Microsoft Advertising
VKNG Digital is a Microsoft Advertising certified agency specialising in Bing Ads management for businesses seeking cost-efficient paid search expansion beyond Google Ads. Our combination of platform expertise, strategic LinkedIn targeting utilisation, cross-platform optimisation, and ROI focus delivers Microsoft Advertising campaigns that consistently outperform expectations whilst providing valuable incremental revenue at lower customer acquisition costs than Google Ads alone.
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Unlock High-Value Audiences & Lower CPCs with Strategic Microsoft Advertising Management
In the pay-per-click advertising landscape dominated by Google Ads, savvy advertisers recognise the exceptional opportunity Microsoft Advertising (formerly Bing Ads) presents—reaching affluent, professional audiences with significantly lower competition and costs whilst maintaining strong conversion rates. VKNG Digital specialises in Microsoft Advertising management services that help businesses capitalise on this underutilised platform, combining certified expertise with strategic campaign management to deliver outstanding return on ad spend.
Whether you’re a business already succeeding with Google Ads wanting to expand reach profitably, a company seeking lower-cost alternatives to expensive Google keywords, a B2B advertiser targeting professional decision-makers, an e-commerce retailer wanting incremental revenue channels, or an established business wanting comprehensive search coverage, our expert Microsoft Advertising services unlock valuable audiences and profitable conversions competitors overlook.
Why Businesses Choose VKNG Digital for Microsoft Advertising
Microsoft Advertising controls approximately 6-10% of UK search market share—seemingly small until you consider this represents millions of searches daily from predominantly affluent, professional audiences with higher household incomes and education levels than average searchers. Yet most advertisers ignore or poorly manage Bing campaigns, creating opportunities for strategic advertisers.
VKNG Digital brings proven Microsoft Advertising expertise helping businesses achieve exceptional results from this frequently overlooked platform.
The VKNG Digital Microsoft Advertising Difference
Microsoft Advertising Certified Expertise Our team holds advanced Microsoft Advertising certifications demonstrating proven platform expertise, understanding unique Bing network characteristics, leveraging platform-specific features and opportunities, and maintaining cutting-edge knowledge of Microsoft’s evolving advertising ecosystem.
Strategic Platform Understanding We recognise Microsoft Advertising’s unique characteristics including distinct audience demographics skewing older, more affluent, and professional, different search behaviour patterns, unique partnership opportunities (Yahoo, AOL, DuckDuckGo searches), LinkedIn profile targeting exclusivity, lower competition in most industries, and typically 30-50% lower CPCs than Google Ads.
Google Ads Synergy Microsoft Advertising works exceptionally alongside Google including complementary audience reach, diversified paid search presence, lower overall customer acquisition costs, similar campaign structures enabling efficient management, import capabilities streamlining setup, and cross-platform insights informing strategy.
Profitable Performance Focus We measure success through return on ad spend achievement, cost per acquisition versus targets, incremental revenue beyond Google Ads, profitability maintenance, and sustainable campaign scaling, recognising Microsoft Advertising’s role as complementary profitable channel.
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Microsoft Advertising Success Stories
B2B Software Company – Project Management Platform
Challenge
Expensive Google Ads CPCs (£8-£15 per click) making customer acquisition barely profitable, needed additional affordable reach to professional decision-makers.
Solution
Microsoft Advertising campaign launch with LinkedIn profile targeting focusing project managers and operations directors, lower bid strategy capitalising on reduced competition, and professional messaging emphasis.
Results
- Average CPC £3.20 (60% lower than Google)
- Conversion rate 8.7% (vs. 6.2% on Google)
- Cost per acquisition £36 (vs. £95 on Google)
- Generated 67 qualified demos in 6 months
- ROAS 7.2:1 significantly outperforming Google
- Expanded Microsoft budget to 35% of total search spend
Financial Services – Independent Financial Advisers
Challenge
Competing for financial advice keywords against major institutions on Google with £20+ CPCs, limited budget stretching thin, needed affluent client targeting.
