Microsoft Ads Management For Bing, Yahoo, DuckDuckGo, And Copilot

Search, Shopping, Performance Max, and Audience campaigns across the Microsoft network, run by a senior lead as its own channel beside Google Ads. The account is yours, every change is logged where you can see it, and the contract runs month to month.
Komplex is a Microsoft Ads agency based in Austin, Texas, with a presence in New York City and Reykjavik. Microsoft Advertising was called Bing Ads until 2019, and we have run it under both names. We are a Google Partner and have managed paid search since the AdWords era. Our senior led team runs Search, Shopping, Performance Max, and Audience campaigns from one account, across Bing, Yahoo, AOL, DuckDuckGo, Ecosia, MSN, Outlook, Edge, and Copilot. Hire us for Microsoft on its own, or fold it into our wider paid search management.
Google Partner
Founded In 2014
You Own The Account
No Long Contracts

The Search Budget Most Advertisers
Leave On The Table

Most companies that run Google Ads never open Microsoft Advertising, and the ones that do usually press the import button and walk away. So the account runs as a copy of Google, with Google's structure, Google's bids, and none of the settings that make Microsoft different. The clicks cost less because fewer advertisers are bidding. Then the copied account wastes that advantage on audience ads it never asked for and partner traffic nobody checked. We run Microsoft as its own channel. Same senior lead, its own structure, its own targeting, and its own numbers.
Isometric illustration of a marketer reviewing keyword research as Komplex ranks number one in search results.

What We Change
After The Google Import

The import is a good start and a poor finish. It does not bring your conversion tracking, so the first job is the UET tag and the conversion goals. It switches audience ads on inside search campaigns, and we switch them off. It carries over location settings, bid strategies, and negative lists that were built for a different auction, so each one gets reset by hand. Then we add what Google cannot do at all: LinkedIn profile targeting by company, industry, and job function.
Ask About Microsoft Ads

Bing Ads Management Services

The same discipline as our Google Ads work, applied to a platform with different defaults and a different audience. This is what the retainer buys, month after month.

Microsoft Ads Audit

We read the account before anything changes: import leftovers, audience ad spend, partner traffic, tracking, structure, and bids. The result is a written scorecard, fixes ranked by how much budget each one returns, free and yours to keep.

Google Import, Done Properly

We use the import for what it is good at, the keywords and the ads, then rebuild what it breaks. Conversion goals, audience settings, location targeting, and bid strategies are set again by hand for Microsoft's auction rather than Google's.

Keyword And Search Term Research

Microsoft matches searches more loosely than Google, so the search terms report matters even more here. We work it on a set rhythm, add negatives, and keep the budget away from the partner traffic that does not convert.

Account Structure And Targeting

Campaigns split by intent and margin, with the one targeting layer Google lacks: LinkedIn profile targeting by company, industry, and job function. For B2B accounts, that is often the whole reason to be here.

Bidding And Budgets

Target CPA and target ROAS set from your numbers, with bid adjustments by device, since Microsoft skews toward desktop, and by LinkedIn profile. Budgets stay capped per campaign and move toward what is producing customers.

Ads And Assets

Responsive search ads matched to the search and the offer, plus sitelinks, callouts, price, and image extensions. Imported ads get checked line by line, because Microsoft's character limits and policies are not Google's.

Conversion Tracking

The UET tag and conversion goals go in first, then enhanced conversions and offline conversion import from your CRM, all tested before the first bid. Consent handling is set for European traffic, so the numbers count in every market.

Reporting And Optimization

Reporting on the schedule we agree, Microsoft on its own line next to Google: money out, cost per result, and what moved. Between reports, search terms, partner sites, and bids get reviewed and logged.

Start With What The Import Left Behind

Give us read only access to Microsoft Advertising. We show you what the import set up, what it skipped, and what that costs. Not one setting moves until you say so.
Get The Free Audit
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WHERE YOUR ADS RUN

The Microsoft Advertising Network, Surface By Surface

One account, one set of campaigns, and ads that run on every major search engine Google does not own. Here is each surface, what runs there, and how we treat it.

Bing

Bing.com, the Bing app, the Edge address bar, and search inside Windows and Microsoft Start. Every search campaign runs here, and this is where most of the volume and the desktop skew comes from.

