Bing Ads Agency | Microsoft Advertising Management Beyond Google

Updated September 2026 · Written and maintained by the Progression Agency strategy team

A Bing Ads agency manages Microsoft Advertising: search ads on Bing, Yahoo, DuckDuckGo, AOL and the Microsoft network, plus audience ads and shopping, for companies whose customers use Windows, Edge, Outlook and Copilot. Microsoft Advertising typically delivers a share of the volume of Google Ads at a lower cost per click and, in many B2B and older-demographic markets, a lower cost per lead. Progression Agency is a Microsoft advertising agency in New York, providing Microsoft Ads management for companies across the United States and worldwide. This page explains who is on the Microsoft network, importing and rebuilding from Google, campaign types, audiences and LinkedIn profile targeting, shopping and audience ads, measurement, what a Microsoft Ads agency should deliver, and what it costs.

On this page · 11 sections

Who is on the Microsoft network
Importing from Google Ads, then rebuilding
Campaign types
LinkedIn profile targeting and audiences
Shopping and ecommerce
Measurement
Microsoft Advertising and Copilot
What a Microsoft Ads agency should deliver each month
How to choose a Bing Ads agency
What it costs: Microsoft Advertising
Related services and guides

The short answerBing Ads, now Microsoft Advertising, is the search channel most accounts ignore and most should run: a smaller audience skewed toward desktop, business hours, older and higher-income users, with click costs usually well below Google’s. The mistake is importing the Google account untouched. A Bing Ads agency imports, then rebuilds: budgets by campaign, bids for the lower auction, negatives for Microsoft’s partner traffic, LinkedIn profile targeting for B2B, and tracking that reports Microsoft’s leads separately. Bing Ads agencies usually manage it as an add-on to Google Ads and measure it on its own cost per lead.

Ranges on this page are the planning figures Progression Agency publishes; a quote follows a written scope. Nothing here describes a named client or a measured result for one.

Who is on the Microsoft network

Bing is the default search in Windows, Edge and Copilot, and the Microsoft network includes Yahoo, DuckDuckGo, AOL and syndicated partners. Users skew desktop, business hours, older and higher income; B2B, professional services, finance, healthcare, home services and travel often see lower cost per lead than on Google. Our Google Ads page covers the primary search channel; PPC agency covers paid search generally; this page is Microsoft Advertising as a Bing PPC agency runs it.

What Bing ads management costs is answered in the ranges below.

Importing from Google Ads, then rebuilding

What changes after a Google import
Setting	Why it needs work
Budgets	Volume is lower; budgets are set per campaign, not copied
Bids	The auction is cheaper; imported bids overpay
Negatives and partner traffic	Syndicated partner sites need negatives and exclusions
Match types and close variants	Behave differently; query reports are reviewed weekly
Ad extensions	Some do not import; action and image extensions are rebuilt
Conversion tracking	UET tag and offline conversions set up separately
Audiences	LinkedIn profile targeting and in-market audiences are Microsoft-only

Campaign types

Search campaigns, shopping campaigns from a Merchant Center feed, audience ads (native and display across Microsoft properties), Performance Max on Microsoft, and video where available; search carries most accounts.

LinkedIn profile targeting and audiences

Microsoft owns LinkedIn, so search and audience campaigns can bid by company, industry and job function; for B2B, this is the reason to run Microsoft Advertising at all. Our LinkedIn ads page covers LinkedIn’s own platform; B2B marketing covers the pipeline.

Shopping and ecommerce

Product feeds imported to Microsoft Merchant Center, shopping campaigns segmented by margin, and audience ads for retargeting; our ecommerce advertising page covers the wider store program.

Measurement

UET tag with conversion goals, offline conversion import for leads that close later, call tracking, and reporting that keeps Microsoft’s cost per lead separate from Google’s so each channel earns its budget.

Microsoft Advertising and Copilot

Ads appear in Copilot and AI-assisted search on Bing; structured, specific ads and landing pages perform better as conversational search grows. Our answer engine optimization page covers organic AI visibility.

What a Microsoft Ads agency should deliver each month

Import and rebuild, then structure maintained separately from Google.
Bid, budget and negative management for the Microsoft auction and partners, done by Bing Ads experts rather than by Google settings copied across.
LinkedIn profile targeting and audience management.
Shopping feed and audience ads where relevant.
UET and offline conversion tracking.
Reporting: leads or sales and cost per lead on Microsoft, alongside Google.

