Digital media · Microsoft Advertising
The Bing Ads agency that generates real sales
The profitable acquisition channel your competitors forget.
Bing Ads is now Microsoft Advertising, the second search network. An audience of decision-makers you do not reach on Google. We measure it in sales and qualified leads, before clicks.
See the pricing ↓ · Montreal · Quebec · Laurentians · A limited number of engagements
Real revenue figures rather than industry averages.
The benefits
What Microsoft Advertising adds to your profitability
Leads that are often cheaper than on Google, because there is less competition.
An audience of business buyers: desktop, Outlook, MSN, corporate network.
Qualified customers you do not reach on Google.
A presence in Copilot, Microsoft's AI assistant.
A fast start: we import your high-performing Google campaigns and adapt them to the Microsoft network.
A cost per result under control, measured on the CRM as on Google.
In one line
Microsoft is one more market of buyers, managed with the same demand for margin as Google. Ignoring this network means leaving market share to your competitors.
Definition
Bing Ads, Microsoft Advertising: what is it?
Bing Ads is the former name of Microsoft Advertising, Microsoft's advertising platform. Since 2019, the official name has been Microsoft Advertising. You buy pay-per-click ads that appear on Bing, Yahoo, DuckDuckGo, MSN, Outlook, the Microsoft Audience Network and now in Copilot, Microsoft's AI assistant.
Source: Microsoft.
The useful distinction
It is the counterpart of Google Ads, on Microsoft's network rather than Google's. Most revenue-focused companies run both together.
Microsoft Advertising: paid search on Bing, Yahoo, DuckDuckGo and the Microsoft network.
Google Ads: the same conversion expertise, on Google's network. The two complement each other.
A concrete marker
When you search on Bing and the first result says “Ad”, that is Microsoft Advertising.
The real question
Bing carries little weight in Quebec, but it generates sales on certain accounts.
The first thing to know is how many buyers there are on that side. Let's start there.
The order of magnitude
around 5% of searches
Across all devices in Quebec. But on corporate desktops (B2B), during business hours, the share climbs to around 10%, because Windows installs Edge and Bing by default and few people change that setting at work.
In other words: small in traffic volume, concentrated where business decisions are made and big sales are closed.
What that implies
Microsoft is a complementary channel, added to a Google Ads account that is already profitable. Campaigns are imported from Google and adapted rather than started from scratch, which protects your cash.
The cost of acquisition is often lower there, the competition thinner. On a small volume, it is sometimes the channel with the best cost per sale in the account.
Where Bing performs and where it costs more than it brings in
What pays
- B2B and professional services. The buyer searches from their workstation, on the browser the employer installed.
- Industrial equipment, enterprise software, supplies. Long cycle, high margin, research done at the office.
- Industries where the Google lead costs too much. A cost of acquisition cut in half changes the profitability calculation, even at a tenth of the volume.
- Accounts already at their ceiling on Google. When the capturable demand is exhausted, Microsoft is the next logical investment.
What pays little
- Anything searched for on a phone. Restaurants, emergencies, home services, local retail. Bing's share there is marginal.
- Young audiences. They use neither Edge nor Bing, and less and less any search engine at all.
- An account without Google Ads already in place. The volume is not enough to rise above the noise, and you would pay for management to harvest chance.
- Poorly kept Google accounts. Duplicating an account that wastes doubles the waste. Our strategists fix the first before opening the second.
We validate your market's potential before recommending anything, and sometimes we conclude that the answer is no.
The complementary channel
Most decision-makers never change their search engine.
That is what makes Microsoft Advertising particularly profitable: the people you reach on Bing, Yahoo or DuckDuckGo, you do not reach on Google. The audience is different too, more present on desktop, often older and wealthier, which makes it a strong channel for B2B, finance, health care and high-ticket purchases.
And because there is less competition, acquisition often costs less. Ignoring this network means leaving those qualified customers and those cheaper leads to your competitors.
What changes in 2026
Your ads, where search is moving towards AI
Microsoft has integrated ad placements into Copilot, its AI assistant, and into Bing's conversational search. As the search for suppliers happens through questions rather than keywords, being present in the Microsoft ecosystem takes on growing commercial value.
It is consistent with our experts' method: we optimize for Google, for Microsoft and for AI recommendations, while keeping our hands on the automation.
The formats
Every format on the Microsoft network, chosen for your conversions
Search
Text ads on Bing, Yahoo, DuckDuckGo and AOL. The heart of the channel, where buying intent is high.
