The Paid Search Podcast – Episode 486 Summary

"Should You Try Microsoft Ads?" (November 3, 2025)

Overview

In this episode, Google Ads expert and host Chris Schaeffer is joined by guest Joey Bidner to explore the value of incorporating Microsoft Ads (formerly Bing Ads) into your paid search strategy. The conversation covers when and why to use Microsoft Ads alongside Google, practical management tips, professional targeting opportunities, support differences, and pitfalls to avoid. The episode also features an in-depth response to a listener question about campaign segmentation by device.

Listener Question: Campaign Segmentation by Device

[00:55–07:55]

• Listener Joe asks: Is it wise to create separate Google Ads campaigns for each device type, given better performance from computer traffic?
• Chris’s Core Advice:
  • No, don’t segment by device in separate campaigns.
    • Most campaigns use automated bidding (e.g., Maximize Conversions, Target CPA, Target ROAS).
    • Automated bidding relies on high conversion volume to optimize effectively.
    • Splitting campaigns reduces data for the algorithm, limiting feedback and hurting performance.
  • Alternative Tactics:
    • Adjust campaign time targeting (e.g., business hours for desktop).
    • Refine targeting based on search behaviors indicative of desktop vs. mobile.
    • Avoid "artificially segmenting and cutting it into pieces," as this "grinds the automation to a halt."
      — Chris Schaeffer, [06:55]

Deep Dive: Should You Be Using Microsoft Ads?

When Does Microsoft Ads Make Sense?

[08:50–13:10]

• "Microsoft Ads has sort of been my secret sweet love affair from Google Ads..." — Joey Bidner, [08:54]
• Primary use case:
  • Once your Google Ads account reaches a point of diminishing returns (CPCs rise, conversions plateau with increased spend), Microsoft is an ideal spillover channel.
  • Not recommended for early-stage/low-budget accounts.
• Joey’s Starting Playbook:
  • “I’ll often launch [Microsoft Ads] like a 5 to 1 budget split,” investing modestly first.
    — [10:34]

Key Advantages of Microsoft Ads

1. Lower CPCs in Certain Industries ([12:25])
   • Competitive industries (e.g., lawyers) with very high Google CPCs can find Microsoft Ads more affordable and potentially profitable.
2. Professional Targeting Through LinkedIn Data ([14:00])
   • Benefit from Microsoft’s LinkedIn ownership:
     • Target/bid adjust based on company, industry, or job role.
     • Audience data not as transparent or robust as Google’s, but evolving.
   • "You can narrow into specific niches and bid...on the role of somebody within an industry or even the company they work at." — Joey, [14:50]
3. Professional Exposure: Default Bing Usage ([15:53])
   • Many PC users in corporate environments use Bing as default (work machines).
   • “A lot of people don’t even realize they’re using Bing because they haven’t switched the default browser.” — Joey, [16:36]
4. Platform Diversification is the Future ([17:30])
   • With AI search advancements and a shifting search landscape (ChatGPT, etc.), “We need to get used to some other players coming in the game...”
   • Prediction: First ChatGPT ads will likely be powered via Microsoft Ads.
5. Superior Support and Copilot AI Assistant ([18:37])
   • Microsoft Ads support is “blown away at the level of interest” vs. Google's “dreadful” support and relentless sales pressure.
   • Copilot AI is actually useful, unbiased, and helps with navigating the platform.

Implementation & Pitfalls: Managing Microsoft Ads Effectively

Transitioning from Google Ads

• Easy Import Tools ([21:10])
  • Full Google campaign import available; avoid enabling the default auto-sync (“first massive mistake”).
  • “Do NOT copy-paste your strategy from Google Ads to Microsoft Ads. They are two completely different networks...” — Joey, [22:50]
• Strategic Campaign Selection
  • Only migrate high-performing, bottom-funnel campaigns first.
  • Start with manual CPC to find your lowest viable bid, then transition to automation later.

Keep it Simple

[24:14]

• Complexity isn’t required at launch: “...focus on bottom of the funnel, cheap CPCs, you know, in most cases like a 5 to 1 budget, and let that run and then allow it to grow organically.”
• Stick to standard search and shopping campaigns.

Trap Door: Audience Network Spend

[25:10–26:44]

• “When you launch a Microsoft campaign, it’s going to have by default something called the audience network...and we need to exclude those.” — Joey, [25:15]
• Steps to avoid wasted spend:
  • In campaign view, check for “audience network” line item—often burns budget with little return.
  • Solution: Change ad group settings → Ad Distribution → Select only “Microsoft sites and select traffic.” Turn off audience network at the ad group (not campaign) level.
  • For extra safety, use the Website URL Publisher report to identify and exclude bad placements via Tools > Content Suitability > Website Control List.

Other Notable Tips

• Max CPCs for Smart Bidding: Microsoft lets you set max CPCs directly within smart bidding (unlike Google’s more convoluted approach).
• Platform Responsiveness: Microsoft seems to listen to feedback and adapt its features, albeit on a slower innovation cycle than Google.

Memorable Quotes & Moments

• Chris Schaeffer, [07:45]:
  “Feedback is the important part of the automated system and you grind that to a halt when you artificially segment it and cut it into pieces...”

• Joey Bidner, [12:15]:
  “Trying Microsoft Ads can go a long way because typically the CPCs are lower.”

• Joey Bidner, [17:40]:
  “These AI search engines are not going anywhere, and they’re not going to be free forever. And by not being free, I mean they’re going to have ads in them.”

• Joey Bidner, [18:47]:
  “Microsoft Ads doesn’t have this problem. They actually have really good support. Every time I’ve hopped on a support chat, I am blown away at the level of interest of the person I’m talking to.”

• Joey Bidner, [22:50]:
  “Do not copy paste your strategy from Google Ads to Microsoft Ads. They are two completely different networks that should be approached with different strategies.”

• Joey Bidner, [25:20]:
  “It’s not just search partners... your ads can actually show up on all kinds of URLs, and we need to exclude those.”

Key Takeaways

• Don’t divide Google Ads campaigns by device—let automation leverage bigger datasets.
• Microsoft Ads is best used as a profitable extension after you max out Google efficiency.
• Microsoft’s LinkedIn integration and PC dominance provide valuable professional targeting.
• Start small, migrate only your top-performing campaigns, and avoid copy-paste tactics.
• Disable the audience network in Microsoft Ads to prevent wasted spend.
• Expect better support and a simpler learning curve with Microsoft Ads, but maintain unique strategies for each platform.
• Diversifying beyond Google is prudent as the search landscape evolves (AI and new ad surfaces).

Episode Timeline:

• [00:55] Listener question: campaign segmentation by device
• [08:50] Joey Bidner introduction, overview of Microsoft Ads in paid search strategy
• [13:10] When and why to try Microsoft Ads
• [14:00] Professional/LinkedIn targeting capabilities
• [15:53] Default Bing browser as a professional exposure advantage
• [17:30] Future-proofing through platform diversification
• [18:37] Microsoft Ads support and Copilot
• [21:10] Importing from Google, managing campaigns uniquely
• [24:14] Simple campaign structures for Microsoft
• [25:10] Audience Network pitfalls and exclusion
• [27:50] Final thoughts and takeaways

Hosts:

• Chris Schaeffer (chrisschaeffer.com)
• Joey Bidner (joeybidner.com)

For more questions and insights:
Visit paidsearchpodcast.com

Summary crafted to capture the full depth, practical advice, and tone of the episode for those considering expanding their paid search portfolio to Microsoft Ads.