When most marketers think of pay-per-click (PPC) advertising, Google Ads usually gets the spotlight. But savvy advertisers know that Microsoft Ads (formerly Bing Ads) can deliver highly targeted, cost-effective traffic—especially if you’re looking for better ROI and less competition.
This guide shows you how to set up, optimize, and scale Microsoft Ads to drive quality traffic and boost conversions for your business.
🚀 Why Microsoft Ads Deserve Your Attention
Microsoft Ads serve across the Microsoft Search Network, which includes Bing, Yahoo, MSN, and AOL. Together, these platforms reach millions of users that are often overlooked by Google-centric strategies.
Key Benefits:
- Lower cost-per-click (CPC) due to less competition
- Higher conversion rates among older, more affluent users
- Exclusive B2B targeting through LinkedIn profile data
- Cross-platform reach including desktop-heavy audiences
Microsoft Ads are especially effective for industries like B2B, finance, software/SaaS, legal, and high-ticket e-commerce.
📦 Types of Microsoft Ads Campaigns
1. Search Ads
These are text-based ads that appear at the top or bottom of Bing and partner search results.
Best for: Capturing high-intent keyword traffic.
2. Shopping Ads
Product-based ads that display an image, price, and merchant name.
Best for: E-commerce brands selling physical goods.
3. Audience Ads
Display-style ads shown on Microsoft partner sites, using behavioral and demographic data.
Best for: Brand awareness, remarketing, and top-of-funnel campaigns.
4. LinkedIn Profile Targeting
Exclusive to Microsoft, this allows B2B brands to target users based on job title, company, or industry.
Best for: SaaS, professional services, or enterprise sales.
🛠️ How to Set Up a Microsoft Ads Campaign
Step 1: Create a Campaign
- Go to ads.microsoft.com
- Click Create Campaign
- Choose your objective:
- Visits to my website
- Conversions (recommended for lead/sales tracking)
- Product sales (for Shopping ads)
Step 2: Set Budget and Bidding
- Set a daily or monthly budget
- Choose a bidding strategy:
- Maximize Clicks (good for new campaigns)
- Enhanced CPC
- Target CPA or Target ROAS (once you have data)
Step 3: Build Your Ad Group
- Add high-intent keywords
- Write compelling text ads with a clear CTA
- Choose locations, languages, and devices to target
Step 4: Launch and Monitor Performance
Once your campaign is live, use Microsoft’s dashboard to track impressions, CTR, conversions, and ROI.
🎯 Targeting the Right Audience
Microsoft’s targeting is robust and includes:
- Keyword targeting: Reach people actively searching for your offer
- Demographics: Age, gender, location, device, income
- Remarketing lists: Re-engage visitors who didn’t convert
- LinkedIn profile targeting: Unique to Microsoft Ads
Example for B2B SaaS:
- Keywords: “Best CRM for small business,” “automated email marketing”
- Job Titles: Marketing Managers, Sales Directors
- Industry: Software, Healthcare, Real Estate
✍️ Writing Ads That Convert
Your ad copy should:
- Include the main keyword in the headline
- Focus on benefits, not just features
- Use a clear CTA like “Get a Demo,” “Try for Free,” or “Buy Now”
- Add urgency or exclusivity (e.g., “Limited Time Offer”)
Example Ad:
Headline: AI-Powered CRM for Small Teams
Text: Automate sales tasks and close deals faster. Try it free today.
CTA: Start Free Trial
📈 Optimization Tips for Better ROI
1. A/B Test Ad Variations
Test multiple headlines, descriptions, and CTAs to find what resonates.
2. Use Negative Keywords
Prevent your ads from showing on irrelevant searches and reduce wasted spend.
3. Retarget Non-Converters
Use Microsoft’s audience targeting and custom audiences to bring visitors back.
4. Track Conversions Accurately
Set up conversion tracking via UET (Universal Event Tracking) tag to measure form fills, purchases, or calls.
5. Adjust Bids by Performance
Increase bids on high-performing keywords and reduce on underperforming ones.
💡 Pro Tip: Import Your Google Ads Campaigns
Already running Google Ads? You can import campaigns directly into Microsoft Ads. This saves time and ensures consistency across platforms.
Just go to Tools > Import from Google Ads inside Microsoft Ads Manager.
🧠 Final Thoughts
If you’re looking for a smart way to reduce your ad costs, expand your reach, and tap into an often-neglected yet profitable audience, Microsoft Ads are well worth your attention.
With less competition and advanced targeting options—especially for B2B—this platform can become a highly effective channel in your marketing mix.
Start small, optimize as you go, and watch your ROI grow.