Microsoft Ads Services
Microsoft Advertising
VKNG Digital is a Microsoft Advertising certified agency specialising in Bing Ads management for businesses seeking cost-efficient paid search expansion beyond Google Ads. Our combination of platform expertise, strategic LinkedIn targeting utilisation, cross-platform optimisation, and ROI focus delivers Microsoft Advertising campaigns that consistently outperform expectations whilst providing valuable incremental revenue at lower customer acquisition costs than Google Ads alone.
Why Lancashire Businesses Choose VKNG Digital for Microsoft Advertising
Lancashire businesses choose VKNG Digital for Microsoft Advertising because we understand Bing’s distinct audience demographics. Microsoft’s network reaches older, higher-income users often overlooked by Google-only strategies, typically at lower cost-per-click. We import and optimise existing Google campaigns for quick setup, then refine based on Bing’s unique performance patterns and LinkedIn profile targeting for B2B campaigns.
We manage campaigns across Bing, Yahoo, AOL, and Microsoft’s partner sites. For many Lancashire B2B and professional services clients, Microsoft Advertising delivers better quality leads at lower cost than Google, particularly for more affluent and older decision-maker audiences.
Digital Dominance Delivered
The VKNG Digital Microsoft Advertising Difference
Our team holds advanced Microsoft Advertising certifications demonstrating proven platform expertise, understanding unique Bing network characteristics, leveraging platform-specific features and opportunities, and maintaining cutting-edge knowledge of Microsoft’s evolving advertising ecosystem.
We recognise Microsoft Advertising’s unique characteristics including distinct audience demographics skewing older, more affluent, and professional, different search behaviour patterns, unique partnership opportunities (Yahoo, AOL, DuckDuckGo searches), LinkedIn profile targeting exclusivity, lower competition in most industries, and typically 30-50% lower CPCs than Google Ads.
Microsoft Advertising works exceptionally alongside Google including complementary audience reach, diversified paid search presence, lower overall customer acquisition costs, similar campaign structures enabling efficient management, import capabilities streamlining setup, and cross-platform insights informing strategy.
We measure success through return on ad spend achievement, cost per acquisition versus targets, incremental revenue beyond Google Ads, profitability maintenance, and sustainable campaign scaling, recognising Microsoft Advertising’s role as complementary profitable channel.
Our Microsoft Advertising Process
Our Microsoft Advertising Success Stories
B2B Software Company – Project Management Platform
The Challenge
Expensive Google Ads CPCs (£8-£15 per click) making customer acquisition barely profitable, needed additional affordable reach to professional decision-makers.
The Solution
Microsoft Advertising campaign launch with LinkedIn profile targeting focusing project managers and operations directors, lower bid strategy capitalising on reduced competition, and professional messaging emphasis.
The Results
- Average CPC £3.20 (60% lower than Google)
- Conversion rate 8.7% (vs. 6.2% on Google)
- Cost per acquisition £36 (vs. £95 on Google)
- Generated 67 qualified demos in 6 months
- ROAS 7.2:1 significantly outperforming Google
- Expanded Microsoft budget to 35% of total search spend
Financial Services – Independent Financial Advisers
The Challenge
Competing for financial advice keywords against major institutions on Google with £20+ CPCs, limited budget stretching thin, needed affluent client targeting.
The Solution
Microsoft Advertising focused campaign targeting affluent demographics, LinkedIn profile targeting senior professionals and business owners, and local geographic refinement.
The Results
- Average CPC £5.80 (71% lower than Google)
- Higher average client value from Bing leads (£180K vs. £95K assets)
- Generated 34 qualified consultations
- Conversion to client rate 44% (vs. 28% from Google)
- Cost per client £290 vs. £680 from Google
- Microsoft became primary acquisition channel
E-commerce Retailer – Premium Home Goods
The Challenge
Seeking incremental revenue beyond Google Shopping, needed cost-effective expansion, premium products suited to affluent audience.
