Bing Ads agency for B2B
Bing Ads, now Microsoft Advertising, is the search traffic most B2B accounts never look at closely. We run it as a channel in its own right, not a Google import left running, and judge it on closed revenue like everything else.
Get the free auditWhat we run
The work itself, on this platform specifically. Planning a budget? Try the free Bing Ads cost calculator.
Import, then diverge
Starting from your Google structure is sensible. Leaving it identical is not, because the audience and the auction are different.
Search & Shopping
Both run in Microsoft Advertising, with the feed and query work the platform actually rewards.
Audience differences
A demographic and device mix that does not match Google, handled deliberately rather than inherited.
Proportionate effort
Managed at a scale that matches its share of revenue, not neglected and not over-serviced.
Small, and worth measuring anyway
Bing is never going to be the biggest line. That is not the same as not earning its place.
The channel nobody checks
Bing is small enough that most agencies never look, which is exactly why its true contribution is unknown either way.
Small channels still deserve real numbers.
Is Bing Ads worth it for B2B?
Often, but the only way to know is to measure it. Microsoft Advertising has less search volume than Google, usually cheaper clicks and fewer competing advertisers, and an audience with a different demographic and device mix.
That makes it a cheap test, not a guaranteed win. We give it a budget proportionate to its likely share, track its leads into the CRM, and scale or cut it on closed revenue rather than on the platform's own conversion count. More on why platform conversion counts overlap.
Importing from Google Ads, and what to change
Microsoft Advertising can import campaigns straight from Google Ads, which is a sensible start. Left identical, though, the account inherits bids, keywords and audience settings tuned for a different auction.
After the import we review bids and budgets, negative keywords, search partner and network settings, ad schedules, and device adjustments against Microsoft's own data, then keep the two accounts diverging where the numbers say they should.
The other platforms
Rarely one channel on its own. The point is how they read together.
Questions people ask
The short answers, before you book anything.
Is Bing Ads the same as Microsoft Advertising?
Yes. Microsoft renamed Bing Ads to Microsoft Advertising; the ads still run on Bing search and Microsoft's partner network.
Can you import our Google Ads campaigns?
Yes. We start from an import, then change bids, negatives and settings for Microsoft's audience and auction.
Is Bing Ads worth it for a B2B company?
Often, because clicks tend to be cheaper and competition lower, but it depends on your market. We test it proportionately and judge it on closed revenue in the CRM.
How do you measure Bing Ads?
The same way as every other channel: leads tracked into the CRM and judged on what closed, not on platform conversions.
Start with the audit.
We reconcile your Bing Ads numbers against your CRM before touching a campaign. Or start with a free PPC audit of your ad accounts.
Get the free audit