Microsoft Ads Management That Drives More Leads and Lower Costs

What Is Microsoft Advertising?

Microsoft Advertising (formerly Bing Ads) is Microsoft’s pay-per-click platform that allows businesses to display ads across Bing, Yahoo, MSN, and the Microsoft Audience Network. Similar to Google Ads, it uses a keyword bidding system where you pay only when a user clicks your ad.

Where it differs is in its audience and cost structure. Microsoft’s search network reaches a slightly older, more established demographic — often homeowners, professionals, and decision-makers with higher average incomes. Because there’s less competition than Google, cost-per-click (CPC) tends to be lower, which often leads to better cost-per-lead (CPL) and overall ROI.

At WolfPack Advising, we manage everything inside your business’s Microsoft Ads account. You retain full control while we handle campaign setup, ad writing, conversion tracking, and performance optimization.

How Microsoft Ads Compare to Google Ads

Microsoft Ads and Google Ads function almost identically in structure, making cross-platform advertising seamless. In fact, we typically start by setting up and optimizing Google Ads campaigns first, then import those same campaigns directly into Microsoft Ads. From there, we fine-tune keywords, ad copy, and targeting to align with Microsoft’s unique search behavior and demographic data.

While Google Ads dominate market share, Microsoft Ads often produce lower CPCs and a higher ROI. However, the tradeoff is that the Microsoft network can attract slightly more spam or unqualified clicks. That’s why we apply additional layers of filtering — using negative keywords, bid adjustments, and location targeting — to keep performance tight and waste minimal.

For most businesses, allocating around 10–20% of their Google Ads budget to Microsoft Ads is an excellent starting point. This small addition diversifies your ad reach, strengthens brand presence, and often results in incremental conversions at a lower cost.

How We Optimize Microsoft Ads for Better ROI

Our process begins by importing campaigns from Google Ads, ensuring structural consistency and efficiency. From there, our specialists review every setting to tailor it specifically for Microsoft’s ecosystem. We adjust match types, refine audience exclusions, and recalibrate bids for optimal visibility without overspending.

We also leverage Microsoft’s built-in integration with LinkedIn data — a powerful targeting advantage. This allows us to layer audience segments by job title, industry, or company size, helping service-based businesses reach homeowners, executives, or decision-makers with precision.

Finally, we connect Microsoft Ads to your WolfPack Lead Center via API. This integration allows us to track every lead from click to close, send revenue data back to Microsoft, and train the platform’s algorithm on what a qualified lead looks like. Over time, that data feedback loop drives smarter bidding, stronger targeting, and better ROI.

Common Mistakes Businesses Make with Microsoft Ads

Many businesses either ignore Microsoft Ads completely or treat it as a “copy and paste” version of their Google Ads campaigns. That’s a missed opportunity. Without platform-specific adjustments, campaigns can waste money fast — especially if negative keywords and ad scheduling aren’t properly refined.

Another common mistake is failing to track conversions accurately. Microsoft’s UET tag and offline conversion tracking are often overlooked, leading to incomplete data and poor optimization decisions. We prevent that by handling setup, testing, and full CRM integration from day one.

Lastly, some advertisers give up too soon. Microsoft Ads often need a few weeks of data to stabilize after import. With proper patience, consistent monitoring, and adjustment, ROI typically outpaces Google Ads performance within the first 60–90 days.

Tracking & Reporting Setup

Tracking is where we turn advertising into strategy. Every WolfPack client using Microsoft Ads benefits from direct data integration between their ad account and our Lead Center. This connection allows for full-funnel visibility — from keyword to call, lead, and closed deal.

Our system sends that conversion data directly back to Microsoft Ads via API, training the algorithm on what a high-quality lead looks like. This allows automated bidding strategies to optimize toward profitability, not just volume. The result is a measurable lift in conversion rate and return on ad spend (ROAS).

Your monthly reports include click performance, cost-per-lead, conversion rate, and ROI — all tied to real, trackable results.

Our Best Practices for Service-Based Companies

For service-based businesses — from home inspectors to pest control companies to law firms — Microsoft Ads are an incredible complement to Google Ads. The audiences overlap just enough to boost your reach, but not enough to cause redundancy.

We focus primarily on Search Ads with the Microsoft Audience Network enabled, giving you visibility across both search and select display partners. Since e-commerce typically performs better on Google, we prioritize Microsoft Ads for lead generation and service inquiries.

Our approach emphasizes clarity, control, and ROI. You own the account, we handle the strategy and optimization, and together we scale what works while cutting what doesn’t.

Final Thoughts

Microsoft Ads may not have the market share of Google, but when managed properly, they deliver an incredible return on investment. With lower CPCs, high-intent audiences, and intelligent integration into your existing ad ecosystem, it’s one of the smartest ways to diversify your paid strategy.

At WolfPack Advising, we help you make every click count — not just in Google’s world, but across the entire Microsoft Search Network.