Microsoft Advertising

Reach the Audiences Your Google Campaigns Quietly Miss

Microsoft Advertising (formerly Bing Ads) is the channel most agencies skip, which is precisely why it delivers strong returns for clients who use it well. The Bing and Yahoo search network skews towards decision-makers, higher household incomes and older demographics — audiences who are frequently underserved on Google and who convert at lower cost-per-click simply because competition is lighter. For B2B advertisers in particular, the overlap with LinkedIn Profile Targeting makes Microsoft Advertising uniquely precise.

CWA Europe imports and adapts your Google Ads structure into Microsoft Advertising rather than copying it wholesale. Keyword match types behave differently, the auction dynamics are distinct, and certain ad extensions — most notably the Action Extensions and the Multimedia Ads format — have no direct Google equivalent. We treat the platform on its own terms, adjusting bids by device and demographic, and using the audience expansion controls that Microsoft offers to keep reach relevant rather than broad.

For e-commerce clients, Microsoft’s Shopping campaigns pull directly from the same product feed used for Google, but the placements — including native ads across the MSN network — give products visibility in editorial environments where purchase intent is still high. We monitor search term data independently on both platforms because query patterns differ, and a keyword that performs on Google may behave entirely differently on Bing.

• Platform-native setup. Campaigns adapted rather than copied, respecting Microsoft’s own auction and match type behaviour.
• LinkedIn Profile Targeting. Job function, seniority and company targeting layered onto search for B2B precision.
• Multimedia Ads. Image-enriched formats that increase SERP real estate with no additional cost-per-click premium.
• Independent search term monitoring. Separate negative lists built from Microsoft-specific query data.
• Unified reporting. Microsoft performance surfaced alongside Google in one dashboard so you compare like for like.