01 · Structure
Campaign Structure by Profitability
Search and Shopping split into profit tiers, so budget follows margin, not an even spread.
Bing & Microsoft Ads Agency for Ecommerce
A second search channel most ecommerce brands underuse. Lower CPCs, a higher-AOV audience, and the same profitability-first structure we run on Google Ads.
M Microsoft Advertising PartnerCertified
G Google Premier PartnerTop 3% of agencies
Microsoft Ads BY PROFIT
Cost per click Lower
Audience AOV Higher
Incremental ROAS Grow
// the underpriced second channel
Profit tiers
3
Trusted by scaling ecommerce brands
Lower
CPC than Google Search
Higher
audience AOV
+30%
incremental ROAS
What we manage · Microsoft Ads
A Bing Ads agency that runs the second search channel with the same profitability-first structure
Microsoft Ads is the underpriced second search channel. We run it like we run Google Ads: structured by margin, measured properly, and optimized continuously.
02 · Import
Google Ads Import & Adaptation
We import your Google campaigns, then adapt them to how Microsoft search actually behaves.
03 · Shopping
Microsoft Shopping
Shopping campaigns and the Microsoft Merchant Center feed built for the products that sell.
04 · Audiences
Audience & LinkedIn Targeting
LinkedIn profile targeting and in-market audiences you only get on the Microsoft network.
05 · Bidding
Bidding & Budget by Margin
tROAS set against real margin, with budget concentrated where the channel returns.
06 · Tracking
Conversion Tracking
UET and server-side tracking so Microsoft bids toward real revenue, not lost events.
How the account is built
Microsoft Ads, structured by profitability
Budget follows margin, not guesswork. Cold acquisition introduces the product, remarketing converts it, and the whole account is tiered so spend concentrates where it returns, exactly as we run Google Ads.
Stage 01 Cold Acquisition Reach & scale
T1Prospecting search & Shopping
T2Imported Google campaigns, adapted
T3In-market & LinkedIn audiences
Introduce the product to a fresh, higher-AOV audience at a lower cost per click.
Stage 02 Remarketing Convert
T1Remarketing lists for search ads
T2Cart & product-page viewers
T3Customer match & repeat buyers
Higher conversion rate, lower CPA, bring shoppers back to finish the purchase.
Stage 03 Action Profit & grow
T1Purchase & repeat purchase
T2Up-sell & cross-sell
T3Incremental ROAS growth
The profitable core the rest of the account is structured to feed.
// Cold acquisition scales the channel, remarketing converts it. Every tier is structured by profitability.
Case story · Ecommerce / cookware See all case stories
Jean Patrique: a profitable second search channel on Microsoft Ads
Lower
CPC than Google Search
+30%
incremental ROAS
We assumed Bing was an afterthought. They imported our Google account, reworked it for the Microsoft audience, and it quietly became some of our cheapest, most profitable spend.
Transparency & ownership
No lock-in, no black box
The agency relationship most ecommerce brands got burned by is the opposite of how we work.
You Own Everything
Every campaign, audience and conversion goal lives in your Microsoft Ads account and stays with you, always.
Complete Access
Admin access to Microsoft Ads and Merchant Center from day one. Nothing hidden.
Trustworthy Reporting
Reporting tied to revenue and ROAS, reconciled to your store, not platform vanity numbers.
We Win When You Win
The performance share only grows as your revenue grows, so the incentive is your profit.
Tools & platforms
Diligent across the Microsoft network and the channels around it
Microsoft Ads reaches Bing, Yahoo and partner networks. We run the full stack and keep it consistent with your Google setup.
MMicrosoft Adssearch & shopping
BBingsearch network
MMicrosoft Shoppingproduct ads
GGoogle Adsimport source
LLinkedIn Targetingprofile audiences
MMerchant CenterMicrosoft feed
GGA4conversion data
UUET TrackingMicrosoft tag
How we work on your account
Every Microsoft Ads client goes through these steps after onboarding
We import what works from Google, adapt it to the Microsoft audience, and structure the account by profitability.
01
Audit & Import
We review your goals and import your Google Ads campaigns as the starting point.
02
Structure by Profitability
We restructure the imported account into profit tiers instead of a flat copy.
03
Microsoft Shopping & Search
We build Shopping and Search around the products and queries that return.
04
Audience Targeting
We layer in LinkedIn profile and in-market audiences unique to Microsoft.
05
Bidding & Budget
We set tROAS against real margin and concentrate budget where it pays.
06
Scale & Iterate on ROAS
We watch incremental ROAS, scale the winners, and keep refining.
Built around the funnel
Cold acquisition and remarketing do different jobs
Cold Acquisition
New prospects on the Microsoft network. The job is reach and scale:
- Introduce the product to a fresh audience
- Prospecting Search and Microsoft Shopping
- LinkedIn and in-market audiences
- Win the click at a lower cost
- Reach a higher-AOV, older demographic
- Scale spend where it stays profitable
Cold acquisition is how we open a profitable second channel at a lower cost per click.
