--- title: "Bing Ads Agency | Microsoft Advertising Management" url: https://www.suffdigital.com/services/ppc/microsoft-ads description: "A Bing Ads agency managing Microsoft Advertising with native audience controls, conversion tracking and lift measured against Google. Get a free proposal." lang: en --- • MICROSOFT ADVERTISING # Bing Ads Agency Turn Microsoft into a channel that adds customers, instead of a copy of your Google account. Imported Google campaigns usually carry the wrong structure, negatives and ad copy for this auction. We stop the sync, rebuild from native query data, add company and job-title layers, and report whether a Bing Ads agency deserves budget. Speak with a specialist: https://www.suffdigital.com/get-a-proposal Bing Ads Agency Image: Matt Suffoletto, Founder & CEO (https://www.suffdigital.com/assets/matt-suffoletto-Byu9NQDI.png) ## Get your Bing Ads strategy today • Why Suff Digital ## We judge this channel on what it adds, not on what a click costs. We manage Microsoft Ads as a separate search channel, not a recycled Google account. You see what the network adds beyond your existing spend, which audiences behave differently, and where the budget should move next. Speak with a specialist • (https://www.suffdigital.com/get-a-proposal) Image: Matt Suffoletto, Founder & CEO at Suff Digital (https://www.suffdigital.com/assets/team-matt-BPnUHeFc.png) Matt Suffoletto Founder & CEO Image: Kriszta, Chief Operating Officer at Suff Digital (https://www.suffdigital.com/assets/team-kriszta-0C5om0HP.jpg) Kriszta Chief Operating Officer Image: Tony, Partnership Director at Suff Digital (https://www.suffdigital.com/assets/team-tony-D-tlsjpv.webp) Tony Partnership Director • How we help ## What Our Bing Ads Services Include Microsoft Ads management works best when the account is built from Microsoft data, audience controls and query volume instead of copied from Google. (04) ### • We stop the Google sync and rebuild the campaigns The automatic import goes off and the campaigns are built against this auction: its own keywords, its own negatives, its own ad copy. Match types and bid ranges come from the volume actually available here, not inherited from an account many times its size. ### • Bidding by company, industry and job title LinkedIn profile audiences go on as bid layers over ordinary search campaigns, mapped to your named account list. The person is already searching for what you sell, so this raises the bid on the right ones rather than interrupting anybody. ### • The Audience Network on its own budget line Microsoft's native placements run separately, with their own budget and their own exclusion list. They never get bundled into search, because blending the two hides which of them is working. ### • Your product feed on Microsoft's merchant surface Product data submitted, diagnosed and kept approved here, where the requirements differ from Google's and disapprovals happen for different reasons. See our process • • Where it breaks ## Four things wrong with almost every imported account We open a lot of these accounts. Almost every one has at least two of the four below, and none of the four are caused by the platform itself. Diagnose my site • 01 ### The imported account is drifting A copied account spends unattended when it has no clear owner. Each month it moves further from the Google account it came from, because the import either overwrites local edits or quietly stops syncing altogether. The first sign of trouble is usually an unexplained bill. 02 ### Professional targeting is still switched off You are paying to reach a professional audience and targeting them by keyword alone. On this platform you can layer company, industry and job function onto ordinary search campaigns. It costs nothing extra to apply, and it often ships switched off. 03 ### Conversions counted on some pages and not others Automated bidding is working from a partial picture, because the tracking tag never made it everywhere. Usually it went on through a tag manager for the main site and never reached the checkout subdomain, the booking widget or the phone. 04 ### Partner site clicks are not being reviewed A share of your clicks arrives from syndicated partner sites rather than the search engine, and it behaves nothing like the core network. It is on by default and reported separately, which is why so few accounts ever break it out. ## Our Bing Ads Process (04) Phase 01 Week 1 ### We check what your searches are worth here We compare your Google query set against what is genuinely available on this network: which terms carry volume, which competitors are present, and where the two auctions diverge. The output names the queries worth building for and the ones that will never clear useful daily volume. Phase 02 Weeks 1-3 ### We hand you the rebuilt account to sign off before launch With the sync stopped, the campaigns get rebuilt for this