MICROSOFT & BING ADS MANAGEMENT
Microsoft Ads That Work
For founders running Google who haven’t unlocked Microsoft. We run it as a first-class channel, not a leftover import, tap its LinkedIn B2B targeting, and measure it with the same tracking as Google, so cheaper clicks become a provable cost-per-lead advantage. Get clarity on how things stand.
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Example. Cost per click, Microsoft leads unmeasured: Google Ads $3.00, Microsoft Ads $1.55, 48% cheaper per click. No LinkedIn profile targeting.
Microsoft Advertising · target by LinkedIn profile
- Industry
- SaaSFinanceHealthcare
- Company size
- 200–1,000
- Job function
- Director+Marketing
- −38%cost / lead vs Google
- B2BLinkedIn intent
- Desktophigher-income
- Lowercost per lead than Googlewhere the audience fits
- $10M+managed across channels9 yrs in paid media
- 1tracking setup, every channelcomparable CPL
THE REAL PROBLEM
Cheaper clicks, but are they producing leads?
Microsoft is the channel most founders keep meaning to unlock, or imported from Google and forgot. Either way, it’s usually running unmeasured.
Imported from Google and forgotten
A cloned Google campaign ignores Microsoft’s different audience, lower competition, and LinkedIn targeting.
You can’t compare it to Google
Microsoft is tracked differently (or not at all), so you can’t tell if its cheaper clicks beat Google on cost per lead.
It’s a bolt-on, not a channel
A full-service shop treats Bing as a line item with no real attribution and no senior attention.
Cheaper clicks, unproven leads
A lower CPC is a vanity number until you can prove it produced a lead worth having.
OUR APPROACH
A cheaper click only counts if it converts. We measure that first.
Microsoft gets the same 3-Pillar Method™ as your Google account, rebuilt for the platform, not imported and forgotten.
Unified Tracking
UET, server-side, and one measurement layer across Google, Microsoft, and Meta, so for the first time you can compare cost-per-lead across channels. Most agencies leave Microsoft unmeasured.
Pillar 1 · The unified wedge
Rebuilt for the Platform
Not a lazy Google import. We rebuild for Microsoft’s audience and tap LinkedIn company, industry, and job-function targeting Google can’t isolate.
Pillar 2 · Built, not cloned
Message for the Audience
Microsoft’s searchers skew older, wealthier, desktop-first, and work-based. We match the message to that higher-value buyer.
Pillar 3 · Audience match
What’s Included
Microsoft, run first-class
- Full Microsoft Advertising management (Search, Shopping, Audience)
- UET + server-side + unified cross-platform tracking
- LinkedIn profile targeting (company, industry, job function) tied to attribution
- Campaigns rebuilt for the platform, not Google-imported
- Data Studio dashboards: Google + Microsoft cost-per-lead side by side
- Offline & CRM conversion imports
- Event Map — every tracked conversion, documented
- Quarterly strategy & growth reviews
Run Google too? See Full-Funnel Management for both, measured the same way.
Why Microsoft Earns a Place
Cheaper leads, B2B reach, a higher-value audience
Lower cost per lead, proven
Less competition plus a higher-income audience often means a lower cost-per-lead, not just a cheaper click, and we track it end to end to prove which it is for you.
Reach Google can’t isolate
LinkedIn company, industry, and job-function targeting puts you in front of the exact decision-makers, tied to conversion data so you see which titles convert.
A higher-value audience
Microsoft searchers skew older, wealthier, desktop-first, and work-based, the exact higher-LTV buyer your best customers already are.
Why a Partner
nn.partners vs a typical Microsoft agency
Most run Microsoft as a Google clone with no real measurement. Here’s the difference.
Scope
nn.partners
Ads AND analytics, one roof
- Typical Microsoft agency
- Ads only, tracking is your problem
Tracking
nn.partners
UET + server-side + unified Google/Microsoft/Meta + Event Map
- Typical Microsoft agency
- Basic UET pixel, or none
Approach
nn.partners
Rebuilt for the platform
- Typical Microsoft agency
- Lazy Google-account import
Method
nn.partners
The 3-Pillar Method™ (tracking → structure → message)
- Typical Microsoft agency
- Set-and-forget bid tweaks
Targeting
nn.partners
LinkedIn profile data tied to attribution
- Typical Microsoft agency
- Generic keywords only
Reporting
nn.partners
Cost-per-lead comparable across channels
- Typical Microsoft agency
- Siloed Bing screenshot
Risk
nn.partners
Request an audit; get clarity before you commit
- Typical Microsoft agency
- Locked retainer, unclear end
Access
nn.partners
The strategist directly
- Typical Microsoft agency
- Junior rep, Bing as a side task
Before: A one-click Google import nobody measured. Cheap clicks, zero proof they produced leads, budget decided by gut feel.
