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2026 guide · Microsoft Ads
Microsoft Ads best practices for 2026 (yes, Bing still matters)
Microsoft Advertising is the quiet overachiever of paid search: professional audiences, often lower costs and a growing role in Copilot. Here's how to get more from it in 2026.
THE SHORT VERSION
Don't just copy Google.
- Import from Google Ads, then customize for Microsoft's older, more professional audience.
- Use LinkedIn profile targeting, one of the best B2B tools in search.
- Set up UET and conversion tracking properly so automation has real data to work with.
WHAT CHANGED
What changed in 2026
Microsoft made big moves on transparency, AI and audiences this year.
More PMax transparency
Microsoft announced new-customer goals, expanded exclusions and more publisher transparency for Performance Max.
Source: Microsoft Advertising
AI Max pilot
Microsoft introduced AI Max for Search in a closed pilot, with expanded query matching, real-time creative personalization and transparent reporting.
Source: Microsoft Advertising
Clearer LinkedIn targeting
LinkedIn targeting got clearer AND/OR logic, and content targeting added more placement control across MSN and Outlook.
Source: Microsoft Advertising
Easier imports
Import Center improvements make it easier to bring campaigns over from Google, Meta and Pinterest.
Source: Microsoft Advertising
BEST PRACTICES
What to do in 2026
Before we touch a bid or a budget, we check that conversions are tracked correctly. Automation is only as smart as the data you feed it, and bad data makes it confidently wrong.
01 · SETUP
Import smart, then make it yours
Importing from Google Ads is a great head start. But Microsoft's audience skews more toward desktop, professionals and older searchers, so a straight copy leaves money on the table.
- Import your best Google campaigns, then review bids, budgets and ad schedules separately.
- Check that imported extensions, URLs and tracking templates work correctly.
- Turn off automatic re-imports once you start optimizing, so changes don't get overwritten.
02 · TRACKING
Get UET and conversions right
Microsoft's automation needs good data just like Google's does. The Universal Event Tracking (UET) tag is your foundation.
- Install UET through Google Tag Manager or directly, and set up conversion goals for real outcomes.
- Turn on enhanced conversions and set up consent mode for visitors who need it.
- Import offline conversions from your CRM where possible.
Our take: Microsoft Clarity is free and gives you heatmaps and session recordings. It's a great way to see why paid traffic isn't converting.
03 · TARGETING
Use LinkedIn profile targeting
Because Microsoft owns LinkedIn, you can adjust bids for searchers by company, industry and job function. For B2B, that's gold.
- Add bid adjustments for your ideal industries and job functions on your most important campaigns.
- Layer in-market and remarketing audiences to prioritize people likely to convert.
- Review audience performance monthly and shift budget toward the segments that close.
04 · CAMPAIGNS
Test Performance Max and new placements
Microsoft's Performance Max and Copilot placements reach people beyond the classic results page. Test them with clear goals and a watchful eye.
- Feed PMax a good product feed and strong assets, and set new-customer goals if growth is the priority.
- Use exclusions and placement reports to keep spend on quality sites.
- Keep negative keyword lists shared across campaigns and updated weekly.
05 · BUDGET
Spend where the CPCs are kinder
Clicks on Microsoft are often cheaper than on Google, so budgets can stretch further. Start modestly, prove it out and scale what works.
- Start with 10–20% of your Google Search budget and adjust based on cost per lead.
- Compare lead quality, not just volume, against Google.
- Report on Microsoft separately so its contribution doesn't get lost.
QUICK CHECKLIST
Your 2026 checklist
Print it, share it with your team, or use it for your next account review.
Do this
- Import top Google campaigns
- Review bids and schedules separately
- Install UET and enhanced conversions
- Add LinkedIn profile bid adjustments
- Add Microsoft Clarity
- Share negative keyword lists
- Report on Microsoft separately
Avoid this
- Copy Google and walk away
- Leave auto re-import on forever
- Skip conversion tracking
- Ignore audience data
- Judge it on volume alone
- Forget about consent mode
FAQ
Microsoft Ads FAQs
Straight answers to the questions we hear most. Still curious? Just ask.
Is Microsoft Advertising the same as Bing Ads?
Yes. Bing Ads became Microsoft Advertising in 2019. Ads can appear on Bing, Yahoo, AOL, MSN, Outlook, Edge and in Copilot experiences.
Are Microsoft Ads cheaper than Google Ads?
Often, yes. Competition is usually lower, so cost per click tends to be lower too, though it varies by industry.
Can I import my Google Ads campaigns?
Yes. The Import Center brings campaigns over from Google Ads, and from Meta and Pinterest too. Review everything after importing.
Is Microsoft Ads good for B2B?
Very. LinkedIn profile targeting lets you adjust bids by company, industry and job function, which most search platforms can't do.
want a second set of eyes?
Is Microsoft Ads a fit for you?
A free strategy call with a senior paid search expert. We'll look at your data and tell you honestly whether it's worth it.