auction and the platform-specific formats and extensions are filled in. Anything worth keeping from the imported structure stays because we chose it, and you sign the finished structure off before it goes live. Phase 03 Weeks 3-5 ### We turn on the company and job title layers The profile layers go on in observation mode first, so we can watch how they perform before they change what you pay. The layers that qualify traffic then get a bid uplift and the rest get excluded. You approve the account and industry lists first. Phase 04 Monthly ### We report what this channel added that Google did not Each month the contribution is reported in incremental conversions rather than blended cost per click, measured against the same query set running on Google. You also get the audiences that behaved differently here, so the split of budget between the two networks stays a decision rather than a habit. Get started • • Targeting Google does not have ### Company and job title, applied to an ordinary search campaign. Professional targeting normally means paying social-network prices to interrupt a buyer who was not looking for you. Here it works as a bid layer on people already searching for what you sell, which is a different proposition entirely. Most accounts leave it switched off, and turning it on costs nothing beyond mapping your customer profile onto it. • A decision maker reached while they are searching, not while they scroll • Applied to search campaigns you already run, so there is no second campaign to fund • The professional layer reported on its own line, so its contribution can be judged • Deciding whether to run it ### The test a second search channel has to pass A channel with fewer conversions can still deserve budget if those conversions are cheaper, better qualified or genuinely new. A lower cost per click means nothing if the traffic is recapturing demand you already had. We separate brand from non-brand and put the verdict in writing each quarter. • What it costs ### What sets the cost of running Microsoft Advertising Two separate numbers. The media cost is set by the auction, your keywords, your geography and how many others want the same audience, and you pay it to Microsoft. Our fee is separate and moves with the work: how much of the account is rebuilt rather than imported, how many markets are in scope, whether the profile layers have to be built, and how much tracking is missing. We scope all four and fix the fee in writing. How PPC management is priced (https://www.suffdigital.com/resources/guides/ppc-management-pricing) covers the fee models. • What you keep ### The account stays in your business's name. Everything is built inside a Microsoft Advertising account your business owns and pays for directly. If we part company, the campaigns, audience lists, conversion history and the change log stay where they are, so the next team starts with a record rather than a mystery. 2,500+ businesses served ## Bing Ads Reviews > “I refer all my clients to Suff Digital whenever they need website or SEO needs. They are fast, professional, and they do a great job every time! Love working with them.” Rachel BellMarketing Consultant > “Matt and the team at Suff Digital were excellent white label partners for a client I had at my own firm. They were able to quickly and efficiently diagnose website issues, identify optimization opportunities, and implement and migrate their website hosting service incredibly efficiently. Could not recommend them more!” Courtney MyersAgency Partner > “Suff Digital is the way to go! Great people! Great work! Call them now!” Barbara BoccioClient > “I've worked with Matt on several projects, and he has always been responsive, and the projects/proposals have been professionally delivered. I also like that he's a small family-run business based in the US.” Pamela HultsBusiness Owner > “Been working with these guys for almost a year now and they are a class act. My practice has been steadily growing and the results have been astonishing to say the least. I HIGHLY recommend Suff Digital to any business that is serious about growth and expanding their reach!” Street MDPractice Owner > “Matt was great to work with. He provided my business with many tools to empower its success. I gained tremendous value from his services. He is experienced and has seen it all.” Isaac WellishBusiness Owner > “I worked with Matt and the Suff Digital Team on a Marketing Project for a client of mine and he was excellent.” Samantha McGowanBusiness Owner > “Fast, responsive, and helpful in getting everything set up. Went above and beyond.” DKBusiness Owner > “I can't say enough good things about Matt Suffoletto and the team at Suff Digital. I've worked with Matt for years, and his knowledge, expertise, and professionalism are second to none. He truly understands SEO, website management, and digital marketing at a level that delivers real