The other search engine.

Imported, then ignored.

Many Microsoft Advertising accounts are a Google import that nobody has opened since. The auction and the audience are different, yet the bids, budgets and negative keywords are Google's, copied across and left to drift.

Run as an account in its own right, Microsoft Advertising can be a lower-cost source of the same search intent, and the account's own results show whether it is for you. That needs its own bid strategy, its own search term review, and conversion tracking through UET, Microsoft's conversion tag, with Consent Mode, which Microsoft has required for visitors in the UK, the EEA and Switzerland since May 2025.

What a Microsoft Advertising engagement covers.

• Search campaigns built for Microsoft's auction, across Bing and Copilot
• Shopping campaigns from a Microsoft Merchant Center feed, with supplemental feeds where needed
• LinkedIn profile targeting, where available
• Performance Max on Microsoft
• AI Max for Search, where it is switched on in your account
• UET tag and Consent Mode
• Offline conversion import
• Search term and partner-site control
• Google imports kept in sync only where they help

Same operator, separate decisions.

Microsoft Advertising is run by the same senior operator as your Google account, as a separate account with its own decisions. What works on Google is the starting point; the search terms, devices and partner sites Microsoft actually serves are then bid on their own evidence.

Budget is judged on impression share lost to budget, the share of searches your ads missed because the money ran out, and on the cost of each extra conversion. Money moves to Microsoft when it buys customers at a cost you want, and away when it does not.

Run by the same Google Partner who runs your Google account, with both platforms counting conversions from the same source.

Microsoft Ads questions.

One budget, every platform.

Each platform is run inside one paid media plan, held by the same senior practitioner, so budget moves to wherever a customer is won most profitably. How the paid media practice works.