---
title: Microsoft Ads
canonical: "https://brink.agency/services/marketing-agency/microsoft-ads/"
description: "Microsoft Advertising and Bing Ads management. Cheaper clicks, less competition, and LinkedIn profile targeting that Google can't offer. Strong for B2B."
tags: [marketing-agency]
---

## Microsoft Advertising Management

We run Microsoft Advertising campaigns for businesses in Lincolnshire and across the UK, nearly always alongside [Google Ads](/services/marketing-agency/ppc-advertising/) rather than instead of it. It's the channel clients most often haven't been offered, usually because it's smaller and takes as much work to set up properly as a platform ten times the size.

### Who You're Actually Reaching

Bing is the default in Windows and Microsoft Edge, and a lot of people never change it, especially on work machines they don't administer. That produces an audience weighted towards desktop use, office environments and older age groups. If you sell to businesses, to homeowners, or to anyone making a considered purchase at a desk rather than an impulse buy on a phone, that audience is worth having.

If your customers are teenagers on TikTok, this is not your channel and we'll say so.

### Importing from Google Is a Starting Point

Microsoft makes it easy to copy your Google campaigns across, which is genuinely useful and also the reason a lot of Microsoft accounts underperform. Search volume is lower, so keyword lists built for Google can end up barely serving. Budgets and bids copied straight over are almost always wrong for a smaller auction. A few Google settings simply don't have equivalents.

We treat the import as scaffolding. The account then gets reworked for the platform it's actually running on.

### The LinkedIn Advantage

This is the part worth knowing about. Microsoft owns LinkedIn, and that data is available inside Microsoft Advertising. You can target or adjust bids by company, industry and job function on a search campaign.

Google has nothing comparable. If you sell to a specific industry or a particular kind of buyer, you can pay properly for the searches coming from those people and hold back on everything else. For B2B that often does more for cost per lead than any amount of bid tinkering, and it's a large part of why we recommend Microsoft for business to business clients more often than for consumer ones.

### Where It Fits

Microsoft is an addition, not a foundation. Get [Google Ads](/services/marketing-agency/ppc-advertising/) working first, get [SEO](/services/marketing-agency/seo/) building underneath it, and add Microsoft when there's budget that Google can't absorb profitably. Run that way it's often the cheapest cost per lead in the account. Run as a first channel it usually disappoints, and the platform gets blamed for a decision that was made badly.

### What We Won't Do

We won't set it up just to have another line on the invoice. We won't import your Google account, leave it running on defaults, and bill you monthly for watching it. And we won't tell you Bing is an untapped goldmine, because it isn't. It's a smaller, cheaper auction that suits some businesses well and others not at all.