Microsoft Ads for the one search in ten Google does not get
Bing, Yahoo and DuckDuckGo carry about one in eight Australian searches, and fewer of your competitors bid there. We import what already works on Google, rebuild it for the Bing auction, and report it next to Google on cost per lead.
The search engine your competitors forgot
Google gets most Australian searches, and every one of your competitors is bidding there. Bing gets about one in ten, and one in six on desktop, because it is the default search in Edge and Windows. Fewer advertisers bid on it.
Those desktop searches come from people at a work computer: office managers ordering equipment, business owners comparing suppliers, professionals booking a service during the day. For B2B, professional services and considered purchases, that audience is worth buying.
Businesses already profitable on Google Ads that want more of the same buyers. B2B companies, professional services, finance, insurance, education, trades that quote commercial work, and stores with a desktop-heavy audience.
Who should wait: Businesses not yet profitable on Google. Fix the Google account first, because Microsoft Ads imports the same structure, and a leaky account leaks in both places. Very small budgets are better spent on Google until they grow.
Our Microsoft Ads management: what every account includes
Six jobs, run by the same account manager who runs your Google Ads, so both platforms are judged on the same number.
Import from Google Ads
Microsoft Ads imports campaigns, keywords, ads and extensions straight from a Google Ads account, so a working structure can be live in days. We import once, then manage the Microsoft account as its own account, since a scheduled re-import overwrites everything tuned for Bing.
Bids and match types for Bing
The same keyword rarely costs the same on Bing, and match types and search partners behave differently. Bids get reset from Microsoft's own data, and the search partner network gets checked before it is left on.
Search campaigns and negatives
Search term reports read every week, with negatives added for the searches that never buy. Ads get rewritten where Bing's older, desktop-heavy audience responds to different messages than Google's.
Microsoft Shopping
For stores, the Google Merchant Center feed imports into Microsoft Merchant Center, and Shopping campaigns run on Bing with the same product splits and return targets as Google.
Google Shopping managementAudiences and remarketing
Remarketing lists, customer match and in-market audiences built on Microsoft's own data, so bids rise for the people most likely to convert and fall for the rest.
UET tracking and reporting
The Microsoft UET tag, conversion goals and offline conversions set up and tested, then Microsoft reported next to Google on cost per lead, so you can see which one earns the next dollar.
Google Ads accounts run by the same team
We do not have a Microsoft Ads case study to publish yet. These are Google Ads accounts run by the team that will run yours, each led by the number the owner cared about.
Google Ads 
Automotive dealership · Australia How we cut Bill Buckle Subaru's cost per lead 72% and lifted leads 84% 72%Lower cost per leadRead the case study 
Google Ads 
Office printing solutions · Australia How we grew Konica Minolta's AdWords leads 285% while cutting cost per lead 285%More leadsRead the case study 
Google Ads 
Sportswear retail · Sydney, NSW How we grew In Sport's paid search revenue 225% year on year 225%RevenueRead the case study 
Google Ads 
Architectural 3D rendering · Australia How we cut Supercheap3D's wasted ad spend and delivered 51% more leads 51%More leadsRead the case study 
Google Ads 
Skip bin hire · Sutherland Shire, NSW How we cut MCM Skip Bins' cost per lead 31% without losing volume 31%Lower cost per leadRead the case study 
Google Ads 
Homewares ecommerce · Australia How we took J&C Homewares' Google Shopping to a 9.22 return on ad spend 9.22×Return on ad spendRead the case study One team for Google and Microsoft
What clients say about our ads
Four reviews from the 70-plus on Google and Clutch, quoted as written.
Our rental fleet is currently at 95% utilisation. That's up from 70% before Local Digital took over our advertising. Proof is in the pudding: sales are up. They're happy to let their work speak for itself with no lock-in contracts, and we receive detailed monthly reports showing campaign progress.
We're achieving our revenue goals and our ROAS goals, with a high volume of customers to the online store and a higher volume of customers to the bricks-and-mortar store too. Extremely organised, responded quickly to our needs, took our recommendations on board and delivered on time.
Working with Local Digital has been awesome. They have taken my online business to the next level. The ads are brilliant and their ideas and knowledge is second to none. Thank you.
