MICROSOFT ADS
Cheaper clicks from an audience most agencies ignore.
Microsoft Ads is smaller than Google and that is the point: less competition, a measurably different audience, and click costs that often make marginal budget go further. It is not a replacement for Google search - it is the platform that gets skipped.
WHO IT’S FOR
This page is written for a specific situation.
- Businesses already at or near the top of their Google budget who want incremental volume.
- Services whose buyers skew older, or who reach the web through work devices.
- Accounts where Google CPCs have made cost per qualified lead uncomfortable.
WHAT’S INCLUDED
What we actually do.
- Import, then correct
- We import from Google as a starting point and then fix what does not translate - match types, audiences and bid strategies behave differently.
- Platform-specific structure
- Campaigns rebuilt for Microsoft’s volume rather than left as a Google clone that never learns.
- Audience network control
- The audience network can consume budget quietly. We control placements and measure it separately from search.
- Conversion tracking (UET)
- UET tag, conversion goals and offline conversion imports set up to the same standard as Google.
- Reporting
- Reported next to Google so you can see incremental cost per qualified lead, not a separate silo.
MEASUREMENT
How this gets measured.
- UET tag verified in the same consent framework as every other tag on the site.
- Offline conversion imports from the CRM so Microsoft sees qualified and closed outcomes.
- Incrementality judged on cost per qualified lead against Google, not on raw conversion counts.
PROCESS
What the first 30 days look like.
- 01
Audit
A view of whether Microsoft is worth your time at your current spend, honestly answered.
- 02
Build or rebuild
Import, correction, UET setup and audience-network control.
- 03
Launch
Live with conversion tracking verified and a defined test budget.
- 04
Optimize
Search-term work and bid management at a cadence matched to the lower volume.
- 05
Scale
Budget shifted only where incremental cost per qualified lead beats the alternative.
FAQ
Questions we get asked on sales calls.
Is Microsoft Ads worth it for a local business?
Sometimes. The volume is a fraction of Google, so for a small budget it can dilute rather than add. It earns its place when Google is already saturated at your target cost per lead, or when your buyers skew toward the audiences Microsoft over-indexes on.
Can you just import our Google campaigns?
We import as a starting point, then correct. An unmodified import usually underperforms: match-type behaviour, audience availability and smart bidding all work differently with less data.
Related reading
FREE AD AUDIT
Want to know where your ad spend is leaking?
Request a free audit. You’ll get a written review of your accounts, tracking and landing pages — whether or not you hire us.