Microsoft Advertising (Bing Ads) management
Updated · By the PPC Pros Canada team
Our approach to Microsoft Ads
Microsoft Advertising shows your ads on Bing, Yahoo, DuckDuckGo and other partner sites, and inside Microsoft products such as Edge and Copilot. Bing is the default search engine on most Windows computers, so it reaches many people at work on desktop.
Search volume is smaller than on Google, but so is competition. For many Canadian service businesses Microsoft Ads adds extra leads from the same keyword list, with little extra work once Google campaigns are running well.
Microsoft Ads is a smaller network than Google, but it often costs less per lead and faces less competition. It is also increasingly tied into AI-assisted search through Copilot.
What’s included
Google Ads import, adapted
We import proven campaigns, then adjust bids, match types and assets for Microsoft’s auction.
Device, location & schedule bids
Bid adjustments tuned to how Microsoft’s audience searches and converts.
UET tracking
Universal Event Tracking tags and offline conversion imports.
Problems we fix
“We imported from Google and forgot about it”
Imports copy settings that don’t fit Microsoft’s network, such as bids, audience network placements and budgets. They need separate management.
Low-quality partner traffic
Search partner and audience network placements can underperform. We review and exclude them where needed.
Who it’s for
- Professional services: legal, financial and medical
- Businesses already profitable on Google Ads
- Audiences aged 35+ and desktop users
What Microsoft Ads looks like inside the account
These are the screens you’ll see when you log in, recreated with example data, and what we do on each one.
Import from Google, then tune for Bing
Microsoft Advertising can import your Google Ads campaigns. We import once, then adjust bids, negatives and targeting for Microsoft’s audience, including LinkedIn profile targeting.
What to import
Schedule
Weekly, Monday 6:00 AM, then reviewed
LinkedIn profile targeting
Available on Search and Audience campaigns, including job seniority. Useful for commercial cleaning, B2B services and law firms.
Example setup. We import from Google, then adjust bids and negatives for Microsoft’s audience instead of copying blindly.
How Microsoft Ads differs from Google Ads
It works much like Google Ads, with a few differences worth using.
A different audience
Microsoft’s search audience leans toward desktop users and people searching at work, which suits many B2B and home-owner searches.
LinkedIn profile targeting
You can adjust bids by company, industry, job function and job seniority using LinkedIn data. Google has nothing like it.
Google import
Campaigns, keywords, ads and assets can be imported from Google Ads and kept in sync on a schedule.
More control on partners
You can see and exclude individual search partner sites that don’t perform.
Microsoft Ads in Canada: what’s different
Available across Canada
Microsoft Advertising serves Canadian searches in English and French, with location targeting by province, city or a radius around your address.
Separate French campaigns
As on Google, Quebec campaigns get their own French keywords and ads.
Microsoft Ads setup checklist
- Google campaigns stable before importing
- Import without automatic bid and budget updates
- Conversion tracking with the Microsoft UET tag
- Search partner sites reviewed and weak ones excluded
- LinkedIn profile bid adjustments where the audience is B2B
Common mistakes
Importing and forgetting
Scheduled imports can overwrite changes made for Bing. We import once and keep Microsoft-specific edits.
No UET tag
Without Microsoft’s own tracking tag, automated bidding has nothing to learn from.
How we work
Import
Bring over your best-performing Google campaigns.
Adapt
Adjust bids, audiences and ad copy for Microsoft’s network.
Optimize
Manage separately from Google instead of mirroring it.
What we report on
- Cost per lead vs. Google
- Search partner performance
- Device and audience performance
- Incremental leads added
How the cost works
Microsoft charges per click. Budgets are usually a fraction of Google spend because search volume is smaller.
Microsoft Ads (Bing): frequently asked questions
Is Microsoft Ads worth it in Canada?
For many advertisers yes, as an addition to Google Ads rather than a replacement. Search volume is smaller, but competition and cost per click are often lower.
Do Microsoft Ads appear in Copilot?
Microsoft shows ads in some Copilot and Bing AI experiences. Placement options change often, so we review Microsoft’s current inventory for your campaigns.
Is Microsoft Ads worth it in Canada?
Usually yes, once Google Ads is working. Volume is smaller, but clicks often cost less and setup is quick because campaigns can be imported.
Where do Microsoft ads show?
On Bing, Yahoo, DuckDuckGo and other partner sites, and inside Microsoft products such as Edge and Copilot, depending on the campaign type.
Microsoft Ads (Bing) across Canada
- Toronto
- Mississauga
- Brampton
- Hamilton
- Ottawa
- Montreal
- Vancouver
- Surrey
- Calgary
- Edmonton
- Winnipeg
- Halifax
- North York
- Vaughan
- Ajax
- Oshawa
- Peterborough
- Kitchener
- Waterloo
- London
- Burnaby
- Langley
- Victoria
Related services
Google Ads Management
Canadian Google Ads management built around cost per lead, not clicks. Search, Performance Max, YouTube and Local Services Ads with verified conversion tracking.
Conversion Tracking (GA4 & GTM)
Accurate conversion tracking for Google Ads: GA4, Google Tag Manager, enhanced conversions, call tracking, Consent Mode v2 and offline conversion imports.
Get a free Google Ads audit
We review your Google Ads account, find where budget is being wasted, and send you a prioritized list of fixes. Free, with no contract or obligation.