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.
Bidding, budgets and conversion actions
These three settings are linked, and most problems in small accounts come from one of them being out of step with the others.
Conversion actions come first. Each one counts an event, such as a quote form submission. Only the events you would call a lead should be marked primary, because automated bidding learns from whatever is marked primary.
Bidding can be manual or automated. Automated strategies such as Target CPA need a steady flow of conversions to work; a new account with little data often starts on manual or enhanced CPC and moves later.
Budgets are set per campaign as a daily average. Google can spend above that on a busy day and below it on a quiet one, so the manager checks spend against the month rather than the day.
Account ownership comes first
Before anyone builds a campaign, settle who owns the account. The safe arrangement is simple: the Google Ads account is created under your business, billed to your payment method, and you hold admin access. The provider links its manager account to yours or is added as a user.
This matters later. The account holds years of keyword history, conversion data and ad tests. If it sits in a provider's name and the relationship ends, you may lose that history and have to start again.
The same applies to Microsoft Advertising, Google Tag Manager and GA4. Ask for access levels to be written into the agreement, and check now and then that you can still log in yourself.
Questions about search ads management
Which match types should a new account use?
Small and new accounts often start with phrase and exact match, which keep ads close to the searches you chose. Broad match lets Google find related searches and relies heavily on conversion data, so it is usually tested once tracking is reliable and negative lists are built up.
What counts as a conversion?
Whatever you decide is a lead, set up as a conversion action in Google Ads. For most B2B sites that is a completed quote form. Smaller actions such as page views can be recorded but should not be marked primary, because automated bidding learns from primary conversions.
Does sending the form commit me to anything?
No. Your request is passed to a service partner who does the work. They will ask about your accounts, services and budget, then agree scope and quote you directly. Nothing is agreed until you accept their terms. See how it works for the steps.
If your ads, pages or follow-up need attention, describe the problem and get a scoped quote.
Describe the workOther services
Facebook and Instagram
Meta Ads Manager campaigns with clear audiences and a creative plan, set up under your Business Manager.
Campaign pages
One page per offer or ad group, so the message a buyer clicked on is the first thing they read.
Offline conversions
Closed deals in your CRM sent back to the ad platforms, so campaign data reflects what happened after the form.