Ahrefs
Semrush
Search Console
Search campaigns on Microsoft Advertising, the platform once called Bing Ads, planned around the searches your buyers make and judged on qualified demos, activated trials and pipeline. We test it as a channel, manage it closely and tell you plainly whether it’s working.
Bing Ads and Microsoft Advertising
Bing Ads became Microsoft Advertising in 2019. Campaigns are still managed in one account, but ads can show beyond Bing. For SaaS, search campaigns usually do most of the work, and the question is whether your buyers search there in enough numbers to matter.
Bing, plus partner search sites such as Yahoo, AOL and DuckDuckGo
Copilot Search and answers, through AI Max features where you opt in
MSN, Microsoft Edge, Outlook.com and publisher partners, for audience campaigns
We don’t assume Microsoft clicks are cheaper or better than Google clicks. That’s something to test with the same goals, conversion definitions and markets.
Who it’s for
Microsoft Advertising tends to make most sense once search demand for your product is proven. These are the teams we usually help.
Qualified demos from decision makers
Fewer, larger deals over long cycles
Specific markets and verticals
Trials and sign ups that activate
A second search channel built from proven campaigns
Existing Microsoft campaigns that underperform
What usually goes wrong
Most underperforming accounts weren’t built badly, they just weren’t managed as their own channel.
Campaigns copied from Google once, then never checked or adapted.
Broad matching and partner sites send clicks that were never relevant.
Some sites in the network bring low quality clicks unless they’re monitored.
Automated bidding without enough reliable conversions to learn from.
Form fills counted as wins without checking if they qualified.
No link between clicks and what happened later in the CRM.
Strategy
We plan Microsoft Advertising around your product, customer profile, markets, sales model, customer value and budget. For most SaaS teams it starts as a structured test with a clear question, not a copy of everything you run elsewhere.
Use keywords and messages that already convert elsewhere, or your clearest commercial searches if you’re new to paid search.
Demo goals for sales led, trial and activation goals for product led, markets and languages that match your customers.
The same conversion definitions, CRM stages and date ranges you use for other channels.
Expand, adjust or pause based on qualified results, not clicks or platform totals.
Keyword research and intent
Each group gets its own ads, landing page and budget so you can see which kinds of searches bring qualified prospects. We don’t invent search volumes or costs. We use Microsoft’s keyword data and your account history where available, then let real search terms decide.
Figma 
Google Ads yourproduct pricingProtect your name and route to the right pageReports separately, it isn’t new demandinvoice approval softwareBuyers comparing solutionsCompetitive, needs a strong pagehow to speed up invoice approvalsPeople who know the pain, not the productLower intent, often better with a guideinvoice approvals for agenciesA specific job your product doesSmaller volume, often higher relevanceaccounting software for law firmsVertical buyersPage should speak to that industrytool b alternativeBuyers unhappy with a rivalPolicy rules on trademarks, fair comparisons onlyinvoice approval software demoBuyers ready for a demo or trialUsually the first to fund[invoice approval software]Searches with the same meaning"invoice approval software"Searches that include the meaninginvoice approval softwareRelated searches, which need close reviewCampaign setup and search ads
Importing from Google Ads saves time, but each import needs a manual review and some changes to settings, budgets and copy. We write and test ad copy as part of the service, and you approve it before anything goes live.
Campaigns by intent and market, ad groups by theme, each with its own landing page.
Up to 15 headlines and 4 descriptions per ad. Microsoft combines them for each search.
Sitelinks, callouts and other assets that add context and links to key pages.
Set to the markets you actually sell in, with language matched to your pages.
Proven campaigns copied in, then checked by hand because not every setting transfers.
Tracking, budgets, bids, policies, links and audiences reviewed before going live.
Search terms and negative keywords
Keywords decide what you could match. Search terms show what you actually paid for. Regular reviews find irrelevant clicks, new high intent searches and partner traffic worth limiting. Negatives are added carefully so real prospects aren’t blocked, and they reduce waste rather than remove it.
invoice approval software for agenciesKeepMatches a core use casefree invoice template wordExcludeLooking for a free file, not softwareinvoice approval workflow examplesTestResearch intent, try a guideaccounts payable clerk jobsExcludeJob seekerstool b alternative for agenciesKeepComparison intent, fair copy onlyBrand and non brand results are reported separately, so brand searches don’t flatter the numbers.
