Microsoft Ads B2B playbook: when to use it, how to set it up and a 30-day test
Microsoft Advertising is often the cheapest extra reach a B2B search program can add, and the most often mishandled. This playbook shows paid media leaders when it is worth testing, how to import Google campaigns without importing their problems, how to use LinkedIn profile targeting where it is available, and how to judge a 30-day test on pipeline.
For paid media, growth and demand generation leaders. Opens on this page; a written copy follows by email.
What you get in the full playbook
- When Microsoft Ads is worth testing for B2B
- A safe import from Google Ads, step by step
- LinkedIn profile targeting: where it helps and where it does not
- A 30-day test plan with pass and stop lines
Is it worth testing? Four signals
- Your Google Ads search campaigns already produce qualified opportunities, not only form fills.
- Your buyers work on company computers in roles such as IT, finance, operations or engineering.
- Google cost per click keeps rising on your core buying terms.
- You can track opportunities by source in HubSpot or Salesforce.
Microsoft Ads B2B playbook
Microsoft Advertising is often the cheapest extra reach a B2B search program can add, and the most often mishandled. This playbook shows paid media leaders when it is worth testing, how to import Google campaigns without importing their problems, how to use LinkedIn profile targeting where it is available, and how to judge a 30-day test on pipeline.
Microsoft Ads
Bing search and LinkedIn profile targeting for B2B buyers at work, often at a lower cost per click.
Put numbers on it
About this playbook
Is Microsoft Ads worth it for enterprise B2B?
It is often worth a bounded test as an addition to Google, judged on qualified opportunities rather than clicks.
Can we just import our Google campaigns?
Use the import as a starting point, then fix bids, negatives, audiences and conversion tracking. The playbook lists each step.
