Account setup and import
We bring across the Google Ads campaigns worth keeping, then rebuild what does not import cleanly. Not everything carries over, so every setting is checked.
- Microsoft Ads
- Bing
- PPC
- Microsoft Ads
Microsoft Ads agency Sydney
The search ads your competitors are not bidding on.
We manage Microsoft Advertising (formerly Bing Ads) alongside your Google Ads, so you reach the searchers Google does not, often at a lower cost per click.
- 4+ years
- Average client relationship
- 4.9 / 5
- Rating on Clutch
Trusted by Australian brands since 2014
Why Microsoft accounts underperform
Most Microsoft accounts are a copy of the Google one. That is the problem.
Microsoft makes it easy to import your Google Ads campaigns. Most advertisers do that once, switch it on and never look again. Then they decide Bing does not work.
The two platforms are similar, but they are not the same. The import leaves gaps that have to be set up by hand. Bids and budgets tuned for Google are usually wrong for a smaller, less competitive auction. People on Bing use different search terms, which means different keyword opportunities and different wasted clicks.
So we treat it as its own account. We import what is worth keeping, fix what did not carry over, set bids for this platform and read the search terms once the data comes in. Our guide, Are Bing Ads worth it?, explains the approach in detail.
A smaller platform still needs someone looking after it.
What's included
Everything a Microsoft Advertising account needs.
Run by the same team as your Google Ads, under one PPC management ↗ plan
Keyword research for Bing
Bing users search differently. We look for the queries that only show up here, not just a copy of your Google keyword list.
Negative keywords
Your Google negative lists come across on day one. Then we add the wasted searches that are specific to Bing once there is data to read.
Bids and budgets
Bids and budgets set for this platform, not copied from Google. We start lower, read the results and adjust.
Conversion tracking
Microsoft’s own tracking installed and checked, so leads and sales are counted the same way they are in Google Ads.
Reporting on outcomes
Microsoft and Google side by side: leads, cost per acquisition and revenue. You see plainly whether the second platform earns its place.
Paid search results from Google Ads
How we run paid search.
We have not published a Microsoft Advertising case study yet, so we will not pretend otherwise. These three results are from Google Ads accounts we manage. The work is the same on either platform: keywords, bids, negatives and tracking. All Google Ads case studies ↗
Financial services · Google Ads
173%increase in revenue from Google search
56%increase in revenue YoY
Australia’s fastest-growing travel insurance provider.
Read the case study
Not-for-profit and government · Google Ads, Paid social
892%Google Ads conversion rate (2.44% to 24.20%)
214%increase in site visitors
Record digital growth for Cockatoo Island and Sydney Harbour’s landmark sites.
Read the case study
Property · Google Ads
341%increase in conversion rate
12%more in-store visits from Google Ads
Google Ads clicks turned into visits across 21 large-format retail centres.
Read the case studyHow we work
Test it properly. Then scale it or stop.
Microsoft is a second platform, so it has to prove itself. We run it against a clear target and tell you what the numbers say.
- 01
Learn
Review your Google Ads account and work out whether Microsoft is worth adding at all.
- 02
Plan
Choose which campaigns to bring across and set a test budget and a target cost per lead or sale.
- 03
Fix the foundations
Install conversion tracking. Rebuild the extensions, remarketing lists and exclusions that do not import.
- 04
Launch
Go live on a controlled budget with bids set for this platform.
- 05
Clean up
Read the search terms. Add negatives and new keywords that are specific to Bing.
- 06
Scale or stop
Add budget if it beats your target. If it does not, we tell you and move the money back.
Where Microsoft fits
Google first. Microsoft when the numbers support it.
Google has most of the search market in Australia. If your Google Ads account is not profitable yet, that is the place to spend our time and your budget.
Microsoft earns its place once Google is working. It reaches people who search on Bing and its partner search engines, including people on Windows devices where Bing is the default search engine. Fewer advertisers compete for those searches, so the same keywords often cost less per click.
It suits businesses that have hit the ceiling on Google, where the profitable keywords are already covered and extra budget only buys more expensive clicks. It also suits industries where Google clicks are costly and every cheaper lead counts.
We manage both platforms as one programme and report them side by side. If Microsoft produces leads at or below your Google cost, we scale it. If it does not, we say so. That is how we treat every channel in our PPC management service.
From the blog
Related articles.
Questions
Microsoft Advertising questions, answered.
If yours isn't here, ask us on the call.
Often, as a second platform. Most searches happen on Google, so Microsoft will rarely be your biggest channel. But fewer advertisers bid there, so clicks often cost less, and the people searching are just as ready to buy. We set out the full case in our guide, Are Bing Ads worth it?.
Google Ads first. It has most of the search volume, so it is where a paid search programme should start. Microsoft is worth adding once your Google account is profitable and you want more of the same kind of customer. See our Google Ads management page for the core service.
The import is the starting point, not the finished job. Some things do not carry over and need to be set up again, including some extensions, remarketing lists, exclusions and demographic targeting. Bids and budgets also need to change, because what works on Google is not always right for Bing.
On Bing and the partner search engines it powers, and on Microsoft’s own audience network. Bing is the default search engine on Windows devices and in the Edge browser, so it reaches people who never changed that setting.
Search campaigns are the core. Where they fit, we also run Shopping campaigns for online stores, dynamic search ads to find queries your keyword list missed, and audience ads, which are Microsoft’s equivalent of display advertising.
Less than Google, because there is less search volume to buy. We normally start with a test budget set against a target cost per lead or sale, then decide from the results. If it does not earn its place, we will say so.
Yes, for the same reason. It is a smaller audience with less competition. Our article How to win at Bing SEO covers the organic side.
Get started
Is Microsoft Advertising worth adding to your account?
Tell us what you spend on Google Ads and what a lead or sale is worth. We will give you a clear, honest view of whether a second search platform makes sense.
- A real conversation with a senior paid media specialist, not a salesperson.
- Specific to your account, your market and your goals.
- No obligation. No lock-in. 100% confidential.
Prefer to talk? 1300 490 147