Microsoft Ads & Business Intelligence
Reaching the audiences Google misses — and building the reporting layer to prove what's actually working. From UET tracking to full BI dashboards, this is the end-to-end work most agencies don't offer.
Case Study
Anonymous HVAC Company — 5x ROAS in One Quarter
within a single quarter
vs. Google Ads
live, tracked campaigns
The Situation
An established HVAC business was running Google Ads but seeing diminishing returns in a competitive local market. CPC was rising, lead quality was inconsistent, and their tracking wasn't capturing offline conversions — meaning the algorithm was optimising blind. They had no presence on Microsoft Ads and no reporting beyond the platform's native numbers.
What We Did
- Full Microsoft UET tag implementation via GTM
- Offline conversion import tied to CRM close data
- From-scratch campaign build targeting seasonal demand signals
- Audience layering using in-market and remarketing lists
- Custom BI dashboard consolidating spend, leads, and revenue
- Weekly reporting cadence with actionable commentary
The Result
By the end of Q1, Microsoft Ads was delivering a 5x ROAS — outperforming their Google campaigns on a significantly lower budget. Cost per lead came in 62% cheaper. The BI layer meant they could see, for the first time, exactly which campaigns were driving booked jobs rather than just form fills.
Why It Worked
Bing's desktop-heavy, older demographic is a strong fit for considered home services purchases. Combined with proper offline conversion data feeding back into bidding, and a reporting setup that connected ad spend directly to revenue, the campaign had everything it needed to optimise toward real business outcomes.
Comprehensive Business Intelligence
Cross-Channel Reporting
Unified dashboards that pull Google Ads, Microsoft Ads, GA4, and your CRM into one view. No more toggling between platforms to piece together what's actually happening.
Offline Conversion Tracking
Connect your ad clicks to real-world outcomes — phone bookings, CRM deals, in-store visits. Feed that data back into platform bidding so the algorithm optimises for revenue, not just clicks.
Revenue Attribution
Move beyond last-click. Understand which campaigns, keywords, and channels are actually contributing to pipeline and which are just burning budget.
Actionable Weekly Reports
Plain-English commentary on what's changed, why it matters, and what we're doing about it. Not a wall of numbers — a clear picture of where your money is going and what it's returning.
What I Do
Search Campaigns
Built from scratch or perfectly imported from your winning Google Ads campaigns. Optimized specifically for the Bing network audience.
Microsoft Shopping
Merchant Center setup, product feed optimization, and high-converting shopping campaigns to get your inventory in front of buyers.
UET & Tracking
Flawless implementation of the Microsoft UET tag and conversion tracking so we actually know what's driving revenue, not just clicks.
Monthly Maintenance
Ongoing bid management, negative keyword expansion, ad copy testing, and budget pacing. I keep it running smoothly while you run your business.
Lead-Gen Pricing
Import & Setup
- Clean Google Ads import
- Microsoft UET tag setup
- Basic conversion tracking
- 1 week post-launch monitoring
Full Build + 1 Month
- From-scratch custom campaign
- Advanced audience targeting
- Full tracking implementation
- 30 days of active optimization
Monthly Maintenance
- Weekly optimization routines
- Negative keyword expansion
- Budget & bid management
- Monthly performance report
Not sure if Microsoft Ads is right for your niche? Let's do a quick, free viability check before you spend a penny.
Request Free Audit