Solution
Microsoft Advertising focused campaign targeting affluent demographics, LinkedIn profile targeting senior professionals and business owners, and local geographic refinement.
Results
- Average CPC £5.80 (71% lower than Google)
- Higher average client value from Bing leads (£180K vs. £95K assets)
- Generated 34 qualified consultations
- Conversion to client rate 44% (vs. 28% from Google)
- Cost per client £290 vs. £680 from Google
- Microsoft became primary acquisition channel
E-commerce Retailer – Premium Home Goods
Challenge
Seeking incremental revenue beyond Google Shopping, needed cost-effective expansion, premium products suited to affluent audience.
Solution
Microsoft Shopping campaign implementation with premium product focus, remarketing to Microsoft Audience Network, and strategic seasonal campaigns.
Results
- Generated £47,000 incremental revenue in year one
- ROAS 6.8:1 exceeding Google performance
- Average order value £156 vs. £118 from Google
- Customer lifetime value 23% higher from Bing customers
- Scaled monthly budget from £800 to £2,200
- Profitable additional sales channel established
Industry Success with Microsoft Advertising
B2B Services & Software
B2B advertisers benefit significantly from LinkedIn profile targeting, professional decision-maker reach, lower competition for industry terms, desktop-dominant professional searches, and consideration stage content consumption.
Financial Services
Financial products perform well with affluent audience targeting, higher household income users, desktop research behaviour, complex product consideration, and trust-building content engagement.
Professional Services
Solicitors, accountants, and consultants reach professionals through local professional searches, service comparison behaviour, high-value client targeting, credential research, and consultation booking focus.
E-commerce Retail
Online retailers gain incremental sales through lower cost acquisitions, profitable additional channel, shopping campaign reach, remarketing opportunities, and seasonal campaign success.
Education & Training
Educational services benefit from research-oriented behaviour, professional development seekers, higher education audiences, course comparison searches, and career advancement focus.
Home Services Premium
Higher-value home services including kitchen and bathroom renovations, home extensions, landscape design, interior design, and premium installations reaching homeowners with purchasing power.
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Microsoft Advertising Management Process
1
Strategy Development & Account Setup
Opportunity Assessment
Evaluate Microsoft Advertising fit through audience alignment analysis, competitive landscape review, budget consideration, Google Ads performance review (if existing), potential ROI estimation, and strategic role definition.
Account Architecture
Proper foundation building including account structure planning, campaign organisation, ad group development, conversion tracking setup, audience creation, remarketing tag implementation, and analytics integration.
Google Ads Import
Streamlined setup when applicable through campaign import from Google Ads, adaptation for Bing specifics, bid adjustment for lower CPCs, audience targeting enhancement, and LinkedIn integration where relevant.
2
Campaign Development & Launch
Keyword Research
Platform-specific keyword strategy including Bing keyword volume analysis, competition assessment, match type strategy, negative keyword development, and bid estimation.
Ad Copy Creation
Tailored messaging for Bing audiences through benefit-focused copy, professional tone where appropriate, compelling calls-to-action, ad extension utilisation, and responsive ad development.
Targeting Configuration
Precision audience definition including geographic targeting, demographic parameters, device preferences, dayparting schedules, LinkedIn targeting where appropriate, and remarketing audience setup.
3
Ongoing Management & Optimisation
Performance Monitoring
Continuous tracking through daily conversion monitoring, search term analysis, auction insights review, budget pacing checks, and competitive activity observation.
Regular Optimisation
Systematic improvements including bid adjustments based on performance, keyword refinement and expansion, ad copy testing, audience optimization, device bid adjustments, and landing page recommendations.
Cross-Platform Coordination
Strategic integration with Google Ads through performance comparison and insights, budget allocation optimisation, unified messaging consistency, and cross-platform learnings application.
4
Reporting & Strategic Planning
Performance Analysis
Comprehensive reporting including Microsoft Advertising specific metrics, comparison to Google Ads performance, ROI and ROAS calculation, incremental value demonstration, and optimisation recommendations.
