Why Microsoft Ads Still Has a Place Alongside Google Ads

Microsoft Advertising rarely gets the same attention as Google Ads. That does not make it irrelevant. It means the decision should be based on incremental commercial value rather than expecting it to replace Google's scale.

For the right B2B, professional-service, ecommerce or high-value lead-generation account, I think it deserves a measured test.

When I would test Microsoft Ads

• Google Search is already producing useful enquiries or sales.
• The business has capacity for more demand.
• High-value customers justify testing smaller sources of volume.
• The audience includes desktop, workplace or professional users.
• The budget can support a proper test without starving the main channel.

I would be less enthusiastic if the Google account is still wasting spend, tracking is unreliable or the business only has enough budget to learn on one platform.

Lower search volume is not automatically a weakness

Microsoft will usually provide less volume than Google. The relevant question is whether the extra searches are profitable and genuinely incremental.

A campaign producing ten good opportunities a month can matter more than a channel producing hundreds of cheap visits. I would judge it on the business outcome, not on whether its dashboard looks as busy as Google Ads.

Google Import is a starting point, not the finished account

Microsoft's import tools can bring across eligible Google campaign structure, keywords, ads, assets, targeting, bids and budgets. Imports can also be scheduled.

I would still review location settings, budgets, conversion tracking, automated recommendations, audience settings and anything that does not translate cleanly between platforms. Copying a strong Google campaign saves time. It does not remove the need to manage Microsoft as its own account.

The audience options can be particularly useful for B2B

Microsoft offers search and audience targeting options, including LinkedIn profile targeting in supported markets. That can add another layer for businesses interested in company, industry or job-function signals.

I would use those options as part of a test, not as an excuse to make the audience so narrow that the campaign cannot spend.

Set up measurement before comparing platforms

Microsoft needs its own reliable conversion tracking and consistent definitions. If Google counts qualified leads while Microsoft counts every button click, the comparison is meaningless.

I would use the same commercial framework across both: enquiries, qualified leads, sales, revenue and margin where available.

A sensible rollout

1. Choose the Google campaigns with proven search intent.
2. Import only the relevant structure.
3. Review every budget, location and goal.
4. Start with controlled spend.
5. Check search terms and lead or sale quality.
6. Scale only when the extra volume is genuinely useful.

Microsoft Ads does not need to become a huge project. It needs enough attention to find out whether another pool of high-intent demand is worth keeping.

Official platform sources: Microsoft Search ads and Google Import, Microsoft Advertising Import Tools, Microsoft Advertising audience and campaign options. The practical recommendations and interpretation above are my own.

About the author

Layton Weatherall

Layton is a freelance Google Ads and Meta Ads specialist with more than eight years of hands-on experience across ecommerce, lead generation, B2B, tracking and paid media strategy. He works directly with businesses in the UK, US and internationally.

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