Paid search
Microsoft Ads agency for ecommerce brands
Microsoft Ads serves search and shopping ads across Bing, Copilot and partner search properties, plus native placements on the Microsoft Audience Network. Most ecommerce accounts we find were created by importing Google Ads once and never revisited: a feed that stopped syncing, bids inherited from a different auction and shopping campaigns that never got their own review. We run it as its own channel, with its own Merchant Center, budget and reporting.
Microsoft Ads
Paid search · by Microsoft. A text wordmark, not a logo: we are not affiliated with the vendor and make no claim to its trademarks.
What we do with it
The work inside Microsoft Ads
Microsoft Merchant Center and shopping feeds
Shopping campaigns need a feed in Microsoft Merchant Center. We set it up from the same source as Google's feed, or through the Google Merchant Center import, check that identifiers, prices and availability match the site, and keep the schedule so a feed lapse does not take the campaign offline.
Import from Google Ads, then adjust
The Google import brings campaigns, keywords and settings across quickly. We use it as a starting point and then rework bids, budgets, negative keywords and location targets for a different auction with different competition, and set the import schedule so changes in Google do not overwrite work done here.
Search campaigns for product intent
Brand, category and product-model searches behave differently in this auction. We build campaigns around the terms with buying intent, use search term reports to grow negatives and product coverage, and write ad copy with the specifics that convert: sizes, materials, shipping to Canada or the United States.
Shopping and automated campaign types
Microsoft supports standard shopping campaigns and its own Performance Max. We usually start with standard shopping for control over product groups and bids, and add automated campaigns where there is enough conversion volume for the automation to learn.
Conversion tracking with UET
The Universal Event Tracking tag and its enhanced conversions carry purchase value into the account. We install it on the store, confirm the purchase goal fires once per order with the right revenue, and set the attribution the store uses everywhere else so results compare across channels.
Audience Network placements on their own terms
Native ads on Microsoft's audience placements reach people browsing rather than searching. We keep them in separate campaigns with separate budgets and judge them on their own cost per order, rather than letting them blend into search results.
When it fits
Microsoft Ads is the right tool when
Stores that already run profitable Google Shopping
The same feed and structure can be extended to Microsoft in days, reaching the share of search that happens on its properties.
Categories searched from a desktop
Office supplies, business equipment, software, home improvement and higher-priced considered purchases see search on Microsoft's properties from desktop users, often during the working day.
Brands selling into the United States and Canada
Both are supported markets with local currency and shipping settings in Merchant Center.
Merchants at the limit of their Google search budget
When adding Google spend brings diminishing returns, Microsoft's auction offers additional volume on the terms the store already knows convert.
What to watch
Where accounts drift
Facts about defaults and costs, not criticism. These are the settings we check on every account.
Import schedules overwrite local changes
A recurring Google import can reset bids, budgets and negatives adjusted in Microsoft. Decide which fields the import controls and exclude the rest.
Search campaigns can serve on the Audience Network
New search campaigns may include audience placements unless the setting is changed. Check the campaign settings so search budget goes to search, and run native placements deliberately in their own campaign.
Feed approval and identifiers
Microsoft Merchant Center has its own review and disapproval reasons. Offers rejected for missing identifiers or mismatched prices need fixing in the source feed, not only in the Microsoft account.
Volume takes longer to read
With fewer searches than Google for most categories, results take more weeks to become useful. Budget and bid decisions should be made on a longer window than the store uses for Google.
Is Microsoft Ads worth running for a small online store?
It is worth a test once Google Shopping is working, because the setup cost is low and the feed already exists. The test should run long enough to see orders, with a budget the store can hold for several weeks.
Can we just import our Google Ads account into Microsoft Ads?
Yes, and it is the fastest way to start. The import handles campaigns, keywords, ads and shopping structure. The work that follows is in bids, negatives, feed approval and conversion tracking, which do not transfer as they are.
Does Microsoft Ads have Shopping ads like Google?
Yes. Product ads run from a Microsoft Merchant Center feed and show product images, prices and store name on Bing and partner search results. They support product groups, promotions and, for eligible stores, automated campaign types.
How do you track orders from Microsoft Ads?
With the UET tag and a purchase goal that carries order value, installed on the store and checked against orders. We also tag landing URLs so the traffic is visible in GA4 and in the store's own reports.
How is budget split between Google Ads and Microsoft Ads?
By marginal cost per order. Microsoft usually starts at a small share and grows if its orders arrive at a cost the store accepts. The split is reviewed monthly on reconciled orders rather than platform-reported conversions.
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