Services
Microsoft Ads Management
Microsoft Ads — still widely called Bing Ads — reaches a smaller audience than Google at a meaningfully lower cost per click. We build and manage campaigns across Bing, Yahoo and the Microsoft Search Network. $950/month flat, plus $750 setup. No percentage of your ad spend.
Minimum recommended media budget is $500/month. It's the cheapest paid channel to test.
Is Microsoft Ads worth running?
Be clear-eyed about this: it will not replace Google. Search volume is a fraction of Google's, and no campaign structure changes that.
What it does offer is a distinct audience at a lower price. Microsoft's search audience skews older, higher-income, and more likely to be on a desktop at work — Bing is the default in Windows and Edge, and on a great many corporate machines nobody changes it.
Worth running if:
- You're a law firm — legal clicks on Google are among the most expensive anywhere, and the same click on Microsoft often costs considerably less
- You're B2B or SaaS — a desktop, at-work, corporate audience is exactly who you want
- Your customers skew older or higher-income — estate planning, financial services, premium home services
- Google Ads is already working and you want incremental volume at a better rate
- You have an existing Google account — campaigns import directly, so setup cost is minimal
Not worth it if:
- It would be your only channel. Volume is too thin to build a lead flow on alone.
- You're in an emergency category with LSA available. Local Service Ads will produce far more, far cheaper.
- Your budget is under $500/month. Spread thinner than that and you won't gather enough data to optimise anything.
What's included?
| Standalone | Bundled | |
|---|---|---|
| Import from Google Ads (or fresh build) | ✓ | ✓ |
| Campaign restructuring for Microsoft | ✓ | ✓ |
| Keyword & negative keyword management | ✓ | ✓ |
| Ad copy adapted for the platform | ✓ | ✓ |
| Bid & budget management | ✓ | ✓ |
| Conversion & call tracking | ✓ | ✓ |
| LinkedIn profile targeting setup | ✓ | ✓ |
| Cross-channel budget coordination | — | ✓ |
$950/month plus $750 setup, or as an additional channel inside a retainer at +$650/month.
What can Microsoft Ads do that Google can't?
Two things genuinely worth knowing.
LinkedIn profile targeting. Microsoft owns LinkedIn, and you can layer LinkedIn company, industry and job function data onto search campaigns. For B2B that's a targeting capability Google simply doesn't have — bidding more aggressively when the searcher works at a company in your target industry.
Lower competition. Fewer advertisers means less bid pressure. In categories where Google clicks are punishing — legal above all — the same search can cost dramatically less here.
Neither makes Microsoft a primary channel. Both make it a sensible supplement once Google is running.
How do we run it?
- Import, then rebuild. Importing from Google gets you live quickly, but a straight copy performs poorly. Match types behave differently, the audience is different, and negative keyword lists usually need rework.
- Adjust for device and demographic. Desktop share is far higher here. Bid adjustments that make sense on Google are often wrong on Microsoft.
- Layer LinkedIn targeting where the account is B2B.
- Separate budgets and reporting. Microsoft performance gets reported separately, never blended into a Google number that hides whether it's actually working.
- Review quarterly against Google. If cost per lead isn't genuinely better, we'd rather move the budget than keep a channel running for the sake of it.
What should I expect?
Leads within days of launch — there's no learning period of any consequence at this budget level.
Expect lower volume and lower cost per lead than Google, though how much lower depends entirely on your category. Legal tends to show the widest gap; emergency home services the narrowest.
Treat it as incremental. A realistic outcome is 10–20% of your Google lead volume at a better rate, not a second Google.
Which industries is this strongest for?
- Law firms — the biggest cost gap of any vertical, particularly personal injury and estate planning
- B2B and SaaS — desktop, at-work audience plus LinkedIn targeting
- Healthcare — older demographic skew works in your favour
- Premium home services — higher-income households, larger project values
Weakest for emergency mobile searches, where LSA and Google Ads capture nearly everything.
Frequently asked questions
How much does Microsoft Ads management cost?
$950 a month flat plus a $750 one-time setup, or +$650/month as an additional channel inside a retainer. We take no percentage of your ad spend.
What's the minimum budget?
$500 a month in media — the lowest minimum of any channel we run, which makes it a cheap way to test whether the audience converts for you.
Is it still called Bing Ads?
The platform is officially Microsoft Advertising, and it covers Bing, Yahoo and partner sites. Most people still say Bing Ads, and so do we when it's clearer.
Can I just copy my Google campaigns over?
You can import them, and we do as a starting point. A straight copy underperforms though — match types behave differently, the audience skews differently, and negative lists usually need rework.
How much traffic will I actually get?
Far less than Google. A realistic expectation is 10–20% of your Google volume, at a lower cost per lead. Treat it as incremental rather than as a replacement.
Should this be my first paid channel?
No. Start with Local Service Ads if your category is eligible, or Google Ads if not. Add Microsoft once those are running.
Do I own the account?
Yes, always. We work inside an account you own, and you keep it and its history if we stop working together.
Worth a test?
If you're already running Google Ads, this is the cheapest incremental channel available to you — and in legal or B2B the cost difference is often larger than people expect. Thirty minutes, free, and we'll tell you whether your category is one where it pays.
Schedule a consultation · (615) 669-0707
Written by Jared DeValk, founder of Nashville Digital. Last reviewed September 2026.