Is Microsoft Ads Worth It for Lead Generation in the UK?
Microsoft Ads (Bing Ads) is often overlooked. When it works for lead generation, how it differs from Google Ads, and how to launch it without wasting spend.
Microsoft Advertising management
Microsoft Ads: the lead source your competitors ignore
Microsoft Advertising puts your business in front of searchers on Bing, Edge and across the Microsoft network, often at a lower cost per lead than Google. I build Microsoft Ads campaigns that complement your Google activity and win the leads others miss.
Why Microsoft Ads
Less competition. Different audience. Real leads.
Many advertisers copy their Google campaigns across and forget about them. That leaves room for businesses willing to manage Microsoft Ads properly, with tailored bids, audiences and ads.
Its audience skews towards desktop users, professionals and decision-makers, which makes it especially strong for B2B and higher-value services.
- Google Ads import, cleaned up and adapted for Microsoft
- LinkedIn profile targeting for B2B campaigns
- UET tag and conversion goal setup
- Search term and negative keyword management
- Audience ads across the Microsoft Audience Network
- Bid adjustments by device, time and location
- Monthly reporting alongside your other channels
Process
How I work
- 01
Audit & tracking
Before spending a penny more, I check conversion tracking is accurate and find where budget is leaking. Leads you can’t measure can’t be improved.
- 02
Strategy & build
Campaigns built around high-intent searches and audiences, with tight keyword and audience structure, strong ads and landing pages that convert.
- 03
Optimise for lead quality
Weekly search term, audience and bid management. The aim is leads that turn into revenue, not just a lower cost per form fill.
- 04
Clear reporting
Plain-English monthly reports: leads, cost per lead, what changed and what happens next. No jargon, no vanity metrics.
From the blogMicrosoft Ads
Further reading
Frequently asked questions
Is Microsoft Ads worth it compared with Google Ads?
For many lead generation businesses, yes. Microsoft Ads usually has less competition, which often means lower cost per click, and its audience skews towards older, higher-income and business users. It works best alongside Google Ads, not instead of it.
Where do Microsoft Ads appear?
Across Bing, Yahoo and DuckDuckGo search results, the Microsoft Edge browser, Windows, MSN and partner sites, plus the Microsoft Audience Network.
Can you import my Google Ads campaigns?
Yes, Microsoft Ads supports importing campaigns from Google Ads. It’s a good starting point, but the best results come from adapting bids, ad copy and audiences to the Microsoft audience rather than running a straight copy.
Does Microsoft Ads have LinkedIn targeting?
Microsoft Ads lets you layer LinkedIn profile targeting, such as company, industry and job function, onto search campaigns. It’s one of the most powerful tools available for B2B lead generation.
Want more leads without wasting more budget?
Tell me about your business and what's happening with your ads now. I'll reply within one working day with honest thoughts on where the opportunities are.