494K Pipeline From Competitor Searches (Year 1)Read how we did it →GOOGLE ADS: -72% Cost Per Acquisition ReductionRead how we did it →GOOGLE ADS: 185 Qualified Enquiries in 90 DaysRead how we did it →GOOGLE ADS: 88 Vendor Valuations in 90 DaysRead how we did it →GOOGLE ADS: £585K Contract Value Won in 6 MonthsRead how we did it →GOOGLE ADS: 124 New Client Enquiries in 4 MonthsRead how we did it →GOOGLE ADS · LUXURY E-COMMERCE: +1,066% Revenue growth in 7 monthsRead how we did it →LOCAL SEO · HEALTHCARE: $0 Monthly ad spendRead how we did it →GOOGLE ADS · B2B SAAS: Record All-time leads (any 3-month period)Read how we did it →TECHNICAL SEO · B2B SAAS: Top Of search for "insurance software"Read how we did it →GOOGLE ADS · PREMIUM BEAUTY: +50% Profit lift in 3 monthsRead how we did it →SHOPIFY E-COMMERCE SEO · BRIDAL JEWELLERY: 19 Position #1 US rankings in 4 monthsRead how we did it →B2B SEO · CAREER HISTORY: £100,000s Saved — pre-launch catchRead how we did it →SEO · SAAS · CRYPTO: $1m+ Organic revenue, 6 monthsRead how we did it →SEO · CRYPTO GAMING · IGAMING: 2,000+ Organic users, 3 monthsRead how we did it →GOOGLE ADS · HEALTHCARE PPC · REGULATED RETAIL: 7× ROAS in first 30 days of compliant deliveryRead how we did it →GOOGLE ADS · PET ECOMMERCE: 5× Revenue increase in 2 monthsRead how we did it →

Overview

What Are Microsoft Ads?

Microsoft Ads serves ads across Bing, Yahoo, AOL, and the Microsoft Audience Network — reaching 36% of UK desktop searches. Microsoft Advertising now represents close to 10% of all UK search traffic, a significant audience that most advertisers ignore entirely.

The Bing audience skews older, higher income, and more likely to convert for B2B, financial services, and professional services. Lower competition means lower CPCs and often better ROAS — making Microsoft Ads management a high-value addition to any paid search strategy.

We create highly targeted, customisable campaigns built natively for the Microsoft Ads platform. Common mistakes include importing Google campaigns without optimisation or ignoring Bing-specific audience features.

The revenue impact: clients who add Microsoft Ads typically see 15–25% incremental revenue at a 20–40% lower CPA than equivalent Google campaigns.

36% of UK desktop searches happen on Bing. If you're not there, your competitors might be.

As a world-leading, certified Google Partner agency, our team has direct access to Google support, beta features, and advanced training — giving your campaigns a competitive edge from day one.

Pricing

How Much Does Bing Advertising Cost?

Bing Ads (now Microsoft Advertising) typically costs 20–35% less per click than Google Ads for the same keywords, making it an attractive complement to a Google Ads strategy.

Average UK Bing CPCs range from £0.30–£2.00 depending on industry and keyword competitiveness. This lower cost-per-click reflects lower overall competition on the platform — fewer advertisers, lower demand for placements.

B2B services and professional services — strong conversion rates on desktop searches
Finance and legal services — high-intent audience with above-average income
Executive decision-makers — Bing's demographic skews towards senior professionals
Older demographics (40+) who tend to use Bing and Edge browsers

At Visionary, Microsoft Ads management is typically bundled with Google Ads management rather than charged as a separate service. The same strategy framework, keyword research, and bid management apply across both platforms — you're simply reaching an additional audience segment at lower cost.

If you're already investing in Google Ads, adding Microsoft Ads is a relatively low-effort way to capture additional market share and incremental revenue with lower cost-per-acquisition. We see clients achieve similar ROAS or better on Bing due to lower CPCs and less saturation.

"Chris is a real master of SEO and PPC. I'll never forget the time he discovered what could have been catastrophic SEO issue, prior to a new big website launch that would have cost the business £100,000s (that every other so-called SEO expert we'd engaged had missed)."

