1. Get Google Ads working first
Microsoft Ads is easiest when you already have a Google Search campaign that brings customers, because you can copy what works instead of starting from nothing.
Ads guide by Mark Parfenov, published 10 November 2026
Microsoft Ads: how to add Bing to your search ads
Microsoft Ads shows your ads on Bing, its partner sites and in Microsoft Copilot. Fewer people search there than on Google, but the audience is different and clicks can cost less for the same searches. Once Google Ads works, it’s usually the easiest next step.
2. Import your Google campaigns
Microsoft Ads can import campaigns, keywords, ads and negatives straight from Google Ads. Review everything after the import: budgets, locations, bid strategies and some assets don’t always carry over the way you expect.
3. Install the UET tag and conversions
Add Microsoft’s Universal Event Tracking (UET) tag to your site and set up the same conversions you track in Google, so you can compare the two fairly. Use UTM tags so Bing traffic shows up separately in GA4.
4. Link Bing Places
Connect your Bing Places listing so ads can show your address and phone number, just as Google Business Profile does for Google.
5. Adjust for a different audience
People who search on Bing often use desktop computers at work. Check which devices and hours bring conversions, and adjust bids and the ad schedule to match.
6. Use what Microsoft adds
In markets where it’s offered, Microsoft Ads lets you narrow audiences by LinkedIn profile data such as company, industry or job function, which can help B2B campaigns.
7. Judge it on its own numbers
Compare cost per qualified lead and conversion rate with Google for the same offer. Keep budgets separate, so a good result on one platform doesn’t hide a poor one on the other.
Practical notes
What I’ve learned and use in practice, checked against current benchmarks and official checklists on 10 November 2026. Experience and benchmarks, not guarantees.
- Expect a fraction of Google’s volume; one estimate is 5 to 10% extra for advertisers already doing well on Google. It’s often still worth running.
- Import one Google Ads account into one Microsoft Ads account rather than merging several.
- Don’t import and forget: review bids, budgets, targeting and negatives after the import, and set up Microsoft’s own conversion tracking.
Sources
Is it worth it?
Often, for a modest share of your search budget. It rarely replaces Google, but it can add customers at a lower cost per lead once the setup is copied over and tracked properly.
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