Microsoft Ads management
This is for people whose Google Ads are already working.
If you've got Google Ads running well and you're looking for somewhere else to put budget, Microsoft is usually the next place to look. It's smaller. That's the honest starting point, and it's also why it's often cheaper per click.
The work is the same
Everything on the Google Ads page applies here. The negative keyword lists, the account structure, the search terms review, the monthly work: none of it changes.
What changes is where the ads run.
What's actually different
- Bing, and the sites that use Bing's results. A smaller audience than Google. Fewer people competing for it, which usually shows up as a lower cost per click
- LinkedIn. Microsoft owns it, so you can layer LinkedIn's company, industry and job-function data over a search campaign. If you sell to businesses, that's targeting Google doesn't have, and it's the reason Microsoft is worth more than its market share suggests
- The audience skews differently. Desktop, work machines, older. Whether that's an advantage depends entirely on what you sell
When it isn't worth it
If Google Ads isn't working properly yet, fix that first. Adding a second platform to an account with no negative keyword lists just spreads the same problem across two places. Google Ads management →
If you sell to consumers, on mobile, at low value, the volume may not justify the setup.
What it costs
20% of your Google Ads fees.
If your Google Ads retainer is £500 a month, Microsoft Ads is £100 a month on top. The same 20% applies to the initial work.
It's priced as an addition rather than a service of its own, because that's how it works in practice. The two accounts get managed together.
If you want Microsoft on its own, it's priced on its own, and the usual minimums apply.