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Multi-channel, blended search strategies for full-funnel lead generation.
We understand—it’s officially Microsoft Ads now (rebranded from Bing Ads in 2019). Regardless of the name, the opportunities within the Microsoft Advertising ecosystem are more substantial than many realize.
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With reach extending across Bing, Yahoo, AOL, DuckDuckGo, and MSN, Microsoft Ads offers broad network coverage. Exclusive features like LinkedIn job targeting and Outlook audience integrations provide advantages that Google doesn’t offer, making it particularly effective for B2B campaigns and strategic advertisers seeking to go beyond the conventional.
Gravitate doesn’t just manage campaigns—we craft high-performing strategies tailored to your goals and audience where we can:
After struggling with lackluster returns in a crowded market, Scratch & Peck Feeds partnered with Gravitate to overhaul their paid media strategy. Through targeted seasonal campaigns, strategic retargeting, and continuous optimization across Facebook and Instagram, we achieved an 8.9x return on ad spend—transforming social into a high-performing revenue channel.
For Ubuntu Travel, we transformed paid social into a high-converting channel by combining refined interest targeting with visually rich, zip-code-based campaigns on Facebook and Instagram. The result? Consistent $30–$40 cost-per-lead for trips worth 200x more—and a 94% increase in total conversions, with a 24% drop in cost-per-acquisition year over year.
While Google may dominate market share, Microsoft Ads offers strategic advantages that can provide a competitive edge. Its unique partner network and data integrations—such as LinkedIn-powered job targeting and seamless CRM matching through Outlook—offer unmatched precision for B2B and high-consideration brands.
At Gravitate, we delve deeper than basic campaign setups. We explore the platform’s nuanced features to help you reduce costs, reach new audiences, and achieve measurable outcomes that many agencies overlook.
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Many advertisers still overlook Microsoft Ads, resulting in significantly less competition—especially in high-cost industries like healthcare, finance, eCommerce, and B2B. This leads to lower cost-per-click (CPC) and greater opportunities for top ad placements. If your Google Ads budget feels stretched, Microsoft PPC can offer more value without compromising lead quality.
Microsoft Ads reaches a distinct demographic that skews older, wealthier, and more desktop-oriented—ideal for targeting professionals, homeowners, and B2B decision-makers. With LinkedIn-based targeting integrated into Microsoft Advertising, you can segment by job title, industry, and company size—capabilities that Google doesn’t provide. This is a crucial differentiator in competitive B2B markets.
Your campaigns won’t just appear on Bing—they’ll extend across the Microsoft Search Network, including Yahoo, AOL, MSN, and other syndicated partners. These additional placements enhance your visibility without increasing your budget, allowing you to reach users your competitors may miss.
In sectors like finance, healthcare, legal, and B2B SaaS, Google Ads can feel like a bidding war. Microsoft Ads often deliver lower CPCs due to less competition, leading to better ad placements, more conversions, and the ability to scale without inflating your ad budget.
While Google boasts volume, Bing offers value. Microsoft’s search users tend to be older, more affluent, and more likely to use desktop—making it ideal for reaching professionals, homeowners, and decision-makers. For B2B, high-ticket eCommerce, or local services, this audience translates into higher intent and stronger lifetime value.
Microsoft Ads extend beyond Bing, reaching users across Yahoo, AOL, DuckDuckGo, and other syndicated partners. These placements often come with less competition and unique user behaviors, providing additional opportunities for your brand to stand out.
Paid search isn’t about choosing one platform over the other—it’s about strategic integration. Google Ads offers scale, while Microsoft Advertising provides strategic depth.
At Gravitate, we help you determine how to leverage both platforms effectively.
Microsoft Ads campaigns require more than just setup—they demand strategic planning, structured execution, and a deep understanding of Bing’s ecosystem. At Gravitate, we don't just manage; we engineer your Bing Ads campaigns for sustainable ROI. Here's how:
Our Bing keyword research services delve beyond surface-level keywords to uncover high-intent, low-competition search terms that resonate with Microsoft’s unique audience.
We also conduct in-depth PPC competitor analysis to identify gaps and opportunities, giving your campaigns a strategic edge.
Winning the bid is only half the battle—your ad must also convert.
