Services · Paid traffic
Microsoft Ads agency for UK service businesses
Some of your clients search on Bing, and few of your competitors are there to meet them. Lead Gems is a UK Microsoft Ads agency that builds and manages Bing campaigns alongside Google, so you reach extra enquiries without doubling your workload.
- Bing
- Yahoo
- Copilot
- Google Ads import
- LinkedIn profile targeting
What is Microsoft Ads, and do I need it?
Microsoft Ads, also called Microsoft Advertising or Bing Ads, lets you place search ads on Bing and across Microsoft’s partner network, including Yahoo and sites that use Bing results. It reaches a smaller audience than Google, with less competition from other advertisers, so clicks can cost less. For most UK service businesses it works best as an addition to Google Ads, not a replacement. Lead Gems builds, tracks and manages both together.
"The leads are exactly the type of clients we want: contractors with real businesses who value proper advice. And the SEO content is now generating enquiries without us spending a penny on ads for those leads."
The problem
Why most businesses ignore Microsoft Ads, and what it costs them
Microsoft Ads is the channel many UK businesses never try. Done properly it can add enquiries at a lower cost. Done badly it wastes a small budget quickly.
Google campaigns are copied across blindly
Importing a Google account without checking settings, locations and search terms sends budget to the wrong places.
The audience is assumed to be the same
Bing users skew differently from Google users, so bids, ads and landing pages need their own review.
Tracking is missing
Without the Microsoft UET tag and conversion goals, you cannot tell whether a single Bing click became an enquiry.
Volume is small, so waste shows fast
There are fewer searches, so loose keywords burn a small budget before the account has learned anything.
It is managed as an afterthought
A channel checked once a quarter never improves, and quietly drags down overall results.
Reports are not combined
Bing and Google results sit in separate tools, so nobody can see true cost per lead across both.
The difference
How Lead Gems compares to a typical Microsoft Ads agency
Most agencies treat Microsoft Ads as a copy of Google. We treat it as its own channel, with its own audience, bids and checks.
| Area | Typical Microsoft Ads agency | Lead Gems |
|---|---|---|
| What they measure | Clicks, impressions, cost per click | Cost per qualified lead and cost per client |
| Account set-up | One-click import, left as it is | Imported, then reviewed for locations, bids, search terms and settings |
| Tracking | UET tag, if at all | UET tag, conversion goals, offline results and CRM feedback |
| Audience settings | Default | Device, location, schedule and LinkedIn profile targeting tested |
| Lead follow-up | Not their problem | Automated email and text replies within minutes |
| Reporting | Separate monthly report | One dashboard showing Google and Microsoft side by side |
Wondering if Bing is worth the effort?
A free audit shows what a Microsoft Ads test would cost and what it could add alongside Google.
Our approach
How our Microsoft Ads agency makes Bing pay
We add Microsoft Ads when it can bring in extra enquiries at a cost you would accept, and we measure it against Google from day one.
- 01
We start from a Google account that works
There is no point extending a leaking account. We fix the foundation first, then extend it.
- 02
We review what we import
Every keyword, location and bid is checked, and the Bing search terms report is cleaned from the first week.
- 03
We track true cost per lead
Bing and Google results are reported together, so you can see where the next pound should go.
- 04
We test, then decide
You agree a test budget and a decision date. If Bing does not earn its place, we say so and move the budget back.
Microsoft Advertising campaign types we manage
We choose campaign types by how your clients search and what you sell.
See our Google Ads serviceSearch ads
Text ads on Bing and partner sites when people search for your services. The core of most accounts.
Audience and remarketing campaigns
Reach people who visited your site but did not enquire, and show them a reason to come back.
Performance Max and Shopping
Automated campaigns and product listings for businesses that sell online, with the same controls we use on Google.
Copilot and Microsoft placements
Ads that can appear in Microsoft’s AI experiences, which we watch closely and test where they suit your sector.
LinkedIn profile targeting
Layer job function, company and industry onto search, which suits B2B and professional services.
Call and location extensions
Make it easy to ring you or find you straight from the ad.
Is Microsoft Ads cheaper than Google Ads?
Microsoft Ads often costs less per click than Google, because fewer advertisers compete for the same searches. That does not always mean a lower cost per lead, because lower volume and a different audience change how many clicks become enquiries.
We never assume. We run both, compare cost per qualified lead in one report, and recommend where each pound should go. Some accounts do well on Bing. Others do not, and we tell you.
What UK businesses search for before choosing Microsoft Ads help
Search volume is small, because many businesses do not yet know Microsoft Ads is an option. A page that explains it clearly is the most useful thing we can offer.
