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Microsoft Advertising · Search, Shopping, Performance Max
Microsoft Advertising for stores: import it, then make it pay.
Most stores run Microsoft Advertising as a copy of their Google account and never look at it again. We import what works, then fix what doesn’t carry over: conversion goals, the UET tag, the Merchant Center store, bids and audiences tuned for Bing’s own searchers. Above Clicks holds a Microsoft Advertising (Bing) partner badge.
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Free Microsoft Ads review
Tell us your Google Ads setup and we will plan the Bing expansion.
Three fields and you are done. We review your search campaigns and send how Microsoft Ads could add volume.
- Search campaigns reviewed
- Bing opportunity sized
- A starter plan for the expansion
Chat on WhatsApp
Prefer to talk first? Send us your store URL on WhatsApp.
Your PDF report comes by email. If you want to discuss going ahead after reading it, we’ll set up a video meeting. We use your details only for this audit.
Fit
Who it’s for
- Stores with a working Google Ads account that want a second search channel
- Brands selling higher-priced products, where an extra profitable search channel adds up
- Accounts that imported Google campaigns once and left them running unchecked
- Stores selling in English-speaking markets, where Bing has a steady share of search
Not the first channel to set up. If Google Ads isn’t profitable yet, we fix that first in our Google Ads service, because Microsoft Advertising usually starts from those campaigns.
Problems we fix
What breaks when Microsoft Advertising is a copy of Google.
- 01
Conversions that don’t import
Only some Google conversion goals carry over in an import. Without a UET tag and goals set up on the Microsoft side, smart bidding has nothing to learn from.
- 02
No revenue in the conversion
If the UET purchase event doesn’t pass the order value, target ROAS and maximize conversion value can’t work, and Shopping reports show conversions without revenue.
- 03
Shopping without a Merchant Center store
Product ads need a Microsoft Merchant Center store and a catalog. Imports don’t create one, so Shopping and Performance Max can sit idle.
- 04
Scheduled imports overwriting fixes
An automatic import every day can undo the bid, budget and negative-keyword changes made for Bing.
- 05
Google bids on a different auction
Click costs, search volumes and audiences differ on Bing. Copied bids are often too high on some terms and too low on others.
- 06
Nobody reads the search terms
Bing’s search partners and match types produce their own search terms. Without regular reviews and negatives, waste builds up quietly.
In 1:10 · animated
Before we change anything, we check five things.
A short animated walk-through of the first checks in our audit. No sound needed: everything is on screen, and the transcript is below.
What we check first in Microsoft Advertising, an animated explainer of 1:10 with on-screen captions and controls to pause.
Read the transcript
- What we check first in Microsoft Advertising Five checks for accounts copied from Google.
- 1. Does the UET tag track purchases? Only some Google goals carry over in an import. Smart bidding needs a UET tag and goals set up on the Microsoft side, with revenue. (Example account. Source: Microsoft Advertising Help.)
- 2. Is there a Merchant Center store? Product ads need a Microsoft Merchant Center store and catalog. Imports don’t create one. (Example account.)
- 3. Are imports undoing fixes? A daily import from Google can overwrite the bids, budgets and negatives set for Bing. (Example account.)
- 4. Are bids set for this auction? Click costs and volumes differ on Bing, so bids copied from Google tend to overpay on some terms and underbid on others. (Example keyword.)
- 5. Who reads the search terms? Search partners and match types produce their own terms. Without reviews and negatives, waste builds quietly. (Example search terms.)
- Then we fix them, in that order. Want this checked on your Microsoft Ads account? The free growth audit covers all five, in writing.
Our approach
Microsoft Advertising set up as its own channel.
Importing from Google is the fastest start, and Microsoft documents what gets imported from Google Ads: campaigns, ads, keywords and some conversion goals, with Performance Max campaigns arriving as Performance Max or Search campaigns. We use it once, check what came across, and then manage Microsoft Advertising as its own account rather than a nightly copy.
Tracking comes next. Universal Event Tracking (UET) is the prerequisite for conversion tracking, remarketing and automated bidding. We install it with variable revenue on the purchase event, check it against real orders, and set up the conversion goals that matter.
For product ads, the store needs a Microsoft Merchant Center store with a catalog. Shopify stores can use the Microsoft Channel app; others connect a feed. Then Performance Max and Shopping campaigns use the same custom-label thinking as our Google Shopping work.
Finally the account gets tuned for its own auction: bids by device and audience, search-term reviews, negatives and budgets set from your margins. Results go into the same report as Google and Meta, so you see what Microsoft Advertising adds to total revenue and MER.
Day to day, Microsoft Ads (many people still call them Bing Ads) need less time than Google, but not none. We review search terms, add negatives and check that the catalog still matches the store. Budgets stay modest until the account proves it adds revenue rather than taking credit for Google sales, and both channels sit in one report so any overlap is visible.
Microsoft’s audience isn’t Google’s, so we don’t assume Google’s adjustments by device, location or time of day carry over. A few weeks of Microsoft’s own data decide them, and we keep only the ones that change results. Responsive search ads follow the limits in Google Ads Help, and campaigns imported into Microsoft Advertising keep them: up to 15 headlines of 30 characters and 4 descriptions of 90 characters.
How we use AI here
How we use AI in Microsoft Advertising.
Microsoft Ads now reach people inside Copilot as well as Bing search, and Copilot answers draw on Bing’s index. That makes clean Bing data part of the job.
