Is Microsoft Ads the same as Bing Ads?

Yes. The platform was previously called Bing Ads and its official name is now Microsoft Advertising, so the names are used interchangeably. It covers search ads on Bing and campaigns across the wider Microsoft ecosystem and its partners.

Where do Microsoft Ads appear?

Placements depend on campaign type, country, language and network settings. Ads can appear on Bing, search partner sites, MSN, the Edge browser, selected parts of Outlook, native and display formats and the Microsoft Audience Network. Not every feature is available in every market, so we check what is open in your country first.

Can I import my Google Ads campaigns into Microsoft Ads?

Yes. You can import campaigns, ad groups, keywords, ads, bids, budgets and some settings, once or on a recurring basis. Treat the import as a starting point. User behaviour, volume and the auction work differently, so budgets, bids, locations, schedules and conversions need separate checks.

How much do Microsoft Ads cost?

There is no universal cost per click or minimum budget that guarantees a result. Cost depends on industry, market, competition, keyword intent, quality, device and bidding strategy. Set the budget from available volume, acceptable acquisition cost, margin and your capacity to handle extra demand.

Is Microsoft Ads worth it?

It will not be the best channel for every business, but it can deliver sales and leads that are harder to win in an increasingly competitive Google Ads. A controlled test makes most sense when Google Ads is stable, desktop and B2B matter and your budget can produce reliable data.

Does Microsoft Ads work for B2B?

It can. B2B is one of the areas with the highest potential, and Microsoft Advertising can use selected LinkedIn profile data such as company, industry and job function. Measure lead quality, meetings, opportunities and revenue, not only form fills. See our B2B marketing agency page.

Microsoft Ads

Microsoft Ads agency: reach customers beyond Google

We design, run and scale Microsoft Ads campaigns for ecommerce, service businesses and B2B. We do not copy your Google Ads account one to one and we do not leave it unattended. We test whether the extra channel is profitable, then scale what works.

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Google Premier Partner 2026
Top 3% of Google Ads agencies in Poland
Microsoft Advertising Partner
Campaigns in 25 export markets

What a Microsoft Ads agency does

Microsoft Ads (officially Microsoft Advertising, formerly Bing Ads) is an ad platform for campaigns on Bing and across the wider Microsoft ecosystem and its partners. A Microsoft Ads agency designs, runs and scales those campaigns. At Double Digital we combine Bing search ads, product campaigns, Microsoft Audience Ads, remarketing and Performance Max with correctly configured conversion tracking. We are a Microsoft Advertising Partner.

Microsoft Ads is not a simple copy of Google Ads. Different search volume, device mix, user behaviour and auction pressure call for a separate approach to budget, structure and optimisation. We analyse the market potential, user behaviour and the real profitability of the additional channel.

Results are best when the channel is part of a wider performance marketing system and is judged on sales, lead quality and the real cost of winning a customer, not on clicks.

Microsoft Ads complements Google, it does not replace it

Google remains the biggest search engine, but it is not the only place where customers look for products, services and suppliers.

A wider reach

Some people use other search engines, browsers and digital services. Without Microsoft Ads you miss some queries and brand touchpoints: extra product and service searches, new users and companies, and a way to compare cost and traffic quality with Google.

More than Bing search

You can reach people on the Bing search engine, in the Edge browser, in MSN ad formats, in selected areas of Outlook and across partner properties in the Microsoft Advertising Network.

A profitable add-on

We do not move your whole budget away from Google. We test the real potential, compare the cost of a sale or lead, check traffic quality and profitability by campaign and product, and grow budget only where results confirm it pays off.

Where Microsoft Ads is worth testing

Microsoft Ads is not a mass channel in every industry, and Bing is not bigger than Google. Its potential is highest in desktop traffic, B2B, ecommerce and projects aimed at business customers and people who work in the Microsoft ecosystem, where it can bring extra high-intent traffic.

Market share differs from country to country, so we check yours before recommending a budget. As a Polish example, StatCounter put Bing at 11.16% of desktop searches in Poland in June 2026 and about 7.16% across all devices in July 2026. Microsoft Advertising also says its ecosystem can include more than 1 billion engaged users worldwide. These figures describe different things, so we never read them as guaranteed ad reach.

When a controlled Microsoft Ads test makes sense

The right question is not whether Bing is bigger than Google. It is whether Microsoft Ads can bring you additional, profitable conversions.

Your Google Ads account already runs stably.
You are looking for an additional source of sales or leads.
Desktop users matter for your business.
Your offer is aimed at other businesses.
Your shop sells products with a higher basket value.
You want to depend less on a single platform.
Your budget is enough to collect reliable data.

