Bing has approximately 8% of the Canadian paid search market — small relative to Google but not negligible. More importantly, the Bing audience is distinctly different: older (35–54 skews higher), higher-income, and often in decision-making roles. For considered purchases, financial services, B2B, and higher-ticket consumer products, the Bing demographic frequently converts at a higher rate than Google despite lower volume.

Our Microsoft Ads management fee is typically 12–15% of monthly spend with a minimum of $500/month. Because most clients run Bing alongside Google, we offer a combined management rate for both platforms that is more efficient than managing them separately. Proposals are always provided before commitment.

You can import them — but raw import is not optimisation. Google and Bing have different auction mechanics, different audience demographics, different search query patterns, and different bidding strategies. A Google campaign imported without adjustment will run, but it will not perform as well as a campaign properly calibrated for the Bing ecosystem. We import, then optimise separately.

The Microsoft Audience Network is a native display advertising network reaching users across MSN, Outlook.com, Microsoft Start, and other premium Microsoft properties. What makes it unique is that it is powered by LinkedIn profile data — allowing job title and industry targeting in a display context, which is unavailable anywhere else outside of LinkedIn Ads direct. CPMs are significantly lower than LinkedIn Ads with comparable professional targeting.

Microsoft Copilot is deeply integrated into Windows, Microsoft Edge, and Bing search — and Microsoft is progressively integrating advertising into Copilot responses. Early access is limited, but the opportunity for brands to appear in AI-generated answers within Copilot represents a significant first-mover advantage. We monitor Microsoft’s Copilot ad integration developments and adapt client campaigns as new formats become available.

Yes — Microsoft Shopping is often more cost-efficient than Google Shopping for certain product categories. CPMs and CPCs are typically 15–20% lower, and the Microsoft audience network extends Shopping ads beyond Bing search into MSN and premium publisher inventory. eCommerce brands ignoring Microsoft Shopping are leaving measurable incremental revenue on the table.

For clients already running Google Ads, we can import existing campaigns and launch within 3–5 business days. Microsoft Merchant Center setup for Shopping clients adds another 3–5 days for feed approval. Full Bing optimisation takes 30–45 days as we calibrate bids and audiences to Bing-specific performance data.