Paid search, set up in your name and run on a schedule

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.

How the work runs over a month

1. Weekly: read the search terms, add negatives and new keywords, check that conversions are recording and spend is on pace.
2. Every couple of weeks: look at ad assets and swap out weak headlines or descriptions; check that no automatic recommendations were applied without agreement.
3. Monthly: compare campaigns by cost per conversion, adjust budgets between services, revisit bid strategy targets and write a summary for you.
4. As needed: pause campaigns for services you cannot take on, add campaigns for new services, and check tracking after any change to your website or form.

The cadence can be lighter for a small account or heavier for one running in Google Ads and Microsoft Advertising at once. Agree it with the provider before work starts.

Access, billing and who holds the keys

Ad platforms offer several ways to share access, and the choice affects what happens if you change providers.

• Manager account link. The provider links its Google Ads manager account to yours. You keep ownership and can unlink it from your side.
• User invite. You add the provider's email as a user at a chosen access level, such as standard. You can remove it at any time.
• Billing. Keep the payment method in your name. Ad spend then goes from you to Google or Microsoft, with the management fee invoiced separately.

Store your own logins in a password manager, and keep at least two people in your company with admin access so one departure does not lock you out.

Questions about search ads management

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