Microsoft Ads (Bing Ads) management for US businesses
Microsoft Ads (Bing Ads) management for US businesses, done by one person: I import and adapt your Google Ads campaigns, set up conversion tracking so results are comparable, and tell you honestly whether it earns more budget or isn't worth your time.
Sound familiar?
You're 100% dependent on one ad platform for every lead
Google Ads costs keep climbing as more competitors bid up the same keywords
You've never tested Microsoft Ads because it feels like a smaller, riskier bet
Here's what changes
A second reliable lead channel that isn't fighting for the same auction as everyone else
A second search channel with its own auction, so you are not relying on Google alone
The same tracking accuracy and reporting you'd expect from your main campaigns
How it works
Import & audit
Bring in what's already working on Google Ads and adapt it for Microsoft's audience and auction dynamics, not a blind copy-paste.
Build & connect tracking
Set up campaigns with the same conversion tracking discipline as your primary channel, so results are directly comparable.
Scale what works
Expand budget into the keywords and audiences that prove out, same as any other channel I manage.
Thinking about Microsoft Ads? What to know before you hire anyone
Microsoft Ads (Bing Ads) management for US businesses is mostly a question of whether a second search channel is worth the effort for you. Microsoft Advertising, the platform formerly called Bing Ads, runs ads on Bing and on partner search sites, which Microsoft's own help center says include Yahoo, AOL, DuckDuckGo, and Ecosia. If your Google Ads account is already working, it's the most obvious place to test additional volume, because you can import your campaigns instead of building from scratch.
That import is where it's easy to go wrong. Microsoft's own documentation says not all information will be imported, and tells you to review campaigns afterward. For example, its help center notes that only age and gender demographic targeting is imported, not parental status or household income. So I treat the import as a starting structure, not a finished account. I check locations, audiences, bids, budgets, and ads, set up Microsoft's UET tag and conversion goals deliberately, and rebuild whatever didn't survive instead of letting it run on defaults.
I'm not going to tell you Microsoft Ads is cheaper or better than Google, because it depends on your category and market. You'll see claims online about an older, higher-income audience and lower cost per click. I haven't found an official Microsoft source that backs those up for US businesses, so I treat them as things to test, not promises. I'd plan for it as a supplement to Google, not a replacement, until your own numbers say otherwise.
What you get from me is campaigns built around your keywords and service areas, conversion tracking set up the same way as your Google Ads so the two channels are directly comparable, monthly reporting, and a plain read on whether to scale it or stop. If Microsoft doesn't earn its place in your account, I'll tell you that, because spending more on a channel that isn't working helps nobody.
Who Microsoft Ads makes sense for, and who should wait
This fits US local service and ecommerce businesses whose Google Ads account is already running with working conversion tracking, and who want to test a second search channel without starting from zero. It's a reasonable test when your Google costs keep climbing or you want less dependence on one platform.
It is not for everyone. If your Google Ads account isn't tracking leads or sales correctly yet, fix that first, because importing a broken setup just gives you two places to waste money. If your budget is small, splitting it across two platforms can leave both too thin to learn anything, so getting Google right first is often the better move. If your best leads come from Google-only formats like Local Services Ads, Microsoft isn't a substitute for them. And if you need guaranteed volume, I can't give you that. I can't promise Microsoft will match or beat Google for you, only that we'll measure it properly and decide from your data.
Real results, not theory
What You Get:
Full Microsoft/Bing Ads account setup or migration from Google Ads
Same conversion tracking discipline as your Google Ads campaigns
Keyword and audience targeting adapted for Microsoft's platform
Monthly performance reporting
Direct communication with Filip, no account managers in between
No contract. No lock-in.
Not seeing clear reporting and qualified leads by day 30? I'll keep working for free until you do. Cancel anytime with 30 days notice, you keep everything I've built.
Frequently asked questions
Is Microsoft Ads (Bing Ads) worth it for a small local business?
It can be, but treat it as a test, not a sure thing. If your Google Ads already generate leads and you can track them properly, Microsoft is a low-effort second channel to try because campaigns can be imported. If your budget is tight or your tracking is broken, fix Google first. I'd judge it on your own cost per lead after enough data, not on claims about its audience.
Can you import my Google Ads campaigns into Microsoft Ads?
Yes. Microsoft supports importing Google Ads campaigns directly, either once or on a schedule. But Microsoft says not everything imports, so I review locations, audiences, bids, budgets, and ads afterward instead of trusting the import. I'd also be careful with recurring imports, since they can update campaigns you've already tuned inside Microsoft.
How is Microsoft Ads management different from your Google Ads management?
Microsoft Ads is a separate platform with its own account, interface, targeting options, and conversion tag (UET), though the keyword and campaign logic will look familiar. Google Ads management covers your Google campaigns. This service adds Microsoft on top, usually imported from Google and adapted. It usually makes sense to get Google right first, and I manage both so reporting stays in one place.
What access do you need to manage my Microsoft Ads?
If you don't have a Microsoft Ads account yet, I'll set one up with you, and you'll add a payment method. If you do, I need user access to it. I also need access to your Google Ads account for the import, plus Google Tag Manager or website access to install Microsoft's UET tag and conversion tracking.
Where do Microsoft Ads actually appear?
On Bing search results and on Microsoft's search partner network, which Microsoft's help center says includes sites like Yahoo, AOL, DuckDuckGo, and Ecosia. Available placements can vary by campaign type and settings, and partners change over time, so I check Microsoft's current documentation when setting up your account instead of assuming.
Will Microsoft Ads be cheaper than Google Ads?
I can't promise that. Claims that Microsoft has cheaper clicks or a higher-income audience are common online, but I haven't found an official source proving them for US businesses, and costs vary by industry and keyword. What I do stand behind: if you're not seeing clear reporting and qualified leads by day 30, I keep working for free until you do. No contract, and you can cancel with 30 days notice.
Guides on this topic
- What Is a Google Ads Conversion?A conversion is a specific action you've told Google Ads to count as valuable, not a click or a visit. Here's what counts and how to set one up.
- Smart Bidding Learning Phase: 50 ConversionsGoogle's Smart Bidding guidance is shifting from weeks to a conversion count. Here's what that actually means for low-volume accounts.
Related services
I'm Filip Steiner - your Google Ads & Conversion Tracking Specialist
Over the past 5 years, I've managed 100+ ad accounts across the US, from local services to ecommerce.
My background in analytics and conversion tracking helps me turn ad chaos into profitable systems.
I don't just run ads. I build measurement systems that show you exactly where every dollar goes, and what it returns.