B2B Microsoft Ads Agency
The only search ad platform with LinkedIn Profile Targeting built in. Extend a working Google Ads programme to Bing and add company, industry and job-function signals.
Why Microsoft Ads for B2B?
8.84%
Bing share of worldwide desktop search in July 2026 (Statcounter); the all-device share was 4.47%
1,000
maximum target companies per ad group or campaign with LinkedIn Profile Targeting (Microsoft Learn, July 2026)
30
conversions in 30 days recommended before setting a return target for automated bidding (Microsoft Learn, June 2026)
Default
Bing ships as the default search on managed Windows fleets, so it catches research done on the work machine — the evaluation that never happens on a personal phone
What are the key B2B metrics?
Worldwide desktop share
8.84%
Bing share measured by Statcounter in July 2026
Worldwide all-device share
4.47%
Bing share measured by Statcounter in July 2026
Company targeting limit
1,000
companies per ad group or campaign; bulk list import is not supported (Microsoft Learn)
Automated bidding threshold
30
conversions in 30 days before adding a return target (Microsoft Learn)
What are the best B2B ad formats?
Search + LinkedIn Profile Targeting
Combine high-intent keywords with bid modifiers by job function, industry, and company.
Unique professional targeting capability; Microsoft publishes no current reach or uplift figure
Performance Max (Microsoft)
AI-optimized campaigns across Search, MSAN, Shopping. LinkedIn Profile Targeting as signal.
LinkedIn targeting available as audience signal
MSAN Native Ads
Contextual display on MSN, Outlook.com and Edge in a professional environment.
Desktop-heavy audience, less ad blindness
Dynamic Search Ads
Auto-generated ads from your site content. Good for broad B2B coverage.
Complements keyword-based campaigns
Copilot Ads
Ads integrated into Bing Copilot AI conversations. New high-intent touchpoint.
Eligibility and controls are documented; performance still needs to be validated in each account
Who should use this platform?
Top industries
- SaaS / Software (LinkedIn targeting + high-intent search)
- Financial Services (higher-income Bing audience)
- Healthcare (strong advertiser growth on Microsoft)
- Consulting / Professional Services
- Enterprise IT
Audience profiles
- LinkedIn profile attributes usable as Bing search targeting
- Targeting by company, industry and job function
- Up to 1,000 target companies per ad group or campaign; no bulk list import
- Best used first as a bid modifier so account data can validate the signal
Use case
Import a working Google Ads campaign, audit the changed bids, budgets and locations, then add LinkedIn Profile Targeting in observation mode. Use the account's own conversion data to decide whether to restrict delivery.
What mistakes do B2B advertisers make on Microsoft Ads?
Importing from Google without activating LinkedIn targeting
→ Always enable LinkedIn Profile Targeting. It's the entire point of Microsoft Ads for B2B.
Hard-targeting from day one
→ Use 'Bid Only' (bid modifier) for the first 30 days to collect data before restricting.
Audience under 300 users
→ LinkedIn targeting minimum is 300. Below 1,000, delivery is very slow.
Ignoring MSAN (Audience Network)
→ Add native display on MSN, Outlook and Edge to reach a professional desktop environment.
No UET (Universal Event Tracking)
→ Without UET, Smart Bidding can't optimize and remarketing is impossible.
What are the Microsoft Ads trends for 2025-2026?
The full 2026 benchmark data behind this page, every figure sourced: Microsoft Ads B2B: 2026 Reach & Costs
The practices behind this page, cross-referenced across published sources: Microsoft Ads B2B: Best Practices 2026
Microsoft Ads FAQ
Is LinkedIn Profile Targeting included for free?
Yes, it's built into Microsoft Ads at no extra cost. It's the biggest B2B advantage over Google.
How much of my Google budget should I move?
Start with 10-20% of your Google budget. Import campaigns in one click and overlay LinkedIn targeting.
Does Bing have enough B2B traffic?
Bing has a smaller share than Google, but it can extend coverage on work computers. Validate its volume and lead quality directly in your account.
How does Microsoft Ads compare to Google?
It offers less search volume but adds LinkedIn Profile Targeting and can extend a working Google programme with relatively little setup. Current public data does not support a universal CPC or conversion uplift, so measure both in your account.
Can I target multiple markets?
Yes, language targeting + geography for each market. LinkedIn Profile Targeting works the same across regions.
All metrics cited on this page come from official platform sources: LinkedIn Marketing Solutions, Google/Think with Google, Microsoft Advertising, Meta for Business, Reddit for Business. No third-party data.
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Ready to test LinkedIn targeting on Microsoft Ads?
Book a free 30-minute strategy call. I'll show you how to import your Google campaigns and activate LinkedIn Profile Targeting for B2B.