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Featured industry case
+340% qualified leads.
Industrial equipment, twelve months. The strategy, the work, the math.
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Paid Media · Microsoft Ads · Platform 04 of 04
Bing’s search audience skews older, more B2B-heavy, higher-income. CPCs run 30-50% lower than Google for the same intent. The channel where almost nobody bids hard — which is exactly why it works.
What we hear, going in
Two complaints we hear from B2B manufacturing leadership, almost weekly:
“We just run Google. I’m sure Microsoft Ads does something but it’s not on my list.” What we hear from B2B marketing directors, almost universally
“Bing? Is that still a thing?” What we hear from younger marketing teams
Microsoft Ads runs against a search audience that skews older (50+), more B2B-heavy (Bing is the default search on a lot of corporate IT-managed Windows fleets), and higher-income. For industrial and capital-equipment categories, that’s the buyer demographic. CPCs run 30-50% lower than Google for the same intent because almost nobody bids hard. The accounts that add Microsoft Ads as a parallel channel to Google often see meaningful incremental pipeline at a much lower CAC — without taking a single click away from Google.
How we run it
Three structural moves on most Microsoft Ads engagements.
Start by importing the Google Ads structure into Microsoft. Then optimize the two accounts separately — different audience behavior, different CTRs, different conversion rates. The structure imports; the optimization doesn’t.
Microsoft owns LinkedIn. Profile targeting (job function, industry, company) layers on top of search bid strategies. The B2B-specific advantage no other search platform has.
Microsoft UET tag, offline conversion imports tied to CRM stages. The same attribution layer we run on Google so the two channels are reported on the same revenue math.
Microsoft Shopping for industrial product catalogs runs against far less competition than Google Shopping. Cleanest setup for distributed-product, multi-SKU manufacturer accounts.
What you get
01
Import Google structure as a starting state. Audit-and-rebuild against Bing-specific search behavior. Cleaner final architecture than starting from scratch.
02
Same query architecture discipline as Google. Model names, comparisons, capabilities, competitor replacements. Bing’s lower CPCs let the long tail breathe.
03
Job function, industry, and company targeting on top of search bid strategy. The B2B-specific advantage Microsoft owns.
04
Catalog feeds for distributed-product, multi-SKU manufacturer accounts. Far less Shopping competition than Google.
05
UET tag, offline conversion uploads tied to CRM stages. Same revenue math as the Google account. Comparable channel reporting.
06
Microsoft + Google reported side-by-side. Cost-per-SQL on each. Channel-mix recommendations every quarter.
A real story · A mid-size industrial OEM
A mid-size CNC plasma cutting equipment manufacturer came to us with paid media that was burning budget on broad-category traffic that wasn't converting. The previous setup chased clicks. Sales got overwhelmed with hobbyists and tire-kickers; the buyers this OEM actually wanted were three queries deep, not on the head terms.
We rebuilt paid search around spec-driven buyer queries. Cost-per-lead dropped, lead quality climbed, and pipeline-influenced revenue followed. Twelve-month total: +340% qualified leads on the same monthly spend.
See more case workView all →+340%
Qualified leads
12 months · Same monthly paid-media spend
-62%
Cost per qualified lead
Better targeting, not budget cuts
$487K
Pipeline sourced / month
Attributed to channel for the first time
FAQ · Microsoft Ads questions
If yours isn't here, the form is honest territory.
Talk to us about Microsoft AdsGet in touch →For B2B and capital equipment categories: almost always yes. The audience skews 45-65, B2B-heavy, higher-income. CPCs run 30-50% lower than Google. The math wins on incremental pipeline at lower CAC — without taking a click from Google.
Bing has roughly 10-15% of US search market share — bigger than people remember. In B2B and 50+ demographics it’s materially higher because of corporate IT default-browser settings and an older user base.
Import as a starting state. Then audit-and-rebuild against Bing-specific search behavior — different CTRs, different conversion rates, different long-tail. Importing is faster than starting from scratch; rebuilding is what makes the account actually perform.
Microsoft owns LinkedIn, so its Profile Targeting (job function, industry, company size) layers on top of search bid strategies in Microsoft Ads. The B2B targeting advantage no other search platform has — not even Google.
$1-2K/month is usually the floor — lower than Google because the CPCs are lower. Below that, the long-tail bidding doesn’t have enough room to breathe.
Almost always no. Microsoft and Google have very limited audience overlap — people who use Bing tend to use Bing. The clicks are mostly incremental, especially in B2B.
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