Senior Manager, Digital Performance
Twenty years of paid search and SEO growth for major Canadian brands in finance, retail and telecom, including value-based bidding at enterprise scale.
Microsoft Ads for B2B buyers searching from work
In short
PlanConversion manages Microsoft Ads for B2B companies. Many business buyers search on Bing from work computers, and Microsoft Advertising can add LinkedIn profile targeting by company, industry and job function where it is available.
We build Microsoft campaigns for B2B intent instead of copying Google, connect CRM conversions and report on qualified pipeline.
Measured by: Qualified pipeline per dollar, from the CRM
Last updated
Trusted by enterprise B2B teams
Founder’s in-house leadership as Director of Revenue Growth
- Official Demandbase partner
- 6sense implemented for 5+ large enterprises
- Enterprise clients include ABB, KNIME and Nakisa
- A senior strategist replies within one business day
The problem
What usually goes wrong
A straight copy of Google
Imported campaigns keep Google settings, negatives and bids that do not fit Microsoft’s audience or auction.
Unused B2B targeting
LinkedIn profile targeting and audience signals sit unused, so spend reaches the wrong roles.
No sales feedback
Without offline conversions, Microsoft optimizes for form fills like any other platform.
Our approach
How we run it
Every step is reviewed with your team, and every result is reported from your CRM.
Rebuild for Microsoft
Import from Google where it helps, then adjust structure, bids, negatives and audience settings.
Add B2B targeting
Layer company, industry and job function signals and exclusions where available.
Connect conversions
Send qualified lead and opportunity events from HubSpot or Salesforce back to Microsoft.
Review against pipeline
Search terms, budget and audiences reviewed weekly against sales outcomes.
Deliverables
What you get
Campaign build
Search campaigns, ad copy, extensions and negatives for B2B intent.
Audience setup
LinkedIn profile targeting, remarketing and customer lists.
Conversion tracking
UET tag, offline conversions and CRM source fields.
Reporting
Microsoft results next to Google and LinkedIn, measured on pipeline.
A good fit when you have
- B2B teams already running Google Ads with measurable search demand
- Offers that sell to roles that work on company computers
- Teams that want more reach without raising Google bids
PlanConversion went beyond flagging a misfiring tracking tag. They brought the fix and a forward-looking testing plan to keep our tracking reliable.
Pipeline quality and win rates improved within a quarter. We finally had one connected demand engine with shared metrics.
Recommendations
What senior leaders say about our founder, Hojabr Sattari
Recommendations for our founder, written by executives, peers and team members on LinkedIn. Read all 14 recommendations
Patricia Petit LiangSales Enablement ManagerColleague, Hojabr was seniorIt’s been an absolute honor to work with Hojabr this past year! As Director of Digital Growth, Hojabr played a huge role in revitalizing our digital marketing strategy - especially via our Google and LinkedIn advertising. His deep understanding of digital marketing has significantly strengthened our online presence, ensuring our campaigns are optimized to maximize visibility and audience engagement. With Hojabr’s expert strategic planning, we were able to better focus our paid digital efforts and align them with our lead generation goals, resulting in heightened campaign effectiveness and notable cost savings. His collaborative leadership style brings out the best in everyone on our teams. He is a kind and inspiring leader who is always happy to share his knowledge and expertise with others. Under his leadership, we’ve driven marketing campaigns that truly resonate with our audiences. Hojabr’s unwavering dedication and incredible insights have been crucial to the success of countless campaigns. I feel so happy and lucky we get to work together!
Ney LinsLifelong LearnerWorked with Hojabr on the same teamHojabr is a digital media whiz with a knack for strategy and execution. His leadership skills are evident in the ease with which he navigates complex cross-team projects. I witnessed Hojabr’s being a valuable mentor to his team, which demonstrated his expertise in leadership and team management. The strategic planning skills Hojabr possesses can elevate any team or project that he is involved in, and I am always grateful for the opportunity to work with someone who gets things done and knows their stuff. Hojabr taught me a lot, and I hope our paths cross again in the future.
Recommendations written on LinkedIn about our founder, Hojabr Sattari, mostly from his previous in-house leadership roles. Lightly edited for punctuation and to remove company names. Titles are each person’s current LinkedIn headline. They describe Hojabr’s work, not specific PlanConversion client engagements. View on LinkedIn
Pricing
Microsoft Ads is managed under our paid media service as an additional platform. Management is 15% of monthly ad spend up to $50K, 12% from $50K to $200K and 10% above, with no media markup. You pay Microsoft directly. See all pricing
Your team
Who runs your microsoft Ads program
Paid Media Specialist and Account Manager
Runs day-to-day paid media and client communication: budgets, audiences, weekly optimization and reporting.
Founder and Director of Revenue Growth Strategy
Leads strategy on every engagement. Former enterprise marketing leader at Coveo, Assent and Nakisa with 20+ years in B2B demand generation.
LinkedIn
Senior Graphic Designer and UX/UI Designer
Designs landing pages, ad creative and site experiences built around conversion and clear proof.
FAQ
Microsoft Ads: common questions
Related services
Is Microsoft Ads worth it for B2B?
Often, yes, as an addition to Google. It reaches buyers searching from work devices and offers B2B targeting signals. We test it with a set budget and judge it on pipeline before scaling.
What is LinkedIn profile targeting on Microsoft Ads?
A Microsoft Advertising option that adjusts bids or targets by company, industry and job function, based on LinkedIn profile data. Availability depends on market and campaign type, so we confirm it for your accounts.
Can you just import our Google Ads campaigns?
We use the import as a starting point, then fix what does not carry over well: bids, negatives, audiences, extensions and tracking.
Who pays Microsoft?
You do, directly. You own the account and the data. Our management fee is a percentage of ad spend with no markup on media.
Before you commit
See how we think before any contract.
Book the pipeline plan, run the numbers yourself, or read how we worked with a named enterprise client. No contract, no sales script.
30 minutes
Get your pipeline plan
A working session with a senior strategist on the gap between your pipeline target and today, and the programs that close it first. No account access needed.
Get the plan Self-serveRun your numbers first
Free calculators for the pipeline gap, CAC payback and Google Ads budget. The headline answer needs no form.
Open the tools ProofRead the KNIME case study
How a named enterprise software client moved paid media from lead volume to CRM-verified lead quality, and the method behind it.
Read the case