Microsoft Ads Agency for the Search Traffic Google Does Not Reach

95 Solutions is a Microsoft Ads agency for businesses that already run Google Ads and want to capture the search demand Google does not reach. Microsoft Advertising serves ads on Bing, on Yahoo and AOL search, and on DuckDuckGo, as well as in Microsoft Edge, Windows search and Microsoft Copilot. Bing is the default search engine in Edge and Windows, so a lot of searches from work computers run through it.

Most advertisers treat Microsoft Ads as an afterthought: they import their Google campaigns once and never look again. Imports bring over the structure but not the tuning, and some settings behave differently on Microsoft's network. That is where money leaks and where a small amount of focused management pays off. Microsoft Ads is one channel within our PPC management services.

What Are Microsoft Ads?

Microsoft Ads are pay-per-click ads bought through Microsoft Advertising, the platform called Bing Ads until 2019, which is why many people still look for a Bing Ads agency. You bid on keywords and audiences, and ads appear on Bing, its partner search engines, Microsoft properties and partner sites. The main campaign types are:

• Search. Text ads on search results, triggered by keywords, and the core of most accounts.
• Shopping. Product ads with image and price, fed from Microsoft Merchant Center.
• Performance Max. An automated campaign that uses your assets and feed across search, Shopping and audience placements.
• Audience ads. Image and native ads on Microsoft properties such as MSN, Outlook and Microsoft Edge, plus partner sites.

Our Microsoft Ads Agency Services

• Account audit and import cleanup. We review existing campaigns or run a fresh import from Google Ads, then correct the settings, bids, budgets and extensions that do not translate well.
• Search campaigns. Keyword and match type management, negative keyword lists, ad copy testing and bid strategy set by campaign goal.
• Shopping and Performance Max. Product feeds in Microsoft Merchant Center, often imported from Google Merchant Center, with Shopping and Performance Max campaigns structured by margin and product priority.
• LinkedIn profile targeting. Bid adjustments or targeting by company, industry and job function, based on LinkedIn data and available only in Microsoft Advertising.
• Tracking. Universal Event Tracking (UET) tags, conversion goals, enhanced conversions, auto-tagging with MSCLKID and offline conversion imports from your CRM.
• Search partner and placement control. Reviewing where ads appear beyond Microsoft's own properties and excluding sites that send poor traffic.
• Reporting. Microsoft Ads results set next to Google Ads and your backend data, so you can see what the channel adds.

How Our Bing Ads Management Works

1. Review and tracking (week 1). We check your UET tag, conversion goals and auto-tagging first. If conversions are missing or counted twice, we fix that before any bid changes, using the same approach as our conversion tracking setup.
2. Import with intent (week 1 to 2). We use Google import to bring over campaigns that already work, but we choose which elements to sync. Scheduled imports can overwrite changes made directly in Microsoft Ads, so once we start tuning, we either stop the schedule or limit it to new items.
3. Fix what does not translate (week 2). We set bids for Microsoft's cost levels rather than copying Google's, rebuild negative keyword lists from Microsoft search terms, check that location and language targeting imported correctly, and review ad extensions, which Microsoft calls assets.
4. Add what Google cannot do (weeks 3 to 4). For B2B clients we layer LinkedIn company, industry and job function data onto search campaigns. For stores we set up Microsoft Merchant Center and Shopping campaigns.
5. Optimize weekly (ongoing). We review search terms, device and time-of-day performance, search partner sites and conversion costs. Changes are logged so you can see what we did and why.
6. Report monthly (from the first full month). We report cost per acquisition and return on ad spend against your real sales or CRM stages, and show Microsoft's share of total paid search results.

Microsoft Ads Agency Deliverables and How Success Is Measured

Microsoft Ads is usually a smaller channel than Google, so the management has to be efficient and the reporting has to show what the channel adds on its own. Here is what you get.

Success looks like Microsoft Ads delivering conversions at a cost per acquisition close to, or better than, your Google search campaigns, with search terms and partner traffic that make sense for your business. Volume will be smaller than Google. What matters is that the extra conversions are profitable.

Bing Ads Management Mistakes We Fix

• Scheduled imports left running. Every sync overwrites bids, negatives and ads changed in Microsoft Ads, so manual tuning is lost each week.
• Google bids copied across. Click costs differ by industry between the two networks, so copied bids often overpay or fail to show at all.
• No Microsoft search term review. Broad match behaves differently on Microsoft's network, and accounts that only rely on imported negatives pay for irrelevant searches.
• Auto-tagging off. Without MSCLKID on each click, offline conversion imports and some reporting cannot work.
• Duplicate conversion goals. An imported goal and a UET goal both counting the same purchase inflate results and confuse automated bidding.
• Partner network ignored. Syndicated traffic is left unchecked even though the placement report shows exactly where clicks came from.

