Account setup or audit
New Microsoft Advertising account, or a full audit of an existing one.
Microsoft Ads · Bing Ads
Microsoft Ads: extra customers from Bing search, often at a lower cost.
Most advertisers stop at Google. Microsoft Advertising reaches searchers on Bing, Yahoo, DuckDuckGo results and Microsoft sites, usually with less competition. Imported, adapted and tracked properly.
Short answer
Microsoft Ads, formerly Bing Ads, shows search and shopping ads on Bing and Microsoft's search partners. Because fewer advertisers compete there, costs are often lower than Google. Saifur Saif is a Microsoft Ads specialist who imports and adapts your Google Ads campaigns, then optimises them for Bing's audience with proper UET tracking.
Microsoft Ads management overview
Microsoft Advertising is the second-largest search ad platform. Its audience skews toward desktop users and professionals, which suits B2B, higher-value products and many local services, especially in the United States, United Kingdom, Canada and Australia.
Why Microsoft Ads are often cheaper
Many businesses never advertise beyond Google, so there is less competition for the same searches on Bing. That usually means lower costs per click for comparable keywords, and an extra source of customers your competitors are ignoring.
Import from Google, then optimise for Bing
Microsoft Ads can import campaigns directly from Google Ads, which makes launch fast. But a straight copy is rarely optimal. Bids, budgets, keywords, audience targeting and ad extensions are adjusted for Bing's users, and search terms are reviewed separately because behaviour differs between platforms.
Shopping and tracking
Online stores can run Microsoft Shopping campaigns from a product feed in Microsoft Merchant Center. Every account uses the UET (Universal Event Tracking) tag, with purchases and leads tracked properly, and offline conversions imported where sales close by phone or in a CRM.
Microsoft Ads vs Google Ads
How the two search platforms compare.
| Microsoft Ads | Google Ads | |
|---|---|---|
| Search share | Smaller, growing | Largest |
| Competition | Usually lower | High |
| Typical audience | More desktop and professional users | Everyone, mobile-heavy |
| Setup | Can import Google campaigns | Built from scratch |
| Tracking | UET tag | Google tag and GA4 |
What's included in Microsoft Ads management
Everything covered, so you know exactly what you get.
Google Ads import
Campaigns imported and then adapted for Bing bids, budgets and keywords.
Search campaigns
Keyword research, negative keywords and ad copy tuned for Bing searchers.
Microsoft Shopping
Product feed in Microsoft Merchant Center and Shopping campaigns.
UET tracking
Universal Event Tracking for purchases and leads, plus offline conversions.
Reporting
Microsoft Ads results beside Google Ads in one live dashboard.
Who Microsoft Ads is for
Advertisers already on Google Ads who want more customers without bidding up their Google costs.
Google Ads advertisers
Extend profitable Google campaigns to a second search engine.
B2B companies
Reach professionals searching from work computers.
eCommerce stores
Add Microsoft Shopping for extra product sales.
Local services
Plumbers, clinics, law firms and other local businesses in the US, UK and Australia.
Older audiences
Products and services bought by an older, desktop-heavy audience.
Cost-conscious advertisers
Businesses looking for lower cost per acquisition on search.
How I run Microsoft Ads
The same four steps used on every account.
Audit
Review your Google Ads results to decide which campaigns to bring to Microsoft Ads.
Track
Install the UET tag and conversion goals, matched to real sales and leads.
Launch & test
Import, adapt and launch campaigns, then test bids and ads for Bing users.
Scale & report
Scale the campaigns that bring customers at a profit, reported live next to Google.
Tools I use
The platforms behind this service.
Microsoft Advertising
UET tag
Microsoft Merchant Center
Google Ads import
Google Tag Manager
GA4
Microsoft Ads FAQs
Straight answers to the questions clients ask most.
Are Microsoft Ads worth it?
For many advertisers, yes. Lower competition often means lower costs per click, and Bing reaches a large, often higher-income audience that some competitors ignore.
Is Microsoft Ads the same as Bing Ads?
Yes. Bing Ads was renamed Microsoft Advertising. Ads show on Bing and on Microsoft's search and audience partners.
Can I copy my Google Ads campaigns to Microsoft Ads?
Yes, Microsoft Ads has a Google Ads import tool. After importing, bids, keywords and settings should be adjusted for Bing's audience.
Do Microsoft Ads work for eCommerce?
Yes. Microsoft Shopping campaigns use a product feed in Microsoft Merchant Center, similar to Google Shopping.
How do you track Microsoft Ads conversions?
With the Universal Event Tracking (UET) tag, installed through Google Tag Manager, plus offline conversion imports for sales that close later.
Who manages Microsoft Ads from Bangladesh?
Saifur Saif manages Microsoft Ads, Google Ads and Meta Ads remotely for businesses in the US, UK, Canada and Australia.
Other services
Services that work well alongside this one.
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