Yahoo

Yahoo Search results have carried Microsoft ads since 2010. There is no separate Yahoo search buy; your campaign runs there on the same bids, and we read its performance on its own line.

AOL

AOL Search sits in the Yahoo family and serves the same ads. Small, older, and worth keeping on for most accounts, because the clicks convert and cost little.

DuckDuckGo

The only way to advertise on DuckDuckGo is through Microsoft. Ads match the search rather than the person, so no user tracking applies. We watch it separately, because privacy minded searchers behave differently.

Ecosia

The tree planting search engine runs Microsoft results and ads. Small in the US, growing in Europe, and useful for brands whose customers choose it on purpose.

Syndicated Search Partners

Publisher and portal search boxes that carry Microsoft ads when search partners are on, which they are by default. We keep the partners that convert and exclude the rest from the publisher website report.

Copilot

Ads now appear inside Copilot answers, in Bing, Edge, and the Copilot app. We treat it as a placement to measure rather than a promise to make, and we report what it returns on its own.

Microsoft Audience Network

Native and display ads across MSN, Outlook, Microsoft Edge, Microsoft Start, Casual Games, and Xbox. Its own campaign when it earns one. Never allowed to spend the search budget by default.

Not Sure Which Surfaces Are On In Your Account?

The free audit lists each one, what it spent, what it returned, and whether it should stay on.
Check My Placements
CAMPAIGN TYPES

Search, Shopping, Performance Max,
And Audience Ads On Microsoft

Microsoft Advertising has grown past search ads into most of what Google Ads offers, with its own defaults for each. We pick the types that fit the account and manage each by its own rules.

Search

Responsive search ads and Dynamic Search Ads on Bing and the partner engines. Keyword research, match types, and negatives do the same job as on Google, and intent is highest here, so every Microsoft account starts with search.

Shopping

Product ads on Bing and Yahoo from a feed imported into Microsoft Merchant Center. The feed work is shared with Google Shopping, so the same product data serves both, and clicks usually cost less here.

Performance Max

Microsoft's version spends across search, audience, and partner surfaces from one campaign. Reach goes up and control goes down, so it has to prove itself per account, alongside search campaigns and never as a replacement for them.

Audience Ads

Native and display ads targeted by in market audiences, remarketing lists, and LinkedIn profile, with no keywords involved. Run on purpose in its own campaign, with placement control switched on.

Copilot Ads

Sponsored placements inside Copilot conversations, served from your existing search campaigns where eligible. We measure it on its own before deciding whether it deserves budget.

Call And App Ads

Call ads for service businesses that want the phone to ring, and app install ads for iOS and Android. Both use the same account and the same tracking.

Which Campaign Types Fit Your Account?

Describe what you sell and how your buyers search, and we will come back with a campaign type for each job and a budget beside it.
Map My Campaigns

What Does A Microsoft Ads Agency Do?

A Microsoft Ads agency sets up and manages advertising campaigns inside Microsoft Advertising, the platform that was called Bing Ads until 2019. Some people still call it a Bing Ads agency, and they mean the same thing. The work spans keyword research, account structure, LinkedIn profile targeting, bidding, ad copy, UET conversion tracking, and reporting. The ads run across Bing, Yahoo, AOL, DuckDuckGo, Ecosia, and Copilot. The business gains customers from Microsoft's search network without running the account itself.

Komplex runs this service from Austin, Texas, and from its outposts in New York City and Reykjavik. Most clients add Microsoft to a Google Ads account we already manage, and a senior lead runs both.

WHO RUNS MICROSOFT ADS WITH US

Microsoft Ads For B2B, SaaS, Ecommerce, And Local Business

Microsoft's audience skews toward desktop and the working day, which suits some businesses better than others. The four below get the most from it. Our accounts have covered software, industrial equipment, telecom, footwear, and kitchens and home improvement.
See If We Fit
B2B And Manufacturing

LinkedIn profile targeting lets a campaign bid harder when the searcher works in the right industry or job function. Desktop searches during office hours are Microsoft's home ground, and for B2B this is often the best cost per lead in search.

SaaS

Trial and demo campaigns imported from Google, then targeted again by company and job function, with competitor terms kept on a tight bid. Signups get followed through to paid plans, so the two platforms compare on revenue.

Ecommerce And Shopify

Shopping campaigns run from the feed you already built for Google, with brand and generic terms kept apart. The Yahoo and AOL audience skews older and clicks cost less. Reported beside Google Shopping, so the budget split is a decision rather than a habit.

