01
Search campaigns
Built from your Google Ads account where it helps, then managed in their own right, with Microsoft-specific search terms, negatives and bids.
Microsoft Ads agency, done properly.
Bing, Copilot and the Microsoft network, with LinkedIn profile targeting your Google account can’t do.
Sponsored NNorthline ITnorthlineit.co.uk › managed-it Managed IT Support | 15-Minute Response
Proactive support, Cyber Essentials and Microsoft 365 for businesses of 20 to 500 staff.
Get a quoteServicesTestimonials Sponsored CCorefield Techcorefield.tech Outsourced IT for SMEs | Fixed Monthly Fee
One team for helpdesk, security and cloud. No long-term contracts.
Cost per conversion£19▼ 26%
Extra conversions+22%
In short
Brightpace manages Microsoft Advertising (Bing) for UK businesses: search, Shopping, Performance Max and audience ads, including LinkedIn profile targeting. It runs alongside Google Ads with its own budgets and negatives, judged on the same commercial targets.
- Best for
- Advertisers already running Google Ads profitably
- Includes
- Search, Shopping, Performance Max and audience ads
- Contract
- 30-day rolling, no long tie-ins
- How we work
- AI-native: AI speeds up research, creative testing and reporting, and a senior specialist makes every call.
Brightpace is a UK Microsoft Ads agency running Microsoft Advertising (formerly Bing Ads) for UK brands: search, Shopping and audience campaigns on Bing and its partner sites, managed alongside Google Ads and judged on the same commercial targets. Founder-led, on 30-day rolling contracts.
Microsoft Advertising shows your ads on Bing and its partner search sites, including Yahoo, AOL and DuckDuckGo, and across Microsoft’s own network: Outlook, MSN, the Edge browser and Copilot. It’s a smaller audience than Google, but often a cheaper one, because fewer advertisers compete for it.
Most businesses either ignore it or import their Google campaigns once and never look at them again. Run well, with its own budgets, negatives and bids, it’s usually one of the simplest extra sources of profitable leads and sales a search account can add.
Where ads showBing, Yahoo, AOL, DuckDuckGo, Outlook, MSN, Edge and Copilot
Best foreCommerce, B2B, professional services and older, desktop-heavy audiences
FormatsSearch, Shopping, Performance Max and audience ads
Measured withUET tag, UET Conversions API, conversion goals and offline conversions
(01) What we run
Microsoft Advertising, run properly.
02
Shopping & Performance Max
Product ads from your Merchant Center feed, run as Shopping or Performance Max campaigns on Bing’s results and partner sites. See our Google Shopping approach.
03
LinkedIn profile targeting
Microsoft’s ads can be targeted by LinkedIn company, industry and job function, which is a rare search option for B2B brands that want to reach the right buyers.
04
Audience ads
Native and display ads across MSN, Outlook and Edge, used for remarketing and to reach people who match your best customers.
05
Tracking that matches Google
The UET tag and conversion goals set up to mirror your Google Ads tracking, plus the UET Conversions API server-side, so Microsoft sees conversions that browser tags miss and both platforms are judged on the same numbers. See GA4 key events.
06
Budget split by results
Spend moved between Google and Microsoft based on cost per sale and profit, and reviewed regularly.
(02) How we work
How we run Microsoft Ads.
- 01
Import, then tidy
We start from your best Google Ads campaigns to save time, then fix what doesn’t translate: locations, devices, bids and ad text.
- 02
Manage it separately
Its own search term reviews, negatives and budgets every week, because Microsoft’s audience and auctions behave differently from Google’s.
- 03
Scale what’s profitable
Budget moved to the campaigns beating target, with Microsoft and Google compared on the same commercial numbers.
Founder-led management
The person you speak to is the person running your account, every day.
Tracking checked first
Conversion tracking reviewed and fixed before we scale a pound of spend.
Live daily dashboard
Updated daily and built around sales, leads and revenue.
Weekly performance analysis
What moved, why, and what we’re doing about it, written without jargon.
Monthly roadmap & calls
Priorities, tests and targets agreed each month, with direct access to the person running your account.
Your accounts, your data
30-day rolling contracts, and your ad accounts and tracking always stay yours.
(04) Measurement
Measuring what Microsoft really adds.
Microsoft and Google often show ads to some of the same people, and both platforms will take credit for the same sale. Looking at each platform’s own reports separately makes both look better than they are.
We judge Microsoft on cost per sale and profit, compare it with Google on the same tracking, and watch blended results such as MER so you can see whether it’s adding genuinely new customers. Try the incrementality calculator.
More on how we measure: measurement & incrementality testing.
(05) Go deeper
Guides, tools and related services.
Based in the United Kingdom, Brightpace runs Microsoft Ads for brands in London and across the country, as part of one plan with PPC & paid search, paid social, programmatic and ChatGPT ads. New to the terms? See our performance marketing glossary.
Guides and tools: PPC & paid search, Google Ads quick wins, Google Ads audit checklist, CPA calculator.
Other platforms we run: Meta ads agency, TikTok ads agency, LinkedIn ads agency for B2B & SaaS, Google Ads management, Google Shopping & Performance Max agency, YouTube ads agency UK, or see all paid search.
(06) FAQ
Microsoft Ads questions.
Anything else, ask the person who would run your account.
Ask a question →01What is Microsoft Advertising?
Microsoft Advertising, formerly Bing Ads, is Microsoft’s ad platform. It shows search ads on Bing and partner search sites such as Yahoo, AOL and DuckDuckGo, plus Shopping and audience ads across Microsoft’s network, including Outlook, MSN, Edge and Copilot.
02Is Microsoft Advertising worth it?
For many businesses, yes, as an addition to Google Ads. The audience is smaller, but fewer advertisers compete, so clicks are often cheaper. It tends to work best for eCommerce, B2B and professional services.
03Can I import my Google Ads campaigns into Microsoft Advertising?
Yes. Microsoft Advertising can import campaigns directly from Google Ads, which saves time. But an import is only a starting point: bids, locations, devices and negatives usually need adjusting for Microsoft’s audience.
04Do you set up the Microsoft UET Conversions API?
Yes. Alongside the UET tag, we send conversions server-side through the UET Conversions API, with a shared event ID so each one is counted once and hashed email or phone details to improve matching. It runs through server-side Google Tag Manager and respects your visitors’ cookie choices, like the rest of your tracking. See our server-side tracking service.
05What is LinkedIn profile targeting in Microsoft Ads?
It lets you adjust or target search and audience ads based on people’s LinkedIn profile data, such as company, industry and job function. It’s particularly useful for B2B advertisers who want to reach decision-makers.
06Do you manage Microsoft Ads on its own?
Usually alongside Google Ads, because most of the set-up and learning is shared and the two should be judged on the same numbers. If you only want Microsoft Advertising, we can do that too.
07How much does Microsoft Ads management cost?
The same as the rest of our management: one monthly fee agreed up front, covering Microsoft Ads alongside any Google Ads or other spend we run, with no setup fee and a 30-day rolling contract. See our pricing page for how it works.
(07) Next step
Make Microsoft Ads pay. → Tell us about your accounts and goals and we’ll arrange a conversation. Want a deep-dive first? Start with a paid audit.