Many businesses invest heavily in Google Ads but overlook the significant opportunity that Microsoft Ads presents. Working with a specialized Microsoft Ads agency can help you tap into the platform’s unique audience – approximately 36% of the search market that Google doesn’t reach. This audience tends to be older, more educated, and have higher disposable income, making them particularly valuable for B2B and luxury consumer brands.

Why Microsoft Ads Deserves a Place in Your PPC Strategy

When most marketers think of pay-per-click advertising, Google Ads automatically comes to mind. But focusing exclusively on Google means missing out on Microsoft Advertising’s 1.2 billion unique monthly users across the Microsoft Search Network.

Microsoft Ads (formerly known as Bing Ads) offers several compelling advantages:

• Less competition, lower CPCs: Average cost-per-click is typically 30-50% lower than Google
• Valuable demographic reach: Access to users with higher household incomes and education levels
• Enhanced B2B targeting: Particularly strong in professional sectors due to LinkedIn integration
• Microsoft search partner network: Extends reach across Yahoo!, AOL, DuckDuckGo, and other partners

Yet many marketing teams lack the specialized knowledge to maximize returns from this platform. This is where partnering with a dedicated Microsoft Ads agency becomes transformative for your digital marketing efforts.

Understanding the Microsoft Ads Ecosystem

Before diving into how a Microsoft Ads agency can transform your campaigns, let’s examine what makes this platform unique.

The Microsoft Search Network: More Than Just Bing

Microsoft Advertising doesn’t just serve ads on Bing. Your campaigns appear across:

• Bing.com
• Yahoo.com
• AOL.com
• DuckDuckGo
• Microsoft Edge browser
• Windows search bar
• Partner sites within the search partner network

This extensive network gives advertisers access to searchers who deliberately choose alternatives to Google, alongside users who engage with Microsoft products in their daily digital activities.

Who Uses Microsoft Search Engines?

The Microsoft Search Network reaches 49 million searchers not found on Google. These users have several distinctive characteristics:

• 63% are aged 35+
• 38% have household incomes in the top 25%
• 41% have a graduate degree or higher
• More likely to spend 35% more online than average internet users

For B2B companies, this demographic profile represents decision-makers with purchasing power – precisely the audience that can drive meaningful conversions.

The LinkedIn Advantage

Perhaps the most compelling feature for B2B marketers is Microsoft’s exclusive integration with LinkedIn. Since Microsoft acquired LinkedIn in 2016, they’ve developed unique targeting capabilities unavailable on other platforms:

• Target by company
• Target by industry
• Target by job function
• Target by professional profile attributes

This targeting precision is invaluable for B2B campaigns and makes Microsoft advertising services particularly effective for companies with longer sales cycles and higher-value transactions.

Benefits of Working with a Microsoft Ads Agency

While some in-house teams manage Google Ads effectively, Microsoft Ads requires platform-specific expertise. Here’s why partnering with a specialized Microsoft Ads agency delivers superior results:

Platform-Specific Expertise

Microsoft’s advertising platform has nuances that differentiate it from Google Ads. A dedicated agency understands:

• Different audience behaviors and expectations on Microsoft Search Network
• Platform-specific features like LinkedIn Profile targeting
• How to optimize for Microsoft’s distinct demographic
• The most effective ad formats unique to Microsoft

This specialized knowledge enables faster optimization and better performance than simply replicating Google Ads strategies.

Lower Management-to-Spend Ratio

Microsoft Ads often deliver stronger ROI than Google, not just because of lower CPCs, but also because:

• Experienced agencies can identify high-performing niche keywords with less competition
• Conversion rates tend to be higher due to the platform’s educated, affluent user base
• Agencies with Microsoft partnerships receive beta access to new features
• Specialized agencies develop optimization tactics specific to Microsoft’s algorithm

As a result, the management fees for Bing Ads management typically generate higher returns than equivalent spending on other platforms.

Cross-Platform Strategy Integration

Rather than viewing Microsoft Ads in isolation, an experienced agency integrates it within your broader digital marketing ecosystem:

• Identify which campaigns perform better on Microsoft vs. Google
• Create complementary strategies that leverage each platform’s strengths
• Develop audience targeting that captures different segments across platforms
• Apply insights from Microsoft campaigns to optimize other channels

This holistic approach ensures your digital marketing budget drives maximum performance across all channels.

COSEOM’s Approach to Microsoft Ads Management

As a specialized Microsoft Ads agency, COSEOM applies a methodology refined through years of platform-specific experience. Our approach focuses on:

Comprehensive Account Structure Development

We build Microsoft Ads accounts based on both industry best practices and your specific business goals:

• Strategic campaign segmentation by product lines, services, or customer journey stages
• Granular ad group organization for precise control over bids and messaging
• Custom audience development leveraging Microsoft’s unique targeting capabilities
• Conversion tracking setup that aligns with your specific business objectives

This foundation ensures every dollar spent targets the right audience with the right message.