Our Bing Ads copywriting experts craft messages tailored to Bing’s distinct user behavior and intent signals.
Through continuous A/B testing, we refine every element to maximize CTRs and lower CPAs.
Microsoft’s targeting suite is powerful when used effectively.
We create granular segments based on location, demographics, device types, and behavioral patterns across the Microsoft network.
Smart bidding and real-time optimizations ensure your spend is directed where it performs best.
Clicks are easy to count—conversions tell the real story.
We implement Microsoft’s Universal Event Tracking (UET) tag to accurately measure key actions like form fills, phone calls, and purchases.
From there, we translate raw data into clear, actionable insights, providing performance reports designed for optimization.
A compelling ad needs a high-converting landing page.
We audit your landing pages to eliminate friction, enhance load speed, and ensure messaging alignment from ad to action.
The result? Higher Quality Scores, lower CPCs, and increased conversions.
Working with Gravitate is a good business decision. Their team brings a blend of teamwork, critical analysis, and clear communication. They take the time to understand our needs and deliver thoughtful, strategic solutions that consistently exceed our expectations. We’ve appreciated their collaborative approach and their ability to break down complexity. Above all, they are just good people—genuine, dedicated, and a pleasure to work with. We look forward to continuing this strong partnership.
We especially love how everybody we worked with at Gravitate hasn't kept us in the dark. You guys have been super transparent about the whole process, and we feel like you're skilling us up in our own internal capacity for things and understanding things as well. On the development side, Blake has been just amazing with that. It's just been a fantastic experience overall. And the level of customer service that we get from you guys, it's been amazing.
You need more than a generic PPC manager—you need a Microsoft Ads partner who understands the platform’s full potential. At Gravitate, we build smart, scalable campaigns designed to maximize ROI, unlock hidden targeting capabilities, and deliver clarity and performance beyond what Google-only strategies can offer.
We optimize every aspect of your campaign—from account structure to bid strategy—with data at the core. Our goal isn’t just to reduce CPCs; it’s to drive qualified clicks that convert at scale.
Whether entering a new vertical or managing a tight ad budget, we focus on long-term returns.
Microsoft Ads offers exclusive targeting tools like LinkedIn profile data, job titles, industries, and company-specific filters. As a LinkedIn Ads agency, we integrate both platforms for sharper audience segmentation and campaign synergy.
Stay informed with real-time reporting dashboards, full-funnel metrics, and strategic breakdowns that connect performance to business outcomes. Whether you need investor-ready snapshots or weekly CRO insights, our reporting adapts to your goals.
We conduct structured A/B tests across headlines, CTAs, audience segments, and landing pages to ensure continuous improvement. Each insight fuels further optimization, keeping your campaign performance on an upward trajectory.
Life is tough for marketers at B2B tech startups. They grapple with tight budgets, little or no headcount, and big investor expectations. At the same time, they have to develop their entire marketing stack from scratch—“building the airplane wing while they fly the plane” in highly competitive markets.
For CariFree, Gravitate is proud to be far more than just a website developer. Our relationship began by overcoming a handful of urgent technical challenges and grew into our current, long-term partnership which—if we’re being honest—truly reflects the ideal client/agency relationship.
Watermark is a giant (and pioneer) in the EdTech industry and as the company grows and its portfolio expands Gravitate has been along for the ride working to build websites that reflect Watermark’s constantly shifting value and offerings while continually optimizing user experience and conversion rates.
Microsoft Advertising goes beyond search, offering a flexible, full-funnel platform built to serve local businesses, eCommerce brands, and B2B marketers. At Gravitate, we tailor each campaign type to fit your audience, growth stage, and revenue goals—using every available tool to deliver smarter results.
For eCommerce brands, Bing Shopping Ads offer an untapped revenue channel with less competition than Google. We manage your product feeds, optimize listings, and connect Merchant Center to maximize visibility and ROAS.
These campaigns perform even better when integrated with Meta Ads for full-funnel coverage.
The best prospects are often the ones who didn’t convert—yet. We segment remarketing audiences and serve personalized ads to re-engage visitors across the Microsoft network.
Dynamic remarketing keeps your products front and center, while strategic frequency ensures your brand stays top of mind.
