Microsoft Ads as a smart extension to your Google Ads
For clients who already perform well on Google Ads and want to test whether their campaigns on Bing, Yahoo and the Microsoft Audience Network deliver additional profitable traffic — often at a lower CPC.
Why Microsoft Ads?
Microsoft Ads covers a smaller market than Google, but for B2B and specific audiences (Office users, older age groups, LinkedIn profile targeting) the return is often surprisingly good. CPCs are on average 15-30% lower than Google. We don't treat Microsoft Ads as a standalone service — only as a meaningful add-on to an existing Google Ads campaign that's already performing.
What we do and don't do
What we do
- Import your existing Google Ads structure via UET
- Custom bidding per audience (LinkedIn profile, age, device)
- Negative keywords and audience exclusions
- Monthly review combined with your Google Ads report — one overview, no extra meeting
- Conversion tracking via UET tag and GTM
What we don't do
- Microsoft Ads as a standalone service without an existing Google Ads account
- Separate reports or strategy sessions — everything runs in the Google Ads reporting
- Microsoft Audience Network spam placements (excluded via blocklist)
What does it cost?
Microsoft Ads management is an add-on of €150/month on top of your Google Ads contract. No separate setup fee — we reuse your existing tracking and campaign structure. You can add or stop this add-on at any time.
Microsoft only makes sense from €600/month media spend — below that the learning curve is too slow.
Who is this for?
Good fit
- B2B companies that want to target LinkedIn profiles
- Lead-gen for 45+ audiences (where Microsoft has high share)
- Existing Google Ads clients looking for extra volume without pushing CPCs further up
- E-commerce in niches where Bing users are over-represented (e.g. business purchases)
Not a fit
- Without a functioning Google Ads account with solid conversion data
- Local service providers with small reach (Microsoft volume too low in BE/NL for local)
- Media budget under €500/month for Microsoft alone