Sean Ball

Generation Demand

Our Process

How We Manage Microsoft Ads

Opportunity Analysis

Assess your Google performance to identify which campaigns and keywords will translate profitably to Microsoft Ads.

Native Campaign Build

Bing-native campaigns optimised for the platform — not lazy Google imports. Microsoft Ads audience targeting and extensions built from scratch.

Bid Management

Separate bid strategies for Bing's competitive landscape. Lower CPCs leveraged for maximum ROAS across desktop searches and the Audience Network.

Cross-Platform Scaling

Our team collaborates across Google and Microsoft Ads to optimise the balance of spend for maximum overall portfolio ROAS.

Why Us

Why Work With Visionary?

Microsoft Ads Specialists

We understand Bing's unique audience and ad features. Not a Google copy-paste approach — specialising in Microsoft Ads management.

Portfolio ROAS View

We optimise Google + Microsoft Ads together for total portfolio profitability.

No Contracts

Month-to-month. Results-driven retention, not contractual lock-in.

Full Attribution

Cross-platform tracking so you see exactly where revenue comes from.

Case Study — GOOGLE ADS · LUXURY E-COMMERCE

Scaling LA Design Concepts ~11x on Google Ads — While Doubling ROAS

Frank K's US luxury fabrics & wallpaper retailer was stuck on a default Performance Max setup. We rebuilt the shopping engine across four pillars — feed segmentation, campaign architecture, audience signals, and category-economics bidding — scaling monthly revenue ~11x while ROAS roughly doubled.

Learn How We Did It ladesignconcepts.com

+1,066% 7 months

Revenue growth

~2x

ROAS lift

~7x

Spend grown

7 mo

Engagement window

Client Feedback

What Our Clients Say

"Adding Microsoft Ads gave us 20% more revenue at a 30% lower CPA. We'd been ignoring Bing for years."

Robert M.

Marketing Director, B2B SaaS

"The Bing audience converts incredibly well for our financial products. Visionary identified that opportunity immediately."

Claire H.

Head of Acquisition, Financial Services

"Professional management from day one. They built Bing-native strategies rather than importing our Google campaigns."

Tom B.

eCommerce Manager

Results

Recent Results

+20%

Incremental Revenue

B2B Software Company

Microsoft Ads

5.8x

ROAS on Bing

Financial Services

Microsoft Ads

-30%

Lower CPA vs Google

Professional Services

Bing + Google

View All Case Studies →

Our People

Meet Our Specialists

Chris Coussons

Founder & PPC Director

15+ years in paid media across Google and Microsoft Ads platforms.

Google Ads & SEO Specialist

Meet Full Team →

FAQ

Common Questions

Ready to Unlock Profitable Bing Traffic?

Free audit. No obligation.

Get In Touch

Start Here

Your Revenue. Our Obsession.

Tell us about your business and we'll show you exactly where the opportunities are — no obligation, no sales pitch.

■ Senior specialists only

■ No long-term contracts

■ Free audit included

📞 0191 607 6707 ✉ chris@visionary-marketing.co.uk

Audience Comparison

Microsoft Ads vs Google Ads — Where Microsoft Actually Wins

Most agencies treat Microsoft Ads as a "second screen for Google Ads". That misses the point. Microsoft has audience data Google doesn't have access to — and the demographic skew makes a real difference for B2B and over-40 consumer brands. Here's the data.

Dimension	Microsoft Ads	Google Ads
B2B audience targeting	✓LinkedIn Profile Targeting (job title, company, industry) — unique to Microsoft	Limited — relies on in-market segments + remarketing
Household income targeting	✓Available in UK (banded)	Not directly available in UK
Age demographic skew	Slightly older (35–64 stronger)	Younger-skewed (18–44 stronger)
Average UK CPC	✓Typically 20–35% lower than Google equivalent	Higher — more competition
UK Search market share	~5–8% (varies by sector)	✓~85–90%
Shopping in UK	Smaller inventory + reach	✓Dominant
Audience volume	Smaller — particularly outside metros	✓Larger overall
Competition	✓Lower in most verticals	Saturated in most verticals
Best for	B2B, professional services, healthcare, over-40 consumer	Default for most ecommerce + younger-skewed

Microsoft Ads isn't a Google replacement. It's a complement — particularly for B2B accounts where the LinkedIn Profile overlay is the killer feature, and over-40 consumer accounts where the demographic skew matches the buyer.

