How to Get Started With Microsoft Ads

Getting started with Microsoft Ads takes about an hour: create a Microsoft Advertising account, import your existing Google Ads campaigns or build one from scratch, add your billing and conversion tracking, then launch with a small daily budget. Start with search campaigns on your best keywords, watch the data for two weeks, and adjust. If you're a local business, see our Manhattan Beach marketing hub for how this fits the bigger picture.

What is Microsoft Ads and where do my ads show?

Microsoft Ads (formerly Bing Ads) puts your ads on Bing, Yahoo, DuckDuckGo, and inside Windows and Microsoft Edge. It's the same pay-per-click model as Google: you bid on keywords, and you pay when someone clicks.

The network reaches people Google doesn't. A meaningful share of desktop searches happen on Bing because it's the default in Edge and on many work computers. That audience often skews older, more likely to be at a desk, and in some markets more likely to be a homeowner or decision-maker.

For local service businesses, that's not a bad crowd. Fewer advertisers compete there, so clicks frequently cost less than the same keywords on Google.

How do I set up a Microsoft Ads account step by step?

You can be live in an afternoon if you already run Google Ads. Here's the order we use.

1. Create the account at ads.microsoft.com using a Microsoft or work email.
2. Import from Google Ads if you have it. Microsoft has a built-in importer that pulls in campaigns, keywords, ads, and budgets. This saves hours and is the single fastest way to start.
3. Set up conversion tracking. Install the UET tag (Universal Event Tracking) on your site and define conversions — form fills, calls, bookings. Without this you're flying blind.
4. Add billing and set a realistic monthly cap.
5. Review the imported campaigns. Trim keywords that don't fit, tighten your locations to the areas you actually serve, and rewrite ad copy so it isn't a carbon copy of Google.
6. Launch small and check search terms after a few days to add negative keywords.

If you're starting without a Google account, build one search campaign around your core service and city, use tight keyword match types, and write three or four ads to test. Don't spread thin across many campaigns on day one.

How much does Microsoft Ads cost?

There's no minimum spend — you set your own daily and monthly budgets. What you actually pay depends on your industry and how competitive your keywords are.

Typical click costs run lower than Google in many local categories. Where a Google click for a home service term might cost $15 to $50, the same click on Microsoft often lands somewhere below that, though ranges vary widely by trade and city. Search volume is also lower, so you won't spend as fast.

For a local service business testing the channel, a monthly budget in the few-hundred to low-thousands range is usually enough to see whether leads come in at a cost you like. If an agency manages it, expect a management fee on top; we keep ours transparent on our pricing page.

The honest way to budget: decide what a lead is worth to you, estimate clicks-to-lead from your Google data, and set a spend that gives you at least 15 to 30 conversions a month to learn from.

Microsoft Ads vs Google Ads for a local business

Short answer: run Google first, then add Microsoft to pick up cheaper clicks and searches Google misses. They're complements, not either-or.

Google has far more search volume, so it's where most of your leads will come from. Microsoft's advantage is lower competition and often lower cost per click, plus an audience that leans toward desktop and older users. For some service businesses that's a valuable segment.

The catch is scale. Microsoft won't replace Google's volume for most local businesses. Treat it as a way to stretch your budget and diversify, not as your main channel.

Because the import tool makes setup so easy, the cost of testing Microsoft is mostly your time. If you're already spending on Google, it's usually worth a small parallel budget to find out whether your market is there.

Do I need an agency to run Microsoft Ads?

No — a hands-on owner can manage a small Microsoft account. But the same mistakes that waste money on Google waste it here: broad keywords, no negative keywords, weak conversion tracking, and ads that don't match the search.

If you want to run it yourself with a professional looking over your shoulder, Pixel – Advisor gives you coaching so you keep control without guessing. If you'd rather hand it off, Pixel – Manager covers day-to-day management across Google and Microsoft.

Not sure your current setup is even tracking leads correctly? A Google Ads audit will surface tracking gaps and wasted spend before you expand to a new channel.

How do I set up Microsoft Ads for a service business in Manhattan Beach?

Start with tight geo-targeting and service-specific keywords, and make sure calls and form fills are tracked as conversions.

For local trades, the account structure is simple: one campaign per core service (say, one for repairs and one for installs), keyword lists built around "[service] + [city]" phrases, and location targeting set to your actual service radius rather than a whole metro. That keeps you from paying for clicks in areas you won't drive to.

Write ads that name the city and the service, use call extensions, and point clicks to a page about that specific service — not your homepage. We apply the same approach to Google campaigns for roofing, HVAC, and dental clients, and it carries over directly to Microsoft.

Frequently asked questions

How long until Microsoft Ads produces leads?

Clicks start the day you launch. Meaningful lead data usually takes two to four weeks, because volume is lower than Google and the system needs conversions to learn. Give it at least a month before judging.

Can I import my Google Ads campaigns into Microsoft?

Yes. Microsoft's import tool copies campaigns, keywords, ads, and settings from Google Ads, and you can schedule it to sync on a recurring basis. Always review after importing — locations and budgets don't always translate the way you want.

Is Microsoft Ads worth it for a small local business?

Often yes, as a secondary channel. Lower click costs and less competition can produce leads cheaper than Google, but the smaller audience means it works best alongside Google rather than on its own.

Do I need a separate website or landing page for Microsoft Ads?

No. You can send Microsoft traffic to the same service pages you use for Google. Just make sure the UET tag is installed so conversions are tracked separately from your Google tracking.

If you're weighing whether Microsoft Ads belongs in your mix, we're happy to look at your numbers and tell you honestly. Book a free consultation, and see how it fits your broader Manhattan Beach marketing plan.