White-label Microsoft Search · Capture Intent
Millions of high-value buyers search on Bing, Copilot, and the Microsoft ecosystem every day, and most advertisers never show up. We put your clients in front of them under your agency's brand, often at lower CPCs.
Capability overview
Microsoft Search Ads is a pay-per-click advertising channel that places text and shopping ads across Bing, Copilot, MSN, Outlook, and partner sites when users search for your client's products or services. In 2026, the platform mirrors Google's automation, with Smart Bidding, responsive ads, and its own Performance Max, while adding placements inside AI-powered Copilot answers. Because Windows, Edge, and Microsoft 365 default to Bing, the network reaches a large professional audience many advertisers overlook.
For agencies, Microsoft is the easiest expansion pitch in paid search: import a client's proven Google campaigns in minutes, reach an older and higher-income audience, and typically pay 20 to 35 percent less per click. It also offers LinkedIn profile targeting no other search platform has, which makes it uniquely valuable for B2B clients where job title and industry define the buyer.
Execution stack
A complete operating scope: not a platform login and a monthly export.
Microsoft Advertising imports campaigns, keywords, ads, and bid strategies directly from Google Ads, and scheduled auto-sync keeps them aligned as the Google account evolves. We import, then audit and adjust bids, budgets, and negatives for Microsoft's distinct auction dynamics.
Only Microsoft lets search campaigns apply bid adjustments by LinkedIn company, industry, and job function. For B2B clients, we boost bids when a searcher works at a target account or holds a decision-making role, turning search into an account-based channel.
As Bing and Copilot answer more queries conversationally, Microsoft serves sponsored placements inside AI-generated answers. We structure feeds, assets, and campaigns so clients appear in these emerging surfaces, capturing buyers who never scroll to a traditional results page.
Audience ads extend campaigns natively across MSN, Outlook, Edge, and premium partners using Microsoft's intent data. We use them for retargeting and in-market prospecting, keeping search-level intent signals attached to display-style reach at lower cost.
Microsoft's Performance Max distributes asset-based campaigns across search, native, and display inventory with automated bidding and audience discovery. We feed it conversion data and creative variants, then monitor search term and placement reports to keep the automation accountable.
Product ads with images and prices run across Bing search and shopping surfaces from a Microsoft Merchant Center feed. We import and optimize the product feed, structure campaigns by margin and category, and capture retail buyers Google-only competitors miss.
Audience and context
Targeting is useful only when it supports the role the campaign is assigned to perform.
Adjust bids by company, industry, and job function pulled from LinkedIn profiles, a targeting layer exclusive to Microsoft Advertising.
Full keyword targeting across Bing, Copilot, and partner search, structured by purchase journey stage from branded terms to competitive conquesting.
Reach users Microsoft identifies as actively shopping a category, plus custom audiences built from your client's site visitors and customer lists.
Target by age, gender, and location profiles that skew older, professional, and higher income than most search inventory.
Granular bid modifiers by device type, day, hour, and location let spend concentrate exactly where conversions historically happen.
Powered by GPS
Goal Setting · Tracking · Optimization · Reporting. The same baseline that connects every Conduit capability.
Signals we use
The reporting story connects these signals to the assigned purchase job and the client's agreed Key Performance Action.
How the mix compounds
Microsoft Search rarely works alone in our builds, and that is the point. We mirror your client's Google Search Ads structure across both engines, so learnings transfer and total high-intent coverage approaches one hundred percent of the search market. Retargeting pools collected from Microsoft clicks flow into display and Meta retargeting, where lower Microsoft CPCs make each pool cheaper to fill. Email marketing then nurtures the professional, older-skewing leads Bing tends to deliver, and engaged segments sync back into both engines as remarketing seeds. For B2B clients, pairing LinkedIn profile bidding with LinkedIn social campaigns hits the same buyer from two directions.
Best fit
The right capability starts with the business constraint, audience state, and purchase behavior.
Your client's Google Search campaigns are profitable and capped, and they want more of the same intent at lower CPCs.
A B2B client needs to reach buyers by job function, industry, or company, which only Microsoft's LinkedIn targeting delivers in search.
The client's audience skews 35 and older, professional, or desktop-heavy, exactly the demographic concentrated on Bing, Edge, and Copilot.
Yes, and for many clients it is the highest-margin line in the media plan. Microsoft's network reaches over a hundred million daily searchers through Bing, Copilot, Edge, Windows search, and partners, an audience that skews older, professional, and higher income. Because far fewer advertisers compete there, CPCs typically run 20 to 35 percent below Google for the same keywords, so identical campaigns often return a better ROAS. The channel rarely replaces Google, but as an expansion it adds incremental conversions at efficiency Google can no longer offer in mature accounts. We prove it client by client with side-by-side reporting on both engines.
Microsoft Advertising connects directly to a Google Ads account and imports campaigns, ad groups, keywords, ads, extensions, and bid strategies, with scheduled syncs that pull in ongoing Google changes automatically. The import itself takes minutes, but a clean transfer takes expertise: Microsoft's auctions are less crowded, so imported bids are usually too high, budgets need rebalancing toward the categories Bing users actually search, and negative keyword lists must be rebuilt against Microsoft's own query data. We treat import as a starting scaffold, then audit every setting within the first week. That is how a five business day launch still arrives tuned rather than copy-pasted.
LinkedIn profile targeting is a Microsoft-exclusive feature that lets search campaigns apply bid adjustments based on a signed-in user's LinkedIn company, industry, and job function. No other search engine can do this, because Microsoft owns LinkedIn. For a B2B client, it means bidding 50 percent more when the person searching for procurement software works in operations at an enterprise company, and bidding down when the searcher profile suggests a student or job seeker. It effectively brings account-based marketing logic into search, where intent is already proven. We combine it with in-market audiences and remarketing to build tiered bids that concentrate budget on true buying committees.
Copilot and AI-generated answers in Bing compress the traditional results page: many users get their answer conversationally and never see ten blue links. Microsoft's response is to serve sponsored placements inside and alongside those AI answers, drawing on ad assets, product feeds, and landing page content. Practically, that raises the bar for structured data: clients need accurate feeds, clear ad assets, and pages that answer questions directly, because the AI selects what to surface. We optimize campaigns and feeds for these placements now, while competition is thin, so your clients build presence in AI search results before the auction gets expensive.
Related reading
Channel Deep Dives
Microsoft Advertising is the only platform besides LinkedIn itself that targets by company, industry, and job function, and most accounts running Microsoft Ads never turn it on.
Channel Deep Dives
When to add Microsoft Ads: a second search platform pays off in specific, checkable situations, not as a default upsell run on every account.
Channel Deep Dives
Bing's audience skews older, wealthier, and more desktop-based than Google's, and the clicks cost less to reach it, a combination most agencies quote past without checking.
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