More search coverage. Less competition.
Bing, Yahoo, AOL, and the Microsoft partner network. Around 6 to 8 percent of UK search volume with CPCs 20 to 40 percent lower than Google. Almost nobody in your area is running it properly.
Every Microsoft Ads campaign type
From direct Google import to LinkedIn audience targeting — the full Microsoft Ads stack managed end to end.
100% search coverage at lower cost
Most businesses across England run Google only. Adding Microsoft Ads often means your ad appears with zero competition in your area.
The people searching on Bing are searching for the same things as on Google. CPCs are consistently lower for the same keywords.
Bing users skew older and higher income than the Google average. Well matched to home services, professional services, and B2B.
No other search engine lets you layer job title or company size onto keyword targeting. Microsoft does, because they own LinkedIn.
What a Microsoft Ads agency should cost you
A UK Microsoft Ads agency typically charges either a fixed monthly fee or a percentage of your ad spend. Scalepoint charges a flat £325/month with your ad spend paid direct to Microsoft at cost — no markup and no percentage. A £500/month minimum ad budget is recommended. There is no VAT while we are under the £90,000 threshold, and no lock-in: month-to-month, 14 days’ notice.
Reviewed and updated 27 July 2026 · by Craig W., Founder of Scalepoint
“Microsoft Ads agency” or “Bing Ads agency” — which is it?
They are the same thing. Microsoft renamed Bing Ads to Microsoft Advertising in 2019, but most businesses still search for a Bing Ads agency, and plenty of agencies still use the old name. Whichever you call it, you are buying management of paid search across Bing, Yahoo, AOL, Microsoft Copilot and the Microsoft partner network. If an agency quotes you separately for “Bing” and “Microsoft” advertising, they are quoting twice for one platform.
Microsoft Ads vs Google Ads, head to head
| Factor | Microsoft Ads (Bing) | Google Ads |
|---|---|---|
| Share of UK search | Roughly 6–8% | The large majority |
| Typical cost per click | 20–40% lower for the same keywords | Higher — more advertisers bidding |
| Competition in your area | Often little to none | Most competitors already there |
| Audience skew | Older, higher income, desktop-heavy | Broadest possible reach |
| B2B targeting | Job title, company and industry via LinkedIn | No equivalent on search |
| Scalepoint management fee | £325/month | £495/month |
| Setup route | Direct import from Google Ads, live in ~48h | Built from scratch |
| Best used as | A lower-cost addition to Google | Your primary search channel |
The honest read: Microsoft Ads is not a replacement for Google. The volume is not there. It is the cheapest incremental search channel most UK businesses can add — you reach the customers Google misses, at a lower cost per click, usually with no competitor bidding against you. Run both and you cover the whole of paid search. See the full pricing breakdown, or compare against Google Ads management.
Common questions
UK agencies price Microsoft management two ways: a percentage of your ad spend, commonly 10 to 20 percent, or a flat monthly fee. The percentage model means your management bill grows every time you scale a campaign that is working. Scalepoint charges a flat £325/month covering the Google import, Bing-specific retuning, negative keyword pruning and conversion tracking — the same figure whether you spend £500 a month or £5,000.
A Bing Ads agency builds and runs your campaigns on the Microsoft network: keyword research and structure, ad copy, bidding, conversion and call tracking, negative keyword pruning, and ongoing optimisation toward booked jobs rather than clicks. In our case it also means importing your existing Google Ads campaigns and retuning them for the Bing audience, which is usually live within 48 hours.
It depends on whether you are already running Google Ads well. Bing powers search across Windows, Edge and Copilot, and the audience skews older, more affluent and more likely to own their home. But it is best treated as an addition, not a first channel — around 6 to 8 percent of UK search volume at 20 to 40 percent lower cost per click. If Google is producing profitable leads and you want more of them cheaply, adding Microsoft is usually the highest-return next step. If you are not running search at all yet, start with Google.
Yes. We import your Google Ads campaigns into Microsoft and then tune them for the Bing audience and bidding — so you reach a new set of customers without rebuilding everything from scratch. It is usually the fastest way to launch.
In the UK, Bing carries a meaningful share of desktop search, weighted towards older and higher-income users — exactly the homeowners many trades want. Because fewer advertisers compete there, the clicks you do get are often cheaper than Google.
Always. We build inside your Microsoft Advertising account, not ours, with conversion tracking wired in. Month-to-month, 14 days notice, and the account and data stay with you if you leave.
The mechanics are similar — search ads triggered by intent — but the audience, competition and cost differ. We run Microsoft as a lower-cost complement to Google, not a replacement, so you capture demand Google misses.
Start with a free Microsoft Ads audit
Tell us your trade and service area. We send back a written audit within 3 business days.