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 I 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.
Reports You Can Act On
Plain-English commentary on what changed, why it matters, and what to do 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 a clean import from your winning Google Ads campaigns restructured for how Microsoft search actually behaves. Optimised for the Bing network audience, not left as a copy-paste.
LinkedIn Profile Targeting
Layer job function, industry and company targeting onto search and audience campaigns. Unique to Microsoft, and genuinely powerful for reaching B2B buyers Google cannot separate from the crowd.
Microsoft Shopping
Merchant Center setup, product feed optimisation, and high-converting shopping campaigns to get your inventory in front of buyers.
UET & Tracking
Proper implementation of the Microsoft UET tag, custom conversion goals and offline conversion import, so you actually know what's driving revenue, not just clicks.
Packages
Microsoft Ads B2B Build
- Full account build structured for B2B
- LinkedIn profile targeting where it fits
- UET tracking & custom conversions
- Offline conversion import setup
- Two weeks post-launch support
Account Audit
- Full review (Google or Microsoft)
- Tracking & measurement check
- Prioritised recommendations
- Written report you can action
Offline Conversion Pipeline
- GCLID / MSCLKID capture
- CRM integration
- Offline import for Google & Microsoft
- Value-based bidding once data flows
Not sure if Microsoft Ads is right for your niche? Ask for a quick, free viability check before you spend a penny.
Request Free Viability Check