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    European Search Awards 2026 · Best Small PPC Agency

    Service · Microsoft Ads

    A second search auction is only worth running if it adds profit.

    We manage Microsoft Ads in-house for ecommerce brands, judged on the same contribution logic as Google, not on a cheaper-click story.

    Google Ads is our core. Microsoft Ads sits alongside it when your own data suggests there is demand worth buying there. Whether that means Search, Shopping or both is agreed during the commercial review, not sold as a package.
    Book a commercial reviewHow we measure

    The question we ask

    Platform ROAS
    Reported
    Contribution
    After costs
    Versus Google
    Same £
    Scope
    Agreed at review

    Judged on added contribution, not clicks.

    01 / Fit

    When Microsoft Ads belongs in the plan

    It is an addition to a healthy Google account, not a fix for an unhealthy one.

    Where it usually earns a look

    Your Google account is already profitable on a contribution basis, your product data is in good order, and there is search demand on Microsoft's network you are not yet reaching.

    Where we would hold off

    Google measurement is unreliable, the feed has unresolved errors, or the catalogue is too thin for a second auction to carry its own weight. Fixing the core comes first.

    How the decision is made

    We look at your own account and search data during the commercial review, then agree whether Microsoft Ads is in scope, and what it covers, before anything is launched.

    02 / Evaluation

    How we judge it

    The same commercial read we apply to Google, using the contribution definitions in our measurement framework.

    • 01Contribution after COGS, fulfilment, returns and payment fees, not platform-reported ROAS
    • 02New versus returning customers, so imported Google tactics are not flattering repeat demand
    • 03Overlap with Google Search and Shopping on the same queries and products
    • 04Conversion lag and volume before a campaign is judged either way
    • 05Whether the incremental spend beats putting the same pounds back into Google
    • 06Product-level results against each SKU's commercial job under BOI®

    Definitions follow our POAS convention: POAS = contribution before ad spend ÷ ad spend. Contribution after advertising = contribution before advertising − ad spend, so ad cost is subtracted once. Agency fees are defined separately where they are included.

    03 / Feed and measurement

    What we check before spend goes live

    Product feed

    Microsoft Shopping runs from a product catalogue in Microsoft Merchant Center, which can be imported from Google Merchant Center. We check which products are approved, how titles, identifiers, prices and availability come through, and whether margin and stock labels survive the import.

    Measurement

    Conversion tracking is set up and verified on its own terms, with the same contribution values we send to Google where your data allows. Imported Google goals are checked rather than trusted.

    Imports from Google

    Campaign import can save set-up time. We treat it as a starting draft: budgets, bid strategies, negatives and audiences are reviewed so a Google decision is not copied onto a different auction without thought.

    Related: product feed management and Google Shopping. Microsoft's own documentation covers Shopping campaigns and importing from Google Ads.

    04 / Relationship to Google

    One team, two auctions, one set of numbers

    Both accounts are read against the same contribution figures and SKU jobs, so a product we are recovering cash on in Google is not scaled blindly in Microsoft.

    Our published case studies are Google Ads evidence. We do not present them as Microsoft Ads results.

    How we decide

    BOI®

    BOI® (Bid On Intent) gives every SKU one commercial job at a time. Bidding follows that job rather than a blended target that quietly averages winners and leakers.

    • Scale
    • Profit
    • Protect
    • Recovery
    • Gateway

    Questions

    Microsoft Ads questions

    Yes. Microsoft Ads is managed in-house by the same team that runs your Google Ads, not passed to a partner. It is a confirmed service; what it covers for your business, such as Search, Shopping or both, is agreed during the commercial review.

    Sometimes, sometimes not. Costs per click, volume and conversion rates vary by category and account, so we do not assume a saving. Microsoft Ads earns budget when it adds contribution after advertising that you would not get from the same money on Google.

    Microsoft Advertising supports importing Google Ads campaigns, and it can be a useful start. We review the imported structure, budgets, bidding, negatives and conversion goals before running it, because the two auctions and audiences are not identical.

    Our published case studies report Google Ads results. We do not present them as Microsoft Ads evidence, and we have not published Microsoft-specific results.

    Our published retained fee starts from £2k a month and is never a percentage of media spend. That is not a guaranteed Microsoft Ads quote: whether Microsoft Ads is included in a retainer or scoped separately, and the fee that applies, is agreed at the commercial review once we have seen the account.

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    Next step

    The commercial review assesses whether Microsoft Ads is a fit for your account, and what evidence a test would need to show before it earns budget.

    Book a commercial review