Microsoft Ads (MSN/Bing) — Professional strategies for scalable growth

We help companies from B2B and B2C sectors to win more customers through Microsoft ecosystem — search in Bing, MSN/Microsoft Start, Outlook, Edge and partner networks. We use unique opportunities forLinkedIn profile targeting, automations and vertical formats, to achieve higher ROI with lower CPC compared to other platforms. с други платформи.

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Why Microsoft Ads now

  • Coverage in “premium” properties of Microsoft: MSN / Microsoft Start, Outlook, Edge and others through Microsoft Audience Network (MSAN).
  • Unique LinkedIn profile targeting by company, industry and position — directly in Microsoft Ads (Search & Audience campaigns).
  • Vertical formats (Automotive, Credit Card, Professional Services, and others) without keywords — AI creates relevant ads and lowers CPC.
  • Full tracking with UET (Universal Event Tracking) for conversions and remarketing.

What you get

  • Better traffic from audiences with higher purchase intent.
  • Better precision in B2B through LinkedIn signals in search and native formats.
  • Flexible import of campaigns from Google/Facebook and expanding with Microsoft-specific functions.

Core strategies and methodologies

1) Search (Bing)

We build structures with keywords, match types, RSA/DSA, negative lists and automated bids (tCPA/tROAS/Max Conversions) for maximum efficiency.

  • Responsive Search Ads and Dynamic Search Ads with dynamic titles.
  • Audiences: remarketing, In-market, Custom and LinkedIn profile targeting.

2) Audience / Native (MSAN)

Native and display formats in MSN/Start, Outlook, Edge and partners — scale with precise audiences. Does not require keywords; based on signals and interests.

  • “Always-on” top and middle funnel scenarios.
  • Interest segments + remarketing lists from UET.

3) Shopping & Vertical Ads

For eCommerce — Product Ads, LIA; for specific industries — Vertical Ads (Automotive, Credit Card, Professional & others) for higher CTR and conversions.

Special focus: B2B & SaaS through LinkedIn and Microsoft Ads

Combining LinkedIn Ads (LinkedIn's campaign platform) with LinkedIn profile targeting in Microsoft Ads, we build a multichannel B2B strategy:

A) LinkedIn Ads (Campaign Manager)

Targeting by company, industry, position, skills, seniority.

  • Lead gen formats (Lead Gen Forms) and ABM communication.

B) Microsoft Ads + LinkedIn профилни сигнали

Exact reach in search and MSAN by Company / Industry / Job Function.

  • Import of Google campaigns + enrichment with LinkedIn segments for better CPL/CPA.

Note: LinkedIn ads are managed in LinkedIn Campaign Manager; Microsoft Ads provides LinkedIn data targeting in its Search and Audience campaigns (not available in LinkedIn UI).

Our methodology

  1. 1

    Diagnosis and planning:

    Analysis of search, competition, audiences; check for available Google campaigns for intelligent import to Microsoft.

  2. 2

    Technical preparation:

    Implementation of UET, definition of conversions, offline imports (if applicable), UET Tag Helper validations.

  3. 3

    Building campaigns:

    Search/RSA/DSA, Audience/MSAN, Shopping/Vertical; extensions and dynamic ads.

  4. 4

    Optimization:

    tCPA/tROAS, portfolio strategies, seasonal corrections, message and landing page tests.

  5. 5

    B2B activation:

    adding LinkedIn profile layers and synchronization with LinkedIn Ads for ABM and MQL to SQL.

  6. 6

    Tracking and scaling:

    value-based conversion models and predictive scenarios for budget/volume.

Microsoft Ads vs Google Ads — key differences

TopicMicrosoft AdsGoogle Ads
LinkedIn profile targetingYes — Industry, Company, Job Function (unique).Not available as a platform function.
Audience Network (native/display)MSAN: MSN/Start, Outlook, Edge and partners.Google Display Network.
Vertical ads (without keywords)Yes — Automotive, Credit Card, Professional Services and others.Limited equivalents; different availability.
Automated bidstCPA, tROAS, Max Conv., Target Impression Share, portfolio strategies.Similar set of strategies.
Import from other platformsBuilt-in import from Google, Facebook, Pinterest.Limited/through third-party tools.

Note: availability varies by market; we will confirm the relevant ones for your region before starting.

Offered packages

Launch

  • UET implementation and validation
  • Search + basic Audience campaigns
  • Import from Google (if applicable)
  • LinkedIn profile layer for B2B
  • Dashboard and weekly reports

Growth

  • + MSAN native formats
  • + Shopping / Vertical Ads
  • Portfolio strategies tROAS/tCPA
  • A/B tests of messages and landing pages
  • Monthly optimization by value

B2B/SaaS Scale

  • ABM with LinkedIn + Microsoft Ads
  • Offline conversions and MQL→SQL tracking
  • Multi-channel attribution model
  • Individual KPI & OKR reviews
  • Coordinated sprints with sales