Microsoft Ads Specialists
GA Agency combines paid media expertise with a data-led approach to Microsoft Advertising. Our team develops campaigns around your business objectives, search demand and existing channel performance. From identifying opportunities to refining active campaigns, we focus on making advertising spend accountable, with clear priorities for ongoing optimisation.
We focus on reaching relevant customers, improving creative performance and connecting advertising activity with measurable outcomes.
Microsoft Ads Performance Audits
Understand what’s working and where your Microsoft Ads campaigns could improve. We review account structure, keyword targeting, search terms, bidding and conversion tracking to identify issues affecting performance. Our Microsoft Ads audits prioritise findings according to their potential impact, giving you clear recommendations for improving campaign efficiency and making better use of your budget.
Microsoft Ads Campaign Strategy
Build a Microsoft Ads strategy around your business goals, audience and available budget. Our team plans campaign structure, targeting and performance objectives based on your wider digital strategy and the opportunities within Microsoft’s advertising network. We establish a clear direction for campaign management, helping you reach relevant customers while keeping your advertising activity aligned with wider marketing objectives.
Search Keyword Research And Targeting
Reach customers searching for products or services relevant to your business. We research keywords, analyse search intent and organise targeting around commercially relevant queries. Our team also reviews keyword match types and negative keywords to limit irrelevant traffic, ensuring your Microsoft Ads campaigns attract more qualified visitors and use advertising budgets more effectively.
Search Intent And Landing Page Alignment
A relevant ad is only part of the customer journey. We align search keywords, ad messaging and landing pages to create a consistent experience from search result to website. By assessing whether landing pages meet user expectations and support the intended conversion action, we identify opportunities to improve traffic quality and reduce wasted advertising spend.
Campaign Bidding And Budget Management
Make informed decisions about where your advertising budget goes. We manage bids, review campaign spend and assess performance against your objectives. Our Bing Ads consultants adjust bidding strategies and budget allocation based on conversion data and campaign results, helping you control costs, prioritise stronger opportunities and maintain a clearer view of advertising efficiency.
Conversion Tracking And Ads Reporting
Measure the actions that matter to your business, from enquiries to online purchases. We review conversion tracking, assess data quality and report on campaign performance using relevant metrics. Our reporting connects advertising activity with measurable outcomes, helping you understand how Microsoft Ads contributes to your marketing goals and where further improvements may be needed.
How Do We Deliver Microsoft Ads For Our Clients?
Our team organises each Microsoft Ads project around agreed conversion goals, account findings and campaign priorities, with ongoing optimisation and reporting to guide decisions.
Define Conversion Goals And Budgets
Our Microsoft advertising management services begin with understanding your business objectives, target audience and available advertising budget. Together, we identify the conversions that matter most, whether that’s purchases, enquiries or leads. Our team agrees on performance measures and spending priorities, giving your campaigns a defined direction before work begins.
Assess Account Health And Bing Demand
As Bing Ads specialists, we review your existing account setup, tracking and campaign performance, alongside relevant search demand on Bing. Where an account already exists, a bing ads audit helps identify targeting gaps, wasted spend and opportunities for improvement. You receive actionable findings to inform the campaign strategy.
Build The Microsoft Ads Campaign Plan
Using our findings, we develop a campaign plan covering keyword targeting, ad messaging, bidding strategies and budget allocation. Our team outlines the proposed campaign structure and landing page requirements, providing you with a detailed overview of how the activity will be organised before launch.
Launch And Optimise Microsoft Ads Campaigns
Once the plan is approved, we set up and launch your campaigns, checking targeting, ad delivery and conversion tracking. Our Microsoft ads management approach includes monitoring search terms, adjusting bids and refining ad copy based on performance, helping campaigns respond to real customer behaviour.
Review Performance And Reallocate Spend
Our Microsoft advertising consultants review conversion data, campaign costs and performance against your agreed goals. We share reporting that explains what’s working, where improvements are needed and how budgets could be adjusted. Based on these results, we refine campaign priorities and adjust spending to support your ongoing advertising objectives.
