Microsoft Ads · Bing · Copilot
Microsoft Ads puts your business in front of people searching on Bing, Edge and across the Microsoft network — often with less competition than Google. We manage the campaigns, keywords, budgets and tracking, then focus on the bit that actually matters: bringing you quality enquiries and making your ad spend work harder.
No pitch. No obligation. We reply within one business day.
Or talk to us about it ↓Bing isn’t going to knock Google off the top spot anytime soon. And that’s fine. In August 2026, Bing accounted for 5.7% of UK searches compared with 91.8% for Google — rising to 10.4% on desktop. So what does that mean for your business? Roughly speaking, Microsoft Ads could put you in front of another 6% or so of the search volume you’re getting from Google — and closer to 12% if you’re heavily targeting desktop users. It’s not Google-level volume, but it’s additional demand from people already searching for what you sell. We’re not here to replace Google. We’re here to make sure you’re not leaving profitable searches behind.
A thinner auction, the same buyer typing the same query. Microsoft’s published case study puts one agency’s portfolio at 32% below Google.
Work devices, work hours, people researching at a desk.
You can target or bid by company, industry, job function and company size, and no other search platform offers it. Worth knowing what it doesn’t do: there’s no job title targeting and no seniority filter, so if you need finance directors specifically rather than people in finance, LinkedIn’s own platform is still the tool. As a bid layer on top of search intent, it’s the strongest single reason most B2B accounts should be on Microsoft.
Ads serve inside Copilot’s answers, and Microsoft opts every eligible campaign in automatically with no way to opt out. Search ads need a logo asset to qualify, and most accounts have never uploaded one. They’re opted into a placement they can’t appear in.
People don’t choose Bing. Their IT department does.
Bing is the default search in Edge, and Edge is what’s installed on a large share of UK office machines. Nobody sets it, nobody changes it, and the searches happen anyway. That’s why the desktop share is double the overall share, and why the traffic clusters into weekday working hours.
So the question isn’t whether anyone likes Bing. It’s whether the people who buy from you are sitting at a work computer when they start looking. For most B2B and professional services businesses, they are.
Depends on two things, and the second is the one agencies avoid.
The first is whether the leads are additional. Mostly they are, on non-brand search, because you’re reaching people on a device and a browser your Google campaigns weren’t serving. On brand terms it’s less clear, and some of what you’d pay for is traffic that would have found you anyway. We’d rather say that than pretend every Microsoft conversion is incremental.
The second is what it costs you to have it. Setup is a finite piece of work, roughly four to six weeks to build, track and get past the learning period, after which it runs quietly alongside the Google account. On a percentage-of-spend model a £600 a month channel isn’t worth an agency’s time, which is the real reason most UK businesses have never been offered it. On a fixed fee it costs you nothing extra to add.
If you tried Microsoft years ago and it did nothing, this is usually why. Google Import brings the campaigns across but no conversion tracking whatsoever, so unless someone built UET and the goals by hand, the bidding had no conversion data to work from and was optimising toward clicks. It wasn’t underperforming. It was never properly running.
And if your Google account still has room in it, none of this applies yet and the money belongs there. We’ll say so.
Saturated means search impression share above 80% on your core campaigns, with impression share lost to budget at or near zero. Below that, every pound is worth more on Google.
We don’t import your Google campaigns and walk away. Import copies the structure and brings nothing else, so the work is in everything it leaves behind. Match types widen during import and get tightened back. Bids arrive at Google levels and come down into a cheaper auction. Search terms include Yahoo and DuckDuckGo partner traffic your Google negatives were never written for. Autogenerated RSA assets have been switched on by default since January 2026, which needs turning off if you’re in finance, legal, insurance, health or travel, where ad copy nobody at your company wrote shouldn’t be running.
Then the parts that can’t import at all:
Then ongoing management, reported against cost per qualified lead.
Microsoft budgets are small by definition, usually 10 to 20% of the Google search budget. On a percentage-of-spend model that makes them the least profitable account an agency holds, so they get the least attention.
We charge a fixed fee of £995 a month, with no contract. A £600 a month Microsoft account gets the same work as a £30,000 Google one, because what we earn doesn’t move either way. Jake and I do the work ourselves and nothing is outsourced.
Twenty minutes. We look at your Google account, check whether it’s saturated, and tell you whether Microsoft is worth adding yet. If it isn’t, you’ll get that answer instead, and you’ll know where the money should go.
Microsoft Ads is worth roughly 6% of your Google search volume in the UK, and around 12% on desktop. It pays when you sell a considered, higher value product to a business or professional audience, and when your Google account is already at or near full impression share. Below that, the same budget produces more on Google.
Import is the starting structure, not the campaign. Google Import brings no conversion tracking with it, so UET and the goals are built by hand. It also widens match types, carries Google-level bids into a cheaper auction, and cannot import LinkedIn targeting, which is the main reason to be on Microsoft in the first place.
Start at 10 to 20% of your Google search budget and judge it on cost per qualified lead after 60 days. Microsoft’s volume is capped by the size of the auction, so spending beyond the available impression share raises your cost per click without adding leads. Scale to the volume that exists rather than to a target number.
Microsoft suits B2B better than any other search platform, because Bing is the default in Edge and a disproportionate share of searches happen on work machines during working hours. It is also the only search platform with LinkedIn company, industry, job function and company size targeting inside the auction.
UET is Microsoft’s tracking tag, equivalent to the Google tag. Without it installed correctly Microsoft has no conversion data, so automated bidding optimises toward clicks rather than enquiries. A missing or misconfigured UET tag is the most common reason a Microsoft account spends money without producing leads.
Tell us what you are running on Google today and we will tell you whether Microsoft is worth adding. We’ll come back with a free tracking audit and a straight answer on whether we can help — usually within one business day.