Paid Search Ads / Microsoft Advertising
Part of our paid search services
Microsoft Advertising Management
Microsoft Advertising, formerly Bing Ads, reaches people searching on Bing, Microsoft Edge, and partner sites. We set up the campaigns, import what you already have, and manage them with the same tracking discipline we use everywhere.
Microsoft's Search Platform
Microsoft Advertising is Microsoft's pay-per-click platform. Ads appear in Bing results, in Microsoft Edge search, and on partner sites that show Microsoft search results. It uses the same basic model as Google Search Ads: you bid on keywords, pay when someone clicks, and measure what happens after.
The platform is smaller than Google, and that is part of why it can be useful. Competition for some terms is lighter, and the audience can lean differently. Whether it is worth your budget depends on your market, so we test it against your own data rather than assume.
Starting From What You Already Have
Many businesses already run Google Ads. Microsoft Advertising can import that account, which saves setup time and keeps your structure intact. Imports still need review, because settings that work on Google may not map cleanly to Microsoft's options.
We review every imported campaign, check match types and negative keywords, and remove anything that does not fit before it goes live.
Six Parts of a Microsoft Advertising Account
Account setup and import
A clean account structure, built from scratch or imported from Google Ads and then reviewed item by item.
Keyword and match type strategy
Keywords grouped by intent, with match types chosen to balance reach and relevance.
Negative keyword management
Terms that waste budget are excluded from the start and reviewed every month.
Audience and device settings
Targeting tuned to the devices and audiences that actually convert for your business.
Conversion tracking
Calls, forms, bookings, and purchases tracked through Microsoft's conversion tag and linked to your reports.
Budget and bid management
Spend is controlled against results, with bids moved toward the terms that convert.
From Fit Check to Monthly Reporting
Confirm the fit
We review your current search data, customers, and goals to decide whether Microsoft Advertising belongs in your plan.
Build or import
We create a new account or import your Google Ads campaigns, then review every item before anything goes live.
Set keywords, copy, and tracking
Keywords, ad copy, and conversion goals are configured together, so tracking is in place from day one.
Launch as a controlled test
A starting budget and clear success measures keep the test honest.
Optimize and report
Each month we review search terms, budget, and conversions, and report what changed and why.
Mistakes That Waste Early Budget
Copying Google settings blindly
Imports need review, since match types, bid options, and audience settings can work differently.
Ignoring the search terms report
The actual search terms reveal where money leaks. We review them regularly and add negatives.
No conversion tracking
Without tracking you cannot tell which campaigns earn their cost. We set it up first.
Spreading the budget too thin
A small budget split across many campaigns rarely produces useful data. We keep the test focused.
A Learning Period Before Decisions
Expect a learning period of several weeks. Early data is thin, so decisions made in the first days are rarely reliable. Once conversion data builds, we can see which campaigns are earning their keep.
We do not promise a volume of clicks or a cost per lead. Results depend on your market and competition. We report honestly, including when a campaign should be paused.
Targeting by Town and by Industry
Bing and Edge users are spread across every kind of business, so local targeting matters more than the platform itself. We set location targeting around the communities you serve, including Goshen, South Bend, and Warsaw.
We also adjust by category. Auto dealerships often need inventory-driven ads and test drive conversions, while professional services usually focus on consultations and quote requests.
Campaign Splits by Community
We often split Microsoft Advertising campaigns by community so the budget follows demand. Northwest Indiana campaigns might target Merrillville, Chesterton, and Westville, while a separate set covers Kouts and the rural areas around it. Customers in Union Pier and across the Michigan line can be targeted separately, and Kokomo can be its own campaign if you serve central Indiana.
Separate campaigns make reporting clearer. You can see which community produces calls and bookings, and move budget without changing the whole account.
Questions Customers Ask
Pair It With Google
Microsoft Advertising and Google Search Ads both reach people searching by keyword. Local Service Ads and Apple Maps Ads reach local customers in other ways. Together they cover the places your customers search.