Remarketing
People who already engaged. The job is conversion and value:
- Higher conversion rate, lower CPA
- Remarketing lists for search ads
- Cart and product-page viewers
- Customer match and repeat buyers
- Up-sell and cross-sell offers
- Bring shoppers back to finish the purchase
Remarketing is how we lift conversion rate, lower CPA, and grow lifetime value.
Leave no stones unturned
Your Microsoft Ads management must cover everything on this list
Daily, weekly and monthly protocols cover every campaign, audience and bid in the account.
- Google Ads Import & Adaptation
- Campaign Structure by Profitability
- Microsoft Shopping & Feed
- Search Term Mining
- Negative Keyword Sculpting
- LinkedIn Profile Targeting
- In-Market Audiences
- Remarketing Lists for Search Ads
- Bidding Strategy (tROAS / tCPA)
- Budget Pacing by Margin
- Device & Geo Adjustments
- UET & Conversion Tracking
- Ad Copy & Extensions
- Competitor & Auction Insights
- Brand & Network Settings
- ROAS-by-Segment Reporting
Related services
Goes hand in hand with
Google Ads Agency
The primary search channel Microsoft Ads complements, structured the same profitable way.
Google Ads AgencyGoogle Shopping & PMax
The Shopping and Performance Max engine that scales your catalog alongside Microsoft.
Google Shopping & PMaxConversion Tracking
UET and server-side tracking so every channel optimizes toward real revenue.
Conversion Tracking Scope & pace
You choose the scope and the pace
Priority is the terms that suit you. Our focus is on what brings your business the most profitable growth.
One-time · month one
Microsoft Ads Setup
The audit, the Google import and adaptation, conversion tracking and the full profit-tier campaign build. The front-loaded foundation.
Ongoing · month two on
Performance Partnership
A flat retainer plus a performance share tied to the revenue your Microsoft Ads drive. We win when you win, so the incentive is growth, not hours.
Consulting
Consulting
Work directly with our team, upskill your in-house marketers, any cadence that suits you. Guidance without the full engagement.
FAQ
Questions we hear before we start
Microsoft Ads is the underpriced second search channel. Competition is lower, so CPCs are usually lower, and the audience skews older with a higher average order value. Run alongside Google it adds incremental, profitable volume you are not already paying premium prices for.
Yes, and we do, but importing is just the starting point. A raw import behaves differently on the Microsoft network, so we adapt the structure, bids and audiences to how Microsoft search actually performs instead of leaving a flat copy running.
The Microsoft network reaches a generally older, higher-income audience, often on desktop and at work, with a higher average order value. It also offers LinkedIn profile targeting you cannot get on Google, which is valuable for considered and higher-ticket purchases.
You do. Every campaign, audience and conversion goal lives in your account, with admin access from day one. If we ever part ways, all of it stays with you.
You pay a flat monthly retainer for the team and the management, plus a share tied to the revenue your Microsoft Ads drive. The flat part keeps the work going, the performance part means we only grow our side when we grow yours. We agree the terms together before anything starts.
Microsoft Ads works at lower budgets than Google because of the lower CPCs, but we still work best with ecommerce brands spending enough that the data is meaningful. If you are below that, we will tell you honestly and point you at the audit first.
Who you work with
A dedicated Microsoft Ads team on your account
You get a dedicated Microsoft Ads manager working alongside a web analyst and a copywriter, turning every finding into campaigns that scale profitably.
Your project team
The people in your Microsoft Ads account
No account manager you never meet. A dedicated Microsoft Ads manager and team, on your calls and accountable for your results.
NČ
Nevena Čolić
Head of PPC
AB
Aleksandar Bogdanović
Microsoft Ads Manager
MT
Milica Terzić
Ad Copywriter
LS
Luka Stefanović
Web Analyst
IB
Ivana Babić
Project Manager
Reporting & communication
Tailored exactly to you
We follow our protocols relentlessly and match your cadence on the dot.
DailySpend pacing and anomaly checks across every campaign.
WeeklyPerformance of every campaign and tier, with the changes we made and why.
MonthlyThe bigger picture: incremental ROAS, audience value, and where the next growth is.
Request your Microsoft Ads audit. 20+ areas of the account checked.
We go through your Microsoft Ads account, or your Google account if you have not launched on Microsoft yet, and show you exactly where the cheaper, incremental, profitable volume is. You get back doc files with the findings, prioritized by what to fix first, and a proposed timeline. Free.
Get your free Microsoft Ads audit24h
we reach out to schedule an intro call.
7-10 days
after the call, your audit and growth plan are ready.
100%
of accounts we audit have room to grow more profitably.