Microsoft Bing Ads for B2B: How to Run Successful Bing Ads Campaigns  

Everyone talks about Google Ads like it’s the only search engine that matters.

Meanwhile, Microsoft Advertising (aka Bing Ads) is sitting in the corner, quietly printing money for the few B2B marketers smart enough to use it.

Why?

Because the competition is asleep on it.

Because CPCs are cheaper.

And because, surprise, a lot of decision-makers are still using Bing at work (hello, corporate IT defaults).

So, if you’ve been ignoring Microsoft Ads, here’s your wake-up call. 

Let’s walk through how to set it up so it’s not just a “copy-paste from Google,” but a legit lead generation machine.

Why Microsoft Ads Can Be a B2B Powerhouse

Microsoft’s search network includes Bing, Yahoo, AOL, and partner sites — but the real gem for B2B advertisers is the audience:

• High desktop usage – Many corporate environments default to Microsoft Edge and Bing.
  
• Older, higher-income demographic – Decision-makers with budget authority.
  
• Lower CPCs – Less competition means you often pay 30–50% less than Google Ads.
  
• LinkedIn profile targeting – Exclusive feature that lets you target by company, job title, and industry.

Step 1: Pre-Launch Checklist for B2B Microsoft Search Campaigns

Before you jump in, prepare everything so you can launch quickly and track effectively:

1. Campaign Strategy – Decide on your keyword targeting approach (high-intent first, then discovery).
   
2. Keywords – Use Microsoft’s Keyword Planner and import high performers from your Google Ads account.
   
3. Campaign Structure – Separate campaigns by keyword tier, product line, or funnel stage.
   
4. Naming Conventions – Use a clear naming format, e.g., [Market]-[Product]-[Tier]-[MatchType].
   
5. Ad Copy & Landing Pages – Match your ad messaging to business pain points and have dedicated landing pages ready.
   
6. Tracking – Set up UET (Universal Event Tracking) tag in Microsoft Ads. Use AllFactors Ads Tracking for consistent UTM parameters across both Google and Microsoft Ads.

Step 2: Build a B2B Campaign Strategy That Works on Microsoft Ads

Because CPCs are lower, you can afford to test more aggressively here — but still start with your most commercially valuable terms.

Best Practice Non-Brand Search Structure:

• Search TIER 1 Keywords – Your highest-intent, money-making terms (e.g., “enterprise CRM demo”).
  
• Search TIER 2 & TIER 3 Keywords – Slightly broader terms for audience expansion.
  
• DSA Campaigns (Dynamic Search Ads) – Let Microsoft match searches to relevant content on your site.
  
• Brand Campaigns – Protect your brand name from competitors bidding on it.
  

💡 Pro Tip: Use LinkedIn profile targeting to layer in job title, industry, or company name, something Google Ads can’t do.

Step 3: Understanding Microsoft Ads Campaign Structure

The structure mirrors Google Ads:

• Campaign – Sets budget, targeting, and bid strategy.
  
• Ad Group – Groups related keywords and ads together.
  
• Ads – The creative copy and extensions users see in search results.
  

B2B advertisers should keep tight relevance between each level to maximize Quality Score and lower CPC.

Step 4: Naming Conventions for Clarity

Use consistent naming so you can compare Microsoft Ads data to your Google Ads performance in AllFactors.

Example:
US-ERP-T1-Exact

• US = Region
  
• ERP = Product focus
  
• T1 = Keyword tier
  
• Exact = Match type
  

Step 5: Keyword Planning for B2B

Start with Exact Match

Gives you full control over relevance and spend.

Expand to Phrase Match

Captures valuable variations you might not have in your initial research.

Use Broad Match Cautiously

Even with Microsoft’s improved AI matching, broad match can bring in irrelevant clicks.

💡 Tip: If you already run Google Ads, import your high-performing Exact and Phrase keywords into Microsoft Ads to start strong.

Step 6: Negative Keywords to Protect Budget

Add negatives just as you would in Google Ads to block irrelevant searches.

Pro Tip: Run Search Term Reports weekly in Microsoft Ads to refine your targeting and protect CPC efficiency.

Step 7: Campaign Setup Best Practices

• Objective: Select “Conversions” or “Leads.”
  
• Conversion Tracking: Install the UET tag on your site and set up conversion actions.
  
• Campaign Type: Search Ads (avoid mixing with Audience Ads until you’re ready to test).
  
• Location: Use advanced settings to target People in your targeted locations.
  
• Language: English or local language.
  
• Audience Targeting: Layer LinkedIn profile targeting for maximum B2B precision.
  
• URL Tracking: Use the same UTM structure you use for Google Ads so you can compare results in AllFactors.

Step 8: Building Keywords & Ads That Convert on Microsoft

• Keep ad groups small (5–15 closely related keywords).
  
• Include your main keyword in headline 1.
  
• Write value-focused headlines (“Automate HR Compliance for Your Team”).
  
• Use ad extensions (callouts, sitelinks, structured snippets) to increase visibility.
  
• Test different CTAs (“Book a Demo” vs. “Get Your Free Trial”).
  

Step 9: Budget & Bidding Strategies

Because CPCs are lower, you can either:

• Spend the same budget as Google Ads but get more clicks, or
  
• Spend less and maintain lead volume.
  

Bidding Approach:

• Start with Manual CPC or Enhanced CPC.
  
• Switch to Target CPA once you have enough conversion data (Microsoft recommends 15+ conversions in the past 30 days).
  

Step 10: Landing Page Best Practices

All the same rules as Google Ads apply:

• Match ad promise exactly.
  
• Load in under 3 seconds.
  
• Keep forms short.
  
• Use proof (logos, testimonials, stats).
  
• Have one clear CTA.
  

Step 11: Measure & Optimize Performance

In Microsoft Ads:

• CTR – Is your ad copy compelling enough to get clicks?
  
• CPC – Are you taking advantage of the lower competition?
  
• Conversion Rate – Are your landing pages doing their job?
  

In AllFactors:

• Compare Google Ads vs. Microsoft Ads side-by-side for:
  
  • Cost per lead
    
  • Quality of leads (time on site, engagement, deal size)
    
  • Conversion paths and journey touchpoints
    

Final Takeaway

Microsoft Ads is one of the most underrated paid search opportunities in B2B. 

Between the cheaper clicks, the corporate-heavy audience, and LinkedIn targeting, this is a channel worth adding to your paid search mix.

If you want to track every click, lead, and deal from both Google and Microsoft Ads, try AllFactors free today and see the whole story.