How to choose a Bing Ads agency

Ask any Bing advertising agency or Bing Ads consultant how they rebuild after import rather than mirroring Google.
Ask how partner traffic is handled.
Ask whether they use LinkedIn profile targeting for B2B.
Ask how Microsoft’s results are reported separately.
Ask who owns the account. You must.

What it costs: Microsoft Advertising

Paid search is priced as a management fee plus the media you buy. For Microsoft Ads services, the planning ranges below are from our marketing agency pricing guide; below a few thousand dollars of monthly media the management economics stop working, which is where a quote starts.

Paid media planning ranges (US figures)
Service	Typical range	Notes
Google Ads management	$800–$2,500 / month, or 10–20% of spend at scale	Media budget is on top
Microsoft / Bing Ads	$400–$1,200 / month	Usually an add-on
Meta ads management	$1,200–$4,000 / month	Creative volume drives cost
LinkedIn ads	$1,500–$5,000 / month	High CPCs; B2B only
Conversion tracking across channels	$1,200–$5,000 one-off	Automated bidding is only as good as the data
Landing page, single	$1,200–$4,000	Often the highest-return spend

Every figure above is a planning range already published on this site; the quote for Bing Ads services follows a written scope, and the same ranges apply across the United States and worldwide.

Pages on this site that sit next to Microsoft Advertising and that a buyer usually reads alongside it.

Getting found in search

AI, AEO and what is changing

Paid media and lead generation

Websites and design

Choosing and working with an agency

Software and app development

Web development, platforms and hosting

Social, content and brand

By industry and by situation

Frequently asked questions

What is a Bing Ads agency?

An agency that manages Microsoft Advertising: search, shopping and audience ads across Bing, Yahoo, DuckDuckGo, AOL and partners, usually as an add-on to Google Ads with separate reporting.

What does Microsoft Ads management cost?

$400–$1,200 per month as an add-on to Google Ads management, or scoped with it; media spend is on top. Ranges are published; quotes follow discovery.

Is Bing Ads worth it?

For most accounts, yes: lower click costs and a distinct audience, especially B2B, professional services, finance, healthcare and older demographics. Volume is a fraction of Google’s.

What share of Google’s volume should we expect?

Commonly 10–30 percent depending on market; desktop-heavy and B2B markets sit at the high end.

Can we just import our Google Ads account?

Import, then rebuild budgets, bids, negatives, extensions, tracking and audiences; a raw import overpays and leaks to partner sites.

What is LinkedIn profile targeting?

Bid adjustments or targeting by company, industry and job function, available only in Microsoft Advertising.

Does Microsoft Advertising have shopping campaigns?

Yes, from a Microsoft Merchant Center feed.

How is conversion tracking set up?

With the UET tag, conversion goals, offline conversion import and call tracking.

Do ads show in Copilot?

Yes; Microsoft places ads in Copilot and AI-assisted Bing results.

Do you manage Bing Ads without Google Ads?

Yes, though most companies run both.

Do you handle partner and syndicated traffic?

Yes, with negatives, exclusions and bid adjustments based on performance.

How long before results?

Rebuilt accounts produce leads within weeks; optimization stabilizes over one to two months.

Do you run audience ads?

Yes, for retargeting and prospecting across Microsoft properties where they earn their keep.

Which industries do best on Microsoft?

B2B, professional and financial services, healthcare, home services, travel and older-demographic consumer categories.

Is Microsoft Advertising the same as Bing Ads?

Yes; Bing Ads was renamed Microsoft Advertising in 2019.

Do you report Microsoft separately?

Yes; cost per lead on Microsoft is reported next to Google so each channel earns its budget.

What do you report?

Leads or sales, cost per lead, spend and query quality on Microsoft, monthly and in a shared dashboard.

Do you work outside New York?

Yes, across the United States and worldwide.

Who owns the account?

You do; we work inside your account.

What is the first step?

Send read-only access to your Google Ads and any Microsoft account. You get a written plan and a quote.

Want an account review before you spend more?Send read-only access. You get a written review of structure, tracking, waste and the next three changes, at no charge for the first look.

Request the review

Get a free marketing proposal

Tell us what you are trying to grow and we will come back with a plan, not a pitch deck. Same-day reply on weekdays.

Bing Ads Agency: Microsoft Advertising Management for Search Demand Google Does Not Reach