Where do Microsoft Ads appear?
Microsoft's network reaches well beyond Bing itself:
- Search: Bing, Yahoo, AOL, DuckDuckGo, Ecosia, and partner sites.
- Microsoft Copilot: ads built from your existing campaign assets, shown alongside Copilot's answers.
- Audience ads: MSN, Microsoft Start, Outlook.com, Edge, and publisher partners.
Why add Microsoft Ads if we already run Google?
Because a real share of your buyers search on Bing, Yahoo, and Copilot, including people on work computers where Edge and Bing are the default. Fewer advertisers compete there, which can make it an efficient place to add reach. Importing your Google campaigns gets you started; tuning keywords, bids, and audiences for Microsoft's network is where the results come from.
How do ads show up in Microsoft Copilot?
Microsoft builds Copilot ads automatically from eligible campaigns, including search ads (which need a logo), Shopping, and Performance Max. You can't buy Copilot on its own or opt out, and there's no separate Copilot reporting, but negative keywords still apply. Our job is making sure your campaigns are eligible and your assets are strong enough to be chosen.
Microsoft's AI Max for Search, now generally available, also serves on Bing and Copilot, matching more searches from your existing campaigns when your tracking can support it.
What is LinkedIn profile targeting?
Microsoft Ads can adjust bids using LinkedIn profile data: company, industry, job function, and seniority. It's especially useful for B2B companies that want to bid more for decision-makers searching on Bing. It raises or lowers bids for those people rather than limiting who can see your ads.
For account-based campaigns, you can upload a list of target companies (up to 10,000 names) and bid more when people from those companies search for what you sell.
Microsoft Ads for online stores
E-commerce brands can run Shopping and Performance Max through Microsoft Merchant Center, using the same product feed that powers Google Shopping. Retailers in English-speaking markets can also supply Offer Highlights, product details that appear in Copilot, Edge, and Bing. And in the US, Copilot Checkout lets shoppers buy from merchants on PayPal, Shopify, and Stripe without leaving Copilot.
We keep the feed clean, map it to Microsoft's categories, and report Shopping results next to Google so you can see which network earns each sale.
What does Microsoft Ads management include?
A Microsoft-specific program, not a copy of your Google account:
- Google Ads import as a starting point, then a rebuild of keywords, bids, and budgets for Microsoft's network.
- Conversion tracking with Microsoft's UET tag, matched to your GA4 and CRM data.
- LinkedIn profile targeting for B2B accounts.
- Shopping and Performance Max for e-commerce, through Microsoft Merchant Center.
- Logos and assets that make your campaigns eligible for Copilot placements.
- Monthly reporting next to your Google results, so you can compare cost per lead side by side.