"Not only was he able to deliver paying customers below our target cost per acquisition, but he is incredible at helping us stay on top of what's going on in the account."
Olly
Founder
Microsoft Ads for SaaS,
built on what already works in Google.
Bing, Edge and Copilot reach a different slice of searchers, many of them at work. I replicate the campaigns that already pay back in your Google account, then scale them with Microsoft's own bidding and B2B targeting.
- No account managers. The person on the call runs your account.
- Conversions tied to trial, demo and paid, then reported as MRR and payback.
- I'm in your Slack channel, so you message me directly and changes go live ASAP.
15 minutes with me, not a sales rep. You'll leave with a go or no-go on Microsoft Ads.
- "Amazing results."
- "My campaigns are at a 4x ROAS!!"
- "He really takes charge and gets stuff done."
- "A game-changer for our startup."
- "Knows Google Ads really well and he is super responsive."
- "Stellar results, unachievable through previous managers."
- "One of the best decisions I've made for my business this year."
- "So many headaches solved at once!"
- "Went above and beyond to make sure we were happy."
- "Attention to detail, quick turnaround times."
The average client stays more than 12 months(I don't have any lock-in contracts to keep them here).
Where SaaS Microsoft Ads budgets leakand how I close each one.
Most accounts are a Google import that nobody looked at again. That's a fine start and a poor finish.
Importing and forgetting
A scheduled import copies Google's mistakes along with its wins, and can overwrite changes made for Microsoft. I import once, then manage Microsoft as its own account.
Copying Google's bids
Click costs, volume and competition are different, so Google's bids are wrong in both directions. I set targets from Microsoft's own conversion data.
Partner sites left unchecked
Search partner and syndicated placements can bring low-quality traffic. I review them by source and exclude the ones that don't convert.
Skipping LinkedIn profile targeting
Microsoft lets you adjust bids by company, industry and job function using LinkedIn data. For B2B SaaS, that's targeting Google can't offer.
No tracking of its own
Microsoft needs its own UET tag and offline conversion uploads. Without them, automated bidding has nothing to learn from.
"Mitch is a fantastic PPC marketer. He is a no-nonsense, straight-to-the-point marketer who really delivered for us on our campaign. I highly recommend working with him!"
Your first90 days.
Microsoft usually builds on a working Google account, so setup is quick. If it would only add a handful of clicks, I'll say so.
01
Auditboth accounts
Your Google and Microsoft accounts side by side, and how much search volume Microsoft can realistically add.
02
Trackingall the way to paid
UET tag plus offline conversions, with trial, paid and MRR events sent from your app, CRM or Stripe.
03
Buildfrom proven Google campaigns
Only the Google campaigns with a proven payback, replicated once, then reworked where Microsoft behaves differently.
04
Optimiseand report in MRR
Weekly search-term and placement reviews, LinkedIn bid adjustments, and a report in MRR.
"Hiring Mitch has been one of the best decisions I've made for my business this year. Mitch's ability to diagnose wasted ad spend, understand new industries, and make suggestions to lower costs has really helped."
The campaigns I run,with B2B targeting on top.
Mostly search, with Microsoft's B2B targeting layered on top.
Search campaigns
Non-branded, