Bing Ads Agency Australia
Microsoft Ads Agency That Finds The Buyers Google Misses
Plenty of buyers search from a work computer that opens Bing, not Google. Bing Ads is now Microsoft Advertising, and we run it across Bing, Copilot, Yahoo and DuckDuckGo as a channel of its own, reported on cost per acquisition.
- Google Certified Partners
- 200+ Australian businesses scaled
- Paid search clients average +86% more conversions
Get Free Growth Plan! See Paid Search Results
- +86% More conversions on average
- -39% Lower cost per lead on average
- +79% Higher conversion rate on average
Averages of the figures published on our 24 paid search case studies
Trusted by Businesses Ready to Grow
Businesses add Microsoft Ads once Google is converting and they want the searches Google never sees, without paying for a second agency to find them.
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WHAT A BING ADS AGENCY DOES
Bing Ads Is Now Microsoft Ads. Same Auction, Different Buyers.
Microsoft Advertising, called Bing Ads until April 2019, places ads on Bing, in Copilot answers, on Yahoo, AOL, DuckDuckGo and Ecosia, and across the Microsoft Audience Network on MSN, Outlook.com and Microsoft Edge. A Bing Ads agency, or Microsoft Ads agency, plans and manages those campaigns and is judged on the customers they produce.
It's a smaller channel than Google, and we say so. Most accounts start as an import from the Google Ads management already working, then diverge for a more desktop, business audience, inside PPC management across Google, Microsoft and Meta.
Microsoft Ads Campaigns We Build And Manage
One Microsoft Advertising account reaches search results, AI answers, product listings and Microsoft’s own sites. We start with search and add the rest when the conversions justify it.
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Bing Search Ads
Text ads on Bing, Yahoo, AOL and DuckDuckGo results, imported from Google first, then rebuilt for this audience.
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Copilot Ads
Ads Microsoft builds from your existing assets and shows inside Copilot answers. Negatives apply; search ads need a logo.
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Microsoft Shopping
Product ads from a Merchant Center feed imported from Google, on Bing results and in Copilot product answers.
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Microsoft Audience Network
Native and display ads on MSN, Outlook.com and the Edge new tab page, used for remarketing more than cold reach.
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See what it costs
UET Tracking And Landing Pages Come With Every Account
The UET tag, conversion goals and the landing page are fixed before Microsoft spend is scaled.
GOOGLE ADS VS MICROSOFT ADS
Google Ads Has The Volume. Microsoft Ads Has The Desktop.
The two platforms share an auction model and most of their tools, so the differences that matter are who searches, where the ads show and what you can target. We run both, starting with Google Ads.
Google Ads
Where most search budgets start- Share of Australian searches
- Google: 87.58% overall, 79.66% on desktop
- Where the ads show
- Google Search, YouTube, Gmail, Discover and Display
- Who you reach
- Almost every searcher, on every device
- Profile targeting
- Google audience segments and customer lists
- Partner sites
- Search partners, switched on or off per campaign
- How an account starts
- Built from keyword research
- What we report on
- Cost per acquisition
Microsoft Ads
The searches Google doesn't see- Share of Australian searches
- Bing: 9.41% overall, 16.51% on desktop
- Where the ads show
- Bing, Copilot, Yahoo, AOL, DuckDuckGo and MSN
- Who you reach
- More desktop and work-computer searchers
- Profile targeting
- LinkedIn company, industry and job function
- Partner sites
- Syndicated partners, excluded site by site
- How an account starts
- Imported from Google Ads, then rebuilt
- What we report on
- Cost per acquisition, side by side with Google
Search share from StatCounter Global Stats, Australia, August 2026, measured on page views referred by each search engine.
A Microsoft Ads Process That Starts From What Works On Google
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01
Google Ads Import Audit
We import the Google campaigns worth copying, fix what came across badly, and switch off scheduled imports that would overwrite Microsoft-only bids, budgets and statuses.
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02
UET Tag And Conversion Goals
The UET tag goes in through Tag Manager with conversion goals for real enquiries and sales, so bidding learns from customers rather than page views.
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03
Microsoft-Native Rebuild
Bids, ad copy and schedules are reset for a more desktop audience, with LinkedIn company, industry and job function bid adjustments layered on for business buyers.
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04
Report Against Google Honestly
Cost per acquisition for Microsoft and Google side by side in one Looker Studio report, so Microsoft keeps its budget on merit and loses it when it falls behind.
WHERE MICROSOFT ADS SHOW
Where Microsoft Ads Show, And How We Control Each
One Microsoft Advertising account serves ads well beyond Bing. Pick a placement to see what it is, how many Australians it reaches and what we do to keep the spend honest there.