Strategic Reviews
Regular consultations through monthly performance reviews, quarterly strategy planning, annual objective setting, competitive landscape updates, and emerging opportunity identification.
Comprehensive Microsoft Advertising Services
Bing Search Advertising
High-Intent Search Campaigns
Capture valuable search traffic through comprehensive keyword research adapted for Bing, search intent optimisation, ad copy tailored for Bing audiences, ad extension implementation, negative keyword development, bid strategy optimisation, and device targeting refinement.
Audience Targeting Excellence
Leverage Microsoft’s unique targeting including LinkedIn profile targeting (job function, company, industry), in-market audiences, remarketing lists, custom audiences, demographic targeting, and location-based targeting.
LinkedIn Profile Targeting
Microsoft’s exclusive advantage through targeting by company name and size, job function and seniority, industry sectors, combined with search intent, professional B2B audience focus, and decision-maker reaching capability.
Microsoft Audience Network
Native Advertising Reach
Extend beyond search results through placements on MSN, Outlook, Microsoft Edge, and premium publisher sites, native ad formats blending with content, automated targeting using Microsoft AI, remarketing capabilities, and brand awareness alongside conversions.
Audience Targeting Options
Precise audience definition including demographic targeting, in-market audiences, custom audiences from data, remarketing to site visitors, LinkedIn profile attributes, and lookalike expansion audiences.
Shopping Campaigns
Microsoft Shopping Ads
E-commerce advertising through product feed optimisation, shopping campaign structure, competitive pricing strategies, product segmentation, seasonal campaigns, and promotional offers integration.
Product Feed Management
Optimised feeds drive performance including accurate product titles and descriptions, proper categorisation, high-quality images, pricing and availability accuracy, custom label utilisation, and regular feed optimisation.
App Install Campaigns
Mobile App Promotion
Drive app downloads through app install campaigns across Microsoft network, targeting mobile users actively, cost-per-install optimisation, creative testing and refinement, and performance tracking.
Remarketing Campaigns
Re-Engagement Strategies
Reconnect with previous visitors through standard remarketing across network, dynamic remarketing for e-commerce, audience segmentation by behaviour, frequency capping, sequential messaging, and cross-device remarketing.
Our Accreditations
Microsoft Advertising vs. Google Ads
Complementary Strategies
Why Use Both Platforms
Comprehensive search coverage through combined reach maximisation, audience diversification, cost efficiency optimisation, reduced dependency risk, and competitive advantage through dual presence.
Performance Comparison
Typical differences including lower CPCs on Microsoft (30-50% average), similar or better conversion rates, higher average age audiences, more affluent demographics, and lower overall competition.
Budget Split Recommendations
Strategic allocation with 80-90% Google, 10-20% Microsoft for most businesses, adjusting based on relative performance, scaling Microsoft when outperforming, and industry-specific variations.
When to Prioritise Microsoft Advertising
Scenarios for Greater Investment
Microsoft focus appropriate when Google CPCs prohibitively expensive, B2B professional targeting critical, older affluent demographics ideal, desktop behaviour dominant, and budget constraints limiting Google presence.
Microsoft Advertising Advantages
Unique Platform Benefits
Lower Competition & Costs
Fewer advertisers competing means lower CPCs typically 30-50% below Google, easier top positioning, better return on ad spend, stretching budgets further, and profitable expansion opportunity.
Affluent Professional Audience
Bing user demographics show higher household incomes (35% earn £75K+), older average age (35-54 dominant), higher education levels, professional employment, and B2B decision-maker concentration.
LinkedIn Integration
Exclusive targeting capability through professional profile targeting, job function reaching, industry targeting, company size and name, seniority level, and B2B audience precision.
Import Simplicity
Efficient campaign setup through Google Ads import functionality, streamlined campaign replication, consistent cross-platform strategy, time-efficient management, and unified optimisation approach.
Microsoft Ecosystem Reach
Extensive network including Bing.com search, Yahoo search traffic, AOL search, DuckDuckGo partnership, MSN placements, Microsoft Edge integration, and Windows 10 search integration.
