Bing Ads Agency

Generate qualified leads via Bing Ads

We support your PPC strategy on Microsoft to attract a qualified audience and improve your performance in the long term.

They trust us

ROI-focused Bing Ads campaigns

We harness the full potential of the Microsoft network to run high-performing ad campaigns, which are often less competitive than those on Google.

Competitors

Simply duplicating Google Ads campaigns on Bing

Failure to adapt to the specific characteristics of the Microsoft network

Underutilisation of audiences and native targeting

Misinterpretation of performance and actual potential

Optimisation focused on clicks, without an ROI strategy

Eskimoz’s Bing Ads approach

Campaign segmentation based on Microsoft audiences

Leveraging CPC differences to optimise your investment

Tailoring adverts to user behaviour

Utilising Yahoo and network partner channels

Management based on actual profitability and conversions

Bing Ads to dominate search

Search is evolving with the integration of AI into Microsoft’s search engines. Bing Ads is no longer just about driving traffic. It influences visibility, captures a qualified audience and improves overall performance. Less competitive than Google, this underrated tool delivers rapid results whilst keeping costs under control.

Eskimoz App

A proprietary platform to centralise your data, manage your campaigns and maximise the performance of each acquisition channel.

Omnichannel

Centralise your SEO, PPC and marketing data to analyse your performance and manage your investments.

Shoppiz

Optimise your product feeds to improve the reach and visibility of your e-commerce campaigns.

Brand Protector

Identify competitors targeting your brand and adjust your bids to reduce your advertising costs.

SEO/PPC Synergy

Align your SEO and Bing Ads data to tailor your investments and maximise your performance.

Our Bing Ads methodology

A data-driven approach to unlock the potential of your campaigns.

Scoping

We analyse Bing search queries, CPC discrepancies with Google and available audiences to identify genuinely viable opportunities.
Campaign audit

We review your existing ad groups, keyword matches and active queries to identify budget wastage and inconsistencies.
Strategy Development

Our Bing Ads agency defines a campaign structure based on search intent, with clear segmentation and bids tailored to keyword value.
Operational Roll-out

Our Bing Ads agency tests different campaigns and we discuss the initial results with you to provide the best recommendations!
Management and optimisation

We analyse search terms, adjust bids, exclude irrelevant queries and reallocate budgets based on observed performance.

AI-powered Bing Ads campaigns

We integrate artificial intelligence to automate, accelerate and improve the performance of your Bing Ads campaigns at every stage.

Our AI agents automate the creation, structuring and optimisation of your Bing Ads campaigns. Keyword analysis, ad generation, group organisation… All time-consuming tasks are handled so you can focus your expertise on strategy, management and continuous performance improvement.
We accelerate the production of visuals and adverts using AI, whilst maintaining quality control. Creating variations, adapting to audiences, large-scale testing… You gain speed of execution and efficiency to improve your click-through and conversion rates.
We prepare your campaigns for changes in paid search using generative engines by structuring adverts, adapting to new formats and anticipating usage patterns. Your Bing Ads strategy aligns with search trends to capture the best opportunities and remain competitive.

Our Bing Ads expertise for your performance

We utilise every Microsoft Ads tool to manage your campaigns, analyse your data and improve the return on your investment.

Keyword targeting

PPC

Identify profitable keywords on Bing Ads by capitalising on differences in competition and user intent.

We analyse volumes, CPCs and search intent on Microsoft Ads. The aim is to identify keywords that are less competitive than on Google but have high conversion potential. We structure lists segmented by intent, incorporate appropriate match types and eliminate irrelevant queries. This enables you to capture qualified traffic, improve your Quality Score and maximise the profitability of your campaigns.

Microsoft Ads Campaign Management

PPC

Structure your Bing Ads campaigns to maximise clarity and control over your advertising spend.

We organise your campaigns by business objectives, products or audience segments. Each ad group is designed to address a specific intent. We adjust bids, prioritise high-performing campaigns and identify high-value levers. The aim is to ensure precise performance management, clearer interpretation of results and continuous optimisation based on real-time data.

Quality Score Optimisation

PPC

Improve the relevance of your ads and pages to reduce costs and boost performance.

We optimise every component of the Quality Score: keywords, adverts and landing pages. We align messages with user intent, improve semantic consistency and refine landing pages to enhance the user experience. This guarantees better rankings, a lower cost per click and more effective campaigns on a fixed budget.

Tracking & data

DATA

Accurately measure your conversions and use your data to manage your Bing Ads campaigns.

We deploy advanced tracking via UET, GA4 and your CRM tools to track every conversion. Event configuration, offline conversion management, multi-touch attribution… Nothing is left to chance. The data is then structured to analyse profitability by keyword, campaign and audience, and to inform your bidding and targeting strategies.

Advertising copywriting

PPC

Write Bing Ads that grab attention and boost click-through rates.

