Microsoft Advertising Management

(fka Bing Ads)

Reach New Audiences on Microsoft’s (fka Bing Ads) Expanding Network

Microsoft Advertising – formerly known as Bing Ads – offers a powerful search platform for paid search. With over 724 million unique monthly users globally (and growing), Microsoft Ads gives marketers the opportunity to reach high-intent searchers across Bing, Yahoo, MSN, AOL, as well as the ever-expanding Microsoft network that includes Outlook.com, Microsoft Edge homepage, Xbox, and the Microsoft Audience Network.

At SimpleSearch, we help brands tap into this network efficiently—whether you’re trying to diversify beyond Google, lower your cost-per-click, or test new search markets.

Why Advertise on Microsoft/Bing Ads?

Microsoft Advertising presents a compelling opportunity for reaching high-intent audiences, particularly among desktop users, older demographics, and professionals who are often less saturated by ads on Google. Advertisers also benefit from 30–35% lower cost-per-clicks on average, resulting in a more efficient use of budget and stronger return on investment. One of Microsoft’s standout features is its exclusive LinkedIn Profile Targeting, which enables advertisers to reach users based on company, industry, or job function—capabilities not available through Google. Additionally, Microsoft’s integration with Copilot brings AI-powered campaign management tools to the forefront, offering automated ad copy generation, creative suggestions, and keyword recommendations to streamline execution while allowing our team to focus on strategic performance optimization.

Where Your Ads Can Appear

Your Microsoft Ads campaign can reach customers across:

Bing.com
Yahoo and AOL
MSN
Outlook.com
Microsoft Edge Start Page
Xbox
Microsoft Audience Network (native placements)

Get expert help managing & optimizing your PPC Bing Ads campaigns

Whether you’re just getting started or looking to improve performance, our services include:

Full account setup and conversion tracking
Keyword research and negative keyword lists
Audience targeting, including LinkedIn profile filters
Ad copywriting with A/B testing
Budget management and ongoing optimization
Monthly reporting with transparent performance insights

Our Clients see Real ROI

The best way to see past the smoke and mirrors and separate the authentic SEO agencies from the time-wasters? Viewing real data from real clients. Check out some of our high-ROI results below.

“Simple Search Marketing is a true marketing partner. They have spent significant time learning our business so they can really be sophisticated about our search engine optimization and paid search strategies. The team is equal parts savvy, friendly, and helpful. They always take time to explain the multitude of complexities in the world of search, while helping us prioritize where to invest our time and money. Partnering with Simple Search was my first and easiest decision to make as a B2B marketing leader—bringing them along from my last company to this one”!

-Meg Hoyecki

VP Marketing, SOC Telemed

“Simple Search is simply amazing. I have had the pleasure of working with Mary and her highly skilled team for many years with a wide variety of business categories focusing on B2B AND B2C audiences. Whatever the challenge the team has a solution focused and competitive mindset and delivers above and beyond what is asked.”

-Cindy Hale

VP Marketing, Five Star Senior Living

“Simple Search Marketing became an extension of our growth marketing strategy at a critical time in our business. We transitioned management of all paid media campaigns to SSM in a very short amount of time and the team was able to provide critical boots on the ground to repair connections to our marketing technology stack to ensure proper measurement and optimization. Professional and detail oriented, SSM helped us hit 120% of our lead generation goals within the first few months of working together. They were tenacious in optimizing ongoing and existing campaigns from multiple business lines. For lead generation marketing, this team has proven to be an incredible asset and one I would happily recommend.”

-Adriel Sanchez

CMO WalkMe

Supported Microsoft/Bing Ad Formats

Responsive Search Ads

Responsive Search Ads are the standard format for Microsoft Search campaigns. Advertisers can input up to 15 headlines and 4 descriptions, and Microsoft’s AI automatically tests different combinations to serve the best-performing variation based on the searcher’s query.

This format allows for maximizing relevance and click-through rates by tailoring ads to match user intent, therefore delivering strong performance across both branded and non-branded keyword strategies.

Microsoft sunset Expanded Text Ads in 2023. All new search campaigns use Responsive Search Ads by default.

Multimedia Ads

Multimedia Ads combine images, headlines, descriptions, and logos into a rich visual format. These appear on MSN, Microsoft Edge, Outlook, and other Microsoft properties.

Great for building brand awareness and driving upper-funnel engagement, this format supports multiple image sizes and formats for a responsive design. It leverages AI to determine the optimal placement and format, offering visual storytelling opportunities that go beyond standard text ads.

Dynamic Search Ads

Dynamic Search Ads automatically generate headlines and landing pages by crawling your website and matching content to relevant user queries. Unlike traditional keyword-based ads, DSAs don’t require a comprehensive keyword list.

This approach is best suited for large eCommerce or content-heavy sites with frequently changing inventory or product lists, and for filling keyword gaps in campaigns. Key advantages include easy scalability without the need for exhaustive keyword research and improved visibility for relevant long-tail queries.

Product Ads/Shopping Campaigns

Image-based ads that display product photos, pricing, titles, and merchant details, pulled directly from a Microsoft Merchant Center feed. They typically appear on Bing search results pages and the Microsoft Audience Network.

