Microsoft Bing Ads Management Services
Bing Ads management services for businesses that want to reach the audience Google misses.
Most businesses run Google Ads and ignore Bing entirely. That’s exactly why Bing is worth your attention. Less competition. Lower cost per click. And access to a professional audience that many advertisers overlook.
We’re a Bing Ads management agency based in Surrey. We plan, build and manage Microsoft Ads campaigns for established businesses across the UK, making sure every pound of budget is working properly and every result is reported clearly.
Our approach
Bing Ads management built on proper groundwork. Not just setup.
Lower competition doesn’t mean lower standards. Running effective Bing Ads requires the same rigour as any paid search campaign. The keyword research, the targeting logic, the bid management, the ongoing optimisation, all of it matters. What Microsoft Ads gives you is a better starting position: less competition, a more qualified audience and more room to be visible.
1. Built around the professional audience Bing attracts.
Microsoft’s integration with corporate environments, Office 365, Teams and LinkedIn means your ads can reach business decision-makers during their working day. That’s an audience other platforms simply can’t replicate in the same context, and one that’s genuinely valuable for B2B businesses and higher-value offers.
2. Structured to complement your wider paid search activity.
For most businesses, Bing Ads work best alongside Google Ads rather than instead of them. You get broader market coverage, often at a lower blended cost per acquisition, without duplicating effort. One team managing both means nothing falls through the gap.
3. Managed with the same attention as your primary campaigns.
Bing accounts are often set up and then left to drift. Yours won’t be. Regular reviews, active bid management and clear monthly reporting on what your budget is returning. If something isn’t working, we tell you, and we fix it.
The difference it makes
What changes when your Bing advertising is working properly.
Access to audiences Google simply doesn’t reach.
Many corporate IT environments block Google Ads but allow Microsoft’s network through. That means your Bing Ads can reach decision-makers in enterprise businesses during work hours, an opportunity that disappears completely if you’re only running Google. For B2B businesses, that gap in competitor coverage is genuinely exploitable.
Retargeting the professionals who’ve already shown interest.
Bing’s retargeting capability lets you stay visible to people who’ve already visited your site or engaged with your brand. For B2B businesses with longer sales cycles, keeping your name in front of warm prospects while they’re still considering is one of the most cost-effective things you can do with your paid budget.
High-value buyers at a fraction of the usual cost.
Bing users tend to be older, more financially comfortable and more likely to be in a decision-making role. For businesses selling higher-value products or services, that audience profile is worth understanding, and worth reaching before your competitors work it out.
A noticeably lower cost per click (CPC).
Bing’s smaller advertiser base means less competition for keywords. That translates directly into lower CPCs as your budget goes further, and the cost of acquiring a customer is often significantly lower than on Google. For businesses where paid search margins are tight, that difference is worth paying attention to.
What we manage
Bing Ads services across search, shopping, audience and retargeting.
Microsoft Advertising covers Search, Shopping, Display and Audience campaigns across Bing, Yahoo and the wider Microsoft network. Here’s what you get when you work with us.
Search Campaigns
Your ads appearing when people search for exactly what you offer across Bing and the Microsoft Audience Network. You get keyword research tailored to the platform, carefully written ads and bids that reflect what’s actually competitive in your sector.
Shopping Campaigns
For businesses selling products online, Microsoft Shopping puts your product image, price and name directly in search results. You get a properly managed product feed, a clear bidding strategy and the ongoing optimisation that makes Shopping profitable rather than just present.
Audience Campaigns & LinkedIn Targeting
Microsoft’s LinkedIn integration lets you target by job title, industry and company name in a way no other search platform offers. For B2B businesses, this is one of the most powerful audience targeting tools available, and it’s significantly underused.
Bing Retargeting
Retargeting campaigns that keep your brand in front of people who’ve already visited your site or engaged with your business. Particularly effective for longer B2B sales cycles where buyers are comparing options over weeks rather than days.
Campaign Import and Setup
Already running Google Ads? Your campaigns can be imported into Microsoft Ads as a starting point. You get a properly reviewed and adapted version set up for the Bing platform, not just copied across without thought.
Ongoing Management and Reporting
Regular account reviews, bids adjusted, search terms audited, negative keywords updated and ad copy tested. Monthly reporting in plain English covering the numbers that matter: leads, cost per lead, return on spend. No jargon, no vanity metrics.
How it works
Our Bing Ads management process. You always know where you are.
Every Bing Ads engagement starts with understanding your business properly, not with building campaigns. Here is what the process looks like from first conversation to live account.
Stage One
Discovery & Strategy
We start with a proper conversation about your goals, your audience and what success looks like commercially. That thinking shapes the campaigns, the targeting and how we measure performance. Nothing gets built until the strategy is right.
Stage Two
Build & Setup
Campaign structure, keyword lists, negative keywords, ad copy and conversion tracking are all reviewed and agreed before a penny of budget goes live. If you’re importing from Google Ads, we adapt rather than simply copy, so the account is set up properly for the platform.
