Microsoft Advertising Management
Bing, Yahoo, DuckDuckGo, and the search box on every Windows computer — the network most advertisers ignore, which is exactly why the clicks cost less and the competition is thinner. We put it to work as an extension of what already works.
The Search Network Everyone Forgets Is Still Full of Your Customers
Microsoft Advertising powers the paid results across Bing, Yahoo, DuckDuckGo, AOL, and — most importantly — the default search experience on Microsoft Edge and Windows itself. That last part is what most advertisers underestimate: millions of people search on Bing not because they chose it, but because it is what opened when they typed into the search box on their work computer or their home PC. They are still searching for dentists, furniture, HVAC repair, and legal help. They are just doing it where most of your competitors are not advertising.
That absence is the opportunity. Because fewer advertisers compete in Microsoft’s auctions, clicks routinely cost meaningfully less than the same keywords on Google — for traffic that, in many categories, converts just as well or better. The audience skews older, more desktop-based, more professional, and toward higher household incomes: in plain terms, homeowners, decision-makers, and people with money to spend.
The honest framing, which we will always give you: Microsoft is not a replacement for Google Ads — the volume is a fraction of Google’s, and if your Google account is not yet dialed in, that is where the work should happen first. Microsoft Advertising is the efficient second move — the expansion channel that takes a proven Google strategy and buys the same customers at a discount on the network everyone else forgot.
The Overlooked Audience
Work Computers, Home PCs, and Homeowners — The Bing Audience Fits More Utah Businesses Than You Would Guess
Picture the searches happening on Microsoft’s network in Utah on any given weekday. An office manager in Salt Lake City researching vendors on a company laptop where Edge is the mandated browser. A homeowner in an established Sandy neighborhood — the demographic most likely to still use the family desktop — searching for a furnace repair company. A financial professional comparing services during work hours on a corporate machine that has never once opened Chrome.
These are not fringe users. They are older on average, more likely to own their homes, more likely to hold professional roles, and searching with the same intent as anyone on Google — often with less advertising competing for their attention when they do. For Utah businesses whose customers skew toward homeowners, professionals, or B2B buyers, that is a profile worth paying a lower price to reach.
The Search Starts on a Familiar Device—and Lands in a Less Crowded Auction
WHERE THE SEARCH BEGINS
Work laptop
Edge or Windows search is the default →
Home PC
Everyday homeowner search →
Professional Windows device
Work-hour research →
HOW IT GETS ROUTED
Default Microsoft search experience
Windows search · Edge · Bing-powered results →
WHY ADVERTISERS CARE
Same customer intent
Fewer advertisers competing
Homeowners · professionals · B2B buyers
There is also a distinctly current reason to be present here: Microsoft has woven its search network into Copilot and its AI experiences across Windows and Edge. As AI-assisted search grows on Microsoft’s platforms, the advertisers already established on the network are positioned for wherever those placements evolve — consistent with how we approach the AI shift across every channel we manage.
Curious what your Google keywords would cost on Microsoft’s network? That comparison is part of our free audit. Get Your Free PPC Audit
Managed Properly — Not Just Imported and Ignored
Microsoft Advertising’s biggest practical advantage is also its biggest trap: it can import your Google Ads campaigns nearly one-to-one. Most agencies click import, walk away, and let the account drift. We treat it as its own auction — because it is one. Our management covers:
01 BUILD
Search Campaigns Built for Microsoft’s Auction
We launch from your proven Google structure, then tune for how Microsoft actually behaves — separate bid landscapes, different device mix, network and search partner settings reviewed rather than defaulted, and negative keywords maintained on Microsoft’s own search term data instead of assumptions carried over from Google.
Google Ads Import — Done Right, Then Maintained
The import tool is a starting line, not a strategy. We configure the initial import cleanly, correct the settings that do not translate (budgets, targeting, tracking templates), and keep the two accounts synchronized as your Google campaigns evolve — so Microsoft benefits from every improvement instead of running last quarter’s playbook.
02 EXPAND
LinkedIn Profile Targeting — The Feature Google Cannot Match
Because Microsoft owns LinkedIn, Microsoft Advertising can layer LinkedIn profile data — company, industry, and job function — onto search campaigns. For Utah B2B companies, that means bidding differently when the searcher works in your target industry, something no Google search campaign can do. It is the single most underused feature on the platform, and for the right business it changes the math.
→ For full-funnel B2B strategy, this pairs with LinkedIn advertising itself
Shopping Campaigns for Retail
Microsoft runs product ads through its own Merchant Center, and for retailers already maintaining an optimized Google product feed, extending to Microsoft Shopping is low lift for incremental sales — same feed discipline, thinner competition on the shelf.
03 MEASURE
Remarketing & Audience Targeting
Website remarketing, in-market audiences, and customer match on Microsoft’s network — recovering visitors and reaching buyer segments at the network’s lower click costs, coordinated with your Meta and Google remarketing so frequency stays sane across channels.
Unified Tracking & Reporting
Microsoft conversions tracked with the same rigor as everything else — UET tagging configured correctly, results reported alongside your Google, LSA, and social performance in one plain-language monthly report, so the channel is judged on the same standard: what it produced per dollar.
The Right Second Channel — For the Right Businesses
Microsoft Advertising earns budget most clearly for Utah businesses in a few situations. Companies whose customers skew older, professional, or homeowner-heavy — legal, financial, medical, home services, and considered high-ticket purchases — often find the network’s audience matches their buyer better than its market share suggests. B2B companies gain the LinkedIn profile targeting no other search platform offers. Retailers with dialed-in product feeds pick up incremental sales at lower cost. And any business already running efficient Google campaigns can expand here for a fraction of the original setup effort.
The counterweight, stated plainly: if your Google Ads account still has real problems — broken tracking, wasted spend, weak landing pages — fixing those comes first, because Microsoft will faithfully replicate whatever you import, including the mistakes. And for businesses chasing volume above all, Google remains the main stage. Microsoft is the smart expansion, not the foundation — and we will tell you which one your business needs right now.
Why Utah Businesses Run Their Microsoft Campaigns With Us
Managed as Its Own Auction
Imported accounts left on autopilot decay quietly. We manage Microsoft’s bids, search terms, and settings on Microsoft’s own data — the ongoing attention that turns cheap clicks into cheap conversions.
One Strategy Across Every Search Channel
Your Google, Microsoft, and Local Services campaigns run from the same keyword intelligence, the same conversion data, and the same monthly report — improvements in one channel propagate to all of them.
B2B Depth Where It Counts
LinkedIn profile targeting is a genuine edge for Utah’s professional and Silicon Slopes B2B companies — and we know how to use it rather than leave it in the settings menu.
Honest About the Channel’s Size
We position Microsoft as what it is: a high-efficiency expansion, not a Google replacement. You will never get a recommendation from us that the numbers do not back.
Find Out What Your Proven Keywords Cost on the Network Everyone Ignores
Our free audit includes a straightforward Microsoft opportunity assessment: which of your current campaigns would translate, what the click costs look like in your category, and whether the expansion math works for your business — or whether your budget is better spent finishing the job on Google first. Either answer, backed by numbers.
Call us at 801.724.7483