See how paid search and paid social work togetherSource: Google Ads data for the UK via DataForSEO, October 2026.
Switching from your current Microsoft Ads agency
You can switch agency without losing your history. We audit your account first, keep what is working and fix tracking before making big changes. Your account and data stay in your name, so nothing is lost in the handover.
Get a free audit of your ad accountsWhat you get
What is included in our Microsoft Ads management
Every account includes set-up, tracking, weekly optimisation and live reporting alongside your Google results.
Research
Keyword, location and competitor checks for Bing, not just a copy of Google
Campaign build or import
Reviewed and rebuilt campaigns structured by service and location
Ad copy and extensions
Text ads, sitelinks, call and location extensions
Landing pages
Pages matched to the search, so more visitors become enquiries
Tracking
UET tag, conversion goals, GA4 and CRM integration
Optimisation
Weekly search term, bid and budget changes based on lead quality
Follow-up
Automated email and text replies so no enquiry goes cold
Reporting
A live dashboard and a monthly review call, with Google and Microsoft side by side
Process
How our Microsoft Ads management works
Our process has six steps, from a free audit to deciding where the budget belongs.
Free audit
We review your Google and Microsoft accounts, tracking and lead quality.
Strategy
We decide whether Bing belongs in your mix, and set a test budget and decision date.
Tracking set-up
The UET tag, conversion goals and CRM connections go in before any spend.
Build and launch
Campaigns, ads and landing pages go live, with settings checked line by line.
Test and optimise weekly
We clean search terms, adjust bids and move budget to what works.
Decide and scale
At the decision date we compare results, then scale what earns its place and stop what does not.
Results
Paid search results for UK businesses
Every figure comes from a real client account and is tracked to the enquiry.
£67
per qualified lead
A West Midlands solicitors practice built on referrals for over 15 years had steady but unpredictable enquiries. We rebuilt its paid search, built dedicated landing pages and automated lead follow-up.
38
new recurring clients
A South East accountancy firm specialising in contractors was losing ground to cheap online platforms and had no paid advertising. We launched targeted Google Ads, built a content strategy and set up automated lead nurture.
214
leads at £24 each
A Greater Manchester plumbing company depended on Checkatrade and word of mouth. We launched Google Ads, rebuilt its Google Business Profile and added automated review requests and missed-call text back.
Questions
Microsoft Ads questions, answered.
What is Microsoft Ads?
Microsoft Ads, also known as Microsoft Advertising or Bing Ads, is Microsoft’s pay-per-click platform. It places your ads on Bing search results and across Microsoft’s partner network, and you only pay when someone clicks.
Is Microsoft Ads worth it for a UK service business?
Often as an addition to Google Ads. The audience is smaller and competition is lighter, so a well-run account can add enquiries at a reasonable cost. We test it with a fixed budget and a decision date, so you know quickly whether it is worth keeping.
Is Microsoft Ads cheaper than Google Ads?
Clicks are often cheaper, but a cheaper click is not always a cheaper lead. We compare cost per qualified lead across both platforms before recommending where to spend.
Can you copy my Google Ads campaigns across?
Yes, Microsoft Ads can import them. We never leave an import as it is. We review keywords, locations, bids and settings, and track conversions before any money is spent.
Who uses Bing?
Bing has a smaller share of UK searches than Google. Its users include people on work computers and people who use Microsoft’s default browser and search settings. Your own data will show how they behave for your services.
What is the UET tag?
The Universal Event Tracking tag is Microsoft’s tracking code. It records visits and conversions on your website so Microsoft Ads can report results and learn which clicks turn into enquiries.
Do Microsoft Ads work for B2B?
They can. Microsoft Advertising offers LinkedIn profile targeting, so search ads can be narrowed by job function, company or industry. We test it where the buyer is a business.
Will I own my Microsoft Ads account?
Yes, always. Your account, tags and data belong to you, and you keep full access whether you stay with us or not.
How quickly will I see results?
Most accounts produce clicks within days, and enquiries in the first few weeks. Because volume is lower than Google, we allow longer to judge results fairly.
Should I run Microsoft Ads and Google Ads together?
For most businesses already on Google, yes. Run together and tracked in one report, they show you where the next pound belongs.
Still have a question? Call 020 4652 1887 or book a free growth call.
From our insights
Microsoft Ads guides.
Practical answers from the specialists who run these campaigns every day.
Industries
Where Microsoft Ads works best.
Related services
Find out whether Microsoft Ads can add enquiries to your Google results.
Get a free audit of your Google and Microsoft accounts. We will show you whether Bing is worth testing, what it would cost and what we would change first.
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