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MICROSOFT ADS
Bing holds 8–12% of Australian search volume — that is millions of searches every month that your Google Ads campaigns do not touch. Among enterprise users, corporate professionals, and older demographics on Windows-default browsers, Bing's share is meaningfully higher. Microsoft Ads manages the full Microsoft Search Network — Bing, Yahoo, DuckDuckGo, and Microsoft partner sites — from one account, typically at 15–30% lower cost per click than Google. For B2B companies in Sydney, Melbourne, and Brisbane, the LinkedIn audience targeting layer makes this the most precise B2B search channel available anywhere.
We will review your current Google Ads setup, assess the Microsoft Ads opportunity for your specific category in Australia, and tell you whether the channel makes sense before any commitment.
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/ This is for you if
Microsoft Ads is not the right channel for every Australian business. These three profiles describe where it consistently produces a strong return.
B2B Companies Targeting Corporate Decision-Makers in Sydney, Melbourne, or Brisbane: Your buyers are operations managers, IT directors, financial controllers, CFOs, or procurement leads. They work in office environments, use Windows machines, and are disproportionately represented in Bing's user base compared to the general population. The LinkedIn audience layer inside Microsoft Ads lets you apply job title, company size, industry, and seniority filters to your keyword campaigns — so you are not just bidding on a keyword, you are bidding on a keyword when the specific decision-maker type you want is searching it.
Professional Services Firms Looking to Reduce Cost Per Lead: You are running Google Ads and the cost per lead is high — typical for competitive professional services categories in major Australian cities. Microsoft Ads gives you incremental reach from the same keyword categories at lower CPC. The buyer profile on Bing skews toward older, higher-income, established professionals — which aligns well with legal, accounting, financial advisory, consulting, and managed IT services.
Enterprise Software and SaaS Companies Diversifying Beyond Google: You have Google Ads performing adequately but want a second paid search channel that reaches buyers not covered by your existing campaigns. Microsoft Ads integrates with the Microsoft 365 ecosystem — meaning Bing is the default search engine for a significant share of corporate Windows environments. Enterprise software buyers are among the most over-represented demographics on Microsoft's search network.
/ What's broken
The "no one uses Bing" assumption is common and it is wrong in the context of B2B. Bing's 8–12% national share understates its presence among the corporate and professional segment. Windows-default search, Microsoft 365 integration, and Bing's prevalence in corporate IT environments mean the exact buyers that B2B companies in Australia want to reach are over-represented on the Microsoft Search Network relative to general population figures.
Microsoft's Google Ads import tool is convenient. The result is typically a mirror of a Google account running inside a platform with different auction behaviour, different match type semantics, and different inventory. Search partner traffic on Microsoft behaves differently from Google's Display Network equivalents. Bids set for Google CPCs do not reflect Microsoft's lower-competition environment. Most imported accounts are simultaneously over-bidding and under-targeting.
The single most powerful feature in Microsoft Ads for Australian B2B companies — the ability to layer LinkedIn job title, company, industry, and seniority data on top of keyword search campaigns — is ignored in the majority of accounts. This is not a small optimisation. For a professional services or enterprise software company in Sydney or Melbourne, the difference between bidding on "IT managed services" broadly versus bidding on "IT managed services" when the searcher is an IT Director at a company with 100+ employees is the difference between a scattered audience and a precisely defined one.
Microsoft's UET (Universal Event Tracking) tag must be installed separately from Google Tag Manager and Google Ads conversion tracking. Many Australian advertisers either never install it or install it incorrectly after an import. The result is an account optimising on clicks with no visibility into what those clicks produce. Without conversion data, automated bidding strategies cannot function, and month-end reporting cannot show cost per lead or cost per acquisition.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We build your Microsoft Ads account from the ground up or perform a structured import from Google Ads — then rebuild the campaign architecture for Microsoft's auction dynamics. This includes match type calibration for Microsoft's environment, search partner network configuration (on or off, by campaign, based on intent quality), and negative keyword lists built for Australian search behaviour.
We configure the LinkedIn audience layer across your search campaigns. For Australian B2B companies, this typically means defining the job titles and industries that characterise your buyers — for example, IT Directors, CFOs, or Operations Managers in financial services or professional services — and applying those as bid modifiers on relevant keyword campaigns. This is the defining B2B capability of Microsoft Ads and it is only available on this platform.
We build keyword sets validated against Microsoft Ads search volume data for Australia, not extrapolated from Google. We account for Australian terminology, industry-specific search behaviour, and the intent signals that produce commercial leads versus informational traffic. Negative keyword lists are built for Microsoft's match type behaviour specifically.
We set bids appropriate for Microsoft's CPC environment in Australia — not copied from Google. We structure budgets across campaigns to prioritise the keyword and audience combinations with the highest return potential, and transition from manual CPC to automated bidding (Enhanced CPC or Target CPA) once sufficient conversion volume exists to support it.
UET tag installed on your website. Conversion goals configured for the actions that matter to your business — form completions, phone calls, quote requests, demo bookings. Data verified against actual user actions before campaigns go live. Without this, reporting is blind and bidding is uninformed.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyBing holds 8–12% of Australian search volume, which translates to millions of searches per month. Among corporate and professional users — the primary audience for B2B companies in Sydney, Melbourne, and Brisbane — Bing's share is higher than the national average due to Windows default browser settings in office environments. For B2B professional services and enterprise software, the absolute volume is sufficient to justify a dedicated account, particularly when the LinkedIn audience targeting layer is factored in.
Microsoft Ads reaches a different pool of searchers — Bing, DuckDuckGo, Yahoo, and Microsoft partner sites — that your Google Ads campaigns do not cover. It does not compete with Google for the same inventory. The traffic is incremental. The targeting capabilities are different — LinkedIn profile targeting is available on Microsoft and not on Google. The two platforms complement each other rather than overlap.
You connect your Microsoft Ads account to LinkedIn's audience data. You then define profile attributes — job title, company size, industry, seniority — and apply them as audience layers on your keyword search campaigns. You can bid higher when the searcher matches your target profile, or restrict delivery to only that audience. This is only available on Microsoft Ads — no other search platform provides access to LinkedIn's professional profile data.
Initial data — impressions, clicks, early conversion signals — is typically visible within two weeks of launch. Meaningful CPA data requires four to six weeks. For Australian B2B with longer sales cycles, we assess performance at 60 days before making structural changes. The account continues to improve as search term data accumulates and negative keywords build.
We charge a fixed monthly fee based on account complexity and ad spend level — not a percentage of media spend. Your ad budget goes directly to Microsoft. We do not take a margin on media. Contact info@ignitednepal.com with your current paid search setup and we will scope the engagement honestly.
Start here
Every month, B2B buyers in Sydney, Melbourne, and Brisbane search your category on Bing. If your Google Ads campaigns are the only paid search activity you run, those searches go to someone else. Microsoft Ads captures that demand — at lower cost per click, with LinkedIn audience targeting that no other search platform provides.
We will review your current Google Ads setup, assess the Microsoft Ads opportunity for your specific category in Australia, and tell you whether the channel makes sense before any commitment.Ignited Nepal
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