Go beyond search with compelling display and video ads on Microsoft’s Audience Network—including MSN, Outlook, and Edge. These upper-funnel formats are ideal for brand awareness and multi-device exposure, especially when paired with social and programmatic campaigns.
The Gravitate team has been truly wonderful to work with. They are quick to respond and excellent at communicating and explaining. I’m so grateful they partnered with us to improve our eCommerce site. With their help, our customers have an easier time finding us online which is having a direct impact on our sales.
I wanted to take a moment to thank you and the Gravitate team for all of your efforts and collaboration. This has been a transition year for our team, and your steady guidance in growing and optimizing our Google Ads account, refining our LinkedIn Ads campaign strategy, and enhancing our SEO efforts has been greatly appreciated as we worked to build and strengthen our internal growth capabilities.
A high-performing Microsoft Ads campaign is just one piece of the puzzle. At Gravitate, we help you build a connected digital strategy that supports long-term growth across every stage of the funnel.
Whether you need platform consultation, cross-channel media buying, or advanced remarketing, our SEM services are built to scale with your business.
Even seasoned in-house teams benefit from outside perspective. We conduct comprehensive PPC audits to identify gaps, eliminate wasted spend, and align campaigns with performance goals. Every recommendation is backed by in-depth analytics—not just another report.
Learn more about our Analytics & Reporting Services and how we turn insights into action.
Paid search is just the beginning. Our digital advertising services expand your presence through cohesive display and social media campaigns. From Microsoft’s Audience Network to Meta and LinkedIn, we deliver campaigns that are consistent across the funnel—and effective across platforms.
See how we scale impact with our Meta Ads and LinkedIn Ads services.
Stay visible, relevant, and top-of-mind with programmatic ads and retargeting campaigns built for conversion. We use behavioral targeting, content alignment, and real-time data to re-engage high-intent audiences across their full decision journey.
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Your Microsoft Ads strategy shouldn’t start with guesswork. Every Gravitate engagement begins with a free consultation—uncovering opportunity, eliminating waste, and aligning your campaign with real business goals.
Whether you want to expand beyond Google, improve your targeting, or stretch a lean PPC budget, we’ll analyze your current setup and deliver a clear, strategic action plan. Let’s unlock the full potential of Microsoft Ads—schedule your consultation today!
Curious about how Microsoft Advertising stacks up or whether Bing Ads are right for your brand? You’re not alone. Below are some of the most common questions we hear—along with straight answers that make search marketing clearer, smarter, and more strategic.
In many industries, Microsoft Ads offer noticeably lower cost-per-click (CPC) than Google. Less competition means your budget stretches further—especially in high-cost verticals like finance, legal, and B2B SaaS. That said, your actual spend depends on audience size, campaign goals, and how efficiently your ads are built and managed.
We’ve seen strong returns from Bing Ads in professional services, healthcare, eCommerce, financial services, and B2B—especially when targeting decision-makers or desktop-first users. If your audience skews older, more affluent, or work-based, Microsoft’s network offers serious strategic upside.
Yes—and in many cases, you should. Microsoft and Google reach different audiences and behave differently in performance. Together, they create a more complete SEM strategy. If you’re already investing in Google, expanding into Bing helps diversify results and reduce CPCs. Learn how we manage Google Ads campaigns here.
Microsoft Ads targeting offers a few exclusive advantages—like LinkedIn profile targeting and CRM list matching through Outlook. These are especially useful for B2B advertisers looking to target specific job functions, industries, or accounts. It’s precision Google doesn’t currently match.
There’s no one-size-fits-all number, but we typically recommend starting with a minimum monthly Bing PPC budget of $1,000–$3,000, depending on your goals, this can vary by industry. That gives you enough data to test effectively and see what’s working. And with Bing’s lower CPCs, even modest budgets can yield valuable insights and conversions.
Most campaigns start generating performance data within the first 1–2 weeks. Meaningful results—like conversion patterns and ROI trends—usually emerge within 30–60 days. As with all PPC efforts, success improves over time with testing, optimization, and a strong foundation.
Search campaigns show ads in response to user queries on Bing, Yahoo, and partners. Display campaigns, meanwhile, run across Microsoft’s Audience Network—including MSN, Outlook, and select third-party placements. Search captures intent; display builds awareness. A smart strategy often uses both to cover more of the buyer journey.