Microsoft Ads
Microsoft Ads (Bing) for online stores, extending your Google campaigns.
Microsoft Advertising serves Bing, Yahoo, DuckDuckGo and Microsoft's Copilot environment. The volume is a fraction of Google's, but click prices are often lower in practice, and you can import most of your campaigns. For many online stores, that makes it the cheapest extra channel there is.
The problem
Microsoft Ads is rarely rejected on purpose. It gets forgotten, or it runs without anyone ever looking at it again.
- An import from Google Ads is quick to do, but without adjustment you also copy across exclusions and budgets that don't fit there.
- Campaigns run on autopilot and drop out of the reporting, so nobody knows whether they're profitable.
- The product feed only gets maintained for Google, so Shopping on Microsoft runs on outdated or incomplete data.
- Conversions get measured separately, so you can't put the results next to your other channels.
The opportunity
What makes this channel attractive is the ratio between effort and return. The campaign structure that's already in Google is largely reusable, so the setup work is limited, while your competition is often thin here. Microsoft positions the network itself towards a somewhat older and more business-oriented audience, and ads from the same platform also show up in Copilot. Whether that generates revenue for your products, we only know once it's running, so we treat it as a test with a clear final review rather than a given.
Our approach
What we do with your Microsoft account.
Not a copy that just sits there, but a channel maintained just as closely as your Google Ads. We're a Microsoft Advertising Partner and manage feeds through Channable, where we're a partner too.
- Channable Partner
Import and clean-up
We import your Google campaigns and then strip out what doesn't work on Bing: overly tight exclusions, bidding strategies without enough data, and budgets that do nothing at this volume.
Shopping and product feed
A dedicated feed to Microsoft Merchant Center, managed through Channable, with titles and attributes tuned to how people actually search on Bing.
Search campaigns
Search campaigns on the terms that actually convert in your account, with a structure that fits the lower volume instead of a copy with dozens of empty ad groups.
Tailored bidding strategy
With few conversions, automated bidding learns slowly. We often start more manually and switch over once there's enough data underneath.
The same measurement underneath
Conversions land in the same measurement setup as your other channels, so you can put them next to Google Ads in your dashboard with the same definitions.
An honest final review
If the cost per order stays structurally higher than on Google, we say so and the budget goes back. Keeping a channel running just because it's switched on only costs money.
In the Growth System
Stage 03: the same work, a different network.
Microsoft Ads sits in the same acquisition stage as Google Ads and leans on exactly the same foundation: clean conversion data from stage 01 and a product feed that's accurate. The interplay with stage 04 is the same too, since this channel uses the same landing pages and product data you build organically.
View the full Growth System- 01 Measure
- 02 Discover
- 03 Attract
- 04 Get found
- 05 Scale
Frequently asked questions
What clients usually ask.
Missing a question? Email or call us, the lines are short here.
Isn't Bing far too small for my store?
The volume is a lot smaller than Google's, that's true. The question isn't whether it's big, but whether the orders it produces are profitable. Because the setup work stays limited, the barrier to finding that out is low. For stores with very few conversions a month, it can still end up too thin to say anything meaningful, and then we advise against it.
Can I just copy my Google campaigns over?
Importing takes a few clicks, and that's exactly why it often goes wrong. What works in Google on hundreds of conversions a month behaves differently on a fraction of that. The import is the starting point, not the end result.
Are click prices really lower?
In the accounts we manage, we often see that, but it varies a lot by industry and by search term. So we don't put a percentage on it. After a few weeks it just shows up in your dashboard, next to your Google figures.
What happens to my ads in Copilot?
Ads from Microsoft Advertising can also appear in Copilot environments. What that actually contributes we keep separate in the reporting, because it's too new to make assumptions about.
Does this cost extra management time per month?
A bit less than Google Ads, because part of the work is shared: the same feed, the same measurement, the same analysis. The proposal states what it adds per month, so you can weigh up yourself whether it's worth it.
Is something already running on Bing that nobody's looking at anymore?
Bring your Microsoft account to the growth session, and we'll work out what the orders from it actually cost and whether the channel has room.
Reply within 24 hours on working days