Bing
Microsoft’s own search engine and the default in Microsoft Edge and Windows search, so it carries most of the network’s search volume.
- What it is
- Microsoft’s search engine, and the home of most Microsoft search ads
- Share
- 9.41% of Australian searches, 16.51% on desktop (StatCounter, August 2026)
- How we control it
- Keywords, negatives, device and schedule bids, and LinkedIn bid adjustments
Copilot
Microsoft’s AI assistant shows ads inside its answers. Microsoft reports 73% higher click-through rates there than on traditional search, from its global data for February to May 2025.
- What it is
- Ads in Copilot answers, built automatically from the account’s text, images and feeds
- Eligibility
- Eligible campaigns are opted in with no opt-out; search ads need a logo
- Reporting
- No Copilot-only metrics yet, so results sit inside search reporting
- How we control it
- Negative keywords apply as on search; logos, images and feeds kept complete
Yahoo
Yahoo search results carry Microsoft search ads, so the same keywords reach Yahoo searchers without a separate account.
- What it is
- A search partner in the Microsoft Advertising Network
- Share
- 1.59% of Australian searches, 2.43% on desktop (StatCounter, August 2026)
- How we control it
- Shared keyword and negative lists, judged on conversions rather than clicks
DuckDuckGo
The privacy-focused search engine shows Microsoft search ads matched to the search itself.
- What it is
- A search partner in the Microsoft Advertising Network
- Share
- 0.94% of Australian searches, 0.92% on desktop (StatCounter, August 2026)
- How we control it
- Shared keyword and negative lists, judged on conversions rather than clicks
AOL And Partner Sites
AOL, Ecosia and syndicated partner sites extend reach. Quality varies, and this is where unwatched spend builds up.
- What it is
- Search partners and syndicated sites across the Microsoft Advertising Network
- Reach
- Ecosia: 0.23% of Australian searches (StatCounter, August 2026)
- How we control it
- Website exclusions from the publisher report, or Microsoft sites and select traffic only
Microsoft Audience Network
Native, display and video ads on MSN, Outlook.com, the Microsoft Edge new tab page and publisher partners.
- What it is
- Microsoft’s audience advertising placements, outside search results
- Best use
- Remarketing and in-market audiences once search is converting
- How we control it
- Placements chosen by Microsoft site, plus website exclusions
Search share: StatCounter Global Stats, Australia, August 2026. Copilot and network details: Microsoft Learn, checked September 2026.
Where Microsoft Ads Fits Your Business
Pick the situation closest to yours. Microsoft Ads starts from what already works, and each addition has to show up in cost per acquisition.
Where we start
Import from Google Ads
What we add
Partner site exclusions
Device and schedule bids
Microsoft-only negatives
We report on
Cost per acquisition against Google
Proven keywords come across first, so Microsoft is tested on terms that already make money rather than on guesses.
Where we start
Bing search ads
LinkedIn profile targeting
What we add
Company and industry bids
Job function bid adjustments
Offline conversion import
We report on
Cost per qualified lead
LinkedIn targeting raises bids for decision makers without narrowing reach, so ordinary search campaigns favour the right companies.
Where we start
- Microsoft Shopping
- Performance Max
What we add
Feed imported from Google
Product ads in Copilot- Search term negatives
We report on
Contribution profit and new-customer revenue
The Google feed imports into Microsoft Merchant Center, and Performance Max is Microsoft’s own recommended route into Copilot.
Where we start
- Bing search ads
What we add
Call assets and tracking- Ad schedule
- Exact and phrase match
We report on
Cost per booked job
Local volume on Bing is small, so it runs on the same service area and tracked calls as Google, and stops if jobs don't follow.
Where we start
Google Ads first
What we add
Conversion tracking audit- Microsoft import once Google converts
We report on
Cost per acquisition on Google first
Microsoft has less search volume to learn from, so we start where the data is and import once there are proven keywords.
Microsoft Ads keeps a budget only while its cost per acquisition holds up next to Google’s. When it doesn't, we say so and move the money back.
Paid Search Results, With The Client Named
These are Google Ads and paid search results, each published on that client’s own case study page. They show how we run search accounts; none is a Microsoft Ads figure.
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Read the Dr Leak Plumbing case study
Case Study
Paid search built around qualified plumbing enquiries.
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105%
- Increase In Conversions
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40%
- Drop In Cost Per Lead
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Read the Sydney Refrigeration Services case study
Case Study
A low-budget search account for a refrigeration business.
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150%
- Increase In Conversions
- $8
- Cost Per Acquisition
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Read the All Home Filtration case study
Case Study
Paid search for a home water filtration company.
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195%
- Increase In Conversions
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39%
- Drop In Cost Per Acquisition
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Read the LY Lawyers case study
Case Study
Paid search for a criminal and traffic law firm.
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72%
- Increase In PPC Leads
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58%
- Decrease In Average CPC
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Read the Element Fitness case study
Case Study
Paid search for gym membership enquiries.
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69%
- Increase In Conversions
- $30
- Cost Per Acquisition
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Read the bodytonix case study
Case Study
Shopping and search for a supplements retailer.
- $10:1
- ROAS On Google Ads
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302%
- Increase In Site Revenue
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WHY CHOOSE UPPERCUT
The Uppercut Difference
Four values we're held to, and what each one changes in a Microsoft Ads account.
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Results Over Reports
Microsoft Ads is judged on enquiries, sales and cost per acquisition next to Google, not on cheaper clicks, and every result we publish is backed by real client numbers.
+86% more conversions on average, across 24 published paid search case studies
- Most agencies
- An imported account reported on clicks and a lower CPC
- Uppercut Digital
- Cost per acquisition, side by side with Google
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Transparent Communication
You see the account, the partner sites your ads ran on and the spend, explained in plain English.
- Most agencies
- A Microsoft line tucked under the Google report
- Uppercut Digital
- Live Looker Studio reporting and full access to your own account
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Strategy Built Around Your Goals
Microsoft gets its own bids, copy and budget when your numbers justify it, and none when they don't.
- Most agencies
- Google campaigns copied across and left to drift
- Uppercut Digital
- Imported once, then rebuilt for the Microsoft audience
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No Lock-In Contracts
We earn the account every month. There's no lock-in contract, and the Microsoft Advertising account stays in your name.
Rated 5.0 on Google, from 120+ reviews
- Most agencies
- A minimum term and an account the agency controls
- Uppercut Digital
- No lock-in contracts, and the account stays yours
THE REPORT YOU GET
A Microsoft Ads Report That Earns The Budget
Same account, same month. Drag the handle to compare a report that describes the clicks with one that says whether Microsoft deserves next month’s money.
What we send
Monthly business report
- New customers from Microsoft 41 +9
- Cost per acquisition $112 -$14
- Partner sites excluded 38 +12
- Revenue from Microsoft Ads $38K +16%
Bing search: +10%. LinkedIn bids: raise for finance. Audience Network: hold.Search +10%. Audience: hold.
What most agencies send
Microsoft Advertising report
- Impressions 214K +11%
- Clicks 6.8K +8%
- Average CPC $1.92 -4%
- Click-through 3.2% +0.3pt
Average CPC is down again. The weekly Google import ran as scheduled.CPC down. Import ran.
A Google And Bing Partner, Shortlisted In 2026
Uppercut Digital is a Google Partner, a status Google gives agencies on account performance, ad spend and certified staff and lists in its public Partners directory, and a Bing Partner in the Microsoft Advertising partner programme. How and when each status was checked is published in full. The paid search work below was shortlisted at the APAC and Global Search Awards.
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2026
APAC Search Awards
Finalist
Best Use of Search - Retail / eCommerce (PPC) for CheekyGlo
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2026
APAC Search Awards
Finalist
Best Local Campaign (PPC) for The Dental Practice
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2026
APAC Search Awards
Finalist
Best Low Budget Campaign (PPC) for Sydney Refrigeration Services
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2026
Global Search Awards
Finalist
Best APAC PPC Campaign for Ergobaby
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2026
Global Search Awards
Finalist
Best Use of Search - B2B (PPC): Small for The Cafe Furniture Company
Straight Answers Before You Enquire
What it costs, when Microsoft Ads isn't worth running, and who we turn away.
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What sets the fee, in detail
How Our Microsoft Ads Pricing Works
Most of our paid media retainers are priced by scope, and Microsoft Ads is usually managed inside the same retainer as Google Ads management rather than as a second fee. The ad budget is paid to Microsoft directly on top. We charge for scope, not a percentage of spend, and the fee covers the import and rebuild, UET tracking, partner site control and reporting. No lock-in contracts, and the account stays in your name. Fee range last checked against our current retainers in September 2026.
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When Microsoft Ads Is Not Worth It
If Google Ads isn't converting yet, there's nothing proven to import and even less data for Microsoft to learn from. If your buyers search almost entirely on phones, Bing’s share is smaller still. If the budget only just covers Google, splitting it helps neither account. We will tell you which of these applies.
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Who We Are Not The Right Fit For
Anyone who wants Microsoft judged on cheaper clicks alone. Businesses that want the Google account copied across and left on a weekly import. Advertisers expecting Microsoft to match Google’s volume. We would rather say no than run a channel we can't stand behind.
Ready To Scale Your Business?
Let’s build a strategy focused on real growth, qualified leads, and measurable business results.
Get Free Growth Plan!What Clients Say About Their Paid Search
Verbatim Google reviews from the businesses we run paid search and SEO for.
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Online Sales More Than Doubled!
I was initially recommended Uppercut Digital Agency by a company in Sydney that I very much trust and I was not disappointed from the start. My company is in Perth and Jeremy has helped me to increase our online sales by more than double within a 3-month period.
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Amazing Results & Transparent Process!
Genuinely couldn’t speak highly enough of these guys. They offer an all in one SEO & Digital Marketing solution for my business and I have seen some really amazing results in terms of growth & revenue.
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Strategies Built For Our Industry!
The team at Uppercut Digital are absolute legends. Unlike some other marketing agencies, they invest a lot of time to structure custom strategies which actually work in our industry. 10/10 communication & responsiveness.
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Better-Quality Leads & More Traffic!
Honestly had a great experience working with this team. … They helped improve our online presence pretty quickly, and we started seeing more traffic and better-quality leads within a short time.
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Drastically Improved Our Performance!
Highly recommend working with Uppercut Digital, they have helped us drastically improve our paid advertising and SEO within months. They are responsive, attentive, and willing to put in the work to get results!
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Spend Less, Get More Leads!
Jeremy and Dylan have been a massive help to my business. … They’re exceptionally knowledgeable, focusing on the fundamentals of setting up effective campaigns and then optimising them (allowing you to spend less, but receive more leads).
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An Absolute Pleasure To Work With!
The guys at Uppercut Digital have been an absolute pleasure to work with! For both Meta Ads and SEO management, they have improved our lead acquisition tremendously. They are also a very professional, reliable and trustworthy team.
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Responsive, Professional & Clear!
We’ve had a great experience working with Uppercut Digital. The team is responsive, professional, and always willing to explain their strategy and answer any questions. They’ve helped us with our website, Google Ads, and SEO, and communication has been excellent throughout.
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A Game-Changer Six Months In!
6 months in with Uppercut Digital has been a game-changer. These legends bring fire to every campaign, always a step ahead and pushing the limits. If you want results and a team that gets it, these are your people.
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Above And Beyond On Everything!
Have worked with Dylan and the guys from Uppercut for 5 months now with my business. They have gone above and beyond on everything we have requested and have been outstanding with communication and resolving any issues we have had along the way.
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They Think Like Business Owners!
Uppercut Digital is a highly driven and enthusiastic team. Each member brings a different focus to the table, which really widens their scope and expertise. As business owners themselves, they understand and appreciate the importance of driving results for their clients.
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Our Highest Ranking Yet!
Shoutout to Uppercut Digital! We hit our highest ranking yet, and it’s all thanks to the incredible work of our digital marketing team, Jeremy and Dylan! From day one, they’ve brought smart strategies, creative ideas, and a serious commitment to helping our business grow.
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Scaling Our Brand To The Next Level!
Uppercut Digital has been optimising our Facebook, Google & SEO ads which has helped generate consistent revenue to our business. … Their consistent work has been crucial in scaling our brand to the next level.
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Excellent Results On Ads & SEO!
We’ve been working with Uppercut Digital over the past few months on both Google Ads and SEO, and the results have been excellent. … The ads have already generated strong leads, and overall, we’re very happy with the results. Highly recommend.
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Transparent & Results Orientated!
I’ve been working with Justin for the last couple of months and he has gone above and beyond to answer any questions that I had and to make sure all my ads were running optimally. He has been transparent and results orientated! Thanks so much for everything!
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Wish We’d Found Them Sooner!
Great experience, highly recommend their services. Their communication, attention to detail, prompt responses to all our questions/queries was top level. Dylan is a true professional, wished we had found Uppercut earlier.
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Honest With Our Budget!
Loved working with Uppercut especially Ryan and Justin. They were very honest, if something wasn’t working they would adjust our fees or ad spend. They didn’t waste our money. They were always available to chat about concerns.
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Best Agency in Sydney!
Best ads/SEO agency in Sydney! We’ve tried over 5+ digital advertising agencies and Uppercut has by far been the best from a results and professionalism standpoint. They are very on top of their accounts and actually care about their clients as though it were their own businesses.
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More Customers From SEO & Ads!
Uppercut Digital did an amazing job boosting our pawn shop’s online presence. Our Google rankings improved, and we’re getting more customers thanks to their SEO and ads. Highly recommend them for anyone looking to grow their business online!