Platform Features

What Microsoft Ads Has That Google Doesn't

LinkedIn Profile Targeting

Bid by job title, company, industry, seniority. The single biggest reason B2B brands run Microsoft Ads. Direct LinkedIn audience-data integration that Google doesn't have access to.

Microsoft Audience Network

Native ads on MSN, Outlook, Edge. Reaches users in lower-attention contexts vs Search, with lower CPC and lower competition.

Household Income Targeting (UK)

Banded household-income targeting unavailable in Google UK. Important for premium retail, financial services, high-AOV consumer.

Different In-Market Audiences

Microsoft's in-market segments built off Bing + Yahoo + Microsoft Network behaviour. Different signal from Google's, often complementary.

LinkedIn-Derived Custom Audiences

Upload LinkedIn-style B2B lists; Microsoft activates against its LinkedIn data. Powerful for ABM and account-based campaigns.

PromoteIQ + Microsoft Retail Media

Retail-media inventory unavailable through Google for some retailers and brands.

Fit Assessment

When Microsoft Ads Wins (And When It Doesn't)

Wins

B2B SaaS / B2B services

LinkedIn Profile Targeting + lower CPC + senior decision-maker skew. Microsoft Ads typically expands B2B campaign reach by 25–40% with comparable lead quality.

"Chris is a real master of SEO and PPC."
— Sean Ball, Director of Marketing, durhamlane

Healthcare, professional & financial services (UK)

Older demographic skew + household income overlay match the buyer. Particularly for prof-services and high-AOV consumer health.

Doesn't Win As Well

Younger-skewed consumer brands

Fashion / beauty targeting under-30s. Microsoft Audience Network skews older; Google YouTube + Search + TikTok is the better mix.

Pure-play discovery-led brands

Microsoft is intent-led. If your buyer is in awareness mode, YouTube + Display + paid social do the work.

Client Layer

A B2B Account Where Microsoft Ads Layered In

UK · B2B SaaS · Microsoft + Google

All-time record for Google Ads leads in 3 months

Rocketseed is one of the cleanest examples of where the Microsoft layer earns its keep. As a UK-headquartered B2B SaaS with global enterprise customers, the buyer is on LinkedIn before Google. Microsoft's LinkedIn Profile Targeting let us reach Rocketseed's ICP at materially lower CPC than the equivalent Google bid. We rebuilt the Google Ads account from spam-dominated lead flow to an all-time record for leads in 3 months — and the Microsoft layer extended that reach without margin compromise. The full Google Ads case study is linked; the Microsoft addition was a 25%+ reach extension on the same buyer cohort.

Rocketseed

rocketseed.com

Read the full case

Verified Partner

Microsoft Advertising Partner

Visionary holds Microsoft Advertising Partner status, validated through the Microsoft Partner Program. The badge is rendered in the trust strip below the hero on every page in the network.

Practical implications: account access via Microsoft's partner network rather than client-direct, dedicated Microsoft Advertising support contact, early access to feature releases (currently includes UK Audience Network expansion + Performance Max for Microsoft Ads in beta).

Common Questions

Most Common Microsoft Ads Questions

Should we run Microsoft Ads if Google Ads is already maxed out?

Often yes — the Microsoft layer typically expands reach 20–35% on B2B accounts and over-40 consumer accounts without competing for the same Google inventory.

What's the minimum spend for Microsoft Ads to be worth it?

Around £1,500/month minimum. Below that, the management overhead outweighs the incremental reach.

Can we just import campaigns from Google Ads?

Yes — Microsoft Import is one-click. But you'll want Microsoft-specific keywords, Microsoft-specific audience signals (LinkedIn Profile Targeting), and Microsoft-specific bid logic. Importing is the start, not the end.

How much can the LinkedIn Profile overlay change CPC?

On B2B campaigns we typically see 30–50% lower effective CPC at the same conversion rate, because Microsoft + LinkedIn data narrows the audience to true ICP.