Microsoft Ads management for UK businesses.
Reach additional search demand through Microsoft Advertising, with structured campaigns, reliable UET tracking, and LinkedIn Profile Targeting for B2B audiences. Every decision is measured against qualified leads and revenue.
- Lower CPCs, especially in B2B and financial services
- LinkedIn Profile Targeting (job title, company, industry)
- Older, higher-household-income audience skew
- Less competition = cleaner auctions
- Easy Google import + independent Microsoft-only campaigns
- Underrated Shopping performance for e-commerce
- Account set-up or migration from Google
- Search, Shopping, Audience, and Performance Max
- UET tag, conversion tracking, GA4 integration
- Monthly strategy + weekly optimisation
- Custom reporting dashboard
Build the channel around evidence, not assumptions.
Start with the complete management guide, then review our controlled test of LinkedIn Profile Targeting in a live B2B account.
Microsoft Ads management: the complete UK guide
Account structure, UET tracking, bidding, pricing, reporting, and how to evaluate an agency or specialist.
Read the guideLinkedIn Profile Targeting results and setup playbook
What happened when we tested LinkedIn profile layers against an equivalent control campaign using qualified pipeline as the outcome.
Read the testMost asked about Microsoft Ads.
+Why use Microsoft Ads alongside Google Ads?
Microsoft Ads provides incremental search demand across Bing and Microsoft's partner inventory. Competition can be lighter than on Google, particularly for specialist B2B queries, but the result depends on the market and account. We treat it as an additional measured channel, not a replacement for Google Ads.
+How much does Microsoft Ads management cost?
We bundle Microsoft Ads into a single monthly retainer if managed alongside Google Ads, or as a standalone engagement starting around £1,500/month for SMB accounts. The setup work is similar to Google's, UET tag, conversion tracking, structured campaigns, but ongoing optimisation tends to take less time than Google because the auctions are quieter.
+What is LinkedIn Profile Targeting on Microsoft Ads?
Microsoft owns LinkedIn, which means Microsoft Ads can target by job function, company name, company size, and industry, data you cannot access on Google. For B2B campaigns this is a genuine moat: you can layer LinkedIn-style audience targeting onto search and shopping campaigns at search-CPC pricing.
+Is Microsoft Ads worth it for B2B?
It is often worth testing for B2B businesses because search intent can be combined with LinkedIn Profile Targeting. Available volume is normally smaller than Google, so the platform works best as a complementary source of qualified demand with its own performance targets.
+Can I import my Google Ads campaigns into Microsoft Ads?
Yes, and we usually do for the first iteration. Microsoft has a one-click Google import that brings campaigns, ad groups, keywords and ads across, plus an automatic re-sync option if you'd rather have Microsoft mirror Google. We then differentiate the Microsoft account where it earns its keep, bidding, audiences, asset variations, rather than running a clone.
+What's the difference in cost-per-click between Microsoft and Google?
Microsoft Ads can have lower CPCs where fewer advertisers compete for the same query, but there is no reliable fixed percentage across industries. We compare cost per qualified lead, revenue, and impression share rather than assuming a cheaper click will produce a cheaper customer.
+Do I need separate creative for Microsoft Ads?
Headlines and descriptions can be the same, but landing pages and offers should match the audience skew. Microsoft's audience is older and higher-income on average, so messaging that lands on a younger Google audience can underperform here. We test creative variants per platform when budget supports it.
+How is conversion tracking set up on Microsoft Ads?
Microsoft uses the UET tag (their equivalent of Google's gtag), installed once site-wide and configured to fire conversion events on key actions, leads, purchases, signups. We pair this with the Microsoft Conversion API for server-side tracking on key conversions, the same belt-and-braces approach we use on Google.
See what you're missing on Microsoft.
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