We’re ADS That Matters, a Bing Ads agency that runs the full Microsoft Advertising network — not a bolt-on afterthought to your Google account. We’ll get you live fast (often by importing what you already run on Google), then optimize for what actually makes Microsoft different, so it becomes a profit centre instead of a footnote.
A Bing Ads agency (also called a Microsoft Ads agency) plans, builds, and manages your paid campaigns across the Microsoft Advertising network — Bing, Yahoo, DuckDuckGo, Microsoft Edge, and the Microsoft Audience Network. That means keyword and audience strategy, ad copy, bidding, the UET conversion tag, and ongoing optimization, often starting by importing your existing Google Ads campaigns and then tuning them for Microsoft’s lower costs and different audience.
Setup is often a one-time fee (commonly around $500), management runs roughly $400–$5,000+/month or 10–20% of ad spend, and ad spend itself is separate. Microsoft’s lower CPCs mean budgets frequently stretch further than on Google. Full breakdown below.
184+ Microsoft accounts managed • $2.5M+ ad spend under management • 7.8x average ROAS • 87% average lower CPC vs Google (Replace with your real aggregate numbers.)
Here’s what most agencies still selling “Bing Ads” won’t tell you: you’re not just advertising on Bing. The same account places your ads across a whole network of high-intent, often overlooked inventory:
| Term | What It Actually Means |
|---|---|
| Microsoft Advertising | The platform formerly called Bing Ads — the whole network, not just Bing. |
| Microsoft Search Network | Bing + Yahoo + DuckDuckGo + AOL search inventory. |
| Microsoft Audience Network | Native ads across MSN, Outlook, Edge, and partner sites. |
| UET Tag | Universal Event Tracking — Microsoft's conversion-tracking pixel. |
| CPC / CTR | Cost per click / click-through rate. |
| CPA / ROAS | Cost per acquisition / return on ad spend. |
| Impression Share | The share of eligible auctions your ads actually appeared in. |
| LinkedIn Profile Targeting | Targeting by company, industry, and job function (Microsoft owns LinkedIn). |
The reason Microsoft converts so well for some businesses — and so poorly for others — comes down to who’s there. It’s not a smaller version of Google’s audience; it’s a different one.
If your customers are professionals, B2B buyers, or an older, higher-value consumer, this audience is often worth more per click than Google’s — not less.
We’d rather tell you the truth than sell you a campaign that can’t perform.
It’s usually worth it when:
It’s usually not the first move when:
The best-kept secret in paid search: you don’t build a Microsoft account from scratch. You import your Google Ads campaigns keywords, ad copy, structure, and settings and live in a fraction of the time a fresh build takes. That’s the practical reason adding Microsoft is far less work than most businesses assume.
But this is where agencies quietly go wrong importing is the start, not the finish. A campaign copied straight from Google and left alone underperforms, because Microsoft isn’t Google with a different logo. After import, the real work begins.
| What's Different on Microsoft | What We Do About It |
|---|---|
| Lower CPCs | Re-work bids and budgets to capture the cost advantage instead of overpaying by Google habit. |
| Different Audience | Adjust messaging and targeting for an older, higher-intent, desktop-heavy user. |
| Match-Type & Search Behaviour Differences | Rebuild negatives and match types for how Microsoft actually serves, not how Google does. |
| LinkedIn Profile Targeting | Layer on company, industry, and job-function targeting Google can't offer. |
| Separate Conversion Tracking | Install and validate the UET tag so Microsoft optimizes on its own clean data, not Google's. |
This is the single biggest reason serious B2B advertisers run Microsoft, and it’s astonishing how few agencies explain it: Microsoft owns LinkedIn. That means you can layer LinkedIn profile targeting onto your search ads — reaching people by their company, industry, and job function.
Think about what that unlocks. You can bid more aggressively when a decision-maker at a target company searches your category, tailor messaging to a specific industry, or focus budget on the exact job titles that you buy from you. Google Ads has no equivalent. For B2B, account-based marketing, and high-value considered purchases, this alone can justify the entire channel — and it’s the first thing we build for professional-services and B2B clients.
A real Bing ads services engagement runs every layer of the account, not just the launch.
| Service | What It Covers |
|---|---|
| Setup or Google Import | New build or a clean import of your Google Ads campaigns. |
| Keyword & Audience Strategy | Match types, negatives, in-market audiences, and LinkedIn targeting. |
| Ad Copy & Extensions | Copy and assets written for the Microsoft audience, not recycled. |
| Shopping Feed | Microsoft Merchant Center setup and feed optimization. |
| Bidding & Budget | Enhanced CPC, Target CPA/ROAS, and Maximize Conversions. |
| UET Tracking | Universal Event Tracking installed, validated, and mapped to real goals. |
| Reporting | Plain-English reporting on CPC, CPA, ROAS, and impression share. |
| If Your Goal Is… | Campaign Type | Targeting |
|---|---|---|
| High-intent leads or sales | Search | Keywords + in-market audiences |
| B2B / account-based | Search | LinkedIn profile targeting |
| eCommerce product sales | Shopping / PMax | Merchant Center feed |
| Cheap incremental reach | Audience Ads (Native) | Intent + demographic |
| Large-catalogue coverage | Dynamic Search Ads | Site-based |
Your management fee is always separate from the ad spend that goes to Microsoft — and there’s a genuine upside worth knowing here: Microsoft usually costs less per click than Google, so the same budget frequently buys more qualified traffic. That’s a big part of why adding the channel tends to lift your blended results rather than just splitting your spend.
