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MICROSOFT ADS
Most Nepali businesses targeting international markets run one paid channel: Google Ads. Microsoft Ads reaches buyers on Bing, Yahoo, DuckDuckGo, and Microsoft's partner network — often at 15–30% lower cost per click, with far less bidding pressure. For IT companies, outsourcing firms, and exporters who need to reach clients in Australia, the US, the UK, and the UAE, this is the channel your competitors have skipped.
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/ This is for you if
Profile 1 — Nepali IT and Software Companies Targeting Overseas Clients: You export services to Australia, the US, the UK, or the UAE. Your Google Ads spend is concentrated and competitive. The buyers you want — CTOs, IT managers, procurement leads at mid-market companies — are active on Bing through Windows and Microsoft 365 defaults. Microsoft Ads puts you in front of them at a lower cost than Google, with the option to layer LinkedIn job title and company targeting on top of search intent.
Profile 2 — Outsourcing and BPO Firms Acquiring International Accounts: You need to reach operations managers, finance directors, and business owners in markets where Microsoft Ads has strong penetration — particularly enterprise and corporate users in the US and Australia. You have a Google Ads account that is performing adequately, and you want a second paid channel that does not compete with your existing budget.
Profile 3 — Export-Oriented Businesses Diversifying Acquisition Channels: You sell physical or digital products internationally and currently rely on a single paid platform. Microsoft Ads gives you incremental reach — buyers who search on Bing rather than Google — without cannibalising your existing Google spend. The Microsoft Search Network includes Bing, Yahoo international, and DuckDuckGo, all managed from one account.
/ What's broken
Most Nepali businesses targeting AU, US, UK, or UAE markets advertise only on Google. Microsoft Ads is passed over with the assumption that "no one uses Bing." That assumption is wrong for the markets you want to reach. Enterprise buyers in the US, Windows-default users in Australia, and expat professionals in the UAE are disproportionately represented in Bing's user base. Ignoring the channel leaves qualified international traffic uncaptured.
Microsoft Ads has a one-click import from Google Ads, which makes it easy to start. It also means most accounts are running Google campaign structures, Google bidding logic, and Google audience settings inside a platform with different auction dynamics, different match type behaviour, and different search partner inventory. An import is a starting point, not a strategy.
Microsoft Ads is the only search advertising platform that allows LinkedIn profile-based targeting — job title, company size, industry, seniority — applied as an audience layer on top of keyword search campaigns. This is the platform's most significant B2B differentiator. The overwhelming majority of accounts running in Microsoft Ads have never activated it.
Importing from Google Ads does not carry over conversion tracking correctly. Many accounts show zero conversions in reporting — not because ads are not working, but because the UET (Universal Event Tracking) tag was never installed, goals were never configured, and the account has been optimising on click volume with no signal about what those clicks produce.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We either 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 environment. Match types, bidding strategies, search partner settings, and negative keyword lists are all configured for Microsoft's platform, not copied from Google.
We connect your LinkedIn audience layer to your search campaigns. This means defining which job titles, industries, company sizes, or seniority levels you want to reach — and applying those as bid modifiers or audience conditions on your keyword campaigns. For Nepali companies targeting AU, US, UK, or UAE decision-makers, this is the most precise targeting available on any search platform.
We build keyword sets specific to the international markets you want to reach, with search volume validated against Microsoft Ads data (not Google's). International search behaviour differs by market. We account for terminology differences between AU, US, UK, and UAE audiences, match type settings appropriate for each, and negative keyword lists that prevent wasted spend.
Microsoft Ads auctions behave differently from Google. We calibrate bids for Microsoft's CPC environment, set up Enhanced CPC or Target CPA bidding once sufficient conversion data exists, and structure budgets across campaigns to prioritise the geographies and intent signals with the highest return potential for your specific export market.
We install Microsoft's Universal Event Tracking tag on your website, configure conversion goals (form submissions, calls, purchases, quote requests — whatever your business requires), and verify that data is flowing correctly into the Microsoft Ads interface. Without this, the account cannot optimise automatically and reporting is blind.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyMicrosoft Ads reaches approximately 724 million unique monthly searchers globally, with strong penetration in the US, Australia, and the UK — the three primary export markets for Nepali IT and outsourcing companies. Within Nepal itself, Bing's search volume is low and Microsoft Ads is not relevant as a local market tool. The use case for Nepali businesses is entirely export-facing: reaching buyers in AU, US, UK, and UAE markets where Microsoft's search network has meaningful share, particularly among enterprise and corporate users.
Importing from Google Ads takes five minutes and gets campaigns live — but the resulting account will underperform because Microsoft Ads has different match type behaviour, different auction dynamics, different search partner inventory, and different default settings. An unoptimised import is a starting point, not a strategy. The LinkedIn audience layer — which has no equivalent on Google — also cannot be imported and must be configured independently.
Microsoft Ads allows you to apply LinkedIn profile data — job title, company, industry, seniority — as an audience layer on keyword search campaigns. This means you can bid higher (or restrict delivery) when the person searching your keywords is, for example, a CTO at a company with 200–500 employees in the financial services industry. No other search advertising platform offers this. For Nepali companies targeting B2B buyers in overseas markets, this is the most precise demand-capture tool available.
Most accounts see initial data within the first two weeks of launch — impressions, clicks, and early conversion signals. Meaningful optimisation requires four to six weeks of conversion data before automated bidding strategies can be applied. For export-market B2B campaigns, where conversion volumes are lower and sales cycles are longer, we typically assess performance at the 60-day mark before making structural changes.
We charge a fixed monthly management fee based on account complexity and ad spend level. There is no percentage-of-spend model. Your ad spend goes directly to Microsoft — we do not take a margin on media. Audit the account first, understand what is needed, then agree on scope. Contact us at info@ignitednepal.com to start.
Start here
Google Ads is necessary. It is not sufficient. Microsoft Ads reaches decision-makers in Australia, the US, the UK, and the UAE — at lower cost per click, with LinkedIn audience targeting that Google cannot match. If your business acquires international clients through paid search, this channel belongs in your stack.
No cost. No commitment. We will review your current paid search setup and tell you whether Microsoft Ads is the right addition for your specific export market.Ignited Nepal
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