We check which match types bring qualified results, not just conversions.
Keyword groups are compared on qualified leads where CRM data allows.
LinkedIn profile targeting and audiences
Microsoft Advertising can use LinkedIn profile data in search campaigns. It raises or lowers bids for people by company, industry and job function. It doesn’t narrow who sees your ads, so it sharpens spend rather than limiting reach. Availability varies by market.
Up to 1,000 companies per campaign or ad group, added in the platform
Such as finance, software or legal
Such as sales, accounting or purchasing
Think of it as “spend more on these people”, not “only show to these people”.
People who visited your site, through the UET tag. Lists need at least 1,000 users before ads serve.
Your own contacts, where eligible and permitted under your privacy terms.
People Microsoft identifies as researching a category.
Placements beyond search. Used only when goals, creative and data support it.
Bidding and budgets
Microsoft has been moving toward automated bidding. Standalone target CPA and ROAS strategies were retired for new campaigns in 2025, with targets now set inside Maximize conversions or value. From October 2026, new standard campaigns can no longer set a maximum CPC. We check the current options when we set up and pick a strategy for each campaign.
Traffic when tracking isn’t ready. Rarely the long term choice.
More conversions within budget, with an optional cost per conversion target.
When conversions carry values, such as plan or deal size.
Your bids, adjusted up or down by Microsoft for each auction.
Visibility goals, mainly for brand terms.
No bidding strategy guarantees lower costs. Optimising for qualified leads or trials beats optimising for clicks, but only when those events are tracked reliably.
Landing pages
Paid search sends people with a specific question. If the page doesn’t answer it, the click is wasted. We review your pages and sign up flows against each keyword group and give prioritised recommendations.
Recommendations are included. Page design, development and conversion testing can be quoted separately by our website team.
The page answers the search and repeats the ad’s promise
What it is, who it’s for and why it’s different, above the fold
Only the fields sales really needs
Booking and sign up steps checked end to end
Fast, usable pages on every device
Headline, offer or form tests worth running
Conversion tracking
Good tracking decides whether bidding learns from the right things and whether you can judge the channel. Reliability depends on implementation, consent settings and clear conversion definitions. We review and plan it, and coordinate with your developers or CRM admin on setup.
One Universal Event Tracking tag on every page records visits and events. It powers conversion goals and remarketing.
Demo requests, trials and sign ups defined once, with clear names and values.
Qualified leads and closed deals uploaded from your CRM using the Microsoft click ID.
Hashed email or phone details that help match conversions when cookies fall short.
Consistent tags so analytics reports Microsoft traffic correctly.
Microsoft reportsConversions the platform attributes to ads
Website analyticsSessions and goals from tagged Microsoft traffic
CRMWhich leads qualified and became opportunities
RevenueCustomers and value, the hardest to tie to one click
No setup attributes every customer to a single ad. We show where the numbers come from and where the gaps are.
Judging performance
A campaign with more clicks or a lower cost per lead can still lose. We agree up front what each campaign is judged on and report against it, alongside the usual platform numbers.
What’s included
An audit is a one off review. Management is the ongoing work after it. Your written scope says which parts apply. We don’t handle account recovery or policy appeals, and page builds or developer tracking work are scoped separately.
Channel role, goals, markets, keyword priorities, budget and test plan.
A one off review of structure, settings, tracking, budgets, bids, targeting and policies, with prioritised fixes.
Intent groups, match types and negative lists, from Microsoft data and your account history.
New campaigns, or Google Ads imports reviewed and adapted.
Responsive search ads and assets, written and tested, approved by you.
Regular query reviews, negatives, new keywords and partner traffic checks.
Bid adjustments by company, industry and job function, plus remarketing where eligible.
Strategy per campaign, budget allocation, device and location reviews.
Message match, friction, mobile and speed recommendations.
UET, conversion goals, offline imports and UTMs checked and planned.
Results against agreed measures, limits and next actions.
