Microsoft Ads Agency UK

Bing Search ads

The core surface of Microsoft Ads. Bing has 9 to 13 percent of UK desktop search depending on the report. The audience skews older, higher household income and more business-related searches than Google. Search campaign structure mirrors Google but the bid strategy tunes differently.

• ✓Single-theme ad group design
• ✓UK-specific keyword expansion
• ✓Bid strategy tuned for Bing's smaller auction
• ✓Brand defence campaigns

Microsoft Audience Network

Audience Network is Microsoft's equivalent of Google Display, served on MSN, Outlook, Edge and partner sites. Inventory quality is high because Microsoft restricts publishers more tightly than Google. We use it for awareness, consideration and remarketing in the UK B2B and consumer spaces.

• ✓Audience targeting by job function and industry
• ✓Native ad creative briefs
• ✓Brand-safe placement controls
• ✓Remarketing audiences synced from your site

LinkedIn audience targeting

Microsoft owns LinkedIn. That means Microsoft Ads can target by job title, company name, industry and seniority pulled from LinkedIn data. For UK B2B campaigns this is uniquely valuable. We use it where the audience justifies the CPC premium.

• ✓Job title and company list targeting
• ✓Industry and seniority filters
• ✓ABM list integration
• ✓B2B-only campaigns separated from broad search

Cross-import from Google

Microsoft Ads has a one-click import from Google Ads. We use it as a starting point, then tune for the audience and auction differences. Imported settings that work on Google often need adjustment on Microsoft. Done properly, the import saves weeks of setup time.

• ✓Initial import from Google Ads
• ✓Bid strategy re-tuned for Microsoft auction
• ✓Audience signals adjusted for Bing demographics
• ✓Negative keyword library imported and extended

Microsoft Shopping

Microsoft Shopping pulls product feeds via Microsoft Merchant Center, often via direct sync from Google Merchant Center. For UK retailers it is genuinely cheaper traffic than Google Shopping in many categories. Feed work is shared between platforms but the campaign structure is separate.

• ✓Microsoft Merchant Center setup or sync
• ✓Feed quality checks for UK pricing and shipping
• ✓Smart Shopping or Performance Max equivalent campaigns
• ✓Negative placement and audience exclusions

UK demographic targeting

Bing's UK audience skews older (35+), higher household income, and more financial services and B2B intent than Google. We tune location bid adjustments, age and gender audiences, and device targeting specifically for that demographic. The audience is different, the strategy adjusts.

• ✓Demographic bid adjustments
• ✓Device targeting tuned for desktop weight
• ✓UK location radius bidding
• ✓Audience exclusions for irrelevant demographics

Audit

We assess whether Microsoft Ads makes sense for your niche. Not every business benefits. We do not push the channel where the audience is not on Bing.

Import

Cross-import from Google Ads where structure already works. Clean rebuild where it does not. Manual tuning starts on day one.

Launch

Search first, then Audience Network, then LinkedIn-targeted layers. Each surface launched as data accumulates and budget allows.

Optimise

Weekly review. The Microsoft auction moves more slowly than Google. Patience pays here. Quarterly strategy refresh.

Common Questions

Everything you need to know about our services, pricing, and process.