Microsoft Ads: a Paid Search channel built 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 lower-cost ABM campaigns aimed straight at decision-makers. We also reach users through AI Copilot recommendations and a high-purchasing-power audience across Windows, Edge, and Outlook. This channel needs its own account architecture: Bing users behave differently and search at different times, so a copy of your Google Ads structure burns budget. We pick the data segments that convert and adapt the 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 worth carrying over and what needs rebuilding from scratch, so Microsoft earns on margin.
Same keywords, less competition
On Bing, a fraction of the advertisers you meet on Google bid for the same commercial keywords. A less crowded auction means cheaper traffic and a higher quality score. In many industries this is a cost-effective source of performance traffic.
Our edge: We import the campaign segments that convert from Google Ads. We set bids and entry thresholds manually for the Bing auction.
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.
Where leadership teams work
Edge and Bing are the default work environment on Windows devices across most organizations and enterprises. That is where you reach executives and office staff with high purchasing power, who place larger orders.
Our edge: We segment campaigns 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 set separate operating frameworks for different business models. Every campaign in the Microsoft network has one clear 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. That means additional orders at a lower cost per click and a higher AOV than other search channels.
- Higher margin on e-commerce sales
- Increasing order volume in a low-competition auction
- Continuous optimization against AOV and ROAS
The Microsoft stack: Paid Search, ABM, and AI advertising
We design campaigns across Microsoft's entire ad inventory. We deploy each element where the platform gives you an edge over the competition, and base our decisions on 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
Show your offer in AI Copilot's responses.
We pick keywords and ad copy for the AI assistant. Your ads appear as recommendations when a customer compares solutions or looks for a 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 your product feed for Microsoft Merchant Center and run product 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 selected campaigns, set bids manually (20-40% lower than on Google), adjust delivery time zones, and exclude branded traffic.
02Technical Setup and Selective Import
We implement server-side UET tracking and configure offline event integration with your CRM system. We import selected campaigns, set bids manually (20-40% lower than on Google), adjust delivery time zones, and exclude 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 to the AI Copilot assistant, so your brand shows up during research and comparison.
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 to the AI Copilot assistant, so your brand shows up during research and comparison.
- 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 keep comparing Bing and Google in reporting, so budget moves to the channel with the highest margin.
04Scaling and Microsoft Audience Network
Once Search campaigns stabilize, we expand the account with Microsoft Shopping and the Audience Network (MSN, Outlook, Edge). We keep comparing Bing and Google in reporting, so budget moves to the channel with the highest margin.
„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.
- Search campaign structure with a tested LinkedIn professional data layer.
- Ad component sets prepared for AI Copilot chat recommendations.
- A categorized, optimized product feed within Microsoft Merchant Center.
- A live dashboard comparing Bing and Google performance (CPC, ROAS, AOV).
- Your ad account, collected conversion data, and tracking tags stay yours.
Real results from Microsoft Ads campaigns
Frequently Asked Questions
What budget do I need to start Microsoft Ads?+
A test budget of $750-1,250 per month is enough. Competition and auction volume are lower than on Google Ads, so this amount saturates the commercial terms in your niche. We most often recommend this channel as a complement to Google, adding 5-15% to Paid Search revenue at a higher net margin.
Can I just import my campaigns from Google Ads?+
A 1-to-1 import usually burns budget, because Bing has a different auction, different user behavior, and different time zones. That's why we run a Smart Migration: we take 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 pay less than on LinkedIn itself.
What are Copilot Ads?+
Ads displayed inside the Microsoft Copilot chat as recommended answers to user questions. We pick keywords and copy so the AI assistant recommends your offer during the research or comparison phase. The auction is less crowded than search, which gives early advertisers an edge.
How much traffic does Bing bring internationally?+
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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