Why Add Microsoft Ads?
How We Manage It
We start with what is already working in your Google Ads account, adapt it for the Microsoft network and then optimize it on its own data. You see both platforms side by side in your monthly report.
What to Expect in Your First Months on Microsoft Ads
What Changes After the Import
Importing a Google campaign is a starting point, not a finished account. Search terms, competitors and costs are different on the Microsoft network, so a copy that is left alone tends to waste money in ways the Google version does not.
After the import, we review four things:
- Search terms. Bing traffic brings its own mix of queries. We add negative keywords for the ones that will never turn into customers. Our post on negative keywords in Google and Bing campaigns explains why this matters.
- Bids. Google bids rarely fit a network with different competition. We set them from Microsoft’s own cost and conversion data.
- Locations and schedules. We confirm your service area and business hours carried over the way you intended.
- Tracking. Microsoft Ads needs its own conversion tracking. We confirm calls and form fills are recorded before we judge any campaign.
Who It Fits, and Who Should Wait
Microsoft Ads tends to make sense when your Google Ads account already produces leads at a cost you are comfortable with and you want more of the same buyers. It is also worth a look if your customers are business owners, office staff or older adults who often search from a work computer.
It is usually not the place to start. If your Google campaigns are not profitable yet, fix those first. Search volume on the Microsoft network is smaller, so a small budget can take longer to show a clear pattern.
How Budget Is Handled
Ad spend is paid directly to Microsoft and is not included in our plan prices. We usually start with a modest share of your search budget, then shift money between the two platforms based on cost per lead. Your flat monthly plan covers our management time. See packages and pricing for the team hours in each plan.
Mistakes We See Most Often
- Turning on a Google import and never checking it again
- Leaving broad default settings in place without reviewing where the clicks come from
- Judging the platform on a few weeks of low volume
- Skipping separate conversion tracking, so Google gets credit for every lead
Not sure whether your account is ready for a second search platform? Contact our PPC team and we will look at your current numbers with you.