Stage Three
Launch & Early Optimisation
The first four to six weeks are about learning quickly. Real data comes in and we use it to sharpen what’s working and cut what isn’t. Microsoft Ads often show results faster than Google because of lower competition and we make sure we’re capturing that early momentum.
Stage Four
Ongoing Management
Regular account reviews, budgets monitored, bids adjusted and new approaches tested. You hear from us with a clear picture of what’s happening and why, not just a spreadsheet of numbers to interpret yourself.
Free Bing Ads Audit
Already running Microsoft Ads? We'll show you exactly where the budget is going..
If your Bing Ads account has been running for a while but you’re not sure it’s performing as well as it could, we’ll give you a clear and honest picture. A straight assessment of what’s working, what’s wasting budget and what we’d change, which is useful whether you go on to work with us or not.
Step 1 – What we look at
- Which keywords are triggering your ads and whether they should be
- Where budget is being spent and whether those clicks are converting
- Campaign structure and how it compares to what works on the Microsoft Ads platform
- Negative keyword coverage and search term reports
- Ad copy quality and relevance
- Conversion tracking accuracy
Step 2 – What you get back
A plain English summary of findings, ranked by commercial impact. No jargon, no softening the findings to win your business.
Step 3 – What it costs
Nothing. The audit is yours to keep and act on however you choose. If you’d like to talk through the findings, we’re available, but there’s no obligation attached.
Selected work
Bing Ads campaigns that delivered real commercial results.
What our clients say
Businesses we've helped grow.
In their own words.
Great work is built on strong relationships and open collaboration. Over the years we’ve worked with businesses across a range of industries, and here’s what some of them have to say about partnering with us.
Common questions
The questions worth asking before you choose a Bing Ads management company.
Is Bing worth advertising on if most people use Google?
Yes, particularly for B2B businesses and those targeting professional or older audiences. Bing holds a smaller share of the UK search market than Google, but its audience often includes more established professionals and decision-makers. Lower competition means your budget typically goes further and the cost per click is noticeably lower than Google in most sectors. For many businesses, it’s a channel their competitors are ignoring entirely. That’s the opportunity.
What's the difference between Bing Ads and Microsoft Ads?
Microsoft Ads is the current name for the platform. Bing Ads was the previous name, Microsoft rebranded it in 2019. The platform is the same. If you’re searching for Bing Ads management services, Microsoft Ads management is what you’re looking for. The network covers Bing, Yahoo and the wider Microsoft Audience Network, so your ads reach more than just Bing users.
What budget do I need to start?
Microsoft Ads can work effectively with smaller budgets than Google because there’s less competition. We typically recommend starting with at least £500 a month in ad spend to gather meaningful data. You’ll get a clear picture of likely returns before anything goes live.
What does Bing Ads management actually include?
Our Bing Ads management service covers strategy, account setup, keyword research, ad copy, audience targeting, bid management, negative keyword maintenance, conversion tracking and regular optimisation. You get monthly reporting in plain English and one point of contact who knows your account and your business. The work doesn’t stop once campaigns go live. We continually review performance, make improvements and look for opportunities to generate better results.
Can you import our existing Google Ads campaigns?
Yes. Microsoft Ads has an import tool that brings your Google campaigns across as a starting point. We review and adapt the import rather than using it as-is, making sure the account is set up properly for the Bing platform, keyword match types, bidding logic and audience settings all need reviewing before anything goes live.
Do you manage Bing Ads alongside Google Ads?
Yes, and running both together is often the most effective approach. You get broader market coverage, often at a lower blended cost per acquisition, and we manage both accounts so nothing falls between the gaps. The data from each platform also informs the other, what converts on Google tells us what to target on Bing, and vice versa.
What is Bing retargeting and is it worth using?
Bing retargeting lets you show ads specifically to people who’ve already visited your website or engaged with your brand. It’s worth using because these people already know who you are, they’re far more likely to convert than cold audiences. For B2B businesses with longer sales cycles, staying visible to warm prospects while they’re still comparing options is one of the most cost-effective uses of your paid budget.
The next step
Your competitors may be overlooking Bing. That creates an opportunity for your business.
Whether you’re starting from scratch or running campaigns that aren’t delivering, the starting point is the same: a proper conversation about your business, your goals and
what’s realistically possible.
On our discovery call we’ll cover:
- Where you want the business to be over the next 12 to 24 months and what role Bing Ads needs to play.
- Whether Bing Ads makes sense for your business specifically and what a realistic return might look like.
- How your current paid search activity is performing and where there’s room to improve.
- What a well-managed Bing Ads account could realistically do for your business.
No obligation. No hard sell. Just a straight conversation with a team that knows the platform well.
Fill in the form and someone from the team will be in touch to arrange a time that suits you.