Capture the corporate desktop: B2B precision via Microsoft Ads.
Leverage LinkedIn Profile Targeting on Search to reach decision-makers when they are in “Work Mode.”
Best for: B2B and high-consideration brands that want incremental, high-intent demand from decision-makers – beyond Google alone.
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When Microsoft Ads is a strategic lever – and when it’s not
Microsoft Ads works best when you already have a proven offer and want to capture incremental, high-intent demand – often at a lower CPC – particularly from office-hour, professional audiences. When measurement is sound and your conversion journey holds up, Microsoft can complement Google by extending reach into segments that are frequently underweighted in standard paid search mixes.
If conversion tracking is unreliable, lead quality feedback loops are weak or the landing experience isn’t converting, Microsoft spend can amplify inefficiency just as quickly as Google spend can. In those cases, we start with diagnostics to confirm where incremental value exists – offer, intent, audience or funnel friction – before we scale into additional paid search inventory.
We don’t run Microsoft Ads in isolation – diagnostics reveal where it adds incremental value alongside Google, so spend is governed by ROI rather than assumption.
Decide whether Microsoft Ads are right for you
Microsoft Ads can deliver high-intent traffic at lower cost – when guided by diagnostics. Using our Digital Performance Blueprint and Digital P&L, we analyse your audience, search behaviour and funnel to identify where Microsoft Ads can drive genuine incremental revenue.
We never run Microsoft Ads in isolation. Diagnostics reveal exactly where Microsoft can deliver incremental revenue alongside Google Ads – ensuring every pound of spend drives measurable ROI.
See what Microsoft Ads can deliver
We’ve helped ambitious brands capture overlooked audiences and generate measurable ROI through Microsoft Ads:
+13,000
Leads
+13,000 verified leads from CRM-driven digital campaigns
+1,000
Leads
1,000+ leads through multi-channel campaign in 7 Months
30-Day Results
High Conversions
High-volume conversions were achieved within the first month of launch.
How we create incremental paid search value with Microsoft Ads
We identify where Microsoft Ads adds incremental demand alongside Google, then govern performance with a clear commercial lens and disciplined optimisation.
Blueprint
Diagnostics to map incremental opportunity, audience segments (including LinkedIn overlays where relevant), and tracking readiness before activation.
Digital P&L
A decision-grade view of incremental ROI and lead quality/pipeline contribution, so Microsoft budget is justified commercially, not duplicated spend.
Delivery
Build, import and optimise campaigns with rigorous query control and reporting cadence, scaling only what proves profitable.
Start strategy-first – or begin delivery sooner
The strongest programmes start with the Blueprint (once) and Digital P&L (once), then scale delivery. If timelines require immediate execution, we can begin with diagnostic onboarding and performance reporting setup to govern early delivery – then complete the Blueprint and Digital P&L as a dedicated strategic phase when timelines allow. Either route maintains the same commercial accountability – targets first, transparent reporting and disciplined delivery.
Microsoft Ads capabilities, tailored to your objectives
Our Microsoft Ads can run as a standalone campaign or form part of a multi-channel strategy for maximum impact. Reach high-intent audiences across Microsoft Search, Bing, and Yahoo – supported by LinkedIn’s powerful targeting data for greater relevance, reach and ROI. Once diagnostics identify where Microsoft Ads can add incremental value, we use the services below to reach high-intent audiences with precision.
Search Ads
Capture intent-driven traffic on Microsoft and Yahoo.
Shopping Ads
Showcase products directly in Microsoft search results.
Audience Targeting
Reach decision-makers across LinkedIn profile data.
Remarketing
Re-engage visitors across Microsoft’s audience network.
Performance Reporting
Track impressions, clicks, conversions and ROI in real time.
Delivery onboarding: what happens in the first 30 days
We validate incremental opportunity, ensure tracking integrity and deploy governed search delivery. Where a Blueprint/Digital P&L exists, we align to it; otherwise we establish targets and reporting during onboarding.
