Microsoft Ads.
Bing, Yahoo and DuckDuckGo search plus the Microsoft Audience Network. A search share you can't ignore among desktop users, especially in the US, UK and Canada; importing Google campaigns adds volume at low cost.
Microsoft Ads (Bing)Search · Shopping
The platform where the Google Ads structure is imported and optimised specifically for Bing. LinkedIn profile targeting (industry, company, function) can be added to search campaigns; Shopping campaigns are available for e-commerce.
- Import from Google and weekly sync
- Budget by country-level search share
- Conversion tracking with the UET tag
When it is the right channel
Microsoft Ads is not a strategy on its own — it is cheap incremental volume on top of a search account that already works. Its share is noticeably higher on desktop and among older audiences in the US and UK than in Turkey, so I factor it in for accounts targeting those markets and rarely prioritise it for Turkey-only accounts.
How I set it up
I start with the Google import but never leave it as-is. Search terms come through differently, so negatives and bids are managed separately; otherwise queries you already excluded on Google start burning budget here. I review the import weekly for the first month.
What I don't do
I don't fund it by cutting the Google budget. This channel is for incremental volume; if it feeds on the main channel's budget, total results drop.
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I'll walk you through how the approaches in these posts work on real accounts.