The B2B search channel almost everyone runs badly
Microsoft Ads reaches older, higher-earning, in-market decision-makers at a fraction of Google's cost. Most advertisers import their Google campaigns, forget them, and conclude the channel is dead. It is not. It is unattended.
Free means free. You keep the findings whether or not we work together.
Here is how Microsoft Ads dies in most companies.
Someone ticks the import-from-Google box, the campaigns run on autopilot with Google's settings bolted onto a different auction, results drift, and six months later the channel gets written off in a meeting nobody prepared for. The budget moves back to Google, where the clicks cost three times as much.
Meanwhile the searches are still happening. A meaningful slice of B2B decision-makers live in the Microsoft ecosystem all day, Edge, Bing, Windows defaults, corporate machines, and the advertisers who never showed up are not competing for them.
As its own account, never a mirror.
Microsoft owns LinkedIn, which means Microsoft Ads can layer company, industry and job function on top of search intent. No other search engine can do that, and for B2B it is the whole reason to be there. I run the cheaper CPCs on purpose, hold the channel to the same revenue tracking as everything else, and size the budget to what the auction actually offers rather than what a plan said in January.
I have run Bing and Microsoft Ads inside enterprise B2B programs since my agency days and I am Microsoft Ads Accredited. In most accounts I touch, Microsoft is the fastest efficiency win available.
Small channels get senior attention.
In most setups, Microsoft is the channel nobody senior ever touches, because the budget is small and attention follows budget. For me it is a working part of one paid engine with one person accountable for all of it. Small channels get senior attention because there is nobody junior to hand them to.
Want to work together on your Microsoft Ads?
Ask me whether Microsoft is worth it for your market. If it is not, I will say so. I will go through your search accounts for free, and we will both see if we are a good fit.
Free means free. You keep the findings whether or not we work together.