After: Rebuilt for the platform, UET + server-side tracking live, LinkedIn targeting tied to conversions, and Microsoft vs Google cost-per-lead on one dashboard.
What It Looks Like
From forgotten Bing import to a measured channel
The pattern repeats across accounts we audit: Microsoft was imported from Google months ago, tracked loosely or not at all, and left to run. We rebuild the campaigns for Microsoft’s audience, unify the measurement with UET and server-side tracking, and layer in LinkedIn profile targeting. From there the channel stops being a line item and becomes a number you can compare to Google and act on.
Campaigns rebuilt for Microsoft’s auction and audience instead of cloned from Google
UET + server-side tracking measured to the same standard as Google
Cost-per-lead comparable across channels on one live dashboard
Why nn.partners
We don’t treat Microsoft as an afterthought
Most agencies import your Google account, chase a low CPC, and call it a day. We give Microsoft the same 3-Pillar Method, the same tracking, and the same senior attention as your Google account, because for the right audience the cost-per-lead can beat Google. Your account is run by Nik Vdovenko, founder, 9 years and $10M+ in managed spend.
- First-classNot just a Google import
- Ads + analyticsOne accountable team
- One trackingCompare CPL vs Google
- Request auditGet clarity before you commit
How It Works
Get clarity before you commit
Request Microsoft Audit
We review your setup (or your Google account if Microsoft isn’t live), your tracking, and the LinkedIn-targeting opportunity. No obligation.
Rebuild & Implement
We rebuild for the platform, wire up UET and server-side tracking, and add LinkedIn targeting. Request an audit; get clarity on how things stand and areas of growth.
Manage & Compare
Ongoing management with Microsoft and Google cost-per-lead side by side, so budget flows to whatever wins.
Request an audit; get clarity on how things stand.
Client Stories
Results-first, not generic praise
“Our business grew exponentially.”
Leo VorontsovFounder & CEO, Contractors Intelligence School
“He’s been invaluable in not only running our ad campaigns, but also helping improve our overall reporting and business model.”
Martin OchwatPartner, Dundas Insurance
“They genuinely care about getting the best outcome for clients and go above and beyond.”
Matt WoodHead of Digital, Karman Digital
FAQ
Questions serious advertisers ask
Run both. Google stays your scale channel; Microsoft reaches an older, wealthier, desktop-heavy audience with the same search intent and a fraction of the competition. We measure the two identically, so within weeks the cost-per-lead comparison answers the question with your own data.
Most agencies click the import button, clone your Google account, and check Bing off the list. We rebuild for Microsoft’s audience, wire UET and server-side tracking so its cost-per-lead is directly comparable to Google’s, and tie LinkedIn profile targeting to real conversion data. Same 3-Pillar Method™ as your Google account: tracking first, then structure, then message. And you see the work in a request audit before you commit to anything.
Microsoft owns LinkedIn, so Microsoft Ads can target by company, industry, and job function, audience data Google simply doesn’t have. We tie it to conversion tracking, so you see which industries and titles actually turn into leads, then bid into exactly those segments.
We rebuild. The one-click import is why most Microsoft accounts underperform: it copies bids and structure built for Google’s auction into a platform with different competition, a different audience, and targeting options Google lacks. A rebuild costs a little more time up front and earns it back fast, because the account finally fits the people actually searching there.
UET plus server-side tracking, set up to the same standard as your Google measurement and feeding one reporting layer. That makes cost-per-lead an apples-to-apples number across channels. If Microsoft’s cheaper clicks turn into leads, the dashboard shows it; if they don’t, budget moves back to Google and you see that too.
A live Data Studio dashboard with Google and Microsoft side by side: spend, cost-per-lead, ROAS, and pipeline you can reconcile to your CRM. Open it any day and see which channel earned its budget.
Clarity starts at the request audit, before you pay anything. The rebuild and tracking go live within the first few weeks, and because Microsoft auctions are less crowded, a readable cost-per-lead signal usually arrives faster than you’d expect. Request a Microsoft audit; get clarity on how things stand and areas of growth.
Pricing is scoped on the strategy call, to your spend and complexity. You get the full ads-and-analytics function under one roof, run by a senior team, for less than building and staffing it in-house. Request a Microsoft audit; get clarity on how things stand and areas of growth.
Let’s grow together
Make Microsoft a measured channel
Cheaper, higher-intent reach, rebuilt for the platform and measured the same way as Google, so you can finally prove which clicks become leads.
- $10M+Ad spend managed
- 3Channels, one tracking
- 9 yrsPaid media & analytics
- RequestAds audit