Bing Ads agency in Australia, built for Microsoft's auction
We're a Melbourne-based Bing Ads agency, with senior Microsoft Ads specialists running Bing PPC for Australian businesses. We build your campaigns separately from Google, track them against your CRM and report them alongside Google.
A quieter auction most agencies never touch
Microsoft Ads show on Bing, Yahoo and DuckDuckGo, plus MSN, Outlook and Edge. That network still carries plenty of buying intent. There's just far less competition for it. That usually means cheaper clicks, and more volume without asking for more Google budget.
Why most Bing Ads accounts underperform
Most accounts we audit make the same mistakes we see in Google Ads:
Broad match keywords
Broad match lets Microsoft show your ads for loosely related searches. Without close watching, a lot of the budget goes on clicks that were never going to buy.
The wrong networks
Search partners and the audience network are switched on by default. Some of that traffic converts. Plenty of it doesn't, and it can quietly take a big share of the spend.
No negative keywords
Without a negative list of its own, the account keeps paying for the same irrelevant searches month after month.
Poor ads
Ads copied straight from Google, or written once and never tested. Weak ads mean fewer clicks from the right people and a higher cost per lead.
No tracking, or tracking nobody checks
The UET tag never gets installed, or conversions are counted differently from Google. Then nobody can compare the two channels.
How we run Bing PPC management
Built separately from Google
Search volume and competition on Microsoft are different from Google. Keywords that are too expensive to make work on Google can be profitable on Microsoft. So we build your campaigns for Microsoft from the start, with their own keywords, bids and negatives.
Track it the same way as Google
UET and conversion goals set up so a lead means the same thing on both platforms, then checked against your CRM.
Watch where the traffic comes from
We review search partner and audience network results and cut what doesn't convert.
One report for both
Google and Microsoft reported together, against the leads and sales in your CRM. This means you can see what each channel is worth to you.
Shopping, remarketing & the Audience Network
Shopping for online stores
If you sell online, Microsoft Shopping campaigns can run from the same product feed you already use for Google. We set the bids for Microsoft's auction, separately from your Google Shopping.
Remarketing
Ads shown to people who have already visited your site, using the UET tag. We keep it to people who showed interest, like viewing a service page or starting a checkout, and judge it on cost per lead in your CRM.
The Audience Network
Ads on MSN, Outlook and Edge. The clicks are cheap, but they often convert worse than search. We only keep it running if the leads hold up in your CRM, and switch it off if they don't.
Who runs your Microsoft Ads
Your account is run by Jesse Lees, founder of Senior Ad Managers. I've run Google Ads since 2016 and Microsoft Ads since 2019, and I've built 50 to 60 Microsoft Ads campaigns in that time.
Over my career I've run ads for more than 100 businesses and managed over $5 million in ad spend. Before I started Senior Ad Managers, I worked at several agencies and in an in-house role.
When you work with us, I do your audit and I run your Microsoft campaigns. If we run your Google Ads too, the same person looks after both accounts.
A machine manufacturer, 3 months in
A B2B machine manufacturing business got leads up to 3x cheaper on Microsoft Ads than on Google Ads, over the first 3 months after we took over their account. The searches were the same. There were just far fewer advertisers bidding on them.
Certified
Google Ads Search, Shopping and Display certifications, plus the Meta Media Buyer certification.
You own your account
The Microsoft Ads account and all the data in it belong to you. If you ever leave, it all stays with you.
Replies within 24 hours
We aim to answer every question within 24 hours.
A 3 month minimum, waived if your ads aren't profitable
Three months is long enough to get a fair test at $1,500 a month or more. If your ads aren't profitable in that time, we waive the minimum and you're free to leave. This means you know exactly who is running your Microsoft Ads, and what happens if it isn't working.
Who it suits best
Two kinds of business tend to do best on Microsoft Ads. The first is anyone in a high-competition niche. Google clicks get expensive there, and Microsoft gives you a way to reach the same searches for less.
The second is businesses with older customers. Bing is the default search engine on Windows computers and in the Edge browser, and plenty of people never change it. If your customers skew older, a good share of them are probably already searching on Bing.
Budget, pricing & how long a test takes
We recommend at least $1,500 a month in Microsoft ad spend. Below that, it's hard to get enough leads to cover agency fees and your margins and still turn a profit.
We run Microsoft Ads as its own channel, the same as Google or Meta. Management starts at $1,725 AUD a month for accounts spending up to $5,000 to $10,000, depending on how complex the account is.
Give it 1 to 3 months. At $1,500 a month or more, that's enough data to know whether to scale it up or stop.
Is it worth it in Australia?
Bing's share of searches in Australia is much smaller than Google's, so Microsoft Ads won't replace your Google account. For many businesses it's a useful second source of leads at a lower cost per click. The best way to find out is a well-tracked test.
Microsoft Ads FAQ
Questions people ask
It builds and manages your campaigns on Microsoft Advertising. That covers keywords, ads, bids, negatives and UET tracking, plus reporting on the results. We run it alongside Google so you can compare the two channels on the same numbers.
Yes. Bing Ads was renamed Microsoft Advertising in 2019. Your ads still show on Bing, plus Yahoo and DuckDuckGo search results, and on MSN, Outlook and Edge through the Microsoft Audience Network.
For most service and eCommerce businesses, yes. Clicks are usually cheaper and there are fewer advertisers in the auction. In competitive niches the gap can be big. Once your Google account is running well, it's one of the quickest ways to add profitable volume.
Yes, though far fewer than use Google. Bing is the default search engine in Windows and the Edge browser, so it reaches plenty of people searching from work computers.
Often, because fewer advertisers compete for the same searches. The gap is usually biggest in competitive industries. One B2B client of ours got leads up to 3x cheaper on Microsoft than on Google. It still varies, so we test it with proper tracking before scaling.
We recommend at least $1,500 a month in ad spend. That's usually the point where the leads cover agency fees and your margins and still leave a profit.
Our fee is $1,725 AUD a month for accounts spending up to $5,000 to $10,000 a month, depending on how complex the account is. Bigger accounts sit between $2,500 and $3,000. If you run Google Ads with us as well, Microsoft is priced as its own platform. There's no setup fee.
Reviews the search terms and adds negative keywords, tests new ads, checks the bids and the search partner traffic, and makes sure UET tracking still lines up with your CRM. You get a monthly report and a video call to go through the results.
1 to 3 months is a good test, as long as you're spending at least $1,500 a month. That gives enough leads to judge it against your CRM.
We don't. Search volume and competition on Microsoft are different, so we build the campaigns separately. Keywords that don't make sense on Google can be profitable on Microsoft, and an import would miss them.
Not for Australian campaigns. The audiences get too small to be useful here. For US campaigns, targeting by company, industry or job function can work well, and we'll test it where it fits.
No. We're based in Melbourne and work with businesses across Australia, New Zealand and the US.
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