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290% Increase in Booking Rate
This Paid Media case study focuses on GA Agency’s work for Pronovias, one of the world’s leading bridal fashion houses with over a century of heritage.
When Pronovias partnered with GA Agency, the brand was facing rising competition and increasingly expensive appointment acquisition across key markets. The main challenge was to improve booking efficiency while protecting performance in a shifting bridalwear market.
GA Agency restructured the paid media setup across Google and Meta, moving from fragmented campaign structures to a clearer, conversion-first approach. Paid Search campaigns were rebuilt around user intent, while Performance Max was introduced in key markets to scale efficiency.
On Meta, GA Agency streamlined the account around direct response activity, testing audiences, creatives and messaging to identify the strongest combinations for driving high-quality appointment bookings.
The new Paid Media strategy delivered a 290% increase in booking rate, improved overall efficiency, and created a cleaner campaign structure built to scale across future markets.
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How does Microsoft Advertising differ from Google Ads?
Microsoft Advertising and Google Ads are both pay-per-click (PPC) platforms that allow businesses to reach potential customers through paid search. However, they operate across different advertising networks, with variations in audience reach, targeting capabilities and campaign performance.
When comparing Microsoft Ads vs Google Ads, one of the main differences is the audience each platform reaches. Google Ads provides access to Google’s search ecosystem, while Microsoft Advertising allows businesses to connect with users across Bing and its wider network of search partners.
Microsoft Advertising also offers targeting options that may be particularly valuable for B2B businesses. For example, LinkedIn profile targeting allows eligible advertisers to refine their audiences using professional attributes such as industry, company and job function. This can help businesses reach relevant decision-makers alongside users actively searching for their products or services.
Advertising costs can differ between the platforms, too. Microsoft Ads may face less competition for certain keywords, potentially offering lower costs per click. However, actual costs depend on your industry, targeting and competition, so cheaper clicks do not necessarily translate into better conversion results.
For many businesses, the decision is not about replacing Google Ads entirely. Instead, Microsoft Advertising can complement Google Ads and paid social ads, helping diversify advertising activity and reach audiences that may be underrepresented in existing campaigns.
Where can Microsoft Advertising show your ads?
Microsoft Advertising extends beyond Bing, offering businesses opportunities to reach customers across Microsoft’s properties and selected advertising partners. Where ads appear depends on the campaign type, targeting settings and available placements.
Search ads can appear within Bing search results and across eligible search partner websites, including Yahoo and other syndicated partners. These placements allow businesses to connect with users actively searching for relevant products, services or information.
Beyond search advertising, the Microsoft Audience Network supports native, display and video advertising across selected Microsoft properties and partner websites. These can include MSN, Outlook and other eligible environments, allowing advertisers to engage audiences while they browse content rather than only when they search.
Different placements serve different marketing objectives. Search advertising is particularly useful for capturing existing demand, as users are already expressing an interest through their queries. Audience advertising can help businesses reach potential customers based on interests, behaviours and other available targeting signals.
For advertisers, the value of this wider network lies in selecting placements that match their audience and campaign objectives. A Microsoft advertising agency can assess which opportunities are relevant, rather than assuming every available placement will deliver the same results.
Understanding where ads appear also supports better budget decisions. By reviewing placement performance and conversion data, businesses can determine which parts of the network contribute most effectively to their advertising goals.
What needs to change when Google Ads campaigns are imported?
Microsoft Advertising allows businesses to import existing Google Ads campaigns, making it easier to expand paid search activity without building every campaign from scratch. However, the import process does not guarantee that the same settings or performance will transfer directly. Although both platforms share similar advertising features, differences in audience behaviour, search demand and targeting options can influence campaign results. For example, keywords that perform well on Google may attract different search volumes or levels of competition on Bing.
Campaign budgets and bidding strategies also require consideration. An allocation that works for Google Ads may not reflect the opportunities available through Microsoft Advertising. Reviewing bids and spending limits helps businesses avoid applying assumptions from one platform to another. Some campaign features and settings may not transfer exactly as intended. Therefore, audience targeting, ad assets, location settings and conversion tracking should be assessed to identify potential gaps or incompatibilities.
