Import and rebuild
Google structure imported, then adapted rather than mirrored.
Microsoft Advertising is routinely ignored because the volume looks small next to Google. That is the wrong comparison: what matters is cost per acquisition, and on Bing the auction is thinner, clicks are cheaper, and the audience skews towards desktop, corporate and older users. For B2B and considered purchases that mix converts well.
We import from Google as a starting point, then rebuild rather than leave it as a copy: negatives, bids and copy differ by platform, and LinkedIn profile targeting is a capability Google simply does not have.
A smaller auction with a different audience
Microsoft Advertising carries a fraction of Google's volume, which is why most Indian advertisers ignore it. That is the wrong comparison. What matters is cost per acquisition, and in a thinner auction with a desktop-heavy, corporate-heavy, older audience, that number is frequently better, particularly for B2B and considered purchases.
It is also the default engine on a large share of managed corporate devices, which is precisely where a procurement or IT buyer is searching from.
Import, then rebuild
Importing from Google is the sensible way to start and a poor way to finish. Match behaviour differs, search term patterns differ, competition differs by keyword, and the negative list that works on Google will not be the right one here.
We import, then restructure and rebuild the negatives against actual Microsoft search term data over the first weeks.
LinkedIn profile targeting is the unique capability
Microsoft can layer company, industry and job function targeting from LinkedIn onto search campaigns. Nothing in Google Ads does this, and for B2B it changes the economics of a keyword that would otherwise be too broad to bid on.
Used well, it lets you bid confidently on generic category terms because you are only paying when the searcher matches the buyer profile.
Sensible budget split
Start at roughly a tenth of your Google spend, measure cost per acquisition honestly over a full cycle, and scale only if it earns it. For youth-skewed consumer categories it frequently will not, and we will tell you that rather than keep a line item alive.
Reporting should always show the two platforms side by side on the same definition of a conversion, or the comparison is meaningless.