Microsoft Advertising

No — it’s incremental reach, not a discount copy of your Google campaigns. A meaningful share of Microsoft’s search audience never touches Google at all, and audience overlap between the two platforms is partial. Most active advertisers run both rather than choosing one. → See how we plan a Microsoft + Google budget split.

Cost is the headline, but the bigger difference is where ads appear: Microsoft reaches people through Bing, Microsoft Edge, Windows, Outlook, and Copilot conversations — surfaces where people are actively working, researching, or planning, not just scrolling. That context tends to produce higher-intent clicks for B2B and considered-purchase categories specifically.

Yes. Microsoft’s import tool brings over your campaigns, keywords, ad groups, and settings directly. Expect a short adjustment period — imported campaigns typically need a few weeks to stabilize as Microsoft’s own auction data builds up. → Get help migrating and optimizing your account.

Not exactly, and this trips up a lot of advertisers moving over from Google. Search campaigns on Microsoft can serve across the Bing results page, Copilot, search partners like DuckDuckGo, and select display placements — but it isn’t a single toggle-able “network” the way Google’s Display Network works. Placement control happens through exclusion lists at the ad group or account level.

If you’re running Search or Performance Max campaigns, likely yes — Microsoft has been rolling sponsored placements into Copilot’s AI-generated answers since 2025. Early data suggests these placements get noticed more, since they appear while someone is actively comparing options rather than sitting in a list of ten links. → Ask us to audit your current Copilot placement performance.

Copying gets you started, but it won’t get you full value. Microsoft’s LinkedIn Profile Targeting, its different audience demographics, and its AI-surface placements reward a strategy built around what makes the platform distinct — not a mirror of your Google setup. → Talk to us about a Microsoft-specific strategy.

Expect a ramp-up period, not instant parity with your Google performance. Newly imported or newly built campaigns typically need several weeks for Microsoft’s bidding systems to gather enough data and for Quality Scores to stabilize — judging the channel too early is the most common reason advertisers wrongly write it off.