Local And Service Businesses

Call ads, location targeting set to presence, and ad schedules that match the hours someone can answer. Lower click costs make Microsoft a good place to grow a small budget before it grows on Google.

THE NUMBERS

Why Microsoft Ads Earns A Place Beside Google

Bing and its partners will never match Google's volume, and nobody should pretend otherwise. What they offer is a set of searchers Google does not reach, click prices set by fewer bidders, and a targeting layer built on LinkedIn data. For an account already profitable on Google, that usually means more customers at a lower cost per lead. The import makes the first version cheap to test.
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Close to one in ten US searches run on Bing, and Yahoo and DuckDuckGo add to that on the same network.
On desktop, Bing and Yahoo together carry about one in eight searches worldwide.
Microsoft's search advertising revenue, after traffic costs, grew 12 percent in the year to June 2026, on more searches and more revenue per search.
LinkedIn has more than one billion members, and Microsoft Ads can adjust bids by their company, industry, and job function.
HOW WE WORK

Import, Rebuild, Then Run It As Its Own Channel

The import gives us the keywords and the ads in a single sitting. Everything after that is the work Google cannot do for you: tracking that counts, defaults reset for Microsoft's auction, and targeting that uses the LinkedIn layer.
  • Audit Or Import

    An existing account gets read in full. A new one gets imported from Google, then checked line by line for what came across and what did not.

  • Fix The Tracking

    UET tag, conversion goals, enhanced conversions, and offline import come before any bid change, so Microsoft is judged on Microsoft's own data.

  • Rebuild For The Auction

    Audience ads off in search campaigns, partners reviewed, negatives reconciled, location and bids reset, and LinkedIn profile targeting added where it fits.

  • Test, Cut, Scale

    Search terms, partner sites, and budgets get reviewed on a rhythm that lasts as long as the account does. Microsoft is judged on its own line, never averaged into Google.

See What The Import Missed

Nothing gets touched before the audit, and the audit is free. It scores tracking, settings, structure, and bids from your own data, and it puts Microsoft next to Google on the same terms.
Start With The Free Audit
FREE MICROSOFT ADS AUDIT

Get A Free Microsoft Ads Audit

We go through your Microsoft Advertising account, the tracking behind it, and every setting the import left on. You get a plain list of where budget leaks, what to fix first, and whether the channel deserves more money. There is no charge, the findings are yours whatever you decide, and the same audit is part of our free growth plan.
Your Microsoft Ads auditFree
  • Audience ads spending inside search campaigns
  • Search partner traffic and what it converts
  • UET tag, conversion goals, and data quality
  • Import leftovers: bids, locations, negatives
  • Structure, match types, and search terms
  • LinkedIn profile targeting, used or not
  1. 1
    Tell us about your business

    What you sell, what you spend on Google Ads today, whether Microsoft is running yet, and what a good month looks like.

  2. 2
    We read the account

    Read only access to Microsoft Advertising and GA4, or to Google Ads if Microsoft is not set up yet. Nothing gets changed, and an NDA is there for the asking.

  3. 3
    You get the scorecard and a call

    A written scorecard, ranked by impact, that puts Microsoft and Google side by side, followed by a call to go through it.

Ready To See What Microsoft Could Add?

There is no fee and no obligation, and everything the audit finds belongs to you.
Get My Free Microsoft Ads Audit
PRICING

How Microsoft Ads Management Pricing Works

Komplex most often works on a base retainer plus a share of ad spend, and we are open to other formats if one fits you better. For most clients Microsoft is added to a Google Ads retainer at a smaller increment, because the research and the ads carry over. Run on its own, it gets its own retainer. Ad spend goes from your account straight to Microsoft and never passes through us.
Agencies charge for Microsoft the same three ways they charge for Google. That means a flat amount, a percentage of spend, or a retainer with a smaller share on top. After a short initial term the engagement runs month to month, on both platforms, with no long contract.
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What Clients Say About Our Paid Search Work

Client logo 2 - Shark/Ninja
The Komplex team helped us reach new audiences and drive higher conversions.
Client logo 2 - Hush Puppies
Strategies that delivered results beyond our expectations.
Client logo 2 - Saucony
Their expertise helped us scale efficiently, attract more customers, and drive measurable growth.
Client logo 2 - Blayze
Komplex played a key role in growing our user base and optimizing our marketing efforts.