How we run Microsoft Ads

Assess the potential
We review your current Google Ads campaigns, device split, available volume and the profitability of a controlled test.
Set up the account and measurement
We choose the market, time zone and currency (some are hard to change later), implement the UET tag and conversion goals, and test measurement before launch.
Build or import campaigns
Importing from Google Ads is a starting point, not the end. We verify budgets, bidding strategies, locations, schedules, devices, negative keywords, URLs and conversion goals.
Optimise on data
We review search terms, locations, devices, hours, audiences, ads, landing pages, conversion values, feed quality, product profitability and lead quality.
Report and scale
We combine Microsoft Ads data with analytics, CRM and sales data to see whether the channel adds results or only takes credit for conversions other sources won earlier.

Microsoft Ads campaign types and what to get right

Campaign type	What it does	What we get right
Search	Text ads on Bing and search partners for high-intent queries	Separate campaigns or ad groups by intent (brand, services, product categories, local), search-term reviews and negative keywords
Shopping	Product ads fed from Microsoft Merchant Center	A complete product feed, products split by margin, price and seasonality, and results judged on margin, logistics cost and returns
Performance Max	One automated campaign across assets, placements and signals	Correct UET and transaction values, main versus secondary goals, feed quality, complete assets and exclusions
Audience Ads and remarketing	Native and display ads and remarketing lists	Lists built from UET data and messages matched to the stage of the buying path

Tracking with the UET tag and Microsoft Clarity

UET (Universal Event Tracking) is Microsoft Advertising's tag. It measures sales, forms and other conversions, builds remarketing lists and feeds automated bidding. You can install it in your site code or through Google Tag Manager, but installing it is not enough: you need conversion goals with values and a check that events are not reported twice. In ecommerce the transaction value must be right. In lead generation, real enquiries must be separated from micro-conversions such as a page visit. We also verify the set-up in GA4 and Google Tag Manager.

Microsoft Clarity adds session recordings and heatmaps, and its UET integration helps show what happens after the click: whether people reach key information, understand the form or give up at a specific spot. It does not replace conversion tracking, GA4 or sales data. It helps explain why people did not act.

LinkedIn profile targeting inside Microsoft Ads

A distinctive Microsoft Advertising feature is the use of selected LinkedIn profile data: company, industry and job function. Depending on campaign type and market, it often works as a signal for automation or a bid adjustment, not a strict limit to named employees. A company selling ERP software, for example, can target queries about production software, then raise bids for users linked to industry or to finance and operations roles. It can be especially useful for companies planning international expansion, and it pairs well with LinkedIn Ads.

Budget and cost

Microsoft Ads mainly runs on an auction. There is no universal cost per click and no minimum budget that guarantees results. Cost depends on industry and market, number of advertisers, keyword intent, ad and landing page quality, device, schedule, bidding strategy and conversion rate.

Your budget should let you collect enough clicks and conversions to make a decision, because at very small scale a result can be random. We do not set it as a fixed percentage of your Google Ads spend. We start from available volume, an acceptable cost per customer, margin and your ability to handle extra leads or orders.

Common Microsoft Ads mistakes

Automatic import from Google Ads with no review of budgets, bids, locations, schedules and conversion goals.
No UET tag, so the platform records clicks but gets no reliable data on sales, leads and values.
No negative keywords, so budget goes to informational or unrelated queries.
Switching campaigns off too early: volume is often smaller than on Google, so a few clicks prove nothing.

Why work with Double Digital on Microsoft Ads

Microsoft Advertising Partner

We use Microsoft Ads as part of a wider performance strategy and as an extra source of sales beyond the Google ecosystem. Clutch named us a 2026 Top Bing Advertising Company in Poland.

Google Premier Partner 2026

We are in the top 3% of Google Ads agencies in Poland. Certificates confirm competence, but the best proof is client results.

Campaigns on 25 export markets

We run campaigns across borders, which helps when Microsoft Ads is part of an international expansion plan. See also our international SEO work.

Rated by clients

Clutch rating 5.0 and Google rating 4.8. We look at the whole path from click to enquiry, booking or sale.

The work supports sales growth, increases brand visibility and lets us make better use of the potential of individual digital channels. Strategic thinking, data-based work, ongoing optimisation, proactivity and smooth communication deserve special mention.

General Manager, BOCCO Sp. z o.o., Client recommendation

Proof from our wider paid media work

These are not Microsoft Ads results, but they show how we judge a channel. For Hotel Bania we combined Google Ads, advanced analytics and a seasonal strategy: 4,008% ROAS in the summer season and 2,875% in September and October. For Euromaster, a full-funnel franchise recruitment campaign with Meta Ads, Google Ads and remarketing brought 211 unique leads. Read the Hotel Bania and Euromaster case studies. Last updated on 1 August 2026 and reviewed by Damian Dziergowski, CEO and founder of Double Digital.

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