Microsoft Advertising — Prism Theory

What We Deliver

Full coverage across the entire Microsoft Ads ecosystem.

Bing Search, Microsoft Audience Network, LinkedIn Audience targeting — structured, optimized, and built to complement your Google campaigns, not just copy them.

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Microsoft Ads isn't just a Google import. A good import is a starting point — not a strategy. We use Google data as a foundation, then re-architect campaigns around Bing's unique auction dynamics, audience behaviors, and LinkedIn profile-based targeting capabilities.

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Microsoft Ads account setup & audit

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Google Ads import + structural optimization

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Bing Search campaign architecture & bidding

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Microsoft Audience Network campaign setup

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LinkedIn profile targeting (company, job function, industry)

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UET tag & conversion tracking setup

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Remarketing & customer match audiences

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Negative keyword sculpting & search term analysis

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Ad copy testing & RSA optimization

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Weekly performance reporting & bid adjustments

How It Works

Import smart, then optimize for Bing.

We don't set-it-and-forget-it after the import. Every campaign gets reviewed, restructured, and tuned for how Microsoft's auction actually works.

Account & Competitor Audit

We review your existing Google campaigns, identify what's worth importing, and benchmark your category on Bing. We'll surface CPC gaps, impression share, and audience opportunities your competitors haven't claimed.

Import & Restructure

We import from Google Ads — then immediately restructure. Match types, bid strategies, ad copy, and extensions all get reviewed and adapted for Bing's user intent and quality score signals.

LinkedIn Audience Layering

If you're B2B, we activate LinkedIn Profile Targeting within Microsoft Ads — targeting by job title, company, industry, or seniority level directly on Bing Search and the Audience Network. Nowhere else offers this at search-level precision.

Ongoing Optimization & Reporting

Weekly bid adjustments, search term reviews, audience performance analysis, and ad copy tests. Async reports delivered to your inbox — no calls, no fluff, just clear performance data and next steps.

Why Prism Theory

Microsoft Ads rewards actual expertise.

Most agencies treat Bing as an afterthought — auto-imported and auto-ignored. We treat it as the high-margin, undercompeted channel it actually is.

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20–40% Lower CPCs Than Google

Bing's auctions are less competitive in most categories. That means the same budget goes further — often significantly further. We build campaigns that take full advantage of this structural CPC gap before your competitors notice it.

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Unmatched B2B Targeting

LinkedIn Profile Targeting inside Microsoft Ads is a capability that exists nowhere else in search advertising. Target by job title, seniority, company name, or industry — and reach B2B buyers at the moment they're searching, not scrolling.

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Higher-Income, Older Audience

Bing users skew older and earn more than the average Google searcher. For financial services, healthcare, home improvement, luxury, and B2B — this audience profile often converts at a higher rate than Google's, at a fraction of the CPC.

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Complements — Not Competes With — Google

Microsoft Ads doesn't cannibalize your Google performance. We set up cross-channel reporting so you can see incrementality clearly, and we manage both channels as a unified search strategy, not two siloed budgets.

FAQ

Common questions about Microsoft Ads.

Almost always yes — especially for B2B, finance, healthcare, and home services. Bing typically captures 6–10% of US desktop search volume, but its user demographics skew older and higher-income. For many advertisers, Microsoft Ads delivers a lower blended CPA than Google once campaigns are properly structured. The incremental volume is real, and the auction is far less competitive in most categories.

We can start from a Google import — it's a useful baseline. But we don't stop there. Bing's match types, Quality Score signals, and automated bidding work differently than Google's. We restructure campaigns post-import, review every ad group, and adapt bid strategies for how Bing's auction actually behaves. An unreviewed import often runs for months with structural issues that cap performance.

Microsoft and LinkedIn share data through Microsoft's ownership of LinkedIn, which allows you to layer LinkedIn professional attributes onto Bing search campaigns. You can target searchers based on job title, company name, industry, or job function — meaning your search ads only show (or show with bid adjustments) to the professional profiles that match your ICP. This is uniquely powerful for B2B advertisers and exists nowhere else in paid search.

The Microsoft Audience Network (MSAN) is Microsoft's native display/native advertising network — placing ads on MSN, Outlook, Microsoft Edge, and partner sites. It's audience-based (not keyword-based) and works well for remarketing, lookalike audiences, and top-of-funnel brand awareness. Whether we activate it depends on your goals and budget. For most clients, we prioritize Bing Search first and layer in MSAN once search campaigns are stable.

Unlike Google, Microsoft Ads doesn't enforce minimum campaign budgets at the platform level. In practice, we recommend at least $500–1,000/mo in ad spend to gather enough data for meaningful optimization. Because CPCs are lower on Bing, you can often run effective campaigns at a lower absolute spend than Google — which makes it a great channel to start lean and scale as results validate the investment. Our management fee starts at $300/mo.

Free Audit

Get a free audit of your Microsoft Ads account.

We'll review your account structure, campaign settings, LinkedIn targeting opportunities, UET tag health, and CPC benchmarks — then give you an honest action plan.

Request Your Free Audit

Async — no calls needed. We'll have feedback to you within 2 business days.

The underpriced channelevery Google advertiser is ignoring.