Bing And Microsoft Ads Across Australia
Based in Sydney and working Australia-wide, we manage Microsoft Advertising for businesses in every state from our offices at Mascot and Gregory Hills. Microsoft Ads targets by radius, postcode, city or state, and because Bing volume is smaller than Google’s, we often set the area a little wider than the Google campaigns beside it, so the account has enough searches to learn from.
- Darwin, NT
- Perth, WA
- Adelaide, SA
- Melbourne, VIC
- Hobart, TAS
- Canberra, ACT
- Sydney, NSW
- Newcastle, NSW
- Gold Coast, QLD
- Brisbane, QLD
- Sunshine Coast, QLD
Bing Ads And Microsoft Ads Questions, Answered
The questions Australian businesses search before they hire a Bing Ads agency.
Are Bing Ads And Microsoft Advertising The Same Thing?
Yes. Microsoft renamed Bing Ads to Microsoft Advertising in April 2019, and it's the same platform, account and auction under a new name. The name changed because the ads run well beyond Bing, on Copilot, Yahoo, AOL, DuckDuckGo and the Microsoft Audience Network, so Bing Ads, Microsoft Ads and Microsoft Advertising all mean the same thing.
Are Bing Ads Worth It In Australia?
Often, as an addition to Google Ads rather than a replacement. Bing handled 9.41% of Australian searches and 16.51% of desktop searches in August 2026, according to StatCounter, so the volume is smaller but leans towards desktop and work computers. It's worth running when Google already converts and the Microsoft cost per acquisition holds up beside it.
How Much Do Bing Ads Cost?
You set the daily budget and pay per click, at a price decided by the auction for each keyword, so Bing Ads costs whatever your budget allows. Our Microsoft Ads management sits within our paid media retainers, usually alongside Google Ads, with the ad budget paid to Microsoft on top.
Are Bing Ads Cheaper Than Google Ads?
Sometimes, but it depends on the keyword more than the platform. Many Microsoft auctions have fewer advertisers, which can lower the cost per click, while competitive terms can cost as much as they do on Google. We compare the two on cost per acquisition rather than cost per click, because a cheaper click that never converts saves nothing.
Who Uses Bing In Australia?
Mostly desktop users, and many of them at work. Bing is the default search engine in Microsoft Edge and Windows search, which is why its share of Australian desktop searches was well above its share across all devices in August 2026, according to StatCounter. That lean makes it useful for business to business services and considered purchases researched on a computer.
What Is Bing’s Market Share In Australia?
Bing had 9.41% of Australian search engine market share across all devices and 16.51% on desktop in August 2026, according to StatCounter Global Stats. Google had 87.58% and 79.66%, Yahoo 1.59% and 2.43%, and DuckDuckGo 0.94% and 0.92%. StatCounter measures page views referred by each search engine, and the figures move from month to month.
Do Microsoft Ads Show In Copilot?
Yes. Microsoft builds ads for Copilot automatically from the text, images and product feeds already in your account, and eligible campaigns are opted in with no way to opt out. Negative keywords still apply, search ads need a logo to be eligible, and Microsoft doesn't yet report Copilot results separately. Performance Max is its recommended route to more Copilot exposure.
Where Else Do Microsoft Ads Appear Besides Bing?
Microsoft search ads also show on Yahoo, AOL, DuckDuckGo and Ecosia results, inside Copilot and on syndicated partner sites. Audience ads run across the Microsoft Audience Network, including MSN, Outlook.com and the Microsoft Edge new tab page. Partner sites vary in quality, so we check the publisher report and exclude the placements that spend without converting.
Can I Import My Google Ads Campaigns Into Microsoft Advertising?
Yes. Microsoft Advertising imports campaigns, keywords, ads, bids and budgets directly from Google Ads, and it's the sensible way to start. The mistake is leaving it on a scheduled import, because the next import can overwrite the bids, budgets and statuses changed in Microsoft. We import once, then rebuild the account for the Microsoft audience.
Can You Target LinkedIn Profiles With Microsoft Ads?
Yes. Microsoft Advertising lets you adjust bids by a person’s LinkedIn company, industry and job function on search, Shopping and audience campaigns, and Microsoft names Australia among the markets where it works. It's a bid adjustment rather than a filter, so it raises bids for the buyers you want without narrowing who can see the ad.
Let’s See If Microsoft Ads Suits You
Tell us what you spend on Google, what a customer is worth and what the account reports today, and we'll tell you whether Microsoft is worth adding, including when the answer is no.
Let’s knock out the competition..
