Bing Ads management without the afterthought treatment
Most agencies treat Microsoft Advertising as a checkbox: import the Google campaigns, assign a token budget, never look again. That leaves money on the table. Run properly, Bing ads buy many of the same searches at a lower cost per click, in front of an audience that skews older, more desktop, and more B2B.
Keller Creative manages Microsoft Ads for Knoxville-area and national clients where the math works, and we'll say plainly when it doesn't.
Where Microsoft Ads earns its budget
Bing powers the default search experience on hundreds of millions of Windows machines, and a lot of office computers never change it. That traffic includes professionals searching from work, an audience some categories badly want.
Competition is thinner than on Google, so cost per click often runs lower for identical terms. Microsoft also offers something Google can't: targeting informed by LinkedIn profile data, including industry, job function, and company, which makes it quietly useful for B2B search.
Import is the start, not the strategy
We do import your proven Google structure, because rebuilding from zero wastes what you've already learned. Then the real work starts: separate negative keyword lists, bids re-set for Microsoft's auction, search partner placements audited and trimmed, and ad copy checked against an audience that behaves differently.
Accounts left on auto-import drift. Ours get the same weekly review as the Google account they came from.
An honest fit check
Some categories simply don't have enough search volume on Bing to matter, and a few hundred dollars a month spent there would be better spent elsewhere. We check volume in your category before recommending the channel. Since our engagements run month to month, dropping an underperforming channel is a conversation, not a contract dispute.
Frequently Asked Questions About Microsoft/Bing Ads
Is our budget big enough to bother with Microsoft Ads?
Usually this channel gets added once Google Ads is performing, as a way to buy more of what's already working at a lower cost per click. Because clicks tend to be cheaper, a modest budget can still produce a readable result. If your category's Bing volume is too thin to learn anything, we'll show you that before you spend.
Can't we just import our Google campaigns and let it run?
You can, and that's exactly why most Microsoft Ads accounts underperform. The auction prices differently, the audience behaves differently, and search partner traffic needs policing. Import gets you live in days; the divergence work afterward is what makes the channel pay.
Who actually searches on Bing?
More people than the channel's reputation suggests. It's the default on Windows and Edge, so the audience leans toward desktop users, older demographics, and people searching from workplace machines. For B2B and higher-age-bracket consumer categories, that mix is a feature, not a bug.
Ready when you are.
Get a Microsoft Ads review