Microsoft Ads Explained For UK Businesses

If you run a business in the UK, there’s a good chance you’ve already heard of Google Ads — but have you explored Microsoft Ads?
Once known as Bing Ads, Microsoft’s advertising platform offers a powerful and often underused way to reach millions of potential customers.

For many UK companies, Microsoft Advertising can deliver excellent results at a lower cost compared to Google. This makes it ideal for small and medium-sized enterprises seeking visibility without overspending on clicks.

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What Microsoft Ads Are And How They Work

Microsoft Ads is Microsoft’s pay-per-click (PPC) advertising platform. It allows businesses to display ads across the Microsoft Search Network — including Bing, Yahoo, MSN, and other partner sites.

The process is simple:

1. You choose your keywords — the terms people search for online.
2. Your ads appear when those keywords are used.
3. You pay only when someone clicks your ad.

Ads can appear on desktop, mobile, or tablet, and they’re tailored to reach users based on search intent, demographics, and even device type.

What sets it apart is its audience — often slightly older, higher-income users who are serious buyers. For many industries, that translates into better quality leads.

Why Microsoft Ads Matter For UK Businesses

Many UK businesses focus solely on Google Ads, assuming that’s where all the action happens. But Microsoft’s network captures nearly 15–20% of the UK search market, representing millions of monthly searches.

Here’s why that matters:

• Less Competition: Fewer advertisers mean lower average cost-per-click (CPC).
• More Qualified Audience: Microsoft users tend to convert more often, especially in B2B and professional sectors.
• Cross-Device Visibility: Ads reach users on PCs, mobile, Xbox, and Microsoft Edge.
• High Purchasing Power: Studies show Microsoft users often have higher household incomes.

In short, Microsoft Ads provide an opportunity to reach a valuable segment of online users that competitors might overlook.

👉 Start A Microsoft Ads Campaign With Business Mate

Key Benefits Of Using Microsoft Ads

Let’s break down why more UK companies are adding Microsoft Ads to their marketing mix.

1. Lower Advertising Costs

Microsoft’s smaller advertiser base often means reduced competition and lower CPCs — allowing smaller budgets to go further.

2. Access To Premium Audiences

Microsoft Ads reach professionals using LinkedIn and Windows devices daily. You can even target by company, job title, or industry.

3. Strong ROI

Because competition is lighter and targeting is precise, many campaigns see a stronger return on investment.

4. Seamless Import From Google Ads

If you already run Google Ads, Microsoft makes it easy to import campaigns directly — saving time and maintaining consistency.

5. Advanced Targeting Features

You can target by location, device, gender, age, and more. Microsoft’s AI tools also optimise bids in real time for better performance.

6. Robust Reporting And Insights

The analytics dashboard provides detailed data, helping refine strategies and improve future campaigns.

For many businesses, the results speak for themselves: fewer wasted clicks, lower ad spend, and higher conversion rates.

How To Set Up A Microsoft Ads Campaign

Setting up a campaign is straightforward once you understand the process.

Step 1: Create A Microsoft Advertising Account

Sign up at the Microsoft Advertising site using your existing Microsoft login.

Step 2: Choose Your Goal

Select your objective — website visits, calls, or online conversions. This helps tailor your campaign settings.

Step 3: Define Your Target Audience

Use demographic and location targeting to reach your ideal customers.

Step 4: Select Keywords

Use Microsoft’s Keyword Planner to find relevant terms that potential customers are searching for.

Step 5: Write Compelling Ad Copy

Create headlines and descriptions that clearly highlight your product or service benefits.

Step 6: Set Your Budget And Bids

Decide how much you want to spend daily and how much you’re willing to bid per click.

Step 7: Launch And Monitor

Once live, review your reports regularly and adjust based on performance.

Pro Tip:

For UK campaigns, include location terms (such as “London” or “Manchester”) to improve local relevance and conversion rates.

Microsoft Ads Vs Google Ads

While both platforms are powerful, they differ in several important ways.

For many UK businesses, running both in tandem delivers the best results — Google for reach, Microsoft for efficiency.

How Business Mate Helps You Succeed With Microsoft Ads

Business Mate specialises in helping UK businesses make the most of it through a data-driven, transparent approach.

Our process includes:

1. Full Account Setup: From campaign creation to keyword selection and ad writing.
2. Performance Tracking: Continuous optimisation based on conversions and ROI.
3. Transparent Reporting: Easy-to-read monthly reports with actionable insights.
4. Budget Management: Ensuring every pound spent drives measurable results.
5. Integration With Other Channels: Seamless coordination with SEO, Google Ads, and social campaigns.

Recent wins include:

• A professional services firm doubled lead quality within three months of launching campaigns.
• A local retailer increasing click-through rates by 40% with improved ad copy and targeting.

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Final Thoughts

Microsoft Ads represent a major opportunity for UK businesses seeking affordable visibility and stronger ROI.
While Google remains dominant, Microsoft’s network offers high-quality traffic, advanced targeting, and reduced competition — ideal for brands that want smarter, not just bigger, advertising.

Whether you’re launching your first campaign or expanding your PPC strategy, a well-managed ads account can unlock significant growth.

Business Mate helps companies achieve that growth with tailored strategies and transparent results.

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FAQs – Microsoft Ads

1. What are Microsoft Ads and how do they work?
Microsoft Ads (formerly Bing Ads) is a pay-per-click (PPC) platform that allows businesses to display ads on the Microsoft Search Network, including Bing, Yahoo, MSN, and partner sites. Ads appear based on chosen keywords, and businesses pay only when someone clicks, targeting users by demographics, location, and device type.

2. Why should UK businesses use Microsoft Ads instead of only Google Ads?
Microsoft Ads capture 15–20% of UK search traffic, often with less competition and lower cost-per-click (CPC). They reach an older, more affluent, and professional audience, making them ideal for B2B and niche sectors seeking higher-quality leads.

3. What are the main benefits of Microsoft Ads for UK companies?
Key benefits include lower advertising costs, access to premium audiences (via LinkedIn and Windows devices), strong ROI, easy import of Google Ads campaigns, advanced targeting options, and robust reporting for optimisation.

4. How do I set up a Microsoft Ads campaign?
To set up a campaign:

1. Create a Microsoft Advertising account.

2. Select your campaign goal (visits, calls, conversions).

3. Define target audience and location.

4. Choose relevant keywords.

5. Write compelling ad copy.

6. Set budget and bids.

7. Launch and monitor performance, adjusting based on analytics.

5. How can Business Mate Agency help with Microsoft Ads in the UK?
Business Mate provides full account setup, campaign management, keyword selection, ad creation, performance tracking, transparent reporting, budget optimisation, and integration with other marketing channels, ensuring measurable growth and higher-quality leads.