results. Matt helped me get my DJ business ranked on the first page and even the number one spot on Google in an industry with thousands of competing DJs. Those results had a tremendous impact on my business. Most recently, on Memorial Day, my website came under attack from internet hackers. I sent Matt an email expecting a delayed response because of the holiday, but he replied almost immediately, identified the problem, took action, and resolved the issue before it could cause further damage. If you're looking for a digital marketing and web services company that delivers results and stands behind its clients, I highly recommend Suff Digital.” Scott KingBusiness Owner > “Matt and Suff Digital were great to work with. We gave them a high level overview of what we wanted to create and they came back with a full design we were able to tailor. Easy to work with and very helpful and responsive. Highly recommend.” ThadBusiness Owner Pamela HultsBusiness Owner Street MDPractice Owner Isaac WellishBusiness Owner Samantha McGowanBusiness Owner DKBusiness Owner Scott KingBusiness Owner ThadBusiness Owner Rachel BellMarketing Consultant Courtney MyersAgency Partner Barbara BoccioClient • What you get ## Bing Ads Deliverables Scope is agreed in writing before you sign, which is the least you should expect from a Bing ads agency. Inside your Microsoft account ✓ The rebuilt account, plus the change log — Campaigns built against this auction rather than synced across, and the log naming every place we chose to differ from Google. ✓ The companies and job titles we bid up — The layers applied, the named account list behind them, and what each one is bid at. ✓ Tracking tested on every path, phone included — Every conversion path tagged and tested, revenue values passed through, and offline import wired to your CRM. ✓ Ads written for this auction, formats filled in — Responsive ads for this platform, with action extensions, filter links and multimedia ads populated rather than left empty. ✓ How this account did next to your Google one — What Microsoft delivered against Google on the same query set, and where the next increment of budget should go. ✓ The monthly read, and the next two changes — Cost per click movement, conversions reconciled against your own records, what the layers did, and the next two changes we plan. ## Compare Bing Ads Services Compare Bing Ads agencies by how they test incremental demand, rebuild imported campaigns and judge Microsoft results against their own baseline. (05) Campaigns built on Microsoft, not imported Us Imports only Agencies Imports only Freelance In-house Company and job-title layers applied Us Sometimes Agencies Freelance In-house Partner traffic split out and reviewed Us Rarely Agencies Freelance In-house Incremental conversions reported against Google Us Varies Agencies Freelance In-house You keep the account and the billing Us Varies Agencies Varies Freelance In-house Suff Digital Other agencies Freelancers In-house / DIY Imports only Imports only Company and job-title layers applied Sometimes Partner traffic split out and reviewed Rarely Varies You keep the account and the billing Varies Varies ## Find out whether Microsoft is adding customers or recounting the ones you had. We compare your Microsoft results with the Google baseline on the same query set, check the tracking, and send back a straight answer on whether the channel deserves budget. Get a free PPC review •: https://www.suffdigital.com/get-a-proposal Speak with a specialist: https://www.suffdigital.com/get-a-proposal • Frequently asked questions ## Common Questions Yes. Microsoft renamed the platform Microsoft Advertising, and Bing is still the search engine most people picture when they hear it. The names are used interchangeably, so a Bing Ads agency and a Microsoft Ads agency are describing the same platform and the same work. Ask us something else • • Learn more ## PPC guides Longer reads on the same subject, written by our senior team. PPC ### Bing Ads vs Google Ads: Which Should You Run?: https://www.suffdigital.com/resources/guides/microsoft-ads-vs-google-ads A practical guide to Bing ads vs Google ads, with clear steps, common mistakes, and answers to the questions teams ask before they act. Original data ## Related research - Data Study · PPC ### Plumbers in Arizona Pay 115% More per Google Ads Click Than the National Price: https://www.suffdigital.com/resources/data-studies/plumbing-google-ads-cpc Plumbing companies in Arizona pay 115% more per Google Ads click than the national price for the same searches, more than double. - Data Study · PPC ### Real Estate Google Ads Clicks Cost $1.78 on Average vs $10.82 Across Industries: https://www.suffdigital.com/resources/data-studies/real-estate-google-ads-cpc A click on a real estate Google Ads keyword costs $1.78 on average, 84% less than the $10.82 average across 23 industries, making