Microsoft Ads for local businesses, run as one search plan with Google.
Some of your customers search on Bing because it came with the work laptop, or on Yahoo or DuckDuckGo out of habit, and all three show ads from Microsoft Advertising. We run those campaigns next to your Google Ads, on the same services, service area and tracking, so each engine is judged on the jobs it books.
For owners of local businesses who already advertise on Google or are about to. Agencies run the same work under their own name through our partner model.
Different searchers, a quieter auction, and campaigns you already have.
Microsoft Advertising does not replace Google. It is the other search engine, with its own audience, and three things earn it a place in a local plan.
People at a desk, not in a driveway
Bing is the default search in the Edge browser and the Windows search box, and plenty of office computers are left that way. So a good share of its searchers are at work: an office manager replacing a cleaning contractor, a facilities lead chasing a broken rooftop unit, someone booking an appointment over lunch.
Often fewer bidders
For many local service terms, fewer businesses compete on Microsoft than on Google, which can mean a better position for the same bid. The trade is volume. There are fewer searches to win, which is why it runs beside Google rather than instead of it.
A head start from Google
Your Google campaigns can be imported into Microsoft Advertising with their keywords and ads, so nothing starts from a blank page. The real work is what comes after: repairing what did not carry over and tuning each campaign to how Bing's searchers behave.
Microsoft usually comes second. Here is who it pays for.
Google carries most local search, and we will usually want it working properly before you spend anywhere else. Microsoft earns its budget once your Google campaigns are tracked to booked jobs and no longer held back by budget. Some businesses reach that point early, because their customers lean toward Bing.
Worth a real test
- Trades and home services whose Google campaigns already reach most of the searches in their area, especially for commercial work
- Professional services such as accountants, attorneys, insurance agencies and financial advisors, whose clients search during office hours
- Clinics and practices whose patients book from a desk: physical therapy, chiropractic and specialist offices
- Business-to-business services like commercial cleaning, IT support and office moves, where LinkedIn profile targeting can pick out the buyer
Better to wait
- Google campaigns still limited by budget, where extra spend belongs on Google
- Conversion tracking that does not yet count calls and bookings. Fix it once, for both engines
- A very small service area, with too little Bing search for your services to learn from
- A landing page that is not converting. A second engine only sends more people to the same leak, so start with the website
Want the longer version? We put the two platforms side by side in Microsoft Advertising vs Google Ads for local services.
One search plan, split between two engines by what each one books.
The common setup is a Microsoft import done once and never opened again. We plan the two together instead: the same services, the same service area and the same offer on both, with the budget moved each month toward whichever engine is producing booked jobs at the lower cost.
It works because one team runs every piece of it, from the ads to the listing, the pages and the CRM that records the booking.
- Google AdsThe larger engine, and first call on the budget, with Search and Local Services Ads.
- Microsoft AdsThe same services and area, rebuilt for Bing, Yahoo and DuckDuckGo and bid on its own results.
- Bing SEOOrganic rankings on Bing, with a Bing Places entry that agrees with Google on every detail.
- SEOThe technical and on-page groundwork both engines read, so paid and organic results back each other up.
- Your websiteOne landing page per service, quick on a work monitor and on a phone, with one clear next step.
- The CRMWhere every lead lands, and where the booked-job signal for both engines comes from.
What goes into a Microsoft account we manage.
An import gets campaigns into Microsoft quickly. Making them earn takes the work below, and most of it is the part an import never touches.
Import, then a line-by-line check
We bring your strongest Google campaigns across, then go through every setting. Where Microsoft has no exact match it picks the nearest one, so locations, negatives, bidding and ad text are all reviewed before the budget starts running.
Your service area, your hours
Targeting drawn by radius or ZIP code around the jobs you want, with the areas you do not serve excluded, and ads scheduled for the hours your team can actually answer a call or a form.
Searches pruned every week
The search terms report shows what people really typed. The wrong ones become negative keywords on both engines, so a job seeker or a do-it-yourselfer is never paid for twice.
LinkedIn profile targeting
Microsoft can use LinkedIn profile data, such as company, industry and job function, to adjust bids in search campaigns. For a business that sells to other businesses, that means bidding harder when the searcher works where your buyers work.
Bing Places in step with Google
Bing Places for Business can import your listing from your Google Business Profile. We check that the name, address, hours and categories match, so the map result and the ad agree. The organic side lives on Bing SEO.
