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Paid account on Google Ads and Microsoft Ads, losing money for more than 18 months before takeover.
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Win the searches your competitors ignore. SEO Inc. builds and manages Microsoft Advertising campaigns across Bing, its search partners and Copilot, tuned for qualified leads and profitable sales rather than a copy of your Google account.
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Tell us about your Google and Microsoft accounts. We will compare them and show where Bing can add profitable volume.
Most advertisers pour everything into Google and treat Bing as an afterthought. That leaves a less crowded auction, different audiences and targeting Google cannot offer.
PPC is not a “set and forget” channel. Importing your Google account is a starting point, not a strategy.
Microsoft Advertising serves ads on Microsoft Bing and on search partner sites, which Microsoft names as including Yahoo, AOL, DuckDuckGo and Ecosia (Microsoft Advertising). Comscore data cited by Microsoft (March 2023, US desktop) counts 109 million unique PC users and 6.4 billion monthly PC searches.
Microsoft Advertising is the only ad platform other than LinkedIn that targets by LinkedIn profile data: company, industry and job function. It works in Search, Dynamic Search ad, Microsoft Shopping, Audience and Performance Max campaigns as a bid adjustment, with up to 1,000 companies per ad group or campaign (Microsoft Learn).
Fewer advertisers bid on many Bing queries, so a well-built account can often buy qualified clicks at a lower cost per click than the same terms on Google. We verify that with your own data before shifting budget.
One dedicated PPC manager runs your Microsoft account alongside Google, so keywords, offers, negatives and tracking stay aligned.
Microsoft’s Google Import brings campaigns over with quick or advanced options and can recur daily, weekly or monthly (Microsoft Advertising). We use it, then rebuild bids, negatives and ads for Bing’s auction.
Microsoft Keyword Planner research, tight ad groups, match types, negative lists and competitor analysis.
Responsive Search ads (up to 15 headlines and 4 descriptions), Dynamic Search ads with static headlines, multimedia ads and vertical ads where your industry qualifies, plus call, location and sitelink extensions.
Product feeds in Microsoft Merchant Center for Shopping and Performance Max campaigns. Since January 2026 Performance Max reports share of voice and supports up to 50 search themes per campaign (Microsoft Advertising). See our Shopping management service.
Universal Event Tracking (UET) for conversions, remarketing and automated bidding, plus call tracking. Microsoft required consent signals by May 5, 2025 for site visits from the EEA, UK and Switzerland, through Consent Mode on UET or an IAB TCF string (Microsoft Advertising). We set this up with your consent banner.
Bid strategies tied to CPL, CPA or ROAS, device and schedule adjustments, landing page advice and a monthly report.
We adopt what helps your goals and keep control of what does not.
Ads now serve inside Microsoft Copilot answers. Microsoft states that organic Copilot responses are not influenced by sponsored content and that ads are clearly marked. Showroom ads, an immersive shopping format, began piloting in April 2025 (Microsoft Advertising).
From January 15, 2026, new Responsive Search ads have autogenerated assets enabled by default, filling unused headline and description slots. Sensitive verticals such as health and financial services remain opt-in (Microsoft Advertising). We review every generated asset and remove anything off-brand.
An open beta for advertisers using purchase goals lets Performance Max bid higher for, or only for, net-new customers (Microsoft Advertising). We feed it clean customer lists so it can tell the difference.
Audience ads can now be limited to MSN, Outlook, Microsoft Casual Games and Microsoft Edge, or to topics such as finance, travel and health (Microsoft Advertising).
At its May 19, 2026 event Microsoft introduced Copilot-powered root cause analysis, an Ad Preview Hub, a closed pilot of AI Max for Search, and an Import Center that brings in campaigns from Google, Meta and Pinterest (Microsoft Advertising).
Hover, tap or tab to each card for our answer.
Start with a test budget, then let cost per lead or ROAS decide. We rebalance between engines monthly on returns.
You can, and it saves time. But Bing’s auction and partners differ, so imported bids, negatives and ads need rework.
Partners such as Yahoo, AOL and DuckDuckGo add reach, but quality varies. We review results by site and exclude weak ones.
Often. LinkedIn profile targeting lets us raise bids for the companies, industries and job functions you sell to.
Microsoft reports roughly an 8% lift in incremental conversions with Performance Max. We test it against standard campaigns in your account before trusting it with the budget.
Different tags, attribution windows and consent setups. We align UET, Google Ads and GA4 so both engines are judged on the same leads.
We start with your Google and Microsoft data, then build a plan for the gaps.
Review your Google Ads and Microsoft accounts, tracking, consent and competitors.
Keywords, structure, audiences, LinkedIn targeting and budgets set by goal.
UET, call tracking and conversion values confirmed before spend scales.
Search terms, partners, bids, ads and landing pages reviewed every week.
CPL and ROAS analysis with recommendations from your dedicated PPC manager.
Engagements where Microsoft Ads ran alongside Google Ads. Follow each link for the full context.
Paid account on Google Ads and Microsoft Ads, losing money for more than 18 months before takeover.
SEO plus Google Ads and Bing Ads management for a consumer products brand.
Search programs including Google Ads and Microsoft Ads for a fashion distributor.
Results belong to each client’s own campaigns and measurement period, as reported on each case study. See all client case studies.
Straight answers, with platform facts sourced from Microsoft Advertising and Microsoft Learn.
Bing Ads management is the setup and ongoing optimization of Microsoft Advertising campaigns, the platform formerly called Bing Ads. It covers keywords, ads, bids, budgets, Shopping feeds, Universal Event Tracking and reporting across Bing, search partners such as Yahoo, AOL and DuckDuckGo, and Copilot.
Search ads appear on Microsoft Bing and on search partner sites that Microsoft names as including Yahoo, AOL, DuckDuckGo and Ecosia. Ads also serve inside Microsoft Copilot, where Microsoft says sponsored content is clearly marked and does not influence organic answers.
Yes. Google Import offers quick and advanced options and can repeat daily, weekly or monthly. Microsoft announced an expanded Import Center at Activate 2026 that also brings in campaigns from Meta and Pinterest. We import, then rebuild bids, negatives and ads for Bing.
It lets you adjust bids by a searcher’s LinkedIn company, industry and job function. Microsoft says it is the only ad platform other than LinkedIn with this targeting. It is available in Search, Dynamic Search ad, Shopping, Audience and Performance Max campaigns, for up to 1,000 companies per ad group or campaign.
Yes. Microsoft reports roughly an 8% lift in incremental conversions with Performance Max. In January 2026 it added share of voice metrics, up to 50 search themes per campaign and an open beta for new customer acquisition goals for advertisers using purchase goals.
If you get traffic from the EEA, UK or Switzerland, yes. Microsoft required advertisers to send user consent signals by May 5, 2025, using Consent Mode on UET or an IAB TCF consent string, or performance for those site visits is affected.
For new Responsive Search ads, yes. From January 15, 2026 autogenerated assets are on by default to fill unused headline and description slots, except in sensitive verticals like health and financial services. You can opt out per ad, and we review every generated asset.
SEO Inc. has managed paid search since 1997, starting in the GoTo and Overture era. We are a Google Partner, our team is Google Ads AI-Powered Performance certified, and one PPC manager runs your Google and Microsoft accounts together.
We will review your Google and Microsoft accounts, tracking and competitors, then show where Bing can add qualified volume. See how it fits with our PPC management or call 877.736.0006.
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