1 Learn the concept
Microsoft Advertising is not as popular as Google, but it is still an effective way to connect with an audience on the Microsoft network. Its users can differ from Google's, and costs can be lower. This lesson explains how it works, how it compares and how to import campaigns to save time.
2 See it in action
- Similar structure to Google Ads, so skills transfer.
- Different audience mix, sometimes older and more desktop-based.
- Often lower costs per click in some categories.
- Test before committing a large budget.
Worked example
A small test
Import: copy the best-performing search campaign.
Budget: 15 percent of the main platform's budget.
Run: four weeks.
Compare: cost per lead and lead quality.
Decision: keep it if cost per customer is similar or lower.
3 Study an example
Example scenario
A business copies its best search campaign to Microsoft Advertising with a small budget. The cost per lead is lower, and it keeps both platforms running.
4 Apply it and download
- Decide if Microsoft Ads fits your audience.
- Plan a small test.
- Compare results to your main platform.
Worksheet Ad budget templateOpen, print or save as PDF