Strategy - 4 min read - Updated
Google Ads vs Microsoft Ads for B2B
It reaches other search engines, and it can target by LinkedIn profile, which Google cannot. Whether that pays for your account is a test, run on your own numbers.
What it has that Google does not.
- LinkedIn profile targeting. Company, industry and job function, on Search campaigns: Microsoft Advertising is the only ad platform besides LinkedIn itself to offer it. It does not narrow who sees your ads: it adjusts your bid for the profiles you pick.
- Other search engines. Your ads can show with the results on Microsoft Bing, AOL, Yahoo, DuckDuckGo, Ecosia and other partners.
- An import from Google Ads. Microsoft Advertising can import your Google Ads campaigns, once or on a schedule.
The import copies the broken parts too.
The import copies your Google account as it stands, broken conversion tracking and wasted keywords included. A second platform does not fix the first one. It doubles it.
A scheduled import can also keep updating bids, bid strategies and budgets to match Google Ads, depending on its settings. Check them before you change anything by hand in Microsoft Advertising.
Worth testing, or not yet.
Worth testing
- You sell to companies, and your buyers search at work.
- Google already reaches the searches you want, and you need more of them.
- A click on Google costs more than your numbers can pay.
Not yet
- Your Google account has problems you have not fixed: the import copies them.
- Your budget is too small to split: one channel that learns beats two that do not.
- You serve a small local area, where there may be too few searches to learn from.
How to test it.
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Clean the Google account first
You are about to copy it. The free audit runs 22 checks on your real campaigns, with what each problem costs where it can be measured.
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Import your campaigns
With Microsoft Advertising's import from Google Ads, then review what it imported.
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Give it a budget of its own
A budget you can afford to learn with, apart from your Google budget.
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Compare on your own numbers
Let it run until both sides have enough conversions to compare, then compare the cost per lead and the cost per customer, from your CRM.
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Scale only what pays
By the same numbers, campaign by campaign.
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Add LinkedIn profile targeting
Bid adjustments for the companies, industries or job functions you sell to: what Google cannot do.
Not ready to connect? Scan your site from its URL.
We read your public pages and check whether your Google Ads tracking is in place. No account, no login, 30 seconds. Connecting is what shows the waste inside the account.
Enter your website address first.
No login. No card. 30 seconds.
In their words.
4.6/5 on Trustpilot Read all 18 reviews
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"Attilio has been great in managing our Google ads. He is knowledgeable and always answers any questions about our account. He also has this great tool, DigiWise, that helps with report building."
Kimberly, US - Trustpilot verified -
"Attilio and DigiWise are fantastic! The personalized help and accurate reporting has been very helpful. Highly recommended."
Kate, US - Trustpilot verified -
"Very easy to use. Customization works perfect and automatic reporting saves so much time. Highly recommend!"
Sara Bianchi, PT - Trustpilot verified
Two more guides.
- Strategy Google Ads vs Facebook Ads for B2B When Google wins for B2B, when Meta does, and how to compare them on your own numbers. 4 min read
- Optimization Wasted spend in Google Ads: 10 causes and their fixes The 10 causes worth checking first, each with its fix and the check that finds it. 8 min read
Fund the test with what Google is wasting.
The free audit runs all 22 checks on your Google Ads account and lists what leaks, most urgent first, before you copy any of it.
4.6/5 18 reviews (opens in a new tab) Rather have it run for you? Book the call. Managed by our team: $997 a month per account, for ad spend up to $10,000 a month (a quote above), no commitment.