Governed onboarding
Assess where Microsoft adds incremental value (audience, intent, CPC); review existing search mix; define the opportunity and constraints.
Reporting foundation
Validate UET and conversion events; set incrementality expectations and commercial targets; implement reporting aligned to outcomes.
First sprint delivery
Deploy campaign architecture and controls; introduce LinkedIn profile targeting where relevant; launch tests and begin weekly optimisation cadence.
Follow a proven growth framework
We apply our Target-First Infinity-5 Framework to every Microsoft Ads campaign – beginning with clarity-first diagnostics before building and scaling your campaigns.
Review Microsoft Ads audience insights and competitor activity.
Define Committed, Expected and Stretch goals.
Launch campaigns, capture early performance.
Adjust targeting, ads and budgets for efficiency.
Expand reach into new regions and audience segments.
See the power of
targets at each stage
With Microsoft Ads, small improvements across engagement and conversion rates drive big results:
A 40% increase in clients driven by small 1% improvements across key areas.
Compare us with other agencies
Most agencies avoid setting targets until months in. We do it upfront.
| Other Marketing Agencies |  | |
|---|---|---|
| Strategy | Use Microsoft Ads without diagnostics or integration into the wider performance system | Microsoft Ads + Google Ads integration |
| Targets | Focus on views, not ROI | Focus on ROI, not vanity metrics |
| Expertise | Often reliant on junior staff | Senior team with 5+ years’ experience each. Microsoft + Google Certified strategists only. |
| Account Ownership | Agency-owned accounts, hard to leave | You always own your data & ad accounts |
| Transparency | Monthly reports, limited visibility | Real-time dashboards, live ROI tracking |
| Pricing | “Management fees” hidden in ad spend | Clear, transparent pricing – no hidden fees |
Learn from real results
Our Microsoft Ads strategies have delivered measurable impact for brands
The Vulnerability Initiative
+40%
lower CPL vs. industry benchmarks
Leading UK Enforcement Company
+1,100
leads generated via PPC, Meta & TV campaign with ~£10 CPL
Total Bathrooms
30-Day Results
Achieved 72 conversions in 30 days with a cost per conversion of £8.67.
Ready to see
measurable growth?
If you want Microsoft Ads powered by diagnostics, clear targets and measurable ROI, let’s talk.
Ross Crawford FCIM, Managing Director – helping ambitious brands turn ideas into measurable growth. Fellow of the Chartered Institute of Marketing.
Unsure if Microsoft Ads is commercially viable for your growth plan?
Start with our Digital Performance Blueprint to understand where Microsoft Ads will deliver the highest incremental ROI.
The “Work Mode” Advantage is that Microsoft is the default for Enterprise IT. We use it to target C-Suite decision-makers during office hours, leveraging LinkedIn data overlays that Google cannot access.
Because we can import existing Google campaigns, performance data builds rapidly – usually within two to three weeks. We monitor conversions daily and optimise bids and keywords to reach ROI targets fast.
We don’t guarantee fixed results, but we forecast expected CTR, CPC and conversion rates using your Google data and our platform benchmarks. Targets are reviewed monthly and adjusted to stay aligned with ROI goals.
Search, Shopping, Dynamic Search Ads, Audience Network and Remarketing. We tailor the mix based on objectives such as lead generation, sales or brand awareness.
Yes, though you can start modestly. Many clients allocate 10-20 % of their Google budget to Microsoft Ads to test performance before scaling.
All metrics – impressions, clicks, conversions, CPA and ROAS – feed into your live dashboard. We unify Microsoft and Google data for full cross-channel visibility.
Yes. You retain ownership of the account, billing and data. We manage everything transparently within your structure unless you request us to run it through our account for convenience.
Absolutely. We often manage Microsoft Ads while internal teams handle Google or social. Shared dashboards and weekly reviews keep performance aligned across all channels.
Our Commercial Engagement Models include monthly performance retainers integrated with your wider Paid Search strategy. See our Engagement Models page.