Microsoft Ads Management

Burroughs Digital provides Microsoft Ads management — paid search on Bing and its network, the auction most of your competitors have never opened. That neglect is the entire strategic case: Microsoft’s search network carries a meaningful share of US searches (every Windows machine defaults to it, and many users never change it), yet advertiser competition is thin — which means click prices routinely run 20–40% below Google’s for the same keywords, in the same market, from searchers with the same intent.

Microsoft Ads is rarely the first channel we deploy — it’s the best second search channel, added once Google Ads is running profitably. It lives within our full PPC practice, under the same rules: your account, no markup, tracked honestly.

Who’s Actually Searching on Bing

The Bing audience skews measurably older, higher-income, and more desktop-based than average — it’s the default browser on work computers across corporate America and the unchanged default for millions of home users. For many local businesses, that profile is not a consolation prize; it’s the target: homeowners rather than renters, established professionals, the demographics that hire remodelers, law firms, and financial and medical services. Bing users also convert at rates comparable to (sometimes better than) Google users, precisely because the audience skews toward people with money and decisions to make.

Add the AI wrinkle: Bing’s index and answers power Microsoft Copilot and feed ChatGPT’s search — Microsoft’s ecosystem is quietly gaining surface area, a shift we track closely through our AI search work.

What Our Microsoft Ads Management Includes

Import done right, then diverged. Microsoft Ads can import Google campaigns directly, which is the efficient starting point — and the lazy stopping point for most agencies who touch the platform. We import, then correct what import gets wrong (settings mismatches, network defaults, bid translation) and let the account diverge as Bing’s own data accumulates, because the auctions behave differently and the account should too.

Bing-specific settings hygiene. Microsoft’s defaults — search partner networks, audience expansions — need the same skeptical configuration as Google’s. Defaults favor platforms; settings favor whoever reads them.

Unified tracking, separated truth. Conversion tracking configured to the same standard as everything we run, with reporting that keeps the channels honestly separate: Bing leads at Bing costs, never blended into a flattering average. Per our process, cost per lead is reported per channel, monthly.

Budget allocation by marginal return. Microsoft typically earns 10–25% of a search budget — sized not by rule of thumb but by where the next dollar buys the cheapest lead. When Bing’s thinner volume caps out, the data says so and the budget stops there.

Coordinated negative and query mining. The same weekly search-term discipline as our Google work, because Bing’s broad matching wanders too — cheaper clicks are only cheap when they’re relevant.

The practical pitch is simple: if your Google search campaigns convert profitably, the same keywords and ads are very likely sitting in a cheaper auction next door, unclaimed. Testing it costs little, the setup leverages work already done, and the PPC audit will tell you whether the volume in your market justifies it. Management pricing is on the pricing page — Microsoft Ads is typically folded into an existing search engagement rather than billed as a separate line.

Microsoft Ads — Frequently Asked Questions