When Microsoft Advertising Excels
B2B Marketing
Professional audience targeting through LinkedIn profile integration, decision-maker concentration, industry-specific targeting, job function precision, and company-based targeting.
High-Value Products/Services
Affluent audience benefits including luxury goods and services, professional services, financial products, education and training, home improvements, and premium e-commerce.
Desktop-Focused Services
Desktop usage stronger on Bing for B2B software and services, professional tools, research and comparison, complex purchases, and lengthy consideration products.
Competitive Google Markets
Cost advantages in industries with expensive Google keywords, saturated Google competition, price-sensitive margins, and budget-constrained campaigns.
Advanced Microsoft Advertising Techniques
Import Optimisation Strategy
Efficient Campaign Replication
Leverage Google Ads success through importing high-performing campaigns, adjusting bids for lower competition, adapting for audience differences, adding LinkedIn targeting, and refining for platform specifics.
Post-Import Refinement
Necessary adjustments including bid reduction (start 30-40% lower), budget allocation adjustment, mobile bid reduction if desktop performs better, audience layering addition, and negative keyword review.
LinkedIn Layering on Search
Professional Targeting Enhancement
Combine search intent with professional profiles through search campaigns with LinkedIn observation, bid adjustments by professional attributes, audience insights gathering, and progressive targeting refinement.
Cross-Platform Insights
Unified Learning
Apply learnings across platforms through keyword performance insights, audience behaviour patterns, creative testing results, landing page learnings, and seasonal trend observations informing both platforms.
Why Microsoft Advertising Delivers Value
Untapped Audience Reach
Access millions of professional, affluent searchers competitors overlook whilst focusing exclusively on Google Ads.
Cost Efficiency
Lower competition translates directly to lower CPCs and customer acquisition costs whilst maintaining strong conversion performance.
Professional Targeting
Exclusive LinkedIn profile targeting reaches professional decision-makers impossible to target as precisely on other platforms.
Diversification
Reduced dependency on single advertising platform protects against algorithm changes, policy issues, or competitive pressure.
Quick Implementation
Google Ads import functionality enables rapid campaign deployment with minimal additional work.
Complementary Performance
Works alongside Google Ads providing comprehensive paid search coverage and incremental profitable revenue.
You ask, we answer
Every day without Microsoft Advertising campaigns is a day of missed opportunities reaching affluent professional audiences at fraction of Google Ads costs. Every qualified search on Bing displaying competitor advertisements instead of yours represents incremental revenue lost and untapped profitable growth potential.
Microsoft Advertising isn’t optional for businesses seeking cost-efficient growth—it’s essential for comprehensive search coverage, reduced customer acquisition costs, and accessing valuable audiences competitors ignore.
Absolutely. Whilst smaller than Google, Microsoft Advertising delivers excellent ROI with lower costs, affluent audiences, and professional targeting capabilities. Most advertisers find it highly profitable despite lower volume.
Import is excellent starting point but requires refinement. Bid adjustments, audience targeting additions, and platform-specific optimisations ensure maximum performance rather than treating Bing as secondary afterthought.
Start with 10-20% of your Google Ads budget, minimum £500-£1,000 monthly for meaningful testing. Scale based on performance—some businesses ultimately allocate 30-40% to Microsoft when it outperforms.
Yes, particularly for premium services targeting affluent homeowners or professional services. Local targeting combines effectively with demographic and professional targeting.
Similar to Google Ads—traffic begins immediately, meaningful data accumulates over 2-4 weeks, and optimised performance develops over 2-3 months.
B2B services, financial services, professional services, premium e-commerce, education, and home services targeting affluent audiences particularly excel.
For most businesses, no. Microsoft should complement rather than replace Google Ads, providing incremental reach and cost efficiencies. However, some B2B businesses with perfect audience alignment find Microsoft becomes their primary platform.
Similar functionality with lower competition and costs. Product feeds can be imported from Google Merchant Center, and performance often matches or exceeds Google Shopping with significantly lower CPCs.
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