Copilot placements
Where Microsoft shows ads in Copilot for your products, we set up the feed and creative for it and report those results separately when the data allows.
Bing health checks
Bing Webmaster Tools and Microsoft Merchant Center show indexing and feed problems that also affect how Copilot sees your store.
Copy and import clean-up
Campaigns imported from Google need their own copy and settings. AI drafts variants, and we check them before they go live.
Where it doesn’t help: automated bidding needs conversion data to learn, so small accounts still need patience and a sound budget plan.
What’s included
Deliverables, not promises.
Import and account review
A one-time import from Google Ads, then a check of what came across, what was skipped and what needs rebuilding.
UET tag with revenue
UET installed or repaired, purchase conversions passing order values, and conversion goals checked against store orders.
Microsoft Merchant Center store
Store and catalog set up through the Shopify app or a feed, domain verified and product issues fixed.
Shopping and Performance Max
Product campaigns split by custom label, with listing groups and asset groups matched to product lines.
Search campaigns tuned for Bing
Bids, match types, negatives and ad copy adjusted for Microsoft’s auction instead of copied from Google.
Audience and device adjustments
Remarketing lists from UET, and bid adjustments where device or audience data supports them.
One report with Google and Meta
Microsoft spend and revenue next to your other channels, judged on MER.
How we run it
Four steps, in this order.
Tracking and the catalog come before any extra budget. Typical timing: the audit within 2 workdays, setup and fixes in about a week, the first optimization cycle within 2 weeks, and the first monthly report after 30 days.
Step 1
Audit and import
We review your Google account, import what deserves to run on Bing and list everything that didn’t carry over.
Step 2
Fix tracking and the catalog
UET with revenue, conversion goals and a Merchant Center store with a clean catalog.
Step 3
Tune for Bing
Bids, negatives, audiences and budgets adjusted to Microsoft’s own search terms and click costs.
Step 4
Scale on MER
Budget grows where Microsoft Advertising adds revenue at a cost your margins allow.
Pricing
Starting prices, in US dollars.
The audit is free. Paid work starts at these prices, and your exact cost is fixed in writing before any work begins.
-
Free audit
Free no obligation
Tell us your Google Ads setup and we will plan the Bing expansion.
Get my free audit -
Fixed scope
Microsoft Ads setup
From $350 one-off
Campaigns imported, cleaned and launched on Bing.
- Import and cleanup
- Bing-specific tweaks
- Tracking verified
-
Monthly management
From $350 monthly, plus ad spend
Management alongside your Google Ads.
- Weekly optimization
- Search term reviews
- A monthly report
All prices are starting prices in US dollars. Custom work beyond these options is quoted after the audit.
By industry
What changes for your category.
Jewelry
Jewelry buyers often research on desktop before a big purchase. We give desktop and gifting-season searches their own bids, and keep Shopping titles rich in metal, stone and size.
Fashion & apparel
Large apparel catalogs need the same feed discipline as Google: colors, sizes and item groups. We reuse the Google feed fixes so Microsoft Shopping starts clean.
Luxury & high-ticket
For high-ticket stock, a second search channel can mean a handful of extra sales a month, each worth a lot. We watch availability closely so ads stop when a unique piece sells.
Sources
The documentation we work from.
Platform rules change. These are the official pages we check the work against, so you can check it too.
- What gets imported from Google Ads: what carries over and what doesn’t
- What is UET: the tag behind conversions, remarketing and automated bidding
- Create a Performance Max campaign: Microsoft’s setup steps
- The Microsoft Channel app for Shopify: catalog and campaign setup for Shopify stores
- Performance Max on Microsoft Advertising: the product overview
FAQ
Straight answers.
Can’t find yours? Ask on WhatsApp or by email and we’ll answer it.
Is Microsoft Advertising worth it if we already run Google Ads?
Often, yes, as a second search channel built from campaigns you already have. Click costs and audiences differ, so it has to be tuned for Bing. We judge it on what it adds to total revenue and MER.
Can we just import our Google campaigns?
You can, and it’s a good start. But not every conversion goal or setting carries over, Shopping needs a Microsoft Merchant Center store, and daily imports can overwrite Bing-specific changes. We import once and manage it from there.
How much budget should Microsoft Advertising get?
Less than Google at first. We start with enough for campaigns to gather conversion data, then raise it only while MER holds. Search volume on Bing is smaller, so the budget it can use profitably is usually smaller too, and we tell you when more spend stops adding sales.
What is UET?
Universal Event Tracking is Microsoft’s tag. It records conversions, builds remarketing lists and feeds automated bidding. For a store, the purchase event should send the order value.
Do you run Microsoft Shopping campaigns?
Yes, through a Microsoft Merchant Center store with your catalog, as Shopping or Performance Max campaigns, split by custom labels for margin.
What does the partner badge mean?
Above Clicks holds a Microsoft Advertising partner badge, which you can see in our footer. It shows we work with the platform; it doesn’t promise results for any account.
Who owns the account?
You do. We work through account access you grant, and the campaigns, tag and data stay with your business.
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Free growth audit
Find out what’s holding your store back.
Tell us about your store. We’ll review your tracking, campaigns and SEO and send you a written audit with the top fixes, ranked by impact.
- Written audit as a PDF, delivered within 2 workdays (see a sample)
- A video meeting to go through it, if you want to discuss next steps
- Free and no obligation
- Read-only access or screenshots are enough