The searches your competitors forget to bid on.

Microsoft Advertising is the platform for running ads on Bing search and across the wider Microsoft network, including search partners and audience placements on Microsoft properties and partner sites. It supports search, shopping and audience campaigns, with targeting by keyword, location, device, audience and, for some campaigns, professional details such as company and industry. For many businesses it is a valuable source of search traffic alongside Google.

A Microsoft Ads agency helps you plan, build and run campaigns so the platform delivers real results. At Vertical that covers account audits, keyword and campaign strategy, shopping feeds, audience ads, tracking, reporting and ongoing optimisation. Because we also run Google Ads, paid social and analytics, we plan Microsoft Ads as part of your wider search strategy, so both engines support each other and budgets go where they work hardest.

Often, yes. Microsoft Ads reaches people who search on Bing and across the Microsoft network, many of whom you will not reach through Google alone. Because fewer advertisers manage it carefully, competition can be lower and costs per click more reasonable. The value depends on your audience and category, so we usually start with a focused test and tell you plainly whether results justify more budget.

You can, and it is a sensible starting point, but it is rarely the finish line. Imports copy structure, keywords and ads, yet audiences, bids, budgets and settings often need adjusting for a different network. Imported campaigns left on autopilot tend to underperform. We review every import, adapt it to how the Microsoft audience behaves and manage it actively, so it becomes a channel that earns its budget.

It can be very effective for B2B. Its audience includes many people searching from work computers, and professional targeting options let you focus on people by company, industry or job function. That makes it well suited to reaching decision makers for business services and software. We combine these options with careful keyword strategy and measure results by qualified leads and pipeline rather than clicks alone.

Yes. We connect your product feed, clean titles and attributes and organise product groups so the right items appear for the right searches. Shopping campaigns are structured around margins and performance, so best sellers and profitable lines get visibility while weaker products are managed carefully. Feed quality has a big effect on results, so we keep it accurate as your range, prices and stock change.

We set up the UET tag and conversion goals so campaigns have reliable data to optimise from, then compare Microsoft reporting with your own analytics and sales records. We report on cost per result, conversion value and return on spend alongside your Google search results, so you can see how each engine contributes. Reports are written in plain language and explain what we learned and what we will test next.

Budgets usually start smaller than for Google, reflecting the size of the audience, but the right figure depends on your category, goals and margins. We recommend a focused test on your strongest keywords and products, then scaling where results support it. We review spend regularly against cost per result and return on spend, and move budget between Microsoft and Google based on where it is working best.

Start with a conversation about your goals and how you run search today. If you already use Microsoft Ads, we usually begin with an audit of your account, tracking and any imported campaigns, then share a prioritised plan. If you are new to the platform, we scope a focused first campaign built around your best performing search activity. Either way, we will tell you plainly where we see the opportunity.