Ideal for online retailers promoting physical products, this approach increases visibility through eye-catching visuals and enables more informed clicks by displaying product images and prices upfront. It also supports promotions and special offers through annotations such as sale pricing.

Unique MS/Bing Ad Features

In addition to offering similar targeting capabilities and analytics features as its main competitors, Bing also provides advertisers with some unique tools.

Conversion Tracking

By installing a UET tag on your Bing Ad, you can easily, efficiently, and quickly track a wide variety of important metrics – conversions, sales, revenue, leads, and subscribers.

Comprehensive Extensions

All advertising platforms offer extensions…but none of them do so quite like Bing. Thanks to the platform’s enhanced extensions, creating an eye-catching, visually appealing ad is easy.

LinkedIn Profile Targeting

Compared to ads directed at non-audience targets, LinkedIn Profile Targeting offers a 16% increase in click-through rates and up to 64% increase in conversions. Due to Microsoft’s ownership of LinkedIn, Bing is the only (non-LinkedIn) platform currently offering this capability.

Our Process: How we Approach (and Grow!) Bing Ads Management

1. Free Introduction Consultation

The first step to optimizing your Bing Ad management strategy is a meeting with our specialized, tight-knit team. Discuss your business’s goals and aspirations, explore your advertising possibilities and evaluate our mutual compatibility moving forward.

2. Market Research & Strategy Development

A great Microsoft/Bing Ads management strategy isn’t created in a vacuum. During this comprehensive strategy development and research stage, we’ll take a deep dive into your business to create your unique brand voice and identify your optimal customer persona/s and target audience.

3. Preliminary Campaign Launch

Here’s where it gets exciting! Using the information gathered during stage 2, we will develop and launch your customized Bing Ads campaign – the budget, ad style and other specifics of the campaign vary on a case-by-case basis, but it will always be aligned with your goals.

4. Track Analytics & A/B Test

Now the real work begins. Using a combination of advanced Microsoft analytics and precise A/B testing, we’ll fine-tune your ad copy, keywords, and all other adjustable elements of your campaign to ensure that we are reaching and resonating with your target audience on the Bing Ads/Microsoft Search Network.

5. Optimized High-ROI Solutions

With the wealth of analytical data we’ve accumulated, we can now optimize your approach, improve your performance, and deliver quantifiable high-ROI results. From here, we can continue to optimize the same campaign or get started on the next one – it’s entirely up to you!

Why SimpleSearch for Bing Ads Management?

We don’t just launch your ads – we actively manage, optimize, and report on them with clarity and purpose. Microsoft Advertising can be a powerful part of your paid media mix. We’re here to help you make it work. Want to learn if Bing Ads are right for your business? Contact us today for a free strategy call.

BOOK NOW

FAQs

What’s the difference between Bing Ads and Microsoft Advertising?

They refer to the same thing. Bing Ads were renamed Microsoft Advertising in 2019 to reflect the expanding scope of the service – in addition to Bing, ads can be deployed on Yahoo, AOL, and throughout the entirety of the Microsoft Search Network.
Bing is still the primary search engine for Microsoft’s PPC ads, and the name ‘Bing Ads’ is still commonly used throughout the industry.

What types of businesses rely on Bing Ads?

Businesses of all sizes can benefit from Bing Ads. Small businesses and startups can take advantage of the relative lack of competition compared to Google and Facebook, while bigger companies can use Bing Ads to reach people who use Bing, Yahoo, MSN, or AOL in favor of Google.

Can I import advertising campaigns from other platforms?

Yes! Bing Ads gives you the ability to take your campaigns from Facebook and Google directly into the Microsoft Advertising ecosystem with a few simple tweaks.

Are Bing Ads cheaper than Google Ads?

The answer varies based on the specific ad keywords and bidding process, but it is typically yes. The cost of PPC search ads is set based on the competitiveness of each keyword – Bing Ads have less competition and tend to cost less per click.

When is the right time to hire a Bing Ads agency?

A reputable Bing Ads agency can help you at all stages. Typically, clients reach out to professional Bing Ad agencies when they are launching Bing Ads for the first time or if they are having trouble getting results from their campaigns.

Is it cost-effective to pay an agency to manage my Bing Ads?

We can’t speak for everyone but when you partner with our team it is! Simple Search Marketing’s analytical, data-supported approach to Bing Ads management is designed to maximize the reach and ROI of your campaign while keeping your ad spend profitable.

How do I choose a PPC agency?

There are two important things to consider when choosing a PPC agency:
1) Does the PPC agency have the technical skills and experience to effectively get the job done?

2) Is the PPC agency a good culture fit for my organization?

At Simple Search Marketing, we have 40+ years of combined PPC ad experience and countless satisfied clients vouching for our skills. Schedule a free consultation today to see if we’re a good match for your team.

What is a good ROI for Bing Ads?

The ideal ROI for Bing Ads varies based on the specific campaign. In general, a good ROI target is around 4:1 or 400%. This means that for every dollar you spend on advertising, you get 4 back.

Do Bing Ads work for small businesses and startups?

Absolutely! Bing Ads and the Microsoft Search Network offers more cost-effective advertising options than other leading platforms, making them a great fit for small businesses.

How many people use Bing, Yahoo, MSN, and AOL?

Quite a lot when you combine all of the search engines together. According to their website, the Microsoft Search Network reaches 689 million monthly unique searchers.