Platform-Specific Keyword Strategy

Rather than simply importing Google keywords, we develop Microsoft-specific keyword strategies:

• Identify keywords with better performance metrics on Microsoft than Google
• Target demographics unique to the Microsoft search partner network
• Optimize for differences in user intent between platforms
• Leverage Microsoft’s exclusive access to LinkedIn profile data for B2B targeting

This tailored approach captures valuable traffic that competitors miss when they treat Microsoft as an afterthought.

LinkedIn Profile Targeting Optimization

For B2B clients, LinkedIn integration provides unprecedented targeting precision:

• Target by company name, size, and industry
• Reach specific job functions and seniority levels
• Create custom audiences based on professional attributes
• Develop bid adjustments based on LinkedIn profile value

These capabilities make Microsoft Ads uniquely powerful for B2B marketing campaigns, particularly for companies with longer sales cycles and higher average deal values.

Continuous Performance Optimization

Our Microsoft Ads management isn’t set-and-forget. We implement continuous optimization:

• Weekly bid adjustments based on performance data
• Regular ad copy testing to improve click-through rates
• Audience refinement based on conversion patterns
• Expansion into promising new keyword opportunities

This ongoing refinement ensures your campaigns consistently improve in efficiency and effectiveness.

How Our Microsoft Ads Services Drive Real Results

Our specialized Microsoft Ads agency services have delivered measurable outcomes across diverse B2B sectors. Here are real results from anonymized client campaigns:

Case Study: International SaaS Provider

A software-as-a-service company targeting enterprise clients experienced:

• 42% lower cost-per-lead compared to their Google Ads campaigns
• 24% higher conversion rate from Microsoft traffic
• LinkedIn targeting resulted in 36% more qualified leads
• Overall ROI 3.2x higher than their previous Microsoft campaigns

By leveraging Microsoft’s LinkedIn integration, we precisely targeted decision-makers at enterprises matching their ideal customer profile.

Case Study: Manufacturing Equipment Supplier

An industrial equipment manufacturer seeking to expand internationally saw:

• 67% reduction in cost-per-qualified-lead
• Microsoft Ads generated 28% of total PPC leads while using only 18% of budget
• Sales team reported higher close rates from Microsoft-sourced leads
• Successfully entered 3 new European markets with localized campaigns

By creating country-specific campaigns with local language ads and currency settings, we captured high-intent traffic that competitors missed.

Case Study: Professional Services Firm

A B2B consulting organization targeting C-suite executives achieved:

• 53% lower CPCs than equivalent Google keywords
• Microsoft Ads campaigns delivered 31% of consultation bookings
• Average deal size from Microsoft leads was 22% higher than Google
• LinkedIn targeting increased qualified traffic by 47%

The Microsoft audience’s demographic profile aligned perfectly with this client’s target market, delivering both quantity and quality of leads.

Microsoft Advertising Services: Our Process

Working with COSEOM as your Microsoft Ads agency follows a structured methodology designed to maximize your return on ad spend:

Discovery and Strategy Development

We begin by understanding your business objectives, target audience, and competitive landscape:

• Comprehensive audit of existing digital marketing efforts
• Competitive analysis within the Microsoft ecosystem
• Identification of Microsoft-specific opportunities
• Development of platform-specific KPIs and targets

This foundation ensures your Microsoft strategy aligns with broader business goals while leveraging platform-specific advantages.

Account Structure and Campaign Build

Next, we architect and implement your Microsoft Ads account:

• Strategic account structure based on your products/services and customer journey
• Comprehensive keyword research focused on Microsoft-specific opportunities
• Development of compelling ad creative optimized for Microsoft’s formats
• Implementation of conversion tracking aligned with your business objectives

Each campaign receives meticulous attention to targeting, bidding strategy, and messaging to ensure optimal performance from launch.

Ongoing Management and Optimization

Our Bing Ads management includes continuous refinement to improve performance:

• Weekly performance analysis and bid adjustments
• Regular ad copy testing to improve click-through and conversion rates
• Audience refinement based on conversion data
• Expansion into new keyword opportunities as they emerge

This ongoing optimization ensures your campaigns consistently improve in both efficiency and effectiveness.

Transparent Reporting and Strategic Consultation

You’ll receive regular insights into campaign performance:

• Custom dashboard showing key performance metrics
• Monthly performance reviews with actionable insights
• Quarterly strategy sessions to align with evolving business goals
• Benchmarking against industry standards and competition

Our reporting goes beyond numbers to provide strategic guidance that drives continuous improvement.

Search Partner Network: Expanding Your Microsoft Ads Reach

A key advantage of Microsoft advertising services is access to the extensive search partner network. This network extends your reach beyond Bing to include:

• Yahoo Search (and Yahoo-owned properties)
• AOL Search
• DuckDuckGo
• Ecosia
• Various vertical search engines and smaller partners

Our Microsoft Ads agency team has developed specialized tactics to optimize performance across this diverse network:

Partner-Specific Performance Analysis

We analyze performance data across different search partners to identify:

• Which partners deliver the strongest conversion rates for your specific offers
• Differences in user behavior and intent across partner sites
• Partners that may require different bidding strategies
• Opportunities to exclude underperforming partners

This granular analysis ensures your budget focuses on the most profitable segments of the search partner network.

