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Microsoft Ads (Bing Ads) experts

Reach new audiences on Bing, Outlook and the Microsoft network.

We open, structure and run your Microsoft Advertising accounts, from search campaigns to Audience campaigns.

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EdgeAngel Microsoft Ads expertise

Opening the account, structuring it, using what Microsoft knows about its users

01

Account opening and import

Importing from Google Ads gets the account started. What it leaves behind has to be rebuilt by hand.

  • Scheduled import: on demand, once, daily, weekly, monthly, or on the automatic schedule Microsoft manages
  • What does not follow: automated rules, IP exclusions, audiences built in Google Analytics, video files, stock images
  • What changes silently: any audience membership beyond 180 days is brought back to 180, the 45-54 age bracket does not come across, and an unsupported bidding strategy falls back to enhanced CPC
  • The new entity trap: a scheduled import automatically includes any entity type Microsoft starts supporting, with no way to opt out in advance
  • Post-import QA: geographic targeting and languages reviewed one by one, since an unsupported target leaves the campaign serving without restriction
02

LinkedIn profile targeting

Microsoft states it is the only advertising platform, other than LinkedIn, that allows targeting on LinkedIn profile information.

  • Three dimensions: company, industry and job function, across Search, Shopping, Audience and Performance Max campaigns
  • Job seniority: ten levels, generally available since 31 August 2026 on Search and Audience campaigns
  • A bid adjustment, not a filter: Microsoft describes it as « bid only ». It modulates the bid without narrowing the audience, and that is what most accounts get wrong
  • One thousand companies at most per ad group or campaign, and lists are entered by hand, file import being unsupported
  • What it opens in B2B: account-based coverage that Search alone does not allow, provided the list is maintained over time
03

Campaigns, catalogue and measurement

Microsoft's formats have their own rules, their own ceilings and their own catalogue.

  • Microsoft Shopping: product ads fed by a Microsoft Merchant Center catalogue, on the same principle as the Google product feed
  • Performance Max at Microsoft: up to one hundred asset groups per campaign, a single audience group per asset group, not to be confused with Performance Max on the Google side
  • Audience campaigns: where imported Demand Gen campaigns land, across MSN, Microsoft Start, Edge and Outlook
  • UET tag and conversions: measurement deployed with Google Tag Manager, and offline goals sent back through the API
  • Microsoft Clarity: session recordings and heatmaps wired to the UET tag already in place, with no extra tag to deploy
04

API, automation and migration

A firm deadline is set: every existing integration has to move before January 2027.

  • Bing Ads API v13: Campaign Management, Bulk, Reporting, Customer Management and Ad Insight, with .NET, Java, PHP and Python SDKs
  • The SOAP to REST move: from 1 October 2026 new features ship in REST only, and the SOAP API is scheduled for full deprecation on 31 January 2027
  • Microsoft MCP server: official, remote, OAuth-authenticated and read-only, to query an account from a language model
  • Our own Microsoft Ads MCP server: written by our team, it covers what our consultants need day to day on the accounts we run
  • Scripts and Editor: bulk edits and scheduled checks, for high-volume accounts

The tool

Microsoft Ads, our reading

Microsoft Advertising is Microsoft's advertising platform, known as Bing Ads until 2019. Both names still coexist: the commercial brand is Microsoft Advertising, the technical brand remains Bing Ads, from the documentation moniker to the MCP server address. Ads serve on Bing, AOL, Yahoo, DuckDuckGo and Ecosia, and extend to MSN, Microsoft Start, Edge and Outlook.

In France, Bing accounts for 5.13 % of search in August 2026 according to StatCounter, against 88.76 % for Google. That figure measures page views across a network of tagged sites, not a census, and it covers Bing alone: the genuinely addressable surface is wider, though Microsoft does not document it for France.

Updated September 2026

An audience addressable through LinkedIn profile data

The case for Microsoft Advertising rests on what the platform knows about its users: Microsoft states it is the only platform, other than LinkedIn, to allow targeting on LinkedIn profile information, by company, industry and job function. On a B2B market, that criterion weighs more than inventory volume. It comes with a nuance many accounts miss: this targeting is a bid adjustment and does not narrow the audience.

Importing from Google Ads, and the review that follows

Account import is the natural way in, and Microsoft says so itself: « not all information will be imported ». The list of what stays behind is long and precise. Automated rules and IP exclusions have to be rebuilt. Audiences built in Google Analytics do not come across, and any membership duration beyond 180 days is silently brought back to 180. Video files from Video campaigns do not follow, because of YouTube's terms. An imported account that has not been reviewed rarely serves what its owner believes.

A platform under construction, with a firm deadline

Two dated moves shape the year. AI Max, Microsoft's suite, has been generally available since 27 August 2026 and is on by default for new Search campaigns: Microsoft reports a 13.6 % conversion uplift across 44 advertiser-run tests, while noting that only ten are statistically significant, a rare piece of transparency worth reading for what it says. And the SOAP API sunsets on 31 January 2027, with new features moving to REST only from 1 October 2026. Every existing integration is concerned.

Sources : LinkedIn profile targeting, Microsoft Advertising documentation · What the Google Ads import brings across, and what it leaves

Our expert notes : Google Ads: optimise your tracking and capitalise on first-party data · Google Consent Mode v2, the essentials

Frequently asked questions about Microsoft Ads

Should you say Bing Ads or Microsoft Advertising?

Both, depending on context. Microsoft Advertising has been the commercial name since 2019. Bing Ads remains the technical one: the developer documentation is called Bing Ads API, the current version is v13, and the MCP server answers on a bingads domain. In a business conversation, Microsoft Ads will do; in a technical specification, Bing Ads API v13 is the accurate term.

Is the channel worth it with 5 % of search share?

That depends on your market, not on the global figure. Bing accounts for 5.13 % of search in France in August 2026 according to StatCounter, and ads also serve on Yahoo, DuckDuckGo and Ecosia. The useful question is comparative cost per acquisition, measured on your own account after a few weeks. We open the channel, we measure it, and we say whether it holds up against your other options.

Can you simply import your Google Ads campaigns?

That is the starting point, and Microsoft notes that not everything comes across. Automated rules, IP exclusions, audiences built in Google Analytics and video files stay behind. Audience durations beyond 180 days are brought back to 180, and unsupported bidding strategies fall back to enhanced CPC. The post-import review is the real work.

What does Microsoft Ads LinkedIn targeting bring?

It allows bid adjustments on the visitor's company, industry, job function and, since 31 August 2026, job seniority. Microsoft states it is the only platform outside LinkedIn to offer it. Two limits to know: it modulates the bid without narrowing the audience, and the company list is entered by hand, one thousand at most.

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Paul Schmitt

Paul Schmitt

Consulting Director

"Our goal is to make your data actionable to generate concrete value, quickly."

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