We build adverts based on actual search queries entered on Bing and associated intent signals. Each ad group is structured around a specific semantic group to ensure consistency between keywords, messages and landing pages. Variants incorporate different selling points, levels of maturity and commercial promises, adapted to Microsoft Ads formats and delivery constraints.

Ad A/B testing

DATA

Continuously test your ads to identify the best-performing messages and improve your results.

We organise tests based on specific hypotheses, with limited variations to isolate each variable. Ads are served in a balanced manner to obtain actionable data. The analysis focuses on several metrics such as click-through rate, conversion and contribution to revenue, with a breakdown by segment and by query.

ROAS optimisation

PPC

Maximise the profitability of your Bing Ads campaigns by adjusting your spend based on actual performance.

We use conversion and value data to manage campaigns at a granular level. The analysis is conducted by keyword, match type and audience segment. Budget allocations take into account sales cycles, margins and seasonality. Bidding strategies, meanwhile, are adjusted based on signals from the platform and your internal data.

Ad extensions

PPC

Leverage Bing Ads extensions to enrich your ads, improve your visibility and increase your click-through rates.

We configure ad extensions to align directly with ad groups and targeted queries. Structured links are aligned with the pages actually associated with the keywords to avoid any dilution of relevance. Headlines highlight unique selling points that have been tested in campaigns. Structured snippets incorporate specific categories from your offering to enhance their readability in search results.

Bing Ads experts at your side

We deploy consultants specialising in Microsoft Ads, capable of analysing your data, structuring your campaigns and managing your performance with precision. Each project is overseen by a dedicated account manager, working directly with your challenges, your market and your profitability objectives.

Candela Sánchez

Performance Consultant
Audrey Pons

Head of Paid Social
Chiara Del Vanga

Team Leader PPC
Julie Droin

Head of Product – Group
Marina Simiaut

Head of Content Ops
Mathieu Arlant

PPC Expert
Mathilde Herbreteau

Sales Ops Director
Nathan Bani

Paid Media Consultant
Pasquale Maresca

Client & E-Commerce Director
Rémi Kerhoas

Performance Director

Explore and anticipate changes in search

Access our expert content to keep up with changes in PPC, Microsoft Search and new advertising practices.

Resources

Ebook

Expert content to inform the strategies of tomorrow.

Blog

News Expertises

Discover our latest articles.

Become essential

FAQ: any questions?

How do I use Bing Ads?

Bing Ads is Microsoft’s advertising network. To run your campaigns, you’ll first need to create an account. From there, you can create and optimise your advertising campaigns.

Your ads will then be displayed when a user types a query into a search engine, based on the bid you set. Bing Ads offers a dedicated keyword research tool.

How do I advertise on Bing?

To start running adverts on Bing Ads, you need to create a campaign. There are three types in total:

Responsive search ad campaigns

Dynamic search ad campaigns

Product ad campaigns

Depending on the campaign you choose, you’ll need to select its objective, then define the ad groups and keywords for your campaign. Next, you’ll need to create the ads and add extensions to them. Finally, you can review your budget and set your bids, as well as your targeting settings.

To help you, you can use a Bing Ads agency such as Eskimoz.

What budget for Bing?

Thanks to its user-friendliness, getting started with Bing Ads is easy. To launch your campaigns, however, you need to set a budget that allows you to test the tool, carry out A/B tests and compare it with Google Ads.

To do this, we recommend a budget of at least €3,000, which can be adjusted over time. The budget will also depend on your industry.

When working with a Bing Ads agency, you should also bear in mind that they charge a percentage of your budget. This generally varies between 7% and 15%.

What is the average CPC on Bing?

When running adverts on Bing Ads, the volume is lower than on Google. However, you benefit from a qualified audience and, above all, lower acquisition costs.

Not all advertisers use this platform, and the average CPC is €1.46. Depending on your business sector, this can vary from €0.71 to €2.74.

Is a Bing Ads agency suitable for B2B?

Yes, Bing Ads performs particularly well in the B2B sector. The Microsoft audience is often more mature, comprising decision-makers. This allows you to target high-value search queries and generate qualified leads, particularly for long or complex sales cycles.

Why is Bing Ads less competitive than Google Ads?

Fewer advertisers use Microsoft Advertising, which reduces pressure on auctions. This creates opportunities for competitive keywords, with lower CPCs and better visibility for well-optimised campaigns.

How do you choose a high-performing Bing Ads agency?

A good agency stands out for its ability to tailor campaigns to Bing Ads, leverage performance data and manage budgets based on ROAS or conversions.

At Eskimoz, we work in collaboration with the Microsoft Advertising teams. Our Bing Ads agency is trained in the latest developments and kept up to date with best practices to maximise the results of your advertising campaigns.

Should you duplicate your Google Ads campaigns on Bing Ads?

No, simply duplicating them severely limits performance. User behaviour, search volumes and queries differ. Adapting the structure, bids and adverts allows you to fully exploit the potential of Bing Ads.