15+
200+
100%
0
Is Microsoft Ads right for your business?
Microsoft Ads puts your business in front of people searching on Bing, Yahoo, DuckDuckGo and the Edge browser. It’s often overlooked, which is exactly why it can work well. With fewer advertisers bidding, clicks are often cheaper, and the audience includes plenty of professionals searching from work computers. For most businesses it works best alongside Google Ads rather than instead of it.
A good fit if you
Might not be the right time if
If you’re not running Google Ads yet, I’ll usually suggest starting there. Once it’s working, Microsoft Ads is a quick and cost-effective next step.
What you get every month
Account setup or Google import
I import your Google Ads campaigns where it makes sense, then adapt them for Microsoft’s audience rather than leaving them as straight copies.
Keyword and search term work
Regular reviews of what people actually searched, adding the terms that convert and blocking the ones that waste budget.
LinkedIn profile targeting
Bid adjustments by company, industry and job function, using LinkedIn data that isn’t available on Google.
Conversion tracking
Microsoft’s UET tag set up and tested alongside GA4, so enquiries and sales are measured properly.
Ongoing optimisation
Bids, budgets, ads and audiences refined every week, with spend moved towards what’s working.
Clear monthly reporting
A plain-English report showing spend, enquiries and cost per enquiry, alongside your Google Ads results.
Campaign types I manage
Search is the core of almost every Microsoft Ads account. The other campaign types come in once tracking is reliable and there’s a clear reason to use them.
Search
Text ads on Bing, Yahoo, DuckDuckGo and partner sites, including placements in Microsoft Copilot.
Performance Max
Microsoft’s automated campaign type across search and audience placements, often imported from Google and then adjusted.
Shopping
Product ads for online shops, using a product feed that can usually be imported from Google.
Audience ads
Image ads across the Microsoft Audience Network, used mainly to bring back people who’ve already visited your site.
How my fees work
Fixed monthly fee
Your fee is fixed within your ad spend band, so it doesn’t rise every time your budget does.
Ad spend paid to Microsoft
Your media budget goes straight to Microsoft from your own account, with nothing added on top.
Rolling monthly agreement
No 12-month contracts. If I’m not earning my place each month, you’re free to leave.
How it works
1. Audit
I review your Google Ads account and your market to see where Microsoft Ads can add the most.
2. Plan
You get a clear plan covering budget, campaigns and how Microsoft will sit alongside Google.
3. Launch
I import or build the campaigns, set up tracking and go live once you’ve approved everything.
4. Improve
Weekly refinements to bids, keywords and audiences, with progress shown in your monthly report.
Who manages your account
I’m Stephen McAllister, a PPC consultant based in Clacton-on-Sea with more than 15 years in digital marketing. Every account is run by me. Nothing is passed to a junior account manager or outsourced, and you’ll always deal with me directly.
Because I manage Microsoft Ads alongside Google Ads, both accounts are planned together, so budget goes to whichever platform is bringing in enquiries at the better cost.
Microsoft Ads management in Essex and London
I work with small businesses across Essex, including Colchester, Chelmsford and Clacton-on-Sea, and in London. Microsoft Ads management works just as well remotely, so we can speak on Teams or by phone wherever you’re based in the UK.
Often works well alongside
Google Ads
The biggest search platform, and the usual starting point before adding Microsoft Ads.
Prefer to run your own account? My Microsoft Ads training teaches you to manage it yourself, working on your live campaigns.
Microsoft Ads management questions
Usually, yes. It reaches searchers you won’t find on Google, often at a lower cost per click, and most of the setup work carries across from your Google account. It won’t match Google’s volume, so I treat it as a way to add enquiries at a sensible cost rather than a replacement.
Yes. Microsoft has an import tool, and I use it as a starting point. I then adjust bids, keywords, ads and targeting, because the audience behaves differently and some settings don’t carry across cleanly. Imported campaigns that are left untouched rarely perform as well as they could.
A broad mix of people, including a good share of professionals searching on work computers where Edge and Bing are often set as the defaults. That suits many B2B and higher-value services. It varies by sector, so I check how your audience behaves on Microsoft before suggesting a budget.
Clicks are often cheaper because fewer advertisers compete for them, but there are also fewer searches, so it won’t replace Google. Costs vary by sector and location. I’ll give you realistic estimates for your market on our first call, based on your own keywords rather than general averages.
Yes. Microsoft Ads lets me adjust bids based on LinkedIn profile details such as company, industry and job function. It’s especially useful for B2B businesses, as I can bid more for the people most likely to buy. It’s one of the main reasons Microsoft Ads suits professional services.
Yes. The account sits in your business’s name with full admin access for you. I work in it as a manager, and if you ever decide to leave, the campaigns, data and history all stay with you. Nothing is held back or rebuilt somewhere else.
No. Your fee is fixed within your spend band, so it doesn’t rise every time your budget does. Your ad spend is separate and paid directly to Microsoft from your own account. You’ll find the current bands on my pricing page.
No. I work on a rolling monthly agreement, with no 12-month contracts. If I’m not earning my place each month, you’re free to leave. I’d rather keep clients because the results are there than because a contract says they have to stay.
Yes, and if you already manage your own Google Ads it’s a sensible next step. My Microsoft Ads training covers importing, adapting and tracking your campaigns, working on your live accounts. Some businesses start with training and hand over later, and others do the reverse.
Want to reach more searchers for less?
Book a free call and I’ll show you where Microsoft Ads could bring in more enquiries alongside your Google Ads.