Microsoft Advertising services, end to end

Websites and landing pages

Most Microsoft Advertising accounts underperform for a reason that has nothing to do with bids: the page. A visitor who searched for emergency furnace repair on Bing lands on a homepage that opens with the company history. We fix that first, because no amount of bid management rescues a page that does not answer the search.

We design and build fast, accessible pages that mirror the intent of each ad group. Service businesses get a page per service and location with click to call, a short form and proof blocks. E-commerce stores get category and product landing pages aligned with Shopping and Performance Max feeds. B2B and SaaS companies get offer pages built around one conversion, whether that is a demo, a trial or a quote.

Every page ships with semantic markup, Core Web Vitals in the green, UET and GA4 events attached to each button, and a Microsoft Clarity project recording real sessions from day one. We write the copy ourselves and keep it honest. Claims you cannot support fail editorial review and lose the trust of the visitor you paid for.

If you already have a site, we work inside it or build a lightweight landing page system beside it. If you have nothing, we build from zero on a stack you own and can edit without us.

Campaign strategy and launch

We start from your economics, not from a keyword tool. What is a lead worth, how fast do you close, what margin does each product carry, how many jobs can you take per week. Those answers set the targets for cost per acquisition and return on ad spend before a single campaign exists.

Then we research the queries your buyers actually type on Bing, using the platform's own keyword planner and search term data from comparable account types, because Bing query patterns differ from Google. We group keywords by intent, separate brand from non-brand, and decide where exact match, phrase match and Dynamic Search Ads each belong.

The launch plan covers campaign structure, the bid strategy for each campaign, geographic and ad schedule settings, audience layers such as in-market, remarketing and LinkedIn profile targeting, search partner and Audience Network inclusion, and a learning budget with a defined end date.

Launch is deliberate. We go live with the campaigns most likely to convert, watch daily for two weeks, add negatives from real search terms, and expand only when the data supports it.

Ongoing management and optimization

Optimization is a weekly discipline, not a quarterly cleanup. Every week we review search terms and add negatives, adjust bids or targets by campaign, rebalance budgets toward what converts, check device, location and time of day performance, and prune Audience Network placements that bring clicks but no customers.

We run structured tests: one variable, a defined duration, a success metric agreed in the weekly meeting. Bid strategy changes, new match types, LinkedIn profile targeting on and off, search partner and Copilot inclusion, landing page variants. Results go into the change log and the monthly report so you can see what we learned, not just what we touched.

As the account matures we add the campaign types the data has earned: Dynamic Search Ads to catch long tail queries, Shopping or Performance Max for catalog businesses, remarketing and in-market audiences on the Audience Network, and seasonal campaigns planned weeks in advance.

Nothing changes in your account without a note explaining why.

Reporting dashboards

You should never need to log into Microsoft Advertising to understand how your money is working. We build a dashboard that shows spend, impressions, clicks, conversions, cost per conversion and revenue or lead value by campaign, by network (Bing and partners, Audience Network, Copilot placements), by device and by week.

Each weekly update carries a short written commentary: what moved, why we think it moved, what we changed and what we will watch next. The monthly report goes deeper, with trend lines, test results, search term insights and the roadmap for the next month.

Numbers tie back to the conversion goals and the economics we agreed at the start, so the question of whether the account is profitable always has a direct answer, in your terms, not in platform jargon.

Blog and content generation

Paid search gets stronger when the site has depth. We write articles that answer the questions your buyers type into Bing, structured so they can also serve as landing pages for Dynamic Search Ads and as remarketing entry points on the Audience Network.

Each piece is researched from your search term reports and sales conversations, written in plain US English, and published on your site with proper metadata and internal links to the landing pages that convert. We do not publish filler. A small number of articles that answer a real question outperform a large number that say nothing.