The Solution
Microsoft Shopping campaign implementation with premium product focus, remarketing to Microsoft Audience Network, and strategic seasonal campaigns.
The Results
- Generated £47,000 incremental revenue in year one
- ROAS 6.8:1 exceeding Google performance
- Average order value £156 vs. £118 from Google
- Customer lifetime value 23% higher from Bing customers
- Scaled monthly budget from £800 to £2,200
- Profitable additional sales channel established
Our Microsoft Advertising Services
Bing Search Advertising
High-Intent Search Campaigns
Capture valuable search traffic through comprehensive keyword research adapted for Bing, search intent optimisation, ad copy tailored for Bing audiences, ad extension implementation, negative keyword development, bid strategy optimisation, and device targeting refinement.
Audience Targeting Excellence
Leverage Microsoft’s unique targeting including LinkedIn profile targeting (job function, company, industry), in-market audiences, remarketing lists, custom audiences, demographic targeting, and location-based targeting.
LinkedIn Profile Targeting
Microsoft’s exclusive advantage through targeting by company name and size, job function and seniority, industry sectors, combined with search intent, professional B2B audience focus, and decision-maker reaching capability.
Microsoft Audience Network
Native Advertising Reach
Extend beyond search results through placements on MSN, Outlook, Microsoft Edge, and premium publisher sites, native ad formats blending with content, automated targeting using Microsoft AI, remarketing capabilities, and brand awareness alongside conversions.
Audience Targeting Options
Precise audience definition including demographic targeting, in-market audiences, custom audiences from data, remarketing to site visitors, LinkedIn profile attributes, and lookalike expansion audiences.
Shopping Campaigns
Microsoft Shopping Ads
E-commerce advertising through product feed optimisation, shopping campaign structure, competitive pricing strategies, product segmentation, seasonal campaigns, and promotional offers integration.
Product Feed Management
Optimised feeds drive performance including accurate product titles and descriptions, proper categorisation, high-quality images, pricing and availability accuracy, custom label utilisation, and regular feed optimisation.
App Install Campaigns
Mobile App Promotion
Drive app downloads through app install campaigns across Microsoft network, targeting mobile users actively, cost-per-install optimisation, creative testing and refinement, and performance tracking.
Remarketing Campaigns
Re-Engagement Strategies
Reconnect with previous visitors through standard remarketing across network, dynamic remarketing for e-commerce, audience segmentation by behaviour, frequency capping, sequential messaging, and cross-device remarketing.
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You ask, we answer
Every day without Microsoft Advertising campaigns means missed opportunities reaching affluent professional audiences at a fraction of Google Ads costs. Every qualified search on Bing displaying competitor advertisements instead of yours represents incremental revenue lost and untapped profitable growth potential.
Microsoft Advertising isn’t optional for businesses seeking cost-efficient growth. It’s essential for comprehensive search coverage, reduced customer acquisition costs, and accessing valuable audiences competitors ignore.
Absolutely! Whilst smaller than Google, Microsoft Advertising delivers excellent ROI with lower costs, affluent audiences, and professional targeting capabilities. Most advertisers find it highly profitable despite lower volume.
Importing is an excellent starting point but requires refinement. Bid adjustments, audience targeting additions, and platform-specific optimisations ensure maximum performance rather than treating Bing as a secondary afterthought.
Start with 10-20% of your Google Ads budget, minimum £500-£1,000 monthly for meaningful testing. Scale based on performance, some businesses ultimately allocate 30-40% to Microsoft when it outperforms.
Similar to Google Ads, traffic begins immediately, meaningful data accumulates over 2-4 weeks, and optimised performance develops over 2-3 months.
Yes, particularly for premium services targeting affluent homeowners or professional services. Local targeting combines effectively with demographic and professional targeting.
B2B services, financial services, professional services, premium e-commerce, education, and home services targeting affluent audiences particularly excel.
Similar functionality with lower competition and costs. Product feeds can be imported from Google Merchant Center, and performance often matches or exceeds Google Shopping with significantly lower CPCs.