# Microsoft Ads (Bing Ads) Management

Source: https://dijitulmarketing.co.uk/microsoft-ads/
Updated: 2026-10-18

> dijitul manages Microsoft Advertising (formerly Bing Ads) for UK businesses: search ads on Bing, Yahoo and partner sites, Shopping and Performance Max, with Google Import set up so it doesn't overwrite your Microsoft-specific changes. Management starts from £150 a month + VAT, or 10 to 15% of ad spend if higher. Ad spend is paid directly to Microsoft.

Price: From £150 a month + VAT

## Problems this solves

- Your Microsoft account is a one-off Google import that nobody has looked at since
- Scheduled imports keep undoing the bid changes made in Microsoft
- Search partner traffic is eating budget with no conversions
- Conversion tracking (UET) was never installed, so nothing is measured
- You sell to businesses and suspect your buyers search at work on Bing
- Microsoft Ads is billed on a card no one checks

## Key facts

- Microsoft Ads management from £150 a month + VAT, or 10 to 15% of ad spend, whichever is higher
- Statcounter shows Bing at 6.08% of all UK search, and 18.33% of UK desktop search, in September 2026
- Microsoft's Google Import can run once or on a daily, weekly or monthly schedule, and scheduled imports can overwrite bids and budgets
- LinkedIn profile targeting (company, industry, job function) works as a bid adjustment, not a hard filter, per Microsoft's help pages
- Microsoft made Performance Max available globally in March 2024, according to the Microsoft Advertising blog
- Ad spend is billed by Microsoft to your own account

## Who sees Microsoft ads

Microsoft Advertising shows search ads on Bing, Yahoo and partner sites, and can extend to the Microsoft Audience Network, depending on campaign type and settings. It is the second search ad platform in the UK.

The share is small overall but bigger at work. Statcounter's figures for September 2026 put Bing at 6.08% of UK search across all devices, rising to 18.33% on desktop, where Bing is the default in Windows and Edge. If your buyers are office workers, procurement teams, older audiences or anyone who researches at a desk, Microsoft clicks can be worth testing. They are often cheaper than Google because fewer advertisers bid on them.

## Google Import, used carefully

Microsoft's Google Import copies campaigns, ad groups, keywords, ads, assets and conversion goals from a linked Google Ads account. Microsoft's help pages list the schedule options as Auto, Now, Once, Daily, Weekly and Monthly, and warn that scheduled imports can update bids, bid strategies and budgets to match Google. That is the trap: you lower a bid in Microsoft because it isn't converting, and next week's import puts it back.

We import once to save set-up time, then decide line by line what should stay in sync. Usually ads, keywords and new campaigns stay synced, while bids, budgets and negatives are managed inside Microsoft. Some Google assets have no Microsoft equivalent, so we check what came across rather than assuming it all did.

## Features worth using

- **LinkedIn profile targeting.** Microsoft can adjust bids by a searcher's company, industry or job function from their LinkedIn profile. Microsoft's documentation describes it as bid-only: it raises or lowers bids for matching people but doesn't exclude anyone else, and adjustments multiply when several apply (an industry at +10% and a job function at +20% combine to +32%). You can target up to 1,000 companies per ad group or campaign. Availability has varied by market and device, so we confirm it in your account before planning around it.
- **Performance Max and Shopping.** Microsoft's version of Performance Max went global in March 2024, according to the Microsoft Advertising blog, and Shopping campaigns use a Microsoft Merchant Center feed that can be imported from Google.
- **Search partners and Audience Network.** Useful for reach, but we watch them closely and exclude placements that spend without converting.
- **UET tag.** Microsoft's Universal Event Tracking is the equivalent of the Google tag. Without it, smart bidding has nothing to learn from.

## Microsoft Ads alongside Google

Few businesses should run Microsoft Ads instead of Google. Most should run it as an addition once Google is working, using what has been learned about keywords and ad copy there. We plan both together under PPC management, report cost per conversion side by side, and move budget to whichever platform earns it. If you only run Google today, start with Google Ads management and add Microsoft later.

## Setting up Microsoft Ads well

A good Microsoft account starts with the UET tag on every page and conversion goals that match the ones in Google, so cost per conversion can be compared fairly. We then check location settings, because the default can include people who are only interested in your area, and set ad schedules that match your opening hours. Device performance is reviewed early: Microsoft traffic leans towards desktop, so we look at whether mobile clicks convert before deciding how much to bid on them. Finally, we review search partner traffic after the first few weeks and exclude any sites that spend without results.

## Price

Microsoft Ads management is from **£150 a month + VAT**, or 10 to 15% of ad spend, whichever is higher. Where we run both Google and Microsoft, the percentage is worked out on combined spend. Ad spend is paid directly to Microsoft. Monthly, cancel with notice. UET and conversion set-up, if missing, is part of conversion tracking from £145 + VAT, one-off.

## What you get

- UET tag and conversion goals set up and tested
- Google Import configured with the right schedule and update options
- Microsoft-specific bids, budgets and ad schedules
- Search partner and Audience Network performance reviewed and controlled
- LinkedIn profile bid adjustments for B2B campaigns where available
- Monthly reporting alongside your Google Ads results

## FAQs

### Is Bing advertising worth it in the UK?

For many businesses, yes, as an addition to Google. Statcounter puts Bing at 6.08% of UK search overall and 18.33% on desktop in September 2026. Clicks are often cheaper, so we test with a modest budget and keep it only if cost per conversion holds up.

### What is the difference between Bing Ads and Microsoft Advertising?

They are the same platform. Bing Ads was renamed Microsoft Advertising in 2019. It serves ads on Bing, Yahoo and other partner sites and properties in Microsoft's network, all from one account.

### Can I just import my Google Ads campaigns?

Yes, and it saves time. But scheduled imports can overwrite bids and budgets you change in Microsoft, and some Google assets don't transfer. We import once, then choose carefully what stays in sync so Microsoft can be managed on its own data.

### Can I target people by job title on Microsoft Ads?

Microsoft offers LinkedIn profile targeting by company, industry and job function. Its help pages describe this as a bid adjustment, so matching people get higher or lower bids, but others aren't excluded. Availability varies, so we check it for your account first.

### How much does Microsoft Ads management cost?

dijitul charges from £150 a month + VAT, or 10 to 15% of ad spend if higher. If we manage Google too, the percentage applies to combined spend. Ad spend is paid directly to Microsoft from your own account.

## Prices and contact

Prices (all from, + VAT; ad spend separate): Google Ads management £150 a month; Paid social (Meta, LinkedIn, TikTok) £150 a month; Social media management £125 a month; Email marketing £95 a month; Marketing automation set-up £195; SMS marketing £75 a month; GA4 set-up £95; Conversion tracking £145; Data Studio (Looker Studio) dashboard £145; Conversion rate optimisation £195 a month; Content marketing £195 a month; Consultancy, audits and strategy £45 an hour. All prices are "from" and exclude VAT. Ad spend is separate and paid directly to Google, Microsoft, Meta, LinkedIn or TikTok. Paid media management is from £150 a month or 10 to 15% of ad spend, whichever is higher. You own every ad account, pixel, audience and email list we set up. Contact: https://dijitulmarketing.co.uk/contact/ · 01623 650333 · info@dijitul.uk