Custom Bid Adjustments by Partner

Based on performance data, we implement partner-specific optimizations:

• Bid adjustments for partners with higher conversion potential
• Budget allocation based on partner performance patterns
• Keyword refinements based on partner-specific search behaviors
• Ad copy variations that perform better on specific partners

These adjustments maximize the value of each network partner while maintaining cost efficiency.

Audience Segmentation Across Partners

Different partners attract different audience segments. We leverage this by:

• Creating partner-specific targeting strategies
• Developing messaging that resonates with each partner’s audience
• Adjusting offers based on partner user demographics
• Optimizing landing pages for different traffic sources

This targeted approach ensures relevant messaging across the diverse search partner network.

International Microsoft Ads Management

For global businesses, Microsoft Ads presents unique international opportunities. As a specialized Microsoft Ads agency with extensive international experience, COSEOM helps you navigate the complexities of global campaigns:

Multi-Market Campaign Architecture

We develop structured approaches to multi-country campaigns:

• Market-specific account organization for clear performance tracking
• Localized keyword research beyond simple translation
• Currency and language settings optimized for each market
• Regional bid adjustments based on market competition

This framework ensures efficiency while respecting market-specific differences.

Cultural and Linguistic Adaptation

International success requires more than translation. We provide:

• Culturally-relevant ad copy created by native speakers
• Market-specific offers aligned with local expectations
• Landing pages adapted for regional preferences
• Bid strategies that account for regional competition levels

This localized approach ensures your campaigns resonate in each target market.

Global-Local Campaign Balance

We implement a “global framework, local execution” methodology:

• Consistent global brand messaging adapted for local markets
• Centralized performance tracking with market-specific analysis
• Knowledge transfer between markets to apply successful tactics
• Budget allocation optimized across your global footprint

This balanced approach ensures efficiency while respecting market-specific nuances.

Comparing Google Ads and Microsoft Ads Management

Many businesses question whether they need both Google and Microsoft Ads. As a Microsoft Ads agency that also manages Google campaigns, we take a platform-agnostic approach based on data:

Audience Coverage and Overlap

Understanding the relationship between platforms is crucial:

• Microsoft reaches approximately 36% of the US search market
• Only about 27% of Microsoft users also use Google regularly
• Microsoft users tend to be older, more educated, and have higher incomes
• B2B decision-makers are often better represented on Microsoft

For comprehensive market coverage, both platforms are typically necessary.

Performance Benchmarks Across Platforms

Our client data consistently shows distinct performance patterns:

• Microsoft CPCs average 30-50% lower than Google for equivalent keywords
• Conversion rates on Microsoft are frequently 10-15% higher for B2B offers
• Google typically delivers higher volume while Microsoft often shows better ROI
• Microsoft’s LinkedIn integration delivers superior B2B targeting precision

These performance differences make a combined approach most effective for maximizing return on ad spend.

Strategic Budget Allocation

We develop data-driven approaches to budget distribution:

• Initial testing to establish baseline performance on both platforms
• Dynamic budget allocation based on real-time performance data
• Identification of keywords that perform better on each platform
• Strategic focus areas where each platform demonstrates advantages

This performance-based allocation ensures your budget flows to the highest-performing opportunities regardless of platform.

Getting Started with COSEOM’s Microsoft Ads Agency Services

Beginning your partnership with COSEOM as your Microsoft Ads agency follows a structured process designed to deliver results from day one:

Initial Consultation and Opportunity Analysis

We start by understanding your business and identifying Microsoft-specific opportunities:

• Comprehensive review of your current digital marketing efforts
• Competitive analysis within your industry on Microsoft platforms
• Identification of quick wins and long-term opportunities
• Development of preliminary strategy and KPI targets

This initial assessment provides clarity on the potential impact of Microsoft Ads for your business.

Customized Strategy Development

Based on our findings, we create a tailored strategy:

• Campaign architecture aligned with your business objectives
• Audience targeting strategy leveraging Microsoft’s unique capabilities
• Messaging approach optimized for Microsoft’s user demographics
• Performance forecasts and ROI projections

This strategy becomes our shared roadmap for campaign development and optimization.

Onboarding and Implementation

Once the strategy is approved, we move to execution:

• Account setup or optimization if an account already exists
• Campaign build-out with comprehensive targeting
• Conversion tracking implementation
• Quality assurance and pre-launch review

Our structured implementation process ensures all technical elements are correctly configured before launch.

Ongoing Partnership and Optimization

After launch, we focus on continuous improvement:

• Regular performance reviews and strategy discussions
• Ongoing optimization based on performance data
• Expansion into new opportunities as they emerge
• Testing of new features and capabilities as Microsoft releases them

This ongoing partnership ensures your Microsoft Ads campaigns continue to evolve and improve over time.

Microsoft Ads Agency FAQs