Postpay bills the ad account monthly, or when it reaches a billing threshold. You choose this when the campaign is set up, together with the budget. Once both are in place, the ads can go live.
Bing & Microsoft Ads
Bing & Microsoft AdsReach a different search audience.
We plan and run Bing and Microsoft Ads for your clients: search, audience ads, product ads, and app install ads, plus remarketing. Competition is often lower than on Google.
Why agencies add Bing
The summary uses published figures. They are not a result we measured on your client's account. DemandSage (January 2024) puts Bing at more than 900 million searches a day and 27 billion a month. Mega Digital (January 2024) puts cost-per-click as much as 33% lower than Google Ads in some cases. Disruptive (November 2021) puts the audience Google does not reach at more than 63 million searchers.
- 01
A different set of searchers
The summary describes Bing users as a separate audience, often older and with more to spend, which suits B2B, premium offers, and professional demographics.
- 02
Clicks can cost less
Cost-per-click is described as generally lower than Google Ads, sometimes by as much as 33%, so the same budget can go further.
- 03
There is room in smaller markets
Less competition is the point for local services, specific industries, and long-tail keywords, inside a network the summary still calls large.
- 04
You can see past the click
Reports show clicks, visits, cost, and revenue. Universal Event Tracking also records what happens after the click, including on-page actions and completed calls.
- 05
The format follows the brief
Campaigns can use audience ads, product ads, and app install ads, with copy and visuals lined up to the goal.
How it runs
From the portal brief to a live campaign
Before those four steps we audit the site and the account, research the market and the audience, and read competitors in SEMrush, Spyfu, and PPC AdLab: their keywords, their ad copy, and how they spend. Then the strategy goes to you for approval.
How the ad account is billed
Prepay means funds are added to the client's ad account and used as ads are clicked. Either way, ad spend is billed separately from the management fee. Ads also stop showing once the budget is spent or the campaign ends. That part sits with the platform.
What we do, and what we need from you
The campaign waits when the brief, the approval, or the account access is late. This is the split.
| Task | Your agency |  |
|---|---|---|
| We take the brief and build a campaign structure that matches it. | ||
| We research the market and the competitors, including keywords, ad copy, and budget patterns in SEMrush, Spyfu, and PPC AdLab. | ||
| We write the ad copy and prepare the visuals, then send them on Basecamp for approval before they go live. | ||
| We set up conversion tracking, including Universal Event Tracking where the account needs it. | ||
| We run A/B tests on headlines and visuals, add negative keywords, and manage cost-per-click bids. | ||
| We work on Quality Score through ad relevance and the landing page, and we use extensions and remarketing where they fit. | ||
| Each month we report clicks, views, cost, and the success rate, with what we recommend next. | ||
| On an account that is already running, we read the history: conversions, remarketing, keywords, and the current setup. | ||
| A complete portal brief: objectives, audience, keywords, past results if you have them, and competitor notes. | ||
| Access to the Bing Ads account or the analytics tools, when the account is already running. | ||
| Clear expectations with your client about the process and what it can and cannot do. | ||
| Approval, or a revision, once your client has seen the work. We do not go live before that. | ||
| A reply on Basecamp when we post a question. Skype, Google Meet, or Zoom are there for an urgent call. | ||
| The client relationship, especially at the start, and the reporting you give the client. |
If the ads go to a lead page
Ads stop showing when the budget is spent, and the listing stops when the campaign ends. That is outside our control, and it does not undo the campaign while it is running.
From there we can work on the landing page: layout, the buttons, and the text. A nurturing series, written as its own copy project, can follow the leads after they arrive.
If the ads go to the home page
We can build landing-page variants and test them. The keywords that win in the ads can also feed the SEO work on the site.
A display and remarketing campaign can sit beside this, including social ads that reach people who already visited the site.
What slows the month down
An empty or half-filled intake form means we cannot draft the campaign on time. Unanswered questions on Basecamp, or an approval that waits, delay the work and the tests we would otherwise run.
Near the end of the month, capacity for live changes is limited. That time goes to the end-of-month reports.
How to sell this to a client
The summary suggests three openings: a free consultation on their goals and what they already run, a plain-language workshop or a live look at the platform, and an audit of an existing Bing or Microsoft Ads account.
The points to show are the audience, a cost-per-click that can be lower, and niches where competition is thinner: local services, a specific industry, or long-tail keywords. The workshop example in the summary is a local plumber showing up for "emergency plumbing services".
When the ads are working, agencies often add these
From the blog
Notes that sit next to this work. All notes
Paid Media
Getting More from Microsoft Ads
Why Microsoft Advertising deserves a place in the media mix, and practical tips to get more clicks and conversions from it.
2 min read
Frequently asked questions
Agencies that want Bing and Microsoft Ads under their own name: a further audience, often at a lower cost-per-click than Google, without hiring the team in-house.
Ready to add Bing and Microsoft Ads?
You keep the client. We build the campaign, you approve it, and the monthly report comes back to your team.