How it works
No fixed launch dates or results after a set number of days. A clear process, and what we need from you at each step.
Product, market, goals, sales process and current setup.
From youProduct walkthrough, sales insightCampaigns, settings, conversion goals and available data.
From youAccount and analytics accessIntent groups, exclusions and campaign priorities.
From youAgreement on goals and marketsStructure, ad copy, budgets, bidding, page notes and tracking plan.
From youCopy approval, developer time if neededSettings, tracking, targeting, ads and policies verified.
From youPages and forms readySearch terms, performance, lead quality and budgets.
From youFeedback on lead qualityResults, limits and evidence based next steps.
From youTime to review togetherBudget and pricing
We don’t publish set packages or a minimum spend. You get a written scope, timeline and price before work starts. To prepare one, we need your goals, markets, current search spend and results, tracking setup and how leads are qualified.
Paid to Microsoft from an account you own. Never part of our fee.
Our fee for the work in your written scope.
Search ad copy and assets are included in management.
Recommendations included. Design or development quoted separately.
Reviews included. Developer or integration work may need separate time.
Extra markets, campaign types or services outside the agreed scope.
Why SaaS Assistant
No borrowed logos or inflated numbers. Here’s how we work.
Demos, trials, activation and pipeline are the default language.
One person owns your account and your questions.
Scope, timeline and price agreed before work starts.
Accounts, tags, audiences and ad copy stay yours.
When pages or tracking need building, our website and development teams can quote.
Services
This page covers Microsoft Advertising. These services cover paid acquisition as a whole and the other channels SaaS buyers use.
Paid acquisition across search and social, planned around demos, trials and pipeline rather than clicks.
Search campaigns that reach people already looking for software like yours, built around buying intent and qualified demos or trials.
Reach buyers by job function, seniority, industry and company size when they’re defined by role rather than by what they search.
Retargeting and prospecting on social feeds, best suited to products with broad audiences or self serve sign ups.
Ads in communities where your buyers already discuss their problems, for products with an engaged, specific audience.
Promoted posts around the keywords, topics and conversations your buyers follow, usually run as a small, measured test first.
FAQ
Strategy, an account audit, keyword research, campaign build or Google Ads import, ad copy, search term and negative keyword management, LinkedIn profile bid adjustments, bidding and budgets, landing page reviews, tracking reviews and reporting. Your written scope sets out which parts apply.
Yes. Bing Ads was renamed Microsoft Advertising in 2019. Ads can show on Bing and partner search sites, and some campaign types reach Microsoft audience sites too.
It depends on whether your buyers search there, whether your category has clear commercial searches, and whether you have the budget and tracking to judge a test. It usually works best once search demand for your product is proven.
We use Microsoft’s keyword data, your existing search campaigns and your account history where available. A small, structured test then shows real search terms and conversion rates.
Keywords are grouped by intent with their own ads and pages. Search terms are reviewed regularly, and negatives are added as phrase or exact match, since Microsoft doesn’t support broad negatives.
We do. Ad copy and assets are part of management, written to match search intent and reviewed against Microsoft’s policies. You approve copy before it goes live.
Landing page recommendations are included. Design, development and conversion testing can be quoted separately by our website team.
Through the UET tag and conversion goals, with UTMs for analytics. Where your CRM allows, qualified leads and deals can be uploaded as offline conversions. Developer or CRM work is scoped separately when needed.
We agree what a qualified lead means with your sales team and compare keyword groups on qualified leads and opportunities, not just form fills.
Spend, clicks, search terms, conversions and costs, plus qualified leads, demos, trials and pipeline where data allows, with recommended next steps.
It depends on search demand, competition, markets, your price and conversion rates. We recommend a test budget during strategy. Ad spend is paid to Microsoft and is separate from our fee.
Access to Microsoft Advertising and analytics, any Google Ads account you’d import from, product and customer information, copy approvals, and CRM access or reports if we’re measuring lead quality.
Book a call and tell us about your product, your markets and what your search campaigns do today. We’ll talk through whether Microsoft Advertising fits, what to test and what kind of engagement makes sense.
Prefer email? Write to hello@saasassistant.com
