Microsoft Ads.
Microsoft Advertising and Bing Ads management. Cheaper clicks, less competition, and LinkedIn profile targeting that Google can't offer. Strong for B2B.
The Channel Most Agencies Forget to Mention
Microsoft Advertising, which most people still call Bing Ads, carries a much smaller share of UK search than Google. That's exactly why it's worth looking at. Less competition usually means cheaper clicks, and for some businesses the cost per lead comes in well under what Google charges for the same customer. It won't replace Google. For the right business it quietly adds leads at a better rate, which is the whole reason to run it.
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Why Choose
Brink?
We Rebuild, We Don't Just Import
Microsoft lets you import campaigns straight from Google in a few clicks, which is where most agencies stop. The audiences behave differently, the search volumes are lower so match types need loosening, and several Google settings don't carry across cleanly. An imported account left alone usually underperforms and then gets blamed on the platform.
LinkedIn Targeting Google Can't Match
Microsoft owns LinkedIn, so you can target search campaigns by company, industry and job function. For B2B that's a genuine advantage. Being able to bid harder on a search when it comes from someone at a target company changes what's worth paying for a click.
We'll Tell You If It's Not Worth It
Microsoft doesn't suit every business. If your customers are young, mobile first, or in a category with almost no Bing volume, we'll say so rather than take a second management fee for an account that trickles. We'd rather add it later when the Google side is maxed out.
What's Included
Key features and benefits of our microsoft ads service.
Search Campaigns
Text ads across Bing, Yahoo and MSN, plus placements in Microsoft's AI search results. The core of most Microsoft accounts.
LinkedIn Profile Targeting
Bid adjustments and targeting by company, industry and job function, using LinkedIn data. Unavailable on Google at any price.
Microsoft Shopping
Product listings fed from Microsoft Merchant Centre. Feeds can usually be brought across from your existing Google setup.
Import & Account Rescue
Taking over imported accounts that were set up once and left. Usually the quickest improvement available in a paid search account.
Our Process
A proven workflow that delivers predictable results.
Volume Check
Before anything gets built we look at whether there's meaningful search volume for what you sell on Microsoft. For some categories it's healthy. For others it's barely worth the setup, and we'd rather find that out first.
Import & Rebuild
We bring the Google structure across as a starting point, then rework match types, budgets and bids for lower volume. Settings that don't translate get fixed rather than left on whatever default the import chose.
Audience Layering
LinkedIn profile targeting for B2B, plus in-market and remarketing audiences. This is where Microsoft earns its place in the account rather than just being a cheaper copy of Google.
Tracking Setup
UET tag installed and conversion goals configured properly. Microsoft's tracking is separate from Google's, and accounts running without it are guessing.
Optimise & Compare
Monthly reporting that puts Microsoft next to Google on cost per lead, so you can see plainly whether the extra channel is pulling its weight.
Microsoft Advertising Management
We run Microsoft Advertising campaigns for businesses in Lincolnshire and across the UK, nearly always alongside Google Ads rather than instead of it. It’s the channel clients most often haven’t been offered, usually because it’s smaller and takes as much work to set up properly as a platform ten times the size.
Who You’re Actually Reaching
Bing is the default in Windows and Microsoft Edge, and a lot of people never change it, especially on work machines they don’t administer. That produces an audience weighted towards desktop use, office environments and older age groups. If you sell to businesses, to homeowners, or to anyone making a considered purchase at a desk rather than an impulse buy on a phone, that audience is worth having.
If your customers are teenagers on TikTok, this is not your channel and we’ll say so.
Importing from Google Is a Starting Point
Microsoft makes it easy to copy your Google campaigns across, which is genuinely useful and also the reason a lot of Microsoft accounts underperform. Search volume is lower, so keyword lists built for Google can end up barely serving. Budgets and bids copied straight over are almost always wrong for a smaller auction. A few Google settings simply don’t have equivalents.
We treat the import as scaffolding. The account then gets reworked for the platform it’s actually running on.
The LinkedIn Advantage
This is the part worth knowing about. Microsoft owns LinkedIn, and that data is available inside Microsoft Advertising. You can target or adjust bids by company, industry and job function on a search campaign.
Google has nothing comparable. If you sell to a specific industry or a particular kind of buyer, you can pay properly for the searches coming from those people and hold back on everything else. For B2B that often does more for cost per lead than any amount of bid tinkering, and it’s a large part of why we recommend Microsoft for business to business clients more often than for consumer ones.
Where It Fits
Microsoft is an addition, not a foundation. Get Google Ads working first, get SEO building underneath it, and add Microsoft when there’s budget that Google can’t absorb profitably. Run that way it’s often the cheapest cost per lead in the account. Run as a first channel it usually disappoints, and the platform gets blamed for a decision that was made badly.
What We Won’t Do
We won’t set it up just to have another line on the invoice. We won’t import your Google account, leave it running on defaults, and bill you monthly for watching it. And we won’t tell you Bing is an untapped goldmine, because it isn’t. It’s a smaller, cheaper auction that suits some businesses well and others not at all.
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Frequently Asked Questions
Common questions about our microsoft ads services.
Is Bing actually worth advertising on?
Who still uses Bing?
Can't I just import my Google campaigns?
Is it good for B2B?
What budget does it need?
Do you manage it alongside Google Ads?
Get a free Microsoft Ads review
Running Microsoft Ads already, or sitting on an imported account nobody has touched in months? We'll go through it and tell you what we'd change.
Not sure Bing is worth it?
We'll check whether there's real search volume for what you sell on Microsoft and what it would likely cost per lead compared to Google. If it isn't worth it, we'll tell you.