Microsoft Ads Agency: What to Look For and Why Expertise Matters
Most paid search agencies claim Google Ads expertise — it's the dominant platform. But genuine Microsoft Ads expertise is rarer, and the difference matters. A microsoft ads agency that truly knows the platform understands its audience differences from Google, knows how to leverage LinkedIn Profile Targeting for B2B, can optimize Microsoft Merchant Center feeds for Shopping campaigns, and builds integrated strategies where Google and Microsoft work together rather than in isolation.
Why Microsoft Ads Expertise Differs from Google Ads Expertise
The platforms share mechanics but diverge in critical ways:
Audience behavior: CTR benchmarks, conversion rate patterns, and position impact differ between Bing and Google. Applying Google optimization instincts to Microsoft without platform-specific calibration underperforms.
LinkedIn Integration: Microsoft's most powerful B2B feature — and one absent from Google entirely. Agencies that don't know how to set up and measure LinkedIn Profile Targeting in Microsoft Audience Campaigns leave Microsoft's biggest advantage unused.
Feed optimization: Microsoft Merchant Center has nuances compared to Google Merchant Center. Same underlying data, different optimization priorities and algorithm behaviors.
Quality Score dynamics: Imported campaigns from Google typically start with lower QS in Microsoft and require specific optimization work that differs from Google QS improvement tactics.
Conversion tracking: The UET tag and Microsoft's conversion tracking require their own implementation, testing, and CRM integration — different from Google's tracking ecosystem.
What a Good Microsoft Ads Agency Delivers
Integration with Google Ads: Microsoft Ads managed alongside Google Ads with coordinated budget allocation, unified attribution, and cross-platform strategy.
Post-import optimization: Using the import tool is step one. Knowing what to fix afterward — QS issues, bidding differences, extension adjustments — is where expertise shows.
LinkedIn targeting for B2B: Structured Audience Campaigns with professional profile targeting, measured through view-through attribution and pipeline data.
Transparent reporting: Performance shown alongside Google Ads with proper attribution, enabling informed budget allocation decisions between platforms.
Why Old Fox
Old Fox is a Google Premier Partner in the Top 3% worldwide — verified excellence in paid search at scale. Our Microsoft Ads practice:
- Integrated management: Microsoft Ads budgets and strategy coordinated with Google Ads, not siloed
- LinkedIn B2B targeting: Built for B2B clients who need to reach defined professional profiles
- Ecommerce feed management: Full Microsoft Merchant Center setup and Product Ad campaigns
- Cross-platform attribution: No platform gets full credit — we use unified attribution methodology
Frequently Asked Questions
Is Microsoft Ads management typically separate from Google Ads fees? It varies by agency. Old Fox includes Microsoft Ads management as part of integrated search management rather than charging separately.
How do I verify an agency truly knows Microsoft Ads? Ask: How do you structure LinkedIn targeting for B2B? What do you adjust after importing from Google? What feed attributes matter most for Microsoft Shopping? Specific answers reveal real platform knowledge.
Should the same agency manage both Google and Microsoft? Yes — integrated management produces better results through coordinated strategy and attribution. Separate agencies create conflicts in budget decisions and attribution.
Work with a Real Microsoft Ads Agency
Old Fox manages integrated Google + Microsoft Ads for B2B companies and ecommerce brands across Latin America and North America. Free audit includes Microsoft Ads opportunity assessment.