Search advertising beyond Google.
Microsoft Ads gives you access to millions of people in Sweden searching through Bing, Yahoo and Microsoft's ecosystem. Often lower cost per click, less competition and an audience that is older, higher-spending and more often in B2B roles.
Four parts that decide whether Microsoft Ads works.
Microsoft Ads is similar to Google Ads in many ways, but it has rules of its own as well. Four parts have to be in place for the results to become predictable instead of random.
Tracking and data foundation
Without proper measurement, you are advertising blind. We set up the UET tag, conversion tracking and integration with the rest of your measurement before a single campaign starts, so you see exactly what every krona gives back.
- UET tag with the right conversion goals
- GA4 integration for joined-up analysis
- Enhanced conversions where supported
- Consent handling in line with GDPR
- Validation of conversion data before launch
Import and adaptation
You can import Google Ads campaigns straight into Microsoft, but that is rarely enough. We adapt bids, keywords and ads to Bing's own patterns, so campaigns actually perform instead of simply running on autopilot.
- Campaign import from Google Ads
- Adaptation of bids, budgets and match types
- Ad copy adjusted for Bing's context
- Separate negative keywords where needed
- No blind copies, every campaign is reviewed
Audiences and Microsoft-specific options
Microsoft Ads has audience features Google does not, including LinkedIn data on job titles, industries and companies. We use them to reach the right professional roles, especially in B2B where it often makes all the difference.
- LinkedIn Profile Targeting by industry, role and company
- In-market audiences using Microsoft's data
- Remarketing through the UET tag
- Custom audiences and customer lists
- Demographic steering based on Microsoft's data
Ongoing optimisation and follow-up
Microsoft Ads is never finished. We adjust bids, test new ads, shut down what is not performing and scale what is. Month by month the account moves towards better results at the same or lower cost.
- Bid monitoring and adjustments
- Search term analysis and negative keywords
- Comparison against Google Ads performance
- Budget allocation based on incremental value
- Regular strategic follow-up
When is Microsoft Ads right for you?
Microsoft Ads is not always the first channel we recommend, but for the right type of business it is one of the most underrated. These are the situations where it is genuinely worth the investment.
You sell to B2B or older audiences
Bing users tend to be older, higher-spending and more often decision-makers in professional roles. For B2B and higher-ticket products, it is often a more cost-effective channel than Google.
You want to lower your overall cost per customer
Competition across Microsoft's ecosystem is lower than it is on Google. That often means lower cost per click and lower cost per customer, which frees up budget for other channels.
You want to reach the full Microsoft ecosystem
With Microsoft Ads, you do not just show up on Bing. You also reach Yahoo, DuckDuckGo, MSN, Outlook and the wider Microsoft ecosystem. That is a reach many people overlook.
You have already maxed out your Google Ads account
When the Google account cannot scale any further without cost per customer running away, Microsoft Ads is often the next logical step. A new audience, a new platform, the same kind of search intent.
Different campaign types. Different strengths.
Microsoft Ads offers the same kind of campaign formats as Google, plus a few of its own. We choose the one or ones that fit your business, not the one that sounds most advanced.
Search advertising on Bing
Classic search ads on Bing and the rest of Microsoft's search engines. For customers who already know what they are looking for, with the right message and a clear path to becoming a customer.
Shopping Ads
Product advertising with image, price and store directly in search results. For e-commerce brands, this is often one of the most cost-effective channels in the whole Microsoft ecosystem.
LinkedIn Profile Targeting
A unique option found only in Microsoft Ads. You can target ads using LinkedIn data such as job title, industry and company. For B2B, it is one of the platform's strongest advantages.
Microsoft Audience Network
Display and native advertising across Microsoft's wider ecosystem, including MSN and Outlook. A strong complement for reach campaigns aimed at specific audiences.
Import from Google Ads
You can import campaigns straight from Google Ads, which saves time. But import is only the starting point. We always adapt the account to Microsoft's own logic so it actually performs.
OUR APPROACH
A complement, not a copy.
Most agencies import Google campaigns straight into Microsoft Ads and call it a day. We do the opposite. The account is built or adapted on Microsoft's own terms, with audiences, bids and ads that actually work in Bing's ecosystem. Otherwise it just becomes a more expensive way to underperform.
Assessment before budget
We analyse the basics first: your audience, your market, your existing Google Ads structure and your commercial logic. Microsoft Ads should only be activated when there is a clear reason for it.
Import with adaptation
If you already have a working Google Ads structure, we import it, but we still adapt bids, copy and audiences to Bing's context. Blind copying gives weaker results.