Why there’s no management number on this page: a clean Google import and a from-scratch B2B build are very different jobs. So we scope your price after seeing your account — then send a clear, custom quote, with no long-term contract.
| ADS That Matters | In-House Hire | DIY | |
|---|---|---|---|
| Cost | Retainer or % of spend — full team | Salary + benefits + tools | "Free" until a bad import wastes spend |
| Microsoft-Specific Know-How | Import, LinkedIn targeting, UET, Audience Network | Usually Google-first | Often "just import and leave it" |
| Speed to Live | Days via import | Slower ramp | Variable |
| B2B / LinkedIn Targeting | Built in | Depends on the hire | Rarely used |
| Best For | Most businesses adding a second channel | Very large, always-on programs | Tiny tests |
The client’s Bing Ads account was struggling with low visibility and weak results. High cost per conversion and limited conversions were draining the budget without delivering solid returns.
Free Bing Ads audit — no obligation. If you already run Google Ads, we’ll show you exactly what an optimized Microsoft account could add — and tell you honestly if it’s not worth it yet.
Yes. We generally recommend a minimum monthly advertising budget of $3,000–$5,000. This provides enough conversion data for paid platforms to optimize campaigns effectively and produce statistically meaningful results.
We offer flexible engagement models based on your business needs. While long-term partnerships typically achieve the strongest results, our focus is on delivering measurable performance rather than locking clients into lengthy contracts.
You do. Your Google Ads account, Meta Ads account, Google Analytics, tracking setup, conversion data, audiences, and creative assets remain your property. We believe every client should retain full ownership of their marketing assets.
Most campaigns begin generating meaningful optimization data within the first 30 days. Significant improvements in ROAS, CAC, and revenue typically occur within 60 to 90 days, depending on your industry, competition, advertising budget, and historical account performance.
A good Return on Ad Spend (ROAS) depends on your profit margins and business model. While many businesses target 3:1 ROAS, ecommerce brands with lower margins may require higher returns, whereas businesses with high customer lifetime value (LTV) can remain profitable with a lower ROAS.
An agency provides immediate access to experienced specialists across Google Ads, Meta Ads, analytics, creative strategy, SEO, CRO, and attribution- without the cost of hiring and managing multiple full-time employees. Many growing businesses find agencies more cost-effective until they reach enterprise scale.
We focus on business metrics that directly impact profitability, including:
Digital marketing includes every online marketing activity, including SEO, content marketing, social media, email marketing, and paid advertising. Performance marketing focuses specifically on measurable results where campaigns are optimized around outcomes like revenue, leads, ROAS, and customer acquisition rather than awareness or impressions.
We manage campaigns across Google Ads, Performance Max, Meta Ads, Facebook Ads, Instagram Ads, TikTok Ads, YouTube Ads, LinkedIn Ads, Google Shopping, Display Advertising, as well as SEO, Email Marketing, and Conversion Rate Optimization (CRO).
Every campaign is tracked using Google Analytics 4 (GA4), Google Tag Manager (GTM), Meta Conversions API, Server-Side Tracking, Consent Mode v2, and Looker Studio dashboards. This allows us to accurately measure conversions, attribution, revenue, ROAS, CAC, and overall marketing performance.
Clients receive access to real-time reporting dashboards, regular campaign updates, monthly performance reports, and bi-weekly Zoom meetings. Every report focuses on measurable business outcomes, helping you understand exactly how your advertising investment is performing.
Ads That Matters' work reduced the client's CPL by 62% and increased lead quality by 67%. The team was responsive, delivered work on time, and provided weekly updates and monthly reports. Ads That Matters was data-driven, focused on the client's CPL metric, and understood the client's business.
After the iOS 14 update, our Facebook campaigns stopped producing quality leads. The team implemented CRM integration, Offline Conversions, and first-party data strategies, reducing our Cost Per Lead from $42 to $31 while significantly improving lead quality.”
We had worked with multiple agencies before ADS That Matters, but none could scale our campaigns profitably. In just 60 days, they increased sales by 45% while maintaining strong ROAS. Their communication and reporting are second to none.
The team doesn’t just manage ads—they understand the numbers behind business growth. Every recommendation is backed by data, and their reporting gives us complete visibility into ROAS, CAC, and revenue. They truly feel like an extension of our marketing team.
Book a free Bing Ads audit. If you already run Google Ads, we’ll show you exactly what an optimized Microsoft account could add — no obligation, no generic pitch.