Common Questions About Microsoft Ads Management

Is a Bing Ads agency the same as a Microsoft Ads agency?

Yes. Microsoft renamed Bing Ads to Microsoft Advertising in 2019, when the network had grown well past Bing. The account, the campaigns, and the auction are the same thing under both names. Most buyers still search for Bing Ads, and most agencies answer to both.

Where do Microsoft ads show, and do Bing ads show on Yahoo?

Search ads run on Bing, Yahoo, AOL, DuckDuckGo, and Ecosia, plus syndicated partner sites when search partners are on, and inside Copilot where the format applies. Audience ads run on MSN, Outlook, Microsoft Edge, Microsoft Start, Casual Games, and Xbox. Yahoo has carried Microsoft ads since 2010, so yes, a Bing campaign shows on Yahoo without any extra setup.

Are Bing ads worth it?

For an account that already makes money on Google, usually yes. Volume is a fraction of Google’s, so Microsoft will not replace it. The searchers are different, fewer advertisers bid, and the LinkedIn layer exists nowhere else. Where it does not pay, the audit says so and we do not push it.

Are Bing ads cheaper than Google Ads, and what do they cost?

Clicks usually cost less on Microsoft for the same keywords, because fewer advertisers compete for them, though the gap varies by industry. That is the media cost, paid to Microsoft. Our own fee is separate, follows the model described in the pricing section, and gets fixed after the free audit.

Can you import my Google Ads campaigns, and what breaks?

Yes, and the import is how most Microsoft accounts start. What it does not bring is conversion tracking, which needs the UET tag and new conversion goals. What it gets wrong: audience ads switch on inside search campaigns, and location settings and bid strategies arrive built for Google’s auction. Negative lists can also conflict with Microsoft’s looser matching. Each of those gets fixed before the account spends a dollar.

How do you stop the Audience Network spending my search budget?

In each search campaign, the ad distribution setting decides whether audience ads run alongside search. We set it to search only. If the account wants audience ads, they get their own campaign, with placement control on and a separate line in the report. Most accounts we inherit have this leak running.

What is LinkedIn profile targeting and who should use it?

Microsoft Advertising can raise or lower bids when the searcher’s LinkedIn profile matches a company, an industry, or a job function. It applies to search and audience campaigns and exists on no other search platform. B2B, SaaS, manufacturing, and professional services accounts get the most from it.

Can I advertise on DuckDuckGo, Yahoo, or AOL directly?

For search ads, no. All three serve ads through Microsoft Advertising, so a Microsoft campaign is the only route. You can see how each one performs on its own in the reporting and adjust bids for the partner network as a group.

Do ads show inside Copilot, and can you run them?

Yes. Microsoft serves ads inside Copilot conversations and in Copilot answers on Bing and Edge, drawn from eligible search campaigns. We treat it as one more placement: switched on, measured on its own line, and given budget only if it earns it. The formats change often, so we check them at each review.

How do you track conversions in Microsoft Ads?

The UET tag goes on the site, and conversion goals are built for purchases, leads, or calls. Enhanced conversions and offline conversion import then send real outcomes back from your CRM. Consent handling is set for European traffic. Then every number in the report is Microsoft’s own, rather than a Google figure with a discount applied.

Who actually works on my account?

The same senior lead owns Microsoft and Google for each client: strategy, structure, and bidding, from the pitch onward. If more people work on the account, they answer to that lead, and their names are on the reports.

Do you work with companies outside Austin, Texas?

Yes. Komplex is based in Austin with people in New York City and Reykjavik, and most clients are elsewhere in the US and work with us remotely. Microsoft Advertising runs in the same markets as Google, so a company that sells in several countries gets a campaign set for each. Yahoo and Ecosia are stronger in some of those markets than others, and we plan for that.

Let's Look At What The Import Left Behind

Send read only access to Microsoft Advertising, or to Google Ads if Microsoft is not running yet. You get the audit, a plan, and a clear view of what a second search platform could add.
Get My Free Audit

Get in Touch

Let's discuss how we can work together to achieve your goals.      Provide your name, email and website, and one of our team members will reach out to learn more about your business, understand your unique needs, and explore how our tailored marketing solutions can drive your success.     We're excited to partner with you and help take your business to the next level.
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