Microsoft Ads: Lower CPCs, Higher-Intent Buyers, Uncrowded Auctions
Every PPC account we audit is leaving money on the table by ignoring Microsoft Ads. Lower CPCs, less competition and a higher-income, enterprise-heavy audience — often on the very same keywords Google is bidding up.
MM Digital Marketing Kenya manages Microsoft Ads for B2B, professional services, financial services, e-commerce and consumer brands across Kenya, the US, UK, EU, Canada, Australia and GCC.
We build Microsoft accounts to complement — not clone — Google Ads, capturing the 10–30% of profitable search volume that Google alone can't reach.
- Bing & Edge Search coverage
- Microsoft Shopping Ads
- LinkedIn profile targeting
- Google Import & optimisation
- Audience Network display ads
- Full conversion tracking (UET)
- Global multi-market campaigns
- Weekly optimisation cadence
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The paid channel most brands under-invest in.
Microsoft's search engines power 30%+ of desktop searches in some markets — especially in the US, UK and Western Europe. Those users skew older, higher-income and more business-focused than the average Google user.
For B2B, professional services and premium consumer brands, that audience is gold. And because most competitors ignore Microsoft, CPCs are typically 15–40% lower than Google on the same keywords.
Full-stack Microsoft Ads management.
Bing, Yahoo, MSN, AOL and DuckDuckGo Search campaigns engineered for lowest CPA and highest Quality Score.
Merchant Center setup, product feed optimisation and Shopping campaigns for e-commerce brands.
Layer LinkedIn job title, industry and company on top of Search campaigns — unique to Microsoft Ads and unbeaten in B2B.
Native display ads across MSN, Outlook.com, Microsoft Edge and partner sites — with strict brand safety controls.
Mirror your Google Ads structure into Microsoft Ads, then localise, exclude and optimise for Microsoft's unique inventory.
UET-based remarketing, similar audiences and customer-list targeting across Microsoft's ecosystem.
Full Universal Event Tracking setup with enhanced conversions and offline conversion import.
High-intent Microsoft audience segments — from software buyers to home-service seekers — layered onto Search and Audience campaigns.
A senior-led, Microsoft-first process.
We audit your Google Ads, competitor Microsoft activity and Bing search volumes to size the opportunity.
We use Microsoft's Google Import to seed the account, then localise keywords, negatives, audiences and creative for Microsoft users.
Full UET, enhanced conversions and offline conversion import so Microsoft's AI has strong signal.
We launch Search, Shopping and Audience Network campaigns, layer LinkedIn targeting where relevant and optimise weekly.
Once CPA targets are hit, we scale spend, expand markets and share monthly Looker Studio reviews alongside your Google Ads.
Metrics that complement your Google Ads.
- Cost per acquisition (CPA)
- Return on ad spend (ROAS)
- Cost per click (CPC)
- Impression share & lost IS
- Conversion rate & Quality Score
- LinkedIn-layered CPQL (B2B)
- Search terms & negatives
- Landing page conversion rate
- Cross-platform blended CPA
- Offline conversions
- Audience Network view-through
- Live Looker Studio dashboard
Microsoft Ads for high-value audiences.
LinkedIn-layered Microsoft Search campaigns that reach decision-makers Google can't segment as tightly.
Law firms, consultancies and accountancies capturing high-value US, UK and EU enquiries at lower CPCs.
Banks, insurers, wealth managers and fintechs reaching older, higher-income desktop audiences.
Local service businesses in the US and UK leveraging Bing's older, homeowner-heavy audience for lead gen.
Microsoft Shopping Ads capturing incremental profitable revenue Google Shopping already handles.
B2B industrial and manufacturing brands with long buying cycles and enterprise procurement teams.
Bing campaigns that added incremental revenue.
A snapshot of Microsoft Ads campaigns we've run for professional services and US contractor clients.
Microsoft Ads FAQs.
Answers to the searches customers most often type into Google, ChatGPT, Gemini and Perplexity when researching this service.
- Microsoft Ads — formerly Bing Ads — is Microsoft's pay-per-click advertising platform that serves search, shopping, display and audience ads across Bing, Yahoo, MSN, AOL, DuckDuckGo, Microsoft Edge, Outlook.com and Microsoft's partner network. Microsoft Ads reach an audience of over 700 million desktop searchers, often with higher household income and stronger buying intent than Google's average user.
Results speak. So do our clients.
"MM transformed our paid social. We hit a 5x ROAS in the first quarter and built a real community in the process. Truly the best digital marketing team in Nairobi."
"Their AI automation cut our lead response time from hours to seconds. Sharp, creative, obsessed with outcomes. Highly recommend for any serious business."
"From brand to performance to training our internal team — MM is the closest thing to an in-house growth squad. Worth every shilling."
"Professional, responsive and results-driven. Our website traffic doubled in 3 months and conversions tripled. The team really understands the Kenyan market."
"Best decision we made for our brand. Their creative production is world-class and the strategy sessions gave us clarity we've been missing for years."
"MM delivered a stunning e-commerce store and the SEO results have been incredible. We're now ranking on page one for our top keywords."
"The academy training upskilled our whole marketing team. Practical, hands-on and immediately useful. Michael and his team truly care about client success."
"Award-winning for a reason. Their attention to detail and speed of execution is unmatched in Kenya. Our brand feels premium again."
"MM transformed our paid social. We hit a 5x ROAS in the first quarter and built a real community in the process. Truly the best digital marketing team in Nairobi."
"Their AI automation cut our lead response time from hours to seconds. Sharp, creative, obsessed with outcomes. Highly recommend for any serious business."
"From brand to performance to training our internal team — MM is the closest thing to an in-house growth squad. Worth every shilling."
"Professional, responsive and results-driven. Our website traffic doubled in 3 months and conversions tripled. The team really understands the Kenyan market."
"Best decision we made for our brand. Their creative production is world-class and the strategy sessions gave us clarity we've been missing for years."
"MM delivered a stunning e-commerce store and the SEO results have been incredible. We're now ranking on page one for our top keywords."
"The academy training upskilled our whole marketing team. Practical, hands-on and immediately useful. Michael and his team truly care about client success."
"Award-winning for a reason. Their attention to detail and speed of execution is unmatched in Kenya. Our brand feels premium again."
Let's unlock the volume Google can't reach.
Book a free 30-minute Microsoft Ads audit with our senior PPC team. We'll size the opportunity, show competitor CPCs and share a fixed-scope proposal within 48 hours.