Microsoft Ads
Same searchers, lower prices, less competition. Microsoft Ads is the quietest arbitrage in paid search.
Microsoft Ads reaches the Bing, Edge, and Yahoo network - older, more affluent, disproportionately desktop B2B searchers - at CPCs typically a third below Google. We run it as a precision channel: imported campaigns re-engineered for the platform's differences, LinkedIn profile targeting layered in, and performance judged on its own economics.
For B2B especially, the LinkedIn integration is unique: targeting by company, industry, and job function on a search network - a combination Google does not offer.
The Challenge
Most advertisers either ignore Microsoft entirely or import their Google campaigns and forget them - which wastes the channel's actual advantages and inherits every structural flaw from the source account.
The result: the cheapest intent in paid search goes unharvested by you and quietly collected by whichever competitor bothered.
Our Approach
We import intelligently, then re-engineer: Google's structure as the base, but bids, devices, and schedules tuned to the network's different audience. LinkedIn profile overlays add the B2B dimension no other search channel has.
The channel is managed on its own P&L: separate tracking, separate targets, separate verdict. For most accounts it earns a permanent ten to twenty percent of search budget at better economics than the primary channel.
Capabilities
Intelligent Google import, re-engineered for the network's differences.
LinkedIn profile targeting: company, industry, and function overlays.
Separate measurement and economics per channel.
Audience network and shopping where they fit.
Desktop-heavy B2B strategies tuned to the audience.
Execution Process
Import
Google structure imported and cleaned.
Re-engineer
Bids, devices, and overlays tuned to the network.
Measure
Separate tracking and economics established.
Scale
Budget grown where the arbitrage proves out.
Business Outcomes
Search intent at meaningfully lower CPCs
LinkedIn profile targeting on a search network
An audience competitors ignore
Desktop B2B reach at its strongest
Channel diversification with honest economics
Deliverables
Technologies
Relevant Industries
Related Services
Frequently Asked Questions
Look at the demographics: older, higher-income, desktop-heavy B2B users - for many categories it is exactly the buyer. At lower CPCs with less competition, the economics usually beat incremental Google spend.
That is the starting point, not the strategy. The network's audience, devices, and competition differ - bids and overlays get re-engineered, and LinkedIn targeting adds what Google cannot do at all.
Usually ten to twenty percent of search spend, scaled by its own measured economics. It is a complement, not a replacement - and its P&L decides its share.
Microsoft Ads
Bing's overlooked arbitrage - the same search intent at lower CPCs, with LinkedIn profile targeting nobody else has.
Capture the arbitrage