Microsoft Ads agency.
Microsoft Ads serves your ads on Bing and on Microsoft's search network. It is not a primary channel, but an additional growth driver for Search: a share of searches that Google Ads does not reach, managed and compared on the same metrics.
Few advertisers go there, and that is good news.
Google handles nearly 9 out of 10 searches in France (StatCounter, June 2026), and most Search budgets along with them: in 2025, search generated about 16 times more revenue for Google than for Microsoft (Alphabet and Microsoft annual reports). Microsoft Ads is not meant to replace it: it adds qualified searches, with limited setup time. For a performance advertiser, it is a growth driver worth testing.
A real share of search
Bing accounts for 5.73% of searches in France across all devices, and 11.77% on desktop. These are searches that Google Ads does not reach.
Source: StatCounter, June 2026.A fast start
Your Google Ads campaigns import directly: structure, keywords and ads are in place as soon as the import is done. The work then focuses on adapting to the Microsoft network.
A network beyond Bing
A single campaign serves across the surfaces of the Microsoft search network, depending on the market:
Import is the starting point, adaptation makes the difference.
Part of the account is copied over from Google Ads. The rest is reworked for the Microsoft network: bidding, measurement, audiences and LinkedIn profile targeting.
Google Ads
- Search and Shopping campaignsSource
- Ad groupsSource
- Keywords and negative keywordsSource
- Responsive ads and assetsSource
- Bids and budgetsSource
- Conversion trackingSource
- Audiences and remarketing listsSource
- B2B targetingSource
Microsoft Ads
- Search and Shopping campaigns
- Ad groups
- Keywords and negative keywords
- Responsive ads and assets
- Bids and budgets
- Conversion tracking
- Audiences and remarketing lists
- LinkedIn profile targeting
Conversion tracking relies on Microsoft's UET tag, installed on the website. Budgets and bids are recalibrated to the Microsoft network's own volumes.
Search, combined with the LinkedIn profile.
Microsoft Advertising lets you adjust bids based on users' LinkedIn profile: company, industry or job function. On the same query, a higher bid can target the people who match your customers.
Available in France on Search, Shopping and Audience campaigns, according to Microsoft Advertising help. Not every company, industry or job function is offered.
Search first, Audience next.
Search is Microsoft Ads' original format. The other formats round out the setup depending on the offer and the available search volume.
Search
Responsive text ads on Bing and partner search engines, triggered by keywords, as on Google Ads.
Shopping
Product listings with image and price, powered by your catalog in Microsoft Merchant Center.
Audience
Image and native ads on MSN, Outlook.com, Microsoft Edge and partner sites, targeted by audience.
Performance Max
A single campaign that allocates delivery across the entire Microsoft network, based on assets and a conversion goal. Available in all markets since March 2024.
Dynamic ads
Search ads generated from your website content, to cover queries your keywords did not anticipate.
Remarketing
Audience lists built with the UET tag, to retarget your website visitors on Search and Audience.
How we launch Microsoft Ads.
Microsoft Ads is managed alongside Google Ads, with the same measurement standards and a direct comparison between the two ad platforms.
Setup
Choosing which Google Ads campaigns to import, then adapting budgets, bids and exclusions to the Microsoft network.
Measurement
Installing the UET tag and choosing the conversions that matter to you, aligned with those in Google Ads.
Targeting
Bid adjustments by device, location, time of day and, in B2B, by LinkedIn profile.
Management
Tracking Microsoft Ads costs and conversions alongside Google Ads, and reallocating budget based on results.
A Search team, from Google to Bing.
JAAB manages ten ad platforms for its clients, including Google Ads and Microsoft Ads. The two Search platforms are compared on the same metrics, which makes budget decisions easier.
The agency holds Google Partner Premier status. It was founded in 2023 by two former Google and Twitter employees, and has seven people, more than fifty international clients and a 97% recommendation rate.
Microsoft Ads, in practice.
01What does a Microsoft Ads agency do?
It builds and manages a company's campaigns on Microsoft's advertising network: Bing, partner search engines and Audience network sites. JAAB starts from the Google Ads Search structure, adapts it to the Microsoft network, sets up measurement and compares the results of both ad platforms on the same metrics.
02What is the difference between Bing Ads and Microsoft Ads?
None: Bing Ads was renamed Microsoft Advertising in 2019. The platform is also called Microsoft Ads, and it serves beyond Bing, on the sites and services of the Microsoft network.
03Can you import your Google Ads campaigns?
Yes. Microsoft Advertising offers a direct import from Google Ads, one-time or scheduled: campaigns, ad groups, keywords, ads and bids. Conversion tracking, budgets and some audiences are then reworked manually.
04Where do Microsoft Ads ads appear?
In the results of Bing and partner search engines, such as DuckDuckGo, Yahoo or AOL, and on Audience network surfaces: MSN, Outlook.com, Microsoft Edge and partner sites. Available surfaces vary by market.
05What is LinkedIn profile targeting?
It is an option specific to Microsoft Advertising: bids can be adjusted based on the company, industry or job function listed on the user's LinkedIn profile. It is mainly useful for B2B advertisers, on queries that consumers also type.
06How do you measure conversions on Microsoft Ads?
With the UET (Universal Event Tracking) tag, installed on the website, which records conversions and feeds remarketing lists. Offline conversions, from a CRM for example, can also be imported.
07Is Microsoft Ads useful alongside Google Ads?
Yes, as an additional growth driver. Bing accounts for 5.73% of searches in France across all devices and 11.77% on desktop (StatCounter, June 2026), searches that Google Ads does not cover. Volume remains lower than on Google: its value is measured by comparing the cost per acquisition of both ad platforms over the same period.