Industries Where a Microsoft Ads Agency Adds the Most

B2B software and IT services benefit from searches made on work computers and from LinkedIn profile targeting by industry and job function. Professional services such as legal, accounting, insurance and financial advice often find buyers searching from desktop during the working day. Ecommerce with considered purchases, such as furniture, equipment, outdoor gear and higher-priced gifts, can extend a proven Google Shopping feed with little extra work. Education and training providers reach adult learners and employers researching courses. Home services can add calls and form leads from Bing in larger markets, though very small service areas may not give enough volume to learn from.

Where Microsoft Ads Behaves Differently from Google Ads

Audience

Because Bing is built into Windows and Edge, Microsoft's search traffic leans toward desktop use and people searching from work. That suits B2B, professional services, higher-priced considered purchases and older buyers in many categories. It is less useful for impulse mobile purchases.

Search partners

Microsoft's syndicated network sends traffic from partner sites that vary a lot in quality. Microsoft lets you see and exclude individual partner sites, and we use that. For some accounts we limit ads to Microsoft sites only until partner quality is proven.

LinkedIn data in search

Microsoft owns LinkedIn, and Microsoft Advertising lets you use LinkedIn profile data in search campaigns. A software company can bid higher when the searcher works in a target industry or job function, which Google search cannot do. This makes Microsoft Ads a useful partner to our LinkedIn Ads work for B2B clients.

Shopping

Microsoft Shopping campaigns use feeds in Microsoft Merchant Center, and you can import your Google Merchant Center feed rather than rebuild it. Feed issues that Google flags can show up differently here, so we check disapprovals separately. For stores, this sits alongside our Google Shopping ads management.

Microsoft Ads vs Google Ads, Side by Side

Most advertisers run both. This table sums up the practical differences that shape how we manage each one.

The practical result: Microsoft Ads rarely replaces Google, but it adds conversions from people Google does not reach, and its smaller volume means manual checks matter more than they do on Google.

Microsoft Advertising Tools and Tracking

Why Choose 95 Solutions as Your Microsoft Ads Agency

• Senior practitioner in charge. Mustafa, our founder, has more than 11 years in digital marketing and sets the strategy on every account.
• We run search across both engines. We manage Google Ads and Microsoft Ads together, so budgets, negatives and messaging stay coordinated instead of competing.
• Tracking handled in-house. Our analytics team sets up UET, consent and offline imports, so results can be trusted.
• You own the account. The Microsoft Advertising account, Merchant Center store and UET tags stay in your name.
• Clear pricing and terms. Published plans, a three-month minimum, then month to month, invoiced in USD from our US LLC, with working hours that overlap the US business day and UK business hours.

Who Should Add Microsoft Ads to Their Search Mix

A good fit

• Advertisers already profitable on Google Ads search who want more of the same kind of traffic.
• B2B and professional services firms whose buyers search from work computers.
• Ecommerce stores with a working Google Shopping feed that can be extended to Microsoft.
• Businesses targeting the US, UK, Canada and Australia, where Microsoft's search network has reach worth paying for.

Probably not a fit

• Businesses without proven search campaigns. Start with Google Ads and add Microsoft once the model works.
• Mobile-first impulse products aimed at younger audiences, where paid social usually fits better.
• Very niche local services where Bing search volume is too small to learn from.

Microsoft Ads Pricing

Microsoft Ads management uses the same model as our other search work: a monthly fee set by your ad spend band, with a percentage of spend above the top band. If we also manage your Google Ads, we quote both channels together. Ad spend is paid directly to Microsoft. Plans have a three-month minimum term.

What drives the fee beyond spend is account complexity: the number of campaigns and languages, whether Shopping and Performance Max run alongside search, how much LinkedIn profile targeting is layered in, and whether offline conversions from a CRM need connecting. A clean import of a small, proven Google account is quick to tune. A large account with years of unmanaged syncing takes longer to straighten out.

If you need Microsoft Ads in several countries or languages, contact us for a custom quote. Timelines, onboarding and contract questions are covered in our agency FAQ.

Next Step With Our Microsoft Ads Agency

Your Microsoft campaigns are only as good as the Google Ads account and tracking they were imported from, so a free Google Ads audit is a sensible place to start. We record a walkthrough of the issues that would carry over, and note what Microsoft Ads could add. If you already run Microsoft Ads, call or WhatsApp us or send a short note. We reply within one business day, review the account on a short call with read access, and send a written scope covering the fixes, the management plan and how we will report on both engines.