Win the searches your competitors ignore

A Microsoft ads agency plans, builds and manages your advertising across the Microsoft Search Network — Bing search campaigns, Microsoft Shopping, the Audience Network and partner placements. That includes keyword and competitor research, Google Ads import and re-tuning, UET conversion tracking, LinkedIn profile targeting, weekly bid and budget optimisation against cost-per-lead targets, and plain-English monthly reporting. A good agency treats Microsoft as its own channel, not a copy of your Google account that nobody checks.

More than most people expect. Bing is the default search engine on every new Windows PC, inside the Edge browser, in Outlook and in Windows search — and it powers the results behind DuckDuckGo, Yahoo and Microsoft Copilot. That adds up to millions of Australian searches every day, skewed toward desktop users, office workers and older, higher-income households. It's a smaller pond than Google, but the fish are valuable and very few competitors are fishing in it.

Both platforms auction clicks to the highest relevant bidder — but far fewer advertisers bid on Microsoft, so auctions clear at lower prices. The same keyword that costs $12 a click on Google might cost $6–$8 on Bing, and in some industries less than half. Lower CPCs flow straight through to cheaper leads when your landing pages convert. The trade-off is volume: Bing serves fewer searches, which is why we usually run it alongside Google rather than instead of it.

Most businesses start meaningfully with $1,000–$3,000 per month in ad spend, plus management — typically a fraction of their Google budget, matched to Bing's share of search volume in their market. Before recommending a number we audit your keywords: how many searches actually happen on Bing in your category, what the clicks cost, and what cost per lead you can expect at your conversion rates. If the volume isn't there, we'll tell you plainly.

We can import it in hours — Microsoft Ads has a built-in Google import that brings campaigns, keywords, ads and negatives across, and can even re-sync on a schedule. But a straight copy left unmanaged is how most Microsoft accounts end up wasting money: Bing's CPCs, demographics, device mix and search behaviour are different. We import your proven structure, then re-tune bids, budgets, targeting and negatives for Microsoft's auction and manage it on its own numbers.

Because Microsoft owns LinkedIn, Microsoft Ads lets you adjust bids based on the searcher's LinkedIn industry, company or job function — for example, bidding 50% higher when the person searching "workflow software" works in healthcare, or at one of your target accounts. No other search platform can do this. It's most powerful for B2B, SaaS, professional services, recruitment and any business where who is searching matters as much as what they typed.

Across the Microsoft ecosystem: Bing search results, Edge and Windows search, the Bing Shopping tab, Microsoft Copilot's AI answers, and native placements on MSN, Outlook.com and premium partner sites through the Microsoft Audience Network. Your ads also serve on syndicated partner engines including DuckDuckGo and Yahoo. You control which surfaces run — we typically start with pure search, prove the cost per lead, then expand to the placements that earn it.

Microsoft is embedding ads directly into Copilot's conversational answers — sponsored results that appear when people ask the AI for recommendations, products or services. Because Copilot runs on the same Microsoft Advertising platform, well-structured search campaigns are automatically positioned for these placements as they roll out. It's early, but advertisers already on the platform are the ones who'll own that inventory as AI search grows.

With Microsoft's UET (Universal Event Tracking) tag installed before launch, plus conversion goals for forms, calls and purchases. That gives us — and you — the numbers that matter: leads, cost per lead and revenue per campaign, not just clicks. We benchmark against your Google Ads performance so every monthly report answers the real question: is this channel producing cheaper customers than the alternatives?

Faster than most channels. If we import a proven Google account, campaigns are live within days and generating comparable-quality traffic immediately at lower CPCs. The first four to eight weeks are about tuning — harvesting search terms, adjusting bids for Bing's auction, layering audiences — with cost per lead typically improving through month two. New accounts without Google history take slightly longer as data accumulates, and we benchmark everything at the start so progress is measured, not guessed.

No. We work month-to-month with no lock-in, on this channel like every other. Everything we build — campaigns, keyword research, ad copy, audiences, tracking — lives in your own Microsoft Advertising account and stays yours. We'd rather keep your business with results than with a clause in a contract.