Another key consideration is landing page relevance. Even when the same keywords and advertisements are imported, search behaviour may differ between platforms. Aligning messaging with search intent helps ensure visitors reach content that meets their expectations. For businesses using Microsoft Ads management services, the goal is not simply to replicate existing Google campaigns. It is to establish a suitable starting point, make platform-specific adjustments and evaluate Microsoft Advertising based on its own performance data.
How do you measure results from Microsoft Ads?
Measuring Microsoft Ads performance involves looking beyond clicks and impressions to understand whether advertising activity is contributing to your business objectives. The most relevant metrics depend on the outcomes you want to achieve, whether that’s generating enquiries, increasing purchases or attracting qualified leads.
Microsoft Advertising uses Universal Event Tracking (UET) to record user activity on your website and support conversion measurement. With appropriate tracking in place, businesses can assess actions such as completed purchases, form submissions and registrations after users interact with their ads.
Conversion rate and cost per acquisition (CPA) help reveal how efficiently campaigns turn advertising traffic into meaningful actions. For ecommerce businesses, return on ad spend (ROAS) can also indicate how much revenue is generated relative to advertising costs.
These metrics should be considered together rather than in isolation. For instance, a campaign with a low cost per click may still be less valuable if visitors rarely convert. Similarly, campaigns generating fewer enquiries may deliver stronger business value when those leads are more relevant.
Accurate reporting also depends on reliable conversion tracking and appropriate attribution settings. Without these, businesses risk making decisions based on incomplete or misleading performance data.
Through ongoing reporting and analysis, a Bing PPC agency can help businesses understand which campaigns, keywords and audiences are contributing to results, identify areas for improvement and make more informed decisions about future advertising investment.
What conversion tracking do we need before campaigns launch?
Before launching, you should have conversion goals and suitable tracking in place to measure actions such as purchases, enquiries or form submissions. Microsoft Advertising’s Universal Event Tracking (UET) supports website conversion measurement. Our team can review your tracking setup to identify gaps and help establish reliable performance data.
Can Microsoft Ads work with a smaller advertising budget?
Yes, Microsoft Ads can accommodate smaller budgets, although results depend on keyword competition, targeting and campaign objectives. Our Bing Ads services focus on identifying relevant search opportunities and making efficient use of available spend. Starting with a focused campaign can help gather performance data before considering further investment.
Do we need separate landing pages for Microsoft Ads?
Not necessarily. Existing landing pages can work for Microsoft Ads if they align with search intent, ad messaging and your conversion goals. Our Microsoft Advertising consultants will assess their relevance and performance to identify potential improvements. Dedicated landing pages may be beneficial when targeting different audiences, services or campaign objectives.
Can you manage our existing Microsoft Advertising account?
Yes, our Bing Ads management services can support businesses with existing Microsoft Advertising accounts. We begin by assessing your campaign structure, targeting, bidding and conversion tracking to identify areas for improvement. This helps establish priorities for ongoing management while considering your account’s previous performance and advertising objectives.
Can Microsoft Ads support international campaigns?
Yes, Microsoft Advertising supports geographic and language targeting, enabling businesses to reach customers in different markets where advertising is available. Our team develops campaigns around regional search behaviour, audience targeting and local market requirements, helping your business reach relevant customers across international markets.
How are management fees and advertising spend charged?
Advertising spend and agency management fees are separate costs. Your advertising budget covers the amount invested in Microsoft Advertising, while management fees relate to the services provided by your agency. As a Bing Ads management company, we can outline the proposed scope and associated costs before work begins.
Can you manage Microsoft Ads alongside our other PPC campaigns?
Yes, Microsoft Ads can be managed alongside other PPC platforms, including Google Ads, to support a coordinated paid search strategy. Our team reviews campaign performance, targeting and budget allocation across channels to identify opportunities and reduce unnecessary overlap. This helps you evaluate Microsoft Advertising within your wider marketing activity.
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