Partner traffic judged on its own
Beyond Bing, Yahoo and DuckDuckGo, ads can run on sites in Microsoft's search partner network. Quality varies from site to site, so that traffic gets its own report and stays on only where it produces calls and bookings.
Start from what already works on Google, then let Bing's own numbers decide.
Read the Google account first
We look at your Google campaigns, what they spend, what they book and how much search they still miss, and decide whether a Microsoft test makes sense now or later.
Import, repair and tag
The strongest campaigns come across, get checked setting by setting, and launch with the UET tag, the conversion goals and the link to your CRM already working.
Tune it as its own engine
Bids, schedules, device settings and ad text follow Bing's results rather than Google's, and each month the budget shifts toward whichever engine booked jobs for less.
Every booked job is credited to the engine that sent it.
Microsoft cannot read your Google tag, and an engine you cannot measure is one you cannot budget for. So the tracking goes in before the campaigns do.
Microsoft's UET tag
Universal Event Tracking is Microsoft's site tag. We install it, usually through Google Tag Manager next to your Google tag, and set goals for form submissions, calls from the site and online bookings.
Booked jobs imported from the CRM
Each ad click carries a Microsoft click ID. When that lead becomes a booked job in your CRM, the result is uploaded to Microsoft as an offline conversion, so automated bidding chases the searches that turn into jobs, not the ones that only produce inquiries.
Calls and bookings by engine
The monthly report sets Google and Microsoft side by side: spend, calls, form leads, booked jobs and the cost of each booked job, plus what we plan to change next. You see what Microsoft adds instead of taking it on trust.
Microsoft Ads under an agency's own brand, with no second platform to learn.
Agencies that sell search advertising put their own brand on this work. We import, build and manage Microsoft Advertising for their clients, next to the Google campaigns when we run those as well, and the reports go out in the agency's format. The ad accounts stay in the clients' names.
Before you add a second search engine.
We already run Google Ads. Is Microsoft worth adding?
Sometimes, and rarely before Google is in good shape. If your Google campaigns are still held back by budget, or their tracking does not yet count calls and bookings, extra spend belongs there first. Once Google is reaching most of the searches it can for your services, Microsoft is where to find more of the same customer, often in a less crowded auction and always with fewer searches to win. We read your Google numbers before recommending a Microsoft test, and "not yet" is a normal result of that review.
Can you copy our Google campaigns straight across?
That is where we start. Microsoft Advertising can import campaigns directly from a Google Ads account, with their keywords, ads and budgets, which spares rebuilding everything by hand. Treat the import as a first draft. Some settings have no exact match on Microsoft and land on the nearest equivalent, and your Google conversion tracking does not come across at all, so every campaign is checked setting by setting and Microsoft's own UET tag is installed before the budget starts running.
Where will our ads actually appear?
On Bing, Yahoo and DuckDuckGo, which all take their search ads from Microsoft, and on other sites in Microsoft's search partner network. Partner sites vary in quality, so we report on them separately and narrow or switch off that traffic when it sends clicks that never turn into calls or bookings. Ads can also carry your location and call details, much as they do on Google.
How much of our search budget should go to Microsoft?
Enough for the campaigns to collect conversions and learn from them, and no more until they do. No single share suits every business: it depends on how much Bing search exists for your services in your area and on how much Google is already capturing. We suggest a starting figure after the free review, then move money between the two engines each month by what a booked job costs on each. Microsoft bills your card for the clicks, and our management fee is a separate figure you see before anything launches.
Will running ads help us rank on Bing?
No. Paid and organic results are separate on Bing, as they are on Google, and buying ads does not lift your listing or your pages. Ranking on Bing is its own work: getting the site crawled and indexed through Bing Webmaster Tools, Bing Places details kept identical to your Google Business Profile, and pages that answer the searches you want. That is our Bing SEO service, and it rests on the same SEO groundwork as your Google rankings.
Who owns the Microsoft Advertising account?
Your business does. The account is opened in your name and billed to you, we are given access to manage it, and the campaigns, the conversion history and the UET tag stay with you if you ever move on. The Google account we run next to it works the same way.
Find out what Bing could add to your search budget.
Send us your services, the towns you cover and how your Google Ads are doing today. We will look at both engines and give you a plain answer on whether a Microsoft test is worth running now, and what we would build first if it is.
- A free consult. A real conversation about your business, your area and what is not working yet.
- An honest evaluation. Where you stand in search, ads and follow-up next to the businesses you lose customers to.
- A plan you keep. What we would fix first and why. It is yours whether or not you work with us.
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