The Quiet Efficiency Play in Paid Search.
Microsoft Ads is the channel most brands ignore, and the one I quietly use to drag down blended CPA. Older, higher earning audiences across Bing, Edge, Outlook and the MSN network, often at 30-50% lower CPCs than the equivalent query on Google.
Vs. equivalent Google queries
Older, higher earning intent
Mirrored structure, channel tuned bids
How I Build Profit on Microsoft.
Most accounts start as a Google import, but that's the floor, not the strategy. I rebuild bids, negatives and audience targeting around how Microsoft's network actually performs, which is very different from Google's.
LinkedIn profile targeting (job function, industry, company) is a unique unlock for B2B and considered purchase brands, no other major search platform offers it.
Shopping campaigns get their own feed treatment because Microsoft's product surface and competition profile is materially less crowded.
Channel Tuned Bids
Bids and budgets recalibrated to Microsoft's CPC reality, not a copy paste of Google's tCPA.
LinkedIn Targeting Layer
Job function, industry and company targeting for B2B and high AOV brands, unavailable anywhere else.
Shopping Defence
Microsoft Shopping run as its own surface, feed, bids and exclusions tuned to the network.