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Why Microsoft Ads belongs in your mix

  • Microsoft Ads runs advertising on the Bing network and its partners, and for most Australian advertisers it is an underused opportunity.
  • Google gets the attention, Bing gets the leftovers, which is exactly why the smart advertisers are there.
  • The Bing audience skews older, higher-income and desktop-heavy, which makes Microsoft Ads especially effective for B2B, professional services, finance and any business selling to decision makers who sit at a desk during the day.

Microsoft Ads services are the practical side of that opportunity: setting the channel up properly, importing what transfers from Google, and running the ongoing optimisation that makes Bing profitable instead of an afterthought.

Microsoft versus Google Ads: what transfers and what does not

  • The two platforms share a lot because Microsoft Ads was built to mirror Google Ads.
  • Bing's network is smaller, and that is the point: less inventory, less competition, lower costs.
  • The practical consequence is that you cannot copy a Google account to Bing and walk away.

Account setup and import

  • The import tool is convenient and dangerous in equal measure.
  • There are also structural mismatches that a blind import misses.
  • Microsoft Ads gives you granular control over audience, and this is where the channel shines.

I handle imports selectively.

Campaign optimisation for Bing's network

  • Bing rewards attention.
  • The quieter auction also means faster feedback.
  • Beyond Bing's own results, Microsoft Ads can serve on partner search sites, and that inventory needs watching as carefully as Google's Display Network.

Measurement and conversion tracking

  • Microsoft Ads only works if you can see what it returns.
  • I connect conversion tracking properly, whether through the Microsoft Ads tag, your tag manager or the same tracking you use for Google Ads.
  • If your conversion tracking needs work, that gets fixed before the channel scales.

If your conversion tracking needs work, that gets fixed before the channel scales. Advertising on Bing without tracking is the same as advertising anywhere without tracking: you are guessing.

Clients I Have Worked With

GT Access Garage Doors

Conversions up 178% with an average conversion rate of 30.75%.

Glass Creations

Conversions up 357%, average cost per click down 71% over 12 months.

Let's Go Family Day Care

Conversions up 357% by month 2 on a $500 monthly budget.

Frequently Asked Questions

Microsoft Ads is the advertising platform that runs ads on the Bing search network and its partner sites. It is the main alternative to Google Ads, with lower competition, cheaper clicks and a desktop-heavy audience that suits many Australian businesses.
For many businesses, yes. Bing reaches an audience Google largely ignores, at lower cost per click, and the competition is thinner. It works especially well for B2B and professional services where the audience profile matches the people who make buying decisions.
Yes, but selectively. I review your Google campaigns before importing, clean the structure as part of the move and rebuild the account for Bing's behaviour. A blind import copies your mistakes to a second platform; the review prevents that.
Microsoft Ads runs on Bing's smaller network with less competition and lower costs. The interface is similar and imports are possible, but audience behaviour, match types and volume patterns differ. The account needs restructuring for Bing, not a copy of Google.
Yes. I manage both as one paid program, sharing learnings across the platforms and allocating budget to what returns. You get reporting per channel and combined, so the whole program is clear at a glance.
Microsoft Ads management is a monthly fee, separate from your ad spend. It depends on account size and complexity. You get a custom quote after reviewing your setup, with exact numbers before anything begins.

Paying Full Price for Every Click on Google?

If you are paying full price for every click on Google while cheaper demand sits on Bing, book a free 30-minute Strategy Session. We will look at your account and whether Microsoft Ads deserves a place in your mix. No pitch deck, no obligation.

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Book a free 30-minute Strategy Session

Tell me a bit about your business and we can dial in a strategy that fits.

    Sagar Sethi, expert online marketing consultant providing innovative marketing strategies