Bing Ads Marketing Services

Cheaper clicks, better buyers.

Microsoft Ads users skew older, wealthier and more B2B. For sectors like finance, legal, healthcare and high-ticket retail, the channel can outperform Google on cost per acquisition, yet most accounts run a stale Google import.

Bing Ads management in Birmingham

Bing Ads management means a specialist builds, runs and improves your Microsoft Advertising campaigns every week, so the account keeps earning its budget instead of being set up once and left. For Birmingham businesses we set location targeting to the postcodes or radius your customers come from, write ads for the way people search on Bing, and put conversion tracking in place before any spend. DigitalCave is an all-in-one web design, SEO and digital marketing agency, so the landing pages your ads send people to can be improved by the same team.

• Keyword research for Bing search terms, with a negative keyword list from day one
• A new campaign build, or a cleaned up import of your Google Ads account
• Search, Shopping and audience campaigns where they suit your goals
• Universal Event Tracking (UET) conversion tracking, set up and tested
• Weekly search term, bid and budget reviews
• A monthly report side by side with your Google Ads results

Most accounts run Microsoft Ads next to Google Ads, and our PPC management in Birmingham covers both in one plan with one flat fee.

Microsoft Advertising services for UK businesses

Bing Ads has been called Microsoft Advertising since 2019, and the service is the same whichever name you search for. Your ads can appear on Bing search results, on partner search sites and across Microsoft's own sites and apps, such as MSN and Outlook. We manage Microsoft Advertising for businesses across the UK as well as in Birmingham, working online with shared reporting, and every account is built in your name so you keep the data if you ever move on. For a wider plan that joins search ads with SEO, content and social, see our digital marketing agency in Birmingham page.

The Bing content network, now the Microsoft Audience Network

Older guides call it the Bing content network. Microsoft now calls it the Microsoft Audience Network: display, native and video ad placements across sites such as MSN, Microsoft Outlook, Microsoft 365, Microsoft Casual Games and other partners, targeted with Microsoft's audience data, which includes search activity and LinkedIn profile data. Search ads can also be extended into native placements, so the same ad can appear inside an Outlook inbox or an MSN slideshow. Microsoft's own guide to audience ads lists the placements. We test the network with a capped budget and exclude placements that do not produce enquiries or sales.

Bing retargeting (remarketing)

Bing retargeting, which Microsoft calls remarketing, shows your ads again to people who have already visited your website. It runs on the Universal Event Tracking (UET) tag, which also powers conversion tracking, and a remarketing list needs at least 1,000 people before ads start serving. Other options include dynamic remarketing for online shops, which shows people the products they viewed, customer lists built from your own data, and in-market audiences of people Microsoft has seen researching your category, which are available in the UK. Under UK rules the tag should only run after a visitor accepts advertising cookies, so we connect it to your cookie banner. Microsoft's UET documentation explains how the tag works.

LinkedIn profile targeting

Microsoft Advertising can use LinkedIn profile data, such as company, industry and job function, in your campaigns. On standard search campaigns it works as a bid adjustment, so you can bid more when the person searching works in the sector you sell to, and on audience campaigns it can narrow who sees the ad. That is useful for B2B firms, and it is data Google Ads does not have.

Import, then improve

A clean Google import is the starting line, not the finish. We rewrite ad copy for Bing's syntax, rebuild audiences and prune keywords that simply don't convert on Microsoft.