Microsoft Ads
- Run alongside Google Ads
- UET conversion tracking
- Read-only account reporting
Microsoft Ads runs search ads on Bing and Microsoft's other placements. We run it next to Google Ads, with a conversion tag that counts the form fills that matter.
What we check
A goal that counts leads
The conversion goal should be a real form submission, not a page view or a site search.
Campaigns that earn their budget
A Microsoft campaign that mirrors a Google one still has to convert. If it does not, its budget goes down.
Placements
We look at where the spend lands, including display placements on Outlook and MSN.
Attribution that holds
Bing clicks keep their own source in the CRM, so they are not counted as Google.
We run Microsoft Ads alongside Google Ads. It's usually the smaller channel, so we treat it as one to watch and tidy rather than one to grow by default.
How the campaigns are set up
- Built on the Google structure. Microsoft campaigns follow the search campaigns that already work on Google, rather than a separate Bing strategy.
- Keywords kept tight. Broad informational keywords move to phrase and exact match, and negative lists come across from the Google account.
- Placements checked. Spend can drift into Outlook and MSN display placements, so we check where it lands and adjust bids by hand.
- Budgets follow results. A Microsoft campaign that mirrors a Google one but doesn't convert gets its budget cut, not left on.
Conversion tracking
Microsoft's tag is the UET tag. We send the conversion from Google Tag Manager when the form actually succeeds, rather than counting a page view, and the Microsoft click ID is kept in a first-party cookie and passed to GA4, so a Bing lead can be traced after the visit.
Attribution
We check the Bing tracking template on its own. A template copied from Google makes Bing clicks look like Google Ads in the CRM, and the fix belongs in the template, not the CRM.
How we read it
We read accounts through the Microsoft Advertising API, read-only, for spend, conversions and ad landing pages. Before a page is taken down, we check that no live or paused Microsoft ad still points at it.
What we connect it to
Microsoft Ads only learns from the conversions it is sent. If the tag counts page views instead of leads, or the click ID never reaches the CRM, spend carries on and nobody can say what it produced.
It's one part of the setup.
If another part is broken, this one wastes money.
What's a customer worth?
- 1
- 2
- 3
- 4
Services that use it
We don't sell it on its own. Each of these services uses it alongside the rest of your setup.
Start with your numbers.
We'll tell you which tools you need and which connections are missing.
Bring your numbers.
We'll tell you if the spend makes sense.
- A 15-minute callYour goals, your challenges, and whether we're the right fit.
- A 1-hour discovery callWe dig into your numbers. Worth a hundred emails.
- A concrete planAds, a custom build or both, as a one-off project or ongoing.