Microsoft's unique strengths
LinkedIn targeting, demographic data and lower competition in certain segments. We make use of what Microsoft Ads does better or differently.
Comparative evaluation
We measure Microsoft Ads performance against Google Ads and compare CPC, conversion rate and incremental value. Budget moves to wherever it does the most good.
Four steps from first campaign to predictable growth.
Assessment and current state
We start by understanding whether Microsoft Ads is even right for you in the first place. Your market, your margins, your existing Google account and the audiences you actually want to reach.
Setup and import
We set up the UET tag, the account structure and import campaigns from Google where it makes sense. Then we adapt everything to Microsoft's logic so it does not just run on autopilot.
Launch and testing
Campaigns go live. We test different ads, keywords, bids and audiences to find out quickly what actually works in Bing's ecosystem.
Optimisation and scaling
When something works, we scale it up. When it does not, we shut it down or adjust. Month by month the account moves towards better results at the same or lower cost.
What our clients usually want to know.
The platform was called Bing Ads until 2019, when it was renamed Microsoft Advertising. Many people still say Bing Ads, and they are referring to the same platform. We use Microsoft Ads because it is the current name and because the platform covers more than just Bing.
Bing has a smaller share than Google, but far more users in Sweden than many people think. Microsoft's ecosystem also includes Yahoo, DuckDuckGo, MSN and Outlook, which together add up to reach worth paying attention to, especially in B2B.
No, but it helps. Many businesses start with Google because the volume is greater, then add Microsoft when they want to expand. But it is perfectly possible to start directly with Microsoft if your audience is there.
Often, yes. Competition for keywords is lower, which brings cost per click down. But cheaper clicks do not automatically mean lower cost per customer. That depends on how well the account is set up and how well your audience matches Bing's users.
Through the UET tag, conversion tracking and reports that show exactly what every krona gives back. We are happy to integrate the measurement with the rest of your setup so Microsoft Ads shows up in the same reporting view as the rest of your marketing.
That depends on your audience. For niche B2B services or products with higher price points, Microsoft Ads can be more profitable than Google despite lower volume, because conversion quality is often higher. We will tell you honestly whether it fits or not.
The first clicks usually come on day one. Stable, repeatable results often take 2-4 weeks because the algorithms need time to learn and we need time to test the right ads and bids.
That depends on the size of the account and the amount of work required. In a first call we go through your situation and give you a concrete proposal, not a template. Microsoft Ads is often one of our more cost-effective services because the accounts tend to be less complex than Google.
Areas where we go deeper.
Microsoft Ads is broad. For some, an overall approach is enough. For others, a specific area needs to be built from the ground up. These are the ones we work with most.
Search advertising
Classic search advertising on Bing done right. The right keywords, the right ads and the right landing pages. It is still the foundation of almost all Microsoft Ads activity.
Microsoft Shopping
Product advertising on Bing for e-commerce. Often overlooked, but for the right products it can be one of the most cost-effective channels available today.
Microsoft Audience Ads
Native ads across Microsoft's full ecosystem, including MSN, Outlook and partner sites. A good complement for reach and brand building.
LinkedIn Profile Targeting
Advertising targeted at specific job titles, industries and companies based on LinkedIn data. One of the platform's strongest advantages and one of the most underused in B2B.
Import migration from Google Ads
We take your existing Google Ads campaigns and rebuild them into a fully working Microsoft Ads structure. Not just an import, but a real adaptation built to perform.
Microsoft Ads audit
A full review of your current Microsoft Ads account. We find what is wasting money, what can be improved and what is working well. You get a concrete action list.
Microsoft Ads gets stronger with the right neighbours.
Microsoft Ads performs best alongside strong Google search advertising, proper analytics and a clear digital strategy.
Google Ads
Google and Microsoft complement each other. Google brings the volume, Microsoft brings lower cost and access to audiences Google does not reach. Together they cover the full search landscape.
Web Analytics & GA4
Without proper measurement, every ad optimisation is a guess. We set up GA4 and tracking so you see exactly what every krona gives back, no matter which platform it came from.
Conversion optimisation
More traffic is meaningless if visitors do not become customers. CRO makes sure the traffic Microsoft Ads brings in actually turns into business.
Digital strategy
Microsoft Ads on its own is a tactic, not a strategy. We help you place the advertising in a bigger context with clear goals and the right priorities across channels.
Start with a review of your search advertising.
We go through your current Microsoft Ads account or build a plan from the ground up. You get an honest picture of whether it is worth investing in, what would perform and how it fits into the rest of your advertising.