A studio service
The cheaper slice of search most accounts ignore.
Bing, Yahoo, DuckDuckGo, Copilot, and every default Windows search box: Microsoft's network is where the older, wealthier, desktop-heavy searcher lives — exactly the patient, homeowner or professional buyer most local businesses want — at clicks that usually cost a third less than Google. We run it through the Microsoft Advertising API alongside your Google account, so it is never the afterthought.
N° 01Why bother
Different searcher, lower price.
Microsoft's search share is small in headline terms, but it is not evenly spread. It skews to 45-plus, desktop, higher household income, and anyone whose employer locks the browser to Edge. For a medical practice, a financial adviser or a home-services company, that is a disproportionate share of the people who actually convert.
Because fewer advertisers bother, the auctions are thinner: the same query that costs $5 on Google often costs $2–3 on Bing. The mistake is to treat it as a Google copy-paste — the import tool exists, but left alone it drifts, duplicates, and inherits mistakes. We sync structure through the API and run Microsoft's own copy tests and negatives.
01
Structured import, not a dump
We mirror the entity-level structure from Google, then adjust match types, bids, and negatives for Microsoft's looser matching so the account does not bleed on irrelevant queries.
02
Its own ad tests
Microsoft's ad rotation and experiment tools are separate from Google's. Winning copy on one network is a hypothesis on the other, not a conclusion — we test it.
03
UET & call tracking
Universal Event Tracking installed properly, calls tracked with campaign-level numbers, and conversions imported so automated bidding on Microsoft learns from real outcomes.
04
Copilot & AI placements
Microsoft is placing search ads inside Copilot answers. We watch those placements separately rather than letting them hide inside network averages.
05
One combined report
Google and Microsoft side by side in the same Looker Studio report — cost per lead by network, by location, by entity — so budget goes where the leads are cheapest.
06
Kept in sync, automatically
A new provider or location added on Google is pushed to Microsoft through the API in the same run. No drift between the two accounts.
Investment
Clear scope. Clear price.
Flat management fees, quoted against account size — never a share of spend. Media is billed by the platform to your own card, so the number you see is the whole number.
Microsoft Ads setup
from $600one-off
Account, tracking, and a structured import from your Google campaigns.
- Account & UET tracking setup
- Structured import via API
- Match-type & negative adjustments
- First ad variants per ad group
- Location & schedule targeting
- Ad groups imported
- up to 150 (mirrors your Google account)
- UET setup
- 1 site
- Delivery
- 5 business days
Not included
- Ad spend (billed by the platform to your card)
- Ongoing management
- Google Ads work of any kind
- Landing pages or website changes (quoted separately)
Microsoft Ads add-on
from $400/mo
For clients we already manage on Google — kept in sync, tested separately.
- Synced structure with Google
- Microsoft-specific copy tests
- Weekly search-term mining
- Combined Google + Microsoft report
- Ad spend billed direct to you
- Requires
- an active Google plan with us
- Ad groups synced
- same cap as your Google plan
- Copy tests
- every ad group, evaluated monthly
- Reporting
- inside your Google report + call
Not included
- Ad spend (billed by the platform to your card)
- A separate report or call
- Structure that does not exist on Google
- Meta, display, video, or shopping campaigns
- Any guaranteed lead count or cost per lead
Microsoft Ads standalone
from $700/mo
Microsoft only — you run Google elsewhere or not at all.
- Full campaign management
- Scheduled ad-copy tests
- Bid & budget management
- Monthly report + call
- Ad spend billed direct to you
- Networks
- Microsoft Search only
- Locations / lines
- 1
- Ad groups managed
- up to 40
- Structure changes
- 2 hours / month included
- Reporting
- 1 monthly report + 30-min call
- Response time
- 2 business days; pauses same day
Not included
- Ad spend (billed by the platform to your card)
- Google Ads
- Landing pages or website changes (quoted separately)
- Meta, display, video, or shopping campaigns
- Answering calls, booking, or CRM work
- Any guaranteed lead count or cost per lead
Microsoft Ads is priced as an add-on for clients on our Google management, because the structure work is shared. Standalone management is quoted against account size. Media is billed by Microsoft to your own card.
How every package works
- One package covers one business and one ad account per network. A second brand or a second account is a second package.
- Ad spend is never inside the fee. Google and Microsoft bill your card directly; you can see it in your own billing at any time.
- The caps on each card are the scope. Going past a cap (more offices, providers, ad groups, hours, pages) is priced on the card or quoted before we do it; it is never silently absorbed.
- Structure-change hours cover requests you send us: new offers, new services, budget shifts, pauses. Routine optimisation we do on our own cadence does not count against them.
- Response time is for replies and pauses. New campaign builds and page work run on the delivery times shown, not on the response time.
- Month-to-month, 30 days' written notice either way. No setup fee is refunded once the build is delivered.
- You own the account, the data, and everything we build in it. We hold manager access and remove it on the last day.
- We do not answer your phones, book appointments, manage reviews, run social media, or write blog content. If you need those, we can point you to someone who does.
- Nothing here guarantees a number of leads, patients, or a cost per lead. What we guarantee is the work on the card, on the schedule on the card.
- Anything not written on the card is not in the package. If you are unsure whether something is included, ask before you buy; the answer is the same afterwards.
Questions
The answers we give most often.
- Is Bing really worth it for a local business?
- For most, yes — as a second network, not a first. Expect roughly a fifth to a third of your Google volume, at a noticeably lower cost per click and often a lower cost per lead, because the audience skews older and the auctions are thinner. Where it is not worth it, we say so after the first 60 days rather than keep billing.
- Can't I just use the Google import tool?
- You can, and it is a fine starting point. The problems come after: match types behave differently, the import re-runs on a schedule and can overwrite your Microsoft-side changes, and negatives do not always carry. We sync through the API so the two accounts stay aligned without the drift.
- Does my Google ad copy work on Bing?
- Often, but not always — the audience is different. We start from the Google winners and run Microsoft's own rotation tests. Some accounts find a plainer, more direct headline wins on Bing where a punchier one won on Google.
- What is Copilot advertising?
- Microsoft serves search ads inside Copilot conversational answers. It is currently bundled with search inventory, so we report on it separately where the platform allows and keep an eye on whether it converts differently.
Next step
Add the search network your competitors skip.
Tell us your Google spend and market and we'll estimate what Microsoft Ads would add — volume, cost per click, and whether it's worth it for you.