Reach people searching through Microsoft’s advertising network. Extend your paid search strategy with campaigns built around your customers, your offer and the economics of your business.
Discuss Microsoft AdsMicrosoft Ads can complement an existing search programme or provide another route to high-intent traffic. The opportunity should be tested on its own merits: audience demand, competition and results can differ from Google.
Group keywords around the products or services people need. Align ads with relevant landing pages, and review search terms to understand where the budget is going. Use negative keywords and location settings to keep the campaign focused.
Present eligible products through Shopping campaigns using a maintained product feed. Prioritise accurate product information and review performance by product or category, with attention to margin and stock availability.
Existing Google campaigns can provide a useful starting point, including through Microsoft’s import tools. Imported settings, budgets, tracking and ads still need review. Treat the new account as its own channel rather than assuming results will transfer unchanged.
Microsoft’s Universal Event Tracking and conversion goals support measurement and optimisation. Define the actions that represent business value, verify the setup and use the results to guide bids and budget decisions.
Focus on relevant service searches and the regions your business can serve. Connect enquiries to sales outcomes where possible, so budget decisions reflect qualified opportunities rather than just the number of forms submitted.
Test demand for your products beyond your existing channels. Evaluate purchase value and acquisition cost with product margins in mind, and review incremental value alongside results from your wider marketing activity.
Track spend, relevant traffic, qualified enquiries or purchases, and acquisition cost. Compare channel performance using consistent definitions. Lower click costs are not guaranteed, and a cheaper click is only useful when it contributes to the business goal.
It can be worth testing when there is relevant search demand and enough budget to learn. The decision should follow your market and results, not an assumption that every channel must be used.
Microsoft provides import tools, but a review is still needed before launch. Settings, features and performance are not identical across platforms.
No. Search and Shopping can also support ecommerce. Suitability depends on the audience, products, feed quality and acquisition economics.
Tell us what you want to achieve with Microsoft Ads.
Start a conversation