Google Ads and Microsoft Advertising compared
Google handles most search volume in the US, so nearly every account starts there. Microsoft Advertising shows ads on Bing, Yahoo and partner sites, and its audience leans toward desktop and work computers. Some B2B advertisers find that worth testing once Google is running cleanly.
Microsoft lets you import campaigns straight from Google Ads. That gives you a starting point, though budgets, bid strategies, location settings and some assets come across differently and need checking after each import.
Management on either platform covers the same basics: keyword lists and match types, negative keywords, ad copy and assets, bidding, conversion tracking and a regular pass through the search terms. Running both means two sets of settings to watch and two invoices from the platforms, both paid by you.
Ads, assets and the pages behind them
Google Ads uses responsive search ads: you supply up to fifteen headlines and four descriptions, and Google tests combinations. The work is writing lines that each stand on their own, say something specific about the service, and match the search they appear for.
Assets, once called extensions, add more to the ad:
- Sitelinks to specific pages such as a service page or the quote form.
- Callouts for short facts about how you work.
- Structured snippets listing services or industries served.
- Image assets where the account is eligible.
The page the ad points to gets checked too. If the ad mentions a service, the click should land on that service and a form, not on a general home page. Where ads change, the page often needs a small edit to match.
Access, billing and who holds the keys
Ad platforms offer several ways to share access, and the choice affects what happens if you change providers.
- Manager account link. The provider links its Google Ads manager account to yours. You keep ownership and can unlink it from your side.
- User invite. You add the provider's email as a user at a chosen access level, such as standard. You can remove it at any time.
- Billing. Keep the payment method in your name. Ad spend then goes from you to Google or Microsoft, with the management fee invoiced separately.
Store your own logins in a password manager, and keep at least two people in your company with admin access so one departure does not lock you out.
Questions about search ads management
Do I need both Google Ads and Microsoft Advertising?
No. Most accounts start with Google Ads because it carries most US search volume. Microsoft Advertising can be added later, often by importing the Google campaigns and then adjusting settings. Whether it is worth the extra upkeep depends on your buyers and budget, which the service partner can talk through with you.
Should Google's automatic recommendations be switched on?
Many managers turn off auto-apply and look at each recommendation by hand. Some are useful, such as fixing a missing asset. Others widen targeting or raise budgets. Ask your provider how they handle them, and check the change history now and then to see what was applied.
Can you take over an account someone else built?
Yes. The work usually starts with an audit of the existing structure, keywords, negatives, conversion actions, bid strategy and settings such as search partners and location targeting. From there the partner suggests what to keep and what to rebuild. Existing history is worth keeping where it is sound.
Not sure where to start? Describe your offer and current tools, and a service partner will ask the right questions.
Start a requestOther services
Facebook and Instagram
Meta Ads Manager campaigns with clear audiences and a creative plan, set up under your Business Manager.
Landing pages
Pages written and built to match each campaign, on a tool you can edit later, checked on mobile before traffic arrives.
Tracking audits
A check of what your tags count today, what they miss and what they count twice, with a written list of fixes.