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Why Microsoft, why now
Microsoft Advertising owns ~9% of US desktop search — and overweighted with finance, IT, and enterprise decision-makers. The cost gap with Google has never been wider.
Bing's audience skews older, wealthier, and more B2B — and CPCs run ~30% lower than Google. We build Microsoft Ads accounts that exploit that delta with surgical LinkedIn-profile layering.
Most paid-media problems aren't budget problems — they're decision problems. Three sentences before we touch a setting.
Microsoft Advertising owns ~9% of US desktop search — and overweighted with finance, IT, and enterprise decision-makers. The cost gap with Google has never been wider.
Profile targeting (Job Title, Company, Industry) layered onto Bing search audiences is unique to Microsoft. We use it as a B2B intent multiplier — not a contains-everyone broadcast.
A second performance channel that quietly compounds at Bing CPCs while your competitors fight Google's auction inflation.
A clean import — not the lazy one-click. We rebuild structure for Microsoft's match-type behavior and Audience Network defaults.
Define ICP by job title, function, seniority, company size. Map each into Microsoft's LinkedIn targeting layers.
UET tag, enhanced conversions, offline conversion imports from your CRM. Microsoft's smart bidding rewards rich signal exactly the same way Google's does.
Native Audience Network is on-by-default and bleeds budget. We segment, cap, or kill it based on incremental contribution.
RSAs rewritten for Bing's audience tone — different from Google. Sitelinks, callouts, structured snippets all rebuilt.
Weekly bid pass, monthly LinkedIn-layer review, quarterly DSA / Shopping expansion as the account matures.
Every retainer ships with the same baseline. Tier-specific extras layer on top — see the pricing section for the upgrade path.
Full management across Search, Shopping, and Audience Network with negative-network controls.
B2B-grade audience layering by job, industry, and company — the channel's sharpest weapon.
Pipeline-stage and closed-won values flow back so bidding optimizes for revenue, not lead volume.
Bulk operations, structured naming, version-controlled imports for big accounts.
Side-by-side Google vs. Microsoft view so the channel's lift is impossible to miss.
A search-marketing lead who's certified on Microsoft and runs your account weekly.
Flat retainers. No percentage of ad spend. Month-to-month with a 14-day cancel notice. If your needs sit between tiers — or above Scale — request a custom offer below.
For accounts that don't fit a tier — multi-region, regulated verticals, agency-of-record engagements, or anything spending $250k+/mo — we scope by hand.
Almost always for finance, travel, and luxury — Bing skews older and higher-income. For mass-market DTC, the answer depends on your CAC ceiling: we share a 7-day projection before you commit.
You can — and you'll waste 20–30% of spend. Match-type behavior, audience defaults, and the Audience Network all behave differently. We do a *clean* import, not a copy-paste.
On Microsoft, you layer LinkedIn data onto Bing Search intent — so the user has *already* searched. It's a tighter, lower-funnel use of the same data set.
We'll run accounts down to $5k/mo if there's a clear strategic reason — but typical engagements start at $15k/mo media for the math to make sense.