Microsoft Advertising (formerly Bing Ads) offers a powerful alternative to Google Ads with lower costs and unique targeting options. Whether you're new to paid search or expanding beyond Google, this tutorial will guide you through setting up and running successful Microsoft Advertising campaigns.
In this guide, you'll learn how to create your account, build your first campaign, set up conversion tracking, and optimize for better results.
Before diving into the tutorial, understand why Microsoft Advertising deserves your attention.
Microsoft Advertising reaches searchers across Bing, Yahoo, AOL, DuckDuckGo, Ecosia, and other partner networks. While Google dominates search, Microsoft offers distinct advantages:
Microsoft's search network reaches specific audience segments:
Let's start with creating your Microsoft Advertising account.
Before running ads, configure your payment method:
If you have existing Google Ads campaigns, importing saves time:
Microsoft now supports importing Performance Max campaigns directly, making migration even easier in 2026.
Important: After importing, review and adjust bids—Microsoft's lower competition often means you can bid less for similar positions.
Understanding campaign structure helps you organize ads effectively.
Account
└── Campaign (budget, targeting settings)
└── Ad Group (themes, keywords)
└── Ads (actual advertisements)
└── Keywords (search terms)
Choose the right campaign type for your goals:
| Campaign Type | Best For | Key Features |
|---|---|---|
| Search | Direct response, leads | Text ads on search results |
| Shopping | Ecommerce products | Product ads with images and prices |
| Audience | Brand awareness | Display ads across Microsoft network |
| Performance Max | Multi-channel | AI-optimized across all formats |
Step 1: Campaign Settings
Step 2: Budget and Bidding
Step 3: Location Targeting
Step 4: Language Targeting
Ad groups organize your keywords and ads around specific themes.
Keep ad groups tightly themed with 5-10 closely related keywords maximum. This ensures your ad copy matches what people search for.
Example structure for a software company:
Campaign: Project Management Software
├── Ad Group: Project Management Software
│ └── Keywords: project management software, project management tool
├── Ad Group: Task Management
│ └── Keywords: task management app, task tracking software
├── Ad Group: Team Collaboration
│ └── Keywords: team collaboration tools, team project software
| Match Type | Symbol | Example Keyword | Matches |
|---|---|---|---|
| Broad | none | project software | Related searches |
| Phrase | "quotes" | "project management" | Contains phrase |
| Exact | [brackets] | [project management software] | Exact term |
Recommendation: Start with exact match keywords for higher-quality traffic, then expand to phrase and broad as you gather data.
Negative keywords prevent your ads from showing for irrelevant searches:
Your ads determine whether people click through to your website.
Microsoft Advertising primarily uses Responsive Search Ads (RSAs):
Best practices:
Headlines:
- Project Management Software
- Try Free for 30 Days
- Trusted by 10,000+ Teams
- Easy Task Tracking
Descriptions:
- Streamline your projects with our intuitive software. Start your free trial today and see results in minutes.
- Organize tasks, track progress, and collaborate seamlessly. No credit card required to start.
Extensions add more information and increase ad visibility:
Without conversion tracking, you can't measure or optimize campaign performance.
Microsoft Ads requires setting up a UET tag for conversion tracking:
After installing UET, create conversion goals:
Enable Enhanced Conversions to improve attribution accuracy by passing hashed customer data (email, phone) with conversion events.
Microsoft's exclusive LinkedIn integration gives you powerful B2B targeting options.
Example: Target "project management software" searches only from people at companies with 500+ employees who work in IT departments.
Launching campaigns is just the beginning. Continuous optimization improves results.
| Metric | What It Tells You | Target |
|---|---|---|
| CTR | Ad relevance | 2-5%+ |
| Quality Score | Account health | 7+ |
| Conversion Rate | Landing page effectiveness | Industry varies |
| CPA | Cost efficiency | Below target CAC |
| ROAS | Return on investment | 3x+ |
Yes. Microsoft rebranded Bing Ads to Microsoft Advertising in 2019. The platform is the same, and ads appear on Bing, Yahoo, AOL, and partner networks. You may see both names used interchangeably.
You control your budget completely. There's no minimum spend requirement. CPCs are typically 30-40% lower than Google Ads. Start with a test budget of $500-1,000/month to gather meaningful data before scaling.
Yes. Microsoft Advertising has a built-in import tool that transfers campaigns, ad groups, keywords, and ads from Google Ads. Review and adjust bids after importing since Microsoft typically requires lower bids for similar positions.
Ads can appear within hours of campaign launch. However, gathering enough data for meaningful optimization typically takes 2-4 weeks. Give campaigns time to gather data before making major changes.
Ready to launch your Microsoft Advertising campaigns? Get expert help setting up and optimizing your Bing Ads for maximum ROI.
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