Bing ads management for Microsoft Advertising, from Conway, ArkansasBing ads on the same budget as your Google ads.

Microsoft renamed Bing Ads to Microsoft Advertising in 2019, so both names point to the same ad account. Your ads still show on Bing, and on partner sites like Yahoo and DuckDuckGo.

We're a small team in Conway, Arkansas, and we've run Google Ads since May 2016. We work with businesses across the US by phone and video, and our Google Ads management page shows how we run the Google side of the same budget.

• Tracking: we add Microsoft's UET tag to your site through your Tag Manager before any ad runs. We set your form sends and call taps as conversion goals, so Microsoft learns from leads instead of clicks.
• Budget: Microsoft draws from the same budget as your Google ads, so each dollar goes where your calls and forms cost least.
• Campaigns: we start from the searches and ads that already bring you work on Google, then check every setting on the Microsoft side.
• Waste: we read your search terms every week and block the ones that will never become work, with negative keywords.
• Bidding: once Microsoft has real calls and forms to learn from, we let it bid toward them.
• Results: we judge Microsoft by the calls and forms it brings in and what each one cost, in the same report as Google.

Microsoft says it opts every eligible campaign in to Copilot on its own, and an advertiser can't opt out. It builds those ads from the text and images already in your campaigns. Your negative keywords apply in Copilot the same way they apply on Bing, so we keep one list current for both. Microsoft doesn't report Copilot results on their own yet.

Microsoft also runs audience ads on MSN, Microsoft Start, Microsoft Edge and Outlook.com. Those ads reach people while they read, not while they search for a service. If we test them for you, we give them a small budget and pick one number to judge them by. We write down when we'd stop before they spend a dollar.

Microsoft says it's the only ad platform besides LinkedIn itself that targets people by their LinkedIn profile: their company, their industry or their job function. It raises or lowers your bid for those people instead of hiding the ad from everyone else. It helps most when you sell to other businesses, as a commercial contractor does.

The UET tag records what people do on your site and sends it to Microsoft. We add it through your Tag Manager, beside your Google tag, and we set your form sends and call taps as conversion goals before an ad runs.

Microsoft also adds its own click ID to each ad click, called the MSCLKID, and it's on by default. Microsoft says that without it, a lead goes uncounted when a browser's settings block Microsoft's cookie. So we keep it on.

Microsoft can import offline conversions too, the same way Google does. A business sends the click ID, the goal name and the time a lead turned into booked work, within 90 days of the click. Microsoft suggests sending them every day, because late uploads can hurt its automated bidding.

Microsoft can copy your Google campaigns with its import tool, but the import changes some things on the way over. If your Microsoft account has no conversion goal yet, an imported Performance Max campaign switches to bidding for clicks. A bid strategy Microsoft doesn't support comes over as Enhanced CPC, and a scheduled import can copy Google's bids, bid strategies and budgets over the changes you made in Microsoft. Microsoft itself suggests editing or pausing those schedules. So tracking goes in first, and we check every campaign before it spends.

We don't sell Microsoft on its own. You set one ad budget on Growth, and we spread it across Google, Local Services, Microsoft, Facebook and Instagram. When a call or form gets cheaper on one platform, we shift money to it, and moving money between platforms adds no new build fee.

Your fee follows your total budget across every platform, and on a budget of $5,000 a month or less, it's $2,000 every 4 weeks. On the call, Miguel reads your fee for your budget straight from our price table. We recommend Growth for a business ready to spend $3,000 or more a month on ads.

We bill every 4 weeks, so a year is 13 bills. Month to month: you pay the build and keep the 30-Day Stop. You can cancel at the end of any bill. The 52-week plan: 13 payments, one every 4 weeks, and the build is $0 today. There's no 30-Day Stop. If you stop before your 13th payment, the build you skipped goes on your last bill.

Stop anytime in your first 30 days, and the fee never starts. Your fee starts on day 31, unless you tell us to stop by the end of day 30. Growth comes with your own advocate, plus reports and your portal, and every price we charge is on our pricing page.

A second search engine has to earn its share, so we start Microsoft on a small budget. Two test experts wrote in Harvard Business Review that only about 10% to 20% of the tests run at Google and Bing came out ahead. So we write a stop rule before the first dollar, and we treat an empty week as a warning. Only 4% of full weeks of ads on the paid accounts we run brought no conversion at all, so ads that work rarely go a whole week with nothing.

Nonprofits can add it too. Growth for a nonprofit puts Google, Microsoft, Facebook and Instagram on one budget beside your Grant, and your Grant fee runs as its own line. Our Google Ad Grants page explains the Grant side.