Microsoft Ads agency for B2B: run it alongside Google and measure its pipeline impact

It depends on your market and your terms. Microsoft Ads earns its place when it delivers a lower cost per qualified lead than investing the same additional budget in Google Ads. It's usually not worth it when your terms get very few searches in your markets, or when your budget is too small to learn from two platforms. We check demand in each market first, then decide with a measured test.

You can, and it's a sensible first draft. Microsoft imports most supported campaigns, ads, targets, ad extensions and settings. It doesn't import auto-generated text and image assets, automated rules or IP exclusions, and it switches unsupported bid strategies to enhanced CPC, or to manual CPC in Audience campaigns. Conversion goal import is still a pilot that not every account has, and it only covers tag-based, page-visit goals created in Google Ads. Scheduled imports also reset your campaigns to their Google settings each time they run, budgets included.

It lets you adjust bids by the company, industry or job function people list on their LinkedIn profiles. Microsoft Advertising is the only ad platform besides LinkedIn that offers it, in Search, Dynamic Search ad, Microsoft Shopping, Audience and Performance Max campaigns. It is bid only: it raises or lowers your bid for matching profiles, and everyone else can still see your ads. A campaign or ad group can target up to 1,000 companies. For international B2B one limit matters most: the profile data leaves out users in the EU, the EEA, the UK and Switzerland, so it can help with audiences in markets such as the US, Canada, Mexico or Brazil, and it can't adjust bids for buyers in the UK, Germany or Spain.

It depends on the scope. The main factors are how many markets you sell in, how many campaigns each market needs, whether Microsoft runs in one plan with your Google Ads, and how much tracking work has to happen first. We scope it after the strategy call.

Microsoft sets a small minimum daily budget and says its minimums can change. What matters is enough clicks in each market to reach a decision on cost per qualified lead. If your total budget is small, it will often perform better on one platform than when split across two, and we'll say so on the call.

There's no honest date to give, because it depends on your search volume and your sales cycle. The order of work doesn't change: access and tracking first, then the import review or build, then the first cleanup of search terms, negative keywords and placements. Once both platforms have enough conversions, we compare cost per qualified lead with Google. Judging the effect on revenue takes at least one full sales cycle.

Search ads can appear on Bing, AOL, Yahoo, DuckDuckGo, Ecosia and other search partners. Audience ads can appear on MSN, Microsoft Start, Microsoft Edge, Outlook.com and publisher partner sites. Every distribution option includes both search and Audience ads, so there's no search-only setting. A Search campaign can't block Bing, AOL or Yahoo search traffic. It can exclude audience placements such as MSN, Microsoft Edge and Outlook.com, and partner sites you find in the publisher report. We review partners and placements separately and exclude what brings clicks without leads.

They can. Microsoft opts eligible campaigns into Copilot automatically, advertisers can't opt out, and there's no guarantee an ad shows there. Search ads need a logo to be eligible. Microsoft doesn't report Copilot results separately, so there are no Copilot-only numbers to show you. Getting your company cited in Copilot's answers without paying for it is separate work, covered by our GEO agency. Sponsored placements in ChatGPT are a separate channel: see ChatGPT Ads.

Yes, if tracking is in place before launch, and that's where we start. We install the UET tag with conversion goals. Microsoft requires consent signals through Consent Mode or the IAB Transparency and Consent Framework. Without them, Microsoft stops tracking UET conversions. Leads go into HubSpot, Marketo or Salesforce, and where it helps we import offline conversions into Microsoft Advertising. Reports show cost per qualified lead and sales-accepted rate for Microsoft next to Google, in an always-on dashboard and a monthly report on pipeline performance.

We need access to your Microsoft Advertising account, read access to Google Ads for the import, and access to analytics and your CRM. A developer or tag manager contact helps us install the UET tag. From sales, we need your ideal customer profile and what counts as a qualified lead, plus someone on your side to approve ad copy. The account and its data stay yours.