The Same Senior Specialist, No Juniors

I run Bing and Microsoft Ads the way I run everything — myself. You won't get passed to a junior, and you won't get an account that was set up once and left on autopilot. The person who builds it is the person who manages it, every week.

That matters even more on Microsoft Advertising than on Google, because it's the channel most agencies treat as an afterthought. They import the Google campaigns, tick the box, and never look again. I don't work that way. If your ad dollars are going into Microsoft Ads, they get real attention — not a copy-paste and a shrug.

The Audience You're Not Reaching on Google

Microsoft Advertising isn't just "Google's leftovers." It reaches people Google doesn't, and it reaches them for less:

  • A different, often higher-value audience — Microsoft's network skews older, higher-income, and more desktop- and work-based. For a lot of B2B and considered-purchase businesses, that's exactly the buyer worth paying for.
  • Built into where people already are — Edge on every Windows machine, Bing as the default across Windows and Outlook, plus search partners. That reach adds up quietly.
  • The Microsoft Audience Network** — native placements across MSN, Outlook, and partner sites, driven by Microsoft's own intent and LinkedIn-informed profile data.
  • Cheaper clicks, thinner competition — because fewer advertisers bother, cost-per-click is often well below Google for the same keyword. Managed properly, that can mean a materially better return.

More Than a Google Import

The lazy version of Microsoft Ads is to import your Google campaigns and walk away. It's also the reason so many Bing accounts quietly underperform. The platform behaves differently — different search volumes, different competition, different bidding dynamics — and a straight copy of your Google setup leaves money on the table.

Here's what I actually do:

  • Import as a starting point, then rebuild bids, budgets, and keyword structure for how Microsoft actually behaves — not how Google does.
  • Prune the keywords and placements that make sense on Google but waste money on Bing, and lean into the ones that are cheaper here.
  • Set up conversion tracking and the Microsoft Audience Network deliberately, so you can see what's working instead of trusting a black box.
  • Reconcile it with your Google account so the two channels complement each other rather than bidding against your own budget.

A Small Agency With a Deep Bench

I run this as a one-person operation on purpose — a senior specialist can only manage a limited number of accounts *well*, and keeping the roster small is how your account gets real attention instead of a spot in a stack.

I'm not on an island, though. I've built a network of trusted partners who own their own agencies, and I bring them in when a job needs more hands — just as they bring me in, white-label, when they need senior paid-search work done right. That reciprocity is the best reference I've got.

And while Microsoft doesn't hand out the same badge Google does, the standard is identical: I'm a certified Google Partner managing well into five figures of monthly ad spend at a 100% optimization score. The same discipline that earns that runs your Microsoft Ads.

Talk To The Person Who Will Run Your Account

No sales rep, no funnel, no junior reading from a script. Reach out and you'll be talking directly to me — the specialist who'd manage your Microsoft and Bing Ads.
Tell me about your company and what you're spending now, and I'll tell you — honestly — whether Microsoft Ads is worth it for you, and what I'd do with it.