Shopping
Your eCommerce products in Microsoft's results, built on a Merchant Center feed optimized to sell.
Audience Network
Native ads on MSN, Outlook and Microsoft properties, to extend reach beyond search and generate demand.
LinkedIn profile targeting
Exclusive to Microsoft: targeting by company, industry or job function. Very effective in B2B for cost per sale.
Import from Google Ads
We take your profitable Google campaigns and adapt them to the Microsoft network, for a fast start without beginning from scratch.
Remarketing
Coming back to the decision-makers who have already visited your site, at the right moment, without wasting impressions.
The note
We launch what pays on this specific network.
Data and measurement
Without sales measurement, you are flying blind
Analysis and profitability measurement are part of every engagement, and we do them in house, with heavy use of AI. A partner answers for them.
Conversion tracking (CRM) that tells a real closed sale from a simple click.
Measurement that compares Microsoft's profitability with Google's, to split the budget where the money comes in.
Business decisions made on reliable margins rather than on the platform's default recommendations.
Our method
How our experts run your Microsoft Advertising campaigns
We understand your market. Your goals, your margins, your customers. We validate that Microsoft can bring you sales before spending.
We import and we adapt. We take your high-performing Google campaigns, then adjust them strategically to the Microsoft network, its audiences and its costs.
We set up the measurement. Sales tracking, to compare the net profitability of the two networks.
We launch and we supervise. Go-live, close monitoring: we cut the waste and keep the course on cost per result.
We optimize and we allocate. We move the investment towards the network and the campaigns that convert best.
We say it plainly if Microsoft adds nothing in your case. It happens, and we would rather say so.
We are proud to contribute to our clients' success.
Pricing
What adding Bing to your Google Ads account costs
Bing is never sold on its own. It automatically picks up the campaigns of a Google Ads account already in place, which explains a lower fee.
| Monthly media budget | Bing as an add-on |
|---|---|
| Up to $10,000 | from $350 |
| $10,001 to $25,000 | from $450 |
| $25,001 to $50,000 | from $550 |
| $50,001 to $65,000 | from $700 |
| $65,001 to $80,000 | from $850 |
| $80,001 to $100,000 | from $1,000 |
Above $100,000 of media budget a month: a custom agreement.
- Without a Google Ads account managed by us, the add-on makes no sense: the automated import of campaigns is what makes Bing profitable.
- The audit will say whether Bing is worth it in your case, and we will tell you even if the answer is no.
Who it is for
Is your situation a fit for Falia?
Who we work with
An engagement requires seven conditions, including a minimum budget. For every situation we turn down, we say who is better placed.
See the conditions →Owners and entrepreneurs
You have nobody in house to run marketing, and no time to micromanage it yourself. You approve the business direction, we handle the execution.
What we do for you →Marketing teams
Your team is in place, but you are missing a specific expertise or the hands to move forward? We fit in naturally to get your projects unstuck.
How we fit in →Frequently asked
Frequently asked questions
Are Bing Ads and Microsoft Advertising the same thing?
Yes. Bing Ads is the former name. Since 2019, it has been Microsoft Advertising. It is the same advertising platform, and the market uses both names out of habit.
Is it worth it if I already run Google Ads?
Often yes, especially in B2B. Less competition, an often lower cost of acquisition and a different corporate audience. We import your profitable Google campaigns and adapt them.
Is the audience big enough in Quebec?
Bigger than people think, especially on desktop and for sales to businesses (Edge). We validate your market's potential before recommending that you start.
How much does it cost?
Two amounts: the media budget paid to Microsoft and our expert management fees. Bing is added to a Google Ads account from $350 a month, depending on your media budget. Microsoft is added to an existing Google engagement, with the same team.
Do I have access to my account?
Yes, always. The Microsoft Advertising account belongs to you.
Is there a long-term contract?
No. We keep our clients through the sales we generate.
How do you measure success?
In qualified leads, in closed sales (CRM) and in net cost per result, compared side by side with your Google channel. Traffic alone remains a secondary indicator.
Does Microsoft have a place in your growth?
Let's assess whether your target audience is there and whether the return on investment justifies the effort. A working session rather than a generic presentation: we talk about your profitability.
No commitment · 30 minutes · you talk to a partner
Microsoft Advertising and Google Ads · Montreal · Laurentians
From trial and error to real sales.