real estate the second cheapest of the 23. - Data Study · PPC ### 74% of Insurance Search Ads Mention a Price or Discount vs 49% of All Search Ads: https://www.suffdigital.com/resources/data-studies/search-ads-price-discount-mentions 74.3% of insurance search ads mention a price, rate or discount, against 49.4% of all search ads. • Ready for real growth? ## Find out what Microsoft is adding before you spend another month on it Send us the Microsoft account and the Google account beside it. We check the query overlap, the tracking and the partner traffic, then come back with whether the channel is adding customers you would not otherwise have won. ✓ A straight answer on whether the channel is worth running ✓ A reply within one business day ✓ Clear scope before launch 2,500+ businesses served Image: Matt Suffoletto, Founder & CEO (https://www.suffdigital.com/assets/team-matt-BPnUHeFc.png) Image: Tony, Partnership Director (https://www.suffdigital.com/assets/team-tony-D-tlsjpv.webp) Image: Kriszta, Chief Operating Officer (https://www.suffdigital.com/assets/team-kriszta-0C5om0HP.jpg) ## Request a free proposal now Fields marked * are required • Related services ## Services that support PPC. ### PPC audit services: https://www.suffdigital.com/services/ppc/ppc-audit Check whether Microsoft is adding demand or duplicating conversions your Google account already wins. ### Google Ads management services: https://www.suffdigital.com/services/ppc/google-ads Run the larger search account beside Microsoft with clean budget and tracking rules. ### Paid social advertising services: https://www.suffdigital.com/services/paid-social Reach the same professionals in a feed when search volume is too thin. ### Conversion rate optimization services: https://www.suffdigital.com/services/cro Improve the pages that turn lower-cost search clicks into leads and sales. ## Structured data ```json [ { "@context": "https://schema.org", "@graph": [ { "@type": "Organization", "@id": "https://www.suffdigital.com/#organization", "name": "Suff Digital", "alternateName": "Suff Digital Marketing", "url": "https://www.suffdigital.com/", "logo": { "@type": "ImageObject", "@id": "https://www.suffdigital.com/#logo", "url": "https://www.suffdigital.com/logo.png", "contentUrl": "https://www.suffdigital.com/logo.png", "caption": "Suff Digital" }, "image": { "@id": "https://www.suffdigital.com/#logo" }, "description": "Suff Digital is a full-stack digital marketing agency that turns websites 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Microsoft renamed the platform Microsoft Advertising, and Bing is still the search engine most people picture when they hear it. The names are used interchangeably, so a Bing Ads agency and a Microsoft Ads agency are describing the same platform and the same work." } }, { "@type": "Question", "name": "Are Bing Ads any good?", "acceptedAnswer": { "@type": "Answer", "text": "They can be, in the right market. This network reaches a smaller share of search than Google, so it is judged on whether it produces conversions you would not otherwise have won, at economics that hold up. In some accounts it does. In others there is not enough volume to be worth managing, and we say so early." } }, { "@type": "Question", "name": "Is Bing Ads better than Google Ads?", "acceptedAnswer": { "@type": "Answer", "text": "Not better, different. Google usually offers far more search volume, which is why it stays the main account for most businesses. Microsoft offers a different audience mix and profile targeting Google cannot match. The full side by side, including where Google wins, is in our Microsoft Ads vs Google Ads comparison." } }, { "@type": "Question", "name": "Should we import our Google campaigns or start from scratch?", "acceptedAnswer": { "@type": "Answer", "text": "Import if you need something live this week, then treat it as a draft. Audience options, partner traffic, bid behavior and which searches carry volume all differ here, so the account should be rebuilt from Microsoft's own data within a few weeks." } }, { "@type": "Question", "name": "Can we turn off the syndicated partner traffic?", "acceptedAnswer": { "@type": "Answer", "text": "You can limit it rather than remove it entirely, and the first job is simply to see it. We split partner-network delivery out of the main reporting, judge it on how it converts rather than on what a click costs, and exclude the sites that keep spending without producing anything. On some accounts it earns its place. On others it is the cheapest saving available." } }, { "@type": "Question", "name": "Will you tell us if the channel is not worth running?", "acceptedAnswer": { "@type": "Answer", "text": "Yes, and it is written into the monthly report. If Microsoft stops producing conversions your Google account would not have picked up anyway, we say so and recommend where the budget goes instead." } } ] } ] } ] ```