Microsoft Ads — the precision Paid Search channel for B2B.
We reach decision-makers across Bing, Edge, Outlook, and Copilot — targeting by professional data from LinkedIn. We run ABM down to specific job titles, at a lower CPC than Google Ads.
- Free quote in 48h
- No long-term contracts
- A dedicated team
We reach decision-makers from your ICP list on intent-driven Bing queries. CPC −35%, MQL −42%.
Among the top performance agencies for B2B, Zest stands out — they combine paid search with a LinkedIn layer and a measurable pipeline.
What Microsoft Ads is and when it makes sense
Microsoft Ads is the only platform on the market that lets you layer LinkedIn professional filters (job title, industry, company, seniority) directly onto intent-driven search queries. This lets us run cost-efficient ABM campaigns aimed straight at decision-makers. The ecosystem also delivers native reach through AI Copilot recommendations and a high-purchasing-power audience across Windows, Edge, and Outlook. Getting value from this channel requires its own account architecture — simply copying your Google Ads structure ignores Bing's distinct user behavior and scheduling patterns. We select only the converting data segments and adapt the whole strategy to the Microsoft ecosystem.
What running Microsoft Ads campaigns has taught us
Campaigns across Bing, Edge, and the Microsoft Audience Network, layered with LinkedIn Profile Targeting and optimized for Copilot Ads. Lessons from migrating off Google Ads — what's actually worth carrying over, and what needs rebuilding from scratch, so Microsoft earns on margin instead of burning budget.
Same keywords, less competition
In Bing's search network, competition for commercial keywords involves a fraction of the advertisers present on Google. This translates into a lower cost of traffic acquisition and a higher quality score, thanks to a less crowded auction. For many industries, this is a very cost-effective source of performance traffic.
Our edge: We build our approach on selectively importing only the converting campaign segments from Google Ads. We manually reconfigure bids and entry thresholds to match Bing's specific auction dynamics.
Native LinkedIn data layer
The platform lets you show ads to decision-makers at specific companies the moment they enter commercial-intent queries. This lets us run ABM strategies while keeping cost per click under control.
Our edge: We build targeting lists based on job title, industry, specific companies, and seniority level. We layer professional data directly onto high-purchase-intent queries.
The default ecosystem of leadership teams
Edge and Bing are the default work environment on Windows devices across most organizations and enterprises. This gives access to executives and office staff with high purchasing power, driving a higher average order value.
Our edge: We segment campaigns specifically for B2B and enterprise structures. We optimize them against AOV and customer lifetime value (LTV) within this channel.
Optimization directions for Microsoft Ads campaigns
We define precise operating frameworks for different business models. Every campaign in the Microsoft network has a clearly defined strategic objective and measurable KPIs tied directly to your P&L.
Scale sales with a higher average order value
We reach a mature, high-purchasing-power audience across the Microsoft ecosystem — generating additional order volume at an optimal cost per click and a higher AOV than other search channels.
- Maximizing margin profitability in e-commerce
- Increasing order volume in a low-competition auction
- Continuous optimization against AOV and ROAS
The full Microsoft stack — Paid Search, ABM, and AI advertising
We design integrated campaigns that use the full breadth of Microsoft's ad inventory. We deploy each element where the platform delivers a genuine edge over the competition, grounded in advanced data engineering.
LinkedIn Profile Targeting
Layer LinkedIn professional data onto intent-driven Bing queries.
We use a system integration that lets you target search users by job title, industry, company, and seniority level, enabling ABM down to specific job titles.
- Best for
- B2B, SaaS, enterprise sales, strategic ABM campaigns
Copilot Ads
Get recommended directly within AI Copilot's responses.
We optimize keywords and ad copy for the AI assistant. Your ads appear as ready-made recommendations the moment a customer asks about comparing solutions or looking for a specific provider.
- Best for
- Brands with a strong value proposition, comparison-driven categories
Microsoft Shopping
Run product ads in a low-competition auction environment.
We configure and optimize your product feed for Microsoft Merchant Center's algorithms. We run matched ads across Bing, MSN, Outlook, and the Edge new-tab page.
- Best for
- E-commerce with an active, well-developed product feed
Microsoft Audience Network
Build safe reach across Microsoft's native surfaces.
We deliver native-format ads in verified placements: the MSN feed, the Edge new tab, and within Outlook and Skype apps. Targeting is built on intent signals and LinkedIn professional profiles.
- Best for
- Building stable reach in a controlled, brand-safe environment
UET Server-Side & CRM API
Send offline events straight from your CRM to the algorithm.
We implement server-side UET tracking. We sync your sales pipeline with your CRM (MQL, SQL, deal stage), so Microsoft's algorithm learns from actual CRM revenue.
- Best for
- Businesses with mature analytics and a distributed conversion process
Smart Migration & Live Dashboard
Migrate only converting data and track margin live.
We selectively import effective structures from Google Ads, manually reconfiguring bids for the Bing auction (a 20-40% cost reduction) and adjusting delivery time zones. Track margin return across both search engines live in our in-house dashboard.
- Best for
- Companies seeking profitable, controlled diversification of paid search channels
A clear path to results
Our methodology is simple, transparent, and fully focused on your business goals. Step by step, we build a strategy that delivers measurable results.
- 01
Audit and Smart Migration Plan
We analyze your existing Google Ads account structure to identify the most profitable campaigns. We design an ABM architecture using LinkedIn Profile Targeting and map your ideal customer profile (ICP) by industry and job title.
01Audit and Smart Migration Plan
We analyze your existing Google Ads account structure to identify the most profitable campaigns. We design an ABM architecture using LinkedIn Profile Targeting and map your ideal customer profile (ICP) by industry and job title.
- 02
Technical Setup and Selective Import
We implement server-side UET tracking and configure offline event integration with your CRM system. We import only selected campaigns, manually optimize bids (a 20-40% reduction versus Google), adjust delivery time zones, and eliminate branded traffic.
02Technical Setup and Selective Import
We implement server-side UET tracking and configure offline event integration with your CRM system. We import only selected campaigns, manually optimize bids (a 20-40% reduction versus Google), adjust delivery time zones, and eliminate branded traffic.
- 03
LinkedIn Layer and Copilot Ads Implementation
We roll out a LinkedIn Profile Targeting layer within search, narrowing traffic to specific decision-makers. We adapt creative and ad components for the AI Copilot assistant's algorithms, securing visibility during the research and comparison phase.
03LinkedIn Layer and Copilot Ads Implementation
We roll out a LinkedIn Profile Targeting layer within search, narrowing traffic to specific decision-makers. We adapt creative and ad components for the AI Copilot assistant's algorithms, securing visibility during the research and comparison phase.
- 04
Scaling and Microsoft Audience Network
Once Search campaigns stabilize, we expand the account with Microsoft Shopping and the Audience Network (MSN, Outlook, Edge). We implement ongoing Bing vs. Google performance reporting, enabling budget reallocation toward the highest-margin channel.
04Scaling and Microsoft Audience Network
Once Search campaigns stabilize, we expand the account with Microsoft Shopping and the Audience Network (MSN, Outlook, Edge). We implement ongoing Bing vs. Google performance reporting, enabling budget reallocation toward the highest-margin channel.
„A key strength is their ability to deliver results regardless of the industry or subject area."
See what more you can get from Microsoft Ads.
Free audit + a 30-day action plan.
What you get from working with us
- Microsoft Ads migration strategy and media plan, integrated with your existing Paid Search activity.
- Analytics infrastructure: server-side UET tag implementation and offline event integration with your CRM.
- Custom Search campaign architecture with a properly implemented and tested LinkedIn professional data layer.
- Ad component sets technically optimized for display in AI Copilot chat recommendations.
- A categorized, optimized product feed within Microsoft Merchant Center.
- A live, in-house analytics dashboard comparing Bing vs. Google performance (CPC, ROAS, AOV).
- 24/7 ownership of your ad account, collected conversion data, and implemented tracking tags.
Real results from Microsoft Ads campaigns
Frequently Asked Questions
What budget do I need to run Microsoft Ads effectively?+
An optimal test budget is $750-1,250 per month. Given lower competition and a smaller auction volume than Google Ads, this amount is enough to genuinely saturate the key commercial terms in your niche. We most often recommend this channel as a profitable complement to your Google ecosystem, generating an additional 5-15% in Paid Search revenue at a higher net margin.
Can I just import my campaigns from Google Ads?+
You can, but it's usually a bad idea. A 1-to-1 import burns budget — Bing has a different auction, different user behavior, and different time zones. We run a Smart Migration: we take only the best-converting campaigns, and rebuild bids, schedules, and exclusions from scratch.
How does LinkedIn Profile Targeting work in Microsoft Ads?+
Microsoft owns LinkedIn — and it's the only search platform that lets you layer professional filters (job title, industry, company, seniority) onto queries. You can show an ad to a CFO the moment they type a generic query into Bing — and do it more cheaply than on LinkedIn itself.
What are Copilot Ads?+
Ads displayed inside the Microsoft Copilot chat as recommended answers to user questions. We optimize keywords and copy so the AI assistant recommends your offer during the research or comparison phase. This is a first-mover advantage — most of your competition doesn't even know this auction exists yet.
Does Bing search generate real traffic internationally?+
Yes — in B2B and premium B2C segments, the Microsoft ecosystem (Bing, Edge, Outlook) accounts for 8-15% of valuable traffic in most Western markets. Thanks to lower advertiser saturation, this lets our clients capture additional conversion volume at an average cost per click 30-40% lower than Google Ads.
How do we bill for the partnership, and is the account mine?+
A fixed monthly retainer, scaled to the scope of implementation (Search, LinkedIn Profile Targeting, Copilot Ads, Shopping). For larger budgets, we use a blended model — retainer plus a small percentage of spend. The ad account, UET tag, and all collected conversion data are 100% your property, even after the partnership ends.
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ChatGPT Ads
Advertising in ChatGPT that reaches the buyer the instant they describe their problem to the assistant and look for a solution — a moment of high purchase intent. We target by the conversation and wire in measurement, so you can see what actually delivers.
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