I have been working with Local Digital to manage our SEO and Google Ads for a few years now and I am very happy with the level of support we receive and the ability to communicate efficiently and openly.
How we add Microsoft Ads
Check the Google account
Microsoft Ads copies what already works on Google. We review the Google account first, and if it is leaking we fix that before importing it anywhere.
Import and rebuild
Campaigns imported, bids reset from Microsoft data, search partners reviewed, UET tracking and conversion goals tested end to end.
Tune for Bing
Search terms read every week, negatives added, ads rewritten for the Bing audience, and budget moved towards the campaigns that convert.
Report next to Google
Leads, sales and cost per lead from Microsoft, set beside Google, so the budget split follows whichever platform produced the cheaper customer.
What Microsoft Ads management costs
Management starts at $1,000 a month. If we already run your Google Ads, the proposal prices Microsoft Ads alongside it. Your ad spend goes straight to Microsoft on your own card.
Microsoft budgets are smaller than Google ones because there are fewer searches to buy. We forecast clicks and leads from Microsoft keyword data before you commit, and cap the budget until the first month shows what it can do.
What Google Ads costs in Australia: click prices by industry, what agencies charge, and how much budget you actually need.
How much does Google Ads cost?Paid search reading
How Much Does Google Ads Cost? If you’re new to PPC advertising, welcome. Where have you been? 
Michael Costin · 7 Mar 2022 
How SEO & PPC Can Work Together For Your Business Let me preface this article by saying: you’ve been lied to. Michael Costin · 16 Mar 2021 
5 Types of Google Ads & How to Use Them For Sale Have you ever caught yourself wondering how many different types of Google Ads there actually are? Or is that just us? 
Dominic Sergi · 6 Mar 2022 
Why Targeting A Low CPA Can Hurt You At first glance, it might seem like a low cost per action (CPA) is the dream. 
Arthur Fabik · 24 Oct 2022 
Google Ads Competitor Research In digital marketing, one thing never really changes: competition. Dominic Sergi · 17 Oct 2022 
12 Google Ads Bidding Strategies For More Traffic Google Ads auctions run around 40,000 times every second. That’s a lot of competition. Arthur Fabik · 4 Oct 2022 Related services
Google Ads, Australia-wide
The parent page: the money path, campaign types, pricing and results.
Read morePPC agency
Google, Shopping, Microsoft and YouTube run as one budget, split by what sells.
Read moreGoogle Shopping
Merchant Center, feeds and campaigns split by margin for online stores.
Read moreGoogle Ads agency Sydney
The Parramatta office, and what a click costs in the most contested market in the country.
Read moreWant to know what Bing could add?
Send your Google Ads account over. The free review checks whether it is ready to import, forecasts Microsoft Ads volume for your terms, and is read by a person before it comes back.
Common Microsoft Ads questions
Microsoft. Bing Ads was renamed Microsoft Advertising in 2019, and the platform is now called Microsoft Ads. It shows ads on Bing, Yahoo, DuckDuckGo, MSN and inside Microsoft Copilot and Edge.
For businesses already profitable on Google, yes. Bing handles 9.41% of Australian searches and 16.51% of desktop searches (StatCounter, August 2026), with fewer advertisers competing for them. It suits B2B and professional services best, because so much of its traffic comes from work computers.
You set the budget and pay per click, the same as Google. Click prices are set by auction and the same keyword rarely costs the same on both platforms. Our management starts at $1,000 a month; if we already run your Google Ads, the proposal prices Microsoft Ads alongside it.
Yes, and that is the fastest way to start. Microsoft imports campaigns, keywords, ads and extensions from Google directly. We import once, then rebuild bids and settings for Bing, because a straight copy leaves money on the table.
On Bing, Yahoo and DuckDuckGo search results, across MSN and the Microsoft Start network, in the Edge browser, and in Microsoft Copilot answers. Partner sites can be switched off where they do not convert.
Google first, because it has most of the searches. Microsoft is the second platform you add once Google is profitable, to reach buyers your competitors are not bidding on. Google Ads management →
An imported account can be live within days. Bing's lower volume means it takes longer than Google to gather enough conversions to optimise, so judge it over two to three months.
Yes. The account is set up in your name, so the conversion history stays with you if you leave. Read the Very Fair Terms →
