Bing Ads Agency
Bing Ads Agency for an Often Overlooked Search Audience
As your Bing Ads agency, we plan and manage campaigns in Microsoft Advertising, the platform behind Bing's ads, for a Bing audience your Google Ads often miss. A senior media buyer builds each campaign around how people use Bing, then judges it by the enquiries and sales it brings in, not by clicks.
- Search platforms optimised, from Google to ChatGPT, Perplexity, Reddit and YouTube
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Some of the brands we have worked with
Who this is for
When Bing advertising is worth a look
Google clicks keep getting dearer
Your Google Ads cost per click keeps climbing, and spending more there brings little extra back. Microsoft Advertising is frequently cheaper per lead with business buyers and older audiences, so it deserves a test alongside your Google campaigns.
Clicks from people who never buy
You sell to other businesses, yet your search ads show to anyone who types the keyword, and too many of the clicks come from outside your market. Microsoft Advertising can aim a campaign at the professionals you sell to.
A Bing account nobody has touched
Your Google Ads campaigns were copied into Microsoft Advertising once and have run unchanged since. Bing has its own audience and quirks, so that copy still carries bids, targeting and negatives chosen for Google.
A feed that only serves Google
Your online shop's product feed runs Google Shopping but has never been connected to Microsoft Advertising, so no shopping campaign of yours competes for the purchase-ready searches people make on Bing. The feed you already maintain is where that work starts.
What we do
Why Bing needs campaigns of its own
Bing has its own audience and its own quirks. Its searchers include people using Windows and Microsoft Edge on their default settings, and the audience tends to be older and more affluent, a mix that suits some B2B and professional markets. Clicks there are frequently cheaper than the same search on Google.
The ads are bought through Microsoft Advertising, which has its own ad formats and targeting options. So a good Bing Ads agency builds for Bing rather than copying a Google Ads account across and leaving it to run.
The five parts of our Bing Ads work
Our Bing Ads management has five parts, and the state of your current accounts decides which comes first.
Structure built for Bing
Campaign structure and targeting planned around Bing's audience and the platform's specifics, with any import from Google treated as a starting point rather than the finished account.
Keywords on Bing's own terms
Research into what your audience types into Bing, not a copy of your Google keyword list, with bids managed to make the most of the typically lower competition there.
Professional audience targeting
Microsoft Advertising's demographic and LinkedIn profile targeting, which reaches specific professional audiences in a way other platforms cannot match, and suits B2B campaigns in particular.
Ads in Bing's formats
Ad copy and extensions built for the ad formats Bing supports, and written for the audience each campaign is aimed at, so the message fits the people who will see it.
Shopping campaigns
Product feeds set up and managed for shopping campaigns in Microsoft Advertising, so your range can compete for purchase-ready searches on Bing.
Measuring Bing on leads, not clicks
Clicks, impressions and cost per result are reported, but as diagnostics rather than the verdict. What counts is the enquiries and sales each campaign brings in, including calls and the sales that close offline. Your dashboard shows Bing's spend, leads, cost per lead and revenue next to Google Ads, so you can see which platform deserves the next pound. If Bing stops paying its way, we say so and move the money.
Bing inside your wider search plan
Your Bing PPC campaigns sit with your Google Ads in our PPC Management service, run by one team, so the split between them is a single decision. If you run Microsoft Advertising in-house, PPC Consultancy and Audits can review the account without taking it over. Organic Bing matters too, because ChatGPT's search draws on Bing's index: our SEO Services build rankings across Google and Bing, and Generative Engine Optimisation covers the AI assistants themselves.
How it works
How your Bing Ads account comes together
Related services
Other Paid Media services
Display Advertising
Our display advertising agency puts your banners in front of two groups on the websites and apps they use: people who have not come across you yet, and people who visited your site and left.
Facebook Advertising
As a Facebook ads agency, we run campaigns on Meta's ad platform that reach new customers before they go looking and bring back visitors who left without buying.
Google Ads Management
A Google Ads account can burn a month's budget on the wrong searches in a week.
Instagram Advertising
Essheo is an Instagram ads agency for UK businesses that makes a separate version of each ad for the Feed, Stories, Reels and Explore, and turns product catalogues and creator posts into campaigns.
LinkedIn Advertising
Paid campaigns from our LinkedIn advertising agency are aimed at B2B buyers by role and employer, or at the named accounts on your target list.
Paid Social
Social platforms reach the people who are not searching yet and re-engage the ones who searched but did not act.
Insights
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FAQs
Frequently Asked Questions
Bing Ads are the paid search ads that appear on Bing, bought and managed through Microsoft Advertising. Advertisers bid in a click auction for the searches they want and pay when someone clicks. The platform has its own ad formats and targeting, so campaigns should be built for Bing, not copied from Google.
Choose on the cost per lead and revenue each one returns for your business. Bing reaches a distinct audience, often with less competition per click, and complements Google Ads rather than duplicating it. We advise on the split, then move budget towards whichever platform earns more for each pound spent.
Microsoft Advertising can import existing Google Ads campaigns, which saves rebuilding from nothing, but the import is only a starting point. We then adapt bids, targeting, extensions and negatives to Bing's audience, because a straight copy keeps choices made for Google's searchers.
We start from what you already run, reviewing your Google Ads account and any Microsoft Advertising account first. Whether we open the account or take over yours, it is in your name and stays yours if we part ways. Tracking is connected next. Campaigns are then imported or built, adapted to Bing's audience and checked every week from launch.
Before any ad runs, and all the way through to the sale. We set up call and form tracking, import leads from your CRM and upload offline conversions for sales that close weeks later, so Microsoft Advertising learns from real revenue, not just form fills.
It plans, builds and manages your paid campaigns, then answers for what they return. A Bing Ads agency adapts campaigns to Bing's audience and handles search term and bid work, tracking and the budget split with Google. The people on your account each have 8+ years' experience, though nobody can guarantee results on any platform.
Speak to us today to get started