Microsoft Ads Consultant

Microsoft Ads:
The Hour a Month Channel

Bing will not change your business. It is a small, older, wealthier audience with far less competition, which usually makes it the cheapest cost per acquisition in the whole account — and it takes about an hour a month once it is built.

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What It Costs

The Honest Version

Why Is This
Page So Short?

Microsoft Ads is worth running and not worth overselling. Anyone presenting it as a growth channel for an ecommerce brand is either padding a retainer or has not looked at the volume.

What it genuinely offers: you can import your Google campaigns in minutes, the auction is far less competitive, clicks are often materially cheaper, and the audience skews older and higher income — which for some catalogues converts better than Google does. Microsoft also places ads across its Audience Network, which is inventory Google does not have. That is a real edge on a small base.

Worth it if

  • Google is already built and performing, so there is something to import
  • Your buyers skew older or higher income
  • You sell in the US or UK, where Bing share is meaningful
  • You want cheaper incremental volume without new creative

Skip it if

  • Google is not working yet — importing a broken account imports the problem
  • Your audience is young or mobile-first
  • You are spending under $5,000 a month in total

The Work

What Does Setting
Microsoft Ads Up Involve?

Most of the value is in the first fortnight. After that it is genuinely maintenance.

Week one

What do you import from Google?

The Google import is a starting point, not a plan. Budgets, bids and match types all need resetting for a smaller auction, and a good deal of what worked on Google is wrong here. Bid strategies are the clearest case: Smart Bidding needs conversion volume to work, and the same strategy that was learning comfortably on Google will be starved on a fraction of the traffic.

Week two

What about tracking and the feed?

UET tag, conversion goals and the Merchant Center feed for Shopping. This is where most imported accounts quietly fail — the ads run, nothing is measured. The feed follows the same product data specification Google uses, so a feed that is already clean ports without new work — the tracking is what does not.

Ongoing

How much upkeep does it need?

Search terms, negatives, budget nudges. Reported in the same place as everything else so you see one blended number rather than another dashboard.

Pricing

What Does It Cost
to Work Together?

Published, so you can rule me in or out without booking a call.

Channel Management

Starting at $1,500 /month

You own the plan. I run the channels.

  • Campaign build and management
  • Conversion tracking and reporting
  • Monthly performance call
  • SEO is not included at this tier
  • Additional channels +$500 each
  • Minimum ad spend $5,000/month
  • 6 month commitment

How one channel gets run →

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Most Popular

Growth Partner

Starting at $4,000 /month

I own paid strategy end to end.

  • Everything in Channel Management
  • Every channel included, priced as one
  • SEO included: technical, on-page and content
  • Channel mix and budget allocation
  • Creative direction and briefs
  • Quarterly CRO roadmap
  • 25 hours a month included
  • Minimum ad spend $10,000/month
  • 3 months, then month to month

What owning the mix means →

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Fractional CMO

Starting at $7,000 /month

I own the whole marketing function.

  • Everything in Growth Partner
  • Email, SEO and site direction
  • Contractor sourcing and management
  • Quarterly planning with you
  • 40 hours a month included
  • Minimum ad spend $20,000/month
  • 6 month commitment

What a Fractional CMO does →

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FAQ

Questions About
Microsoft Ads

If yours is not here, ask it on the call.

What does Microsoft Ads management cost?
$500 a month as an additional channel, which is how essentially everyone buys it. As a standalone channel it is $1,500, but I would usually talk you out of that — the volume rarely justifies it on its own.
Is Bing worth it for ecommerce?
On a small base, yes. Expect single-digit percentages of your Google volume, often at a lower cost per acquisition. It is incremental profit, not a growth strategy.
Can I just import my Google campaigns?
You can, and you should not stop there. The import is a scaffold: a less competitive auction needs different bids and budgets, and roughly half the settings want changing.
Do you run Microsoft Shopping too?
Yes. For most ecommerce accounts Shopping does more of the work than search text ads, so the feed matters more than the keywords.
What is Microsoft Advertising?
Microsoft Advertising is Microsoft’s search and audience ad platform, and one account places search ads on Microsoft Bing, AOL, Yahoo, DuckDuckGo, Ecosia and partner sites. It was called Bing Ads before the rename, which is why both names are still in use.
What is Bing Ads?
Bing Ads is the former name for Microsoft Advertising — same platform, same account, same interface. If you are reading a guide that calls it Bing Ads, it is describing the product you would sign in to today.
Do Bing ads show on Yahoo?
Yes. Microsoft’s documentation states that search ads can appear on sites like Microsoft Bing, AOL, Yahoo, DuckDuckGo and Ecosia, and your ad distribution settings control how much of that network you buy. This matters more than it sounds: people who assume they are buying “Bing traffic” are usually buying a syndicated network, and the quality across it is not uniform.
How much do Bing ads cost?
You set the budget and the cost per click is decided at auction, the same way Google works. The useful thing about Microsoft is not a lower headline price but a thinner auction — fewer advertisers competing for the same keyword. Whether that turns into cheaper customers or simply fewer of them depends entirely on how much of your market uses it.

Let’s Talk

Book a free 30 minute call. I will tell you what I would do with your accounts, whether or not you hire me.

Book a Discovery Call

30-minute strategy session

Prefer to Reach Out Directly?

Happy to talk it through over email or a quick call. I usually reply within a few hours on weekdays.

Who You Talk To

Me, Every Time

What to Expect

  • 30 minutes with me, not a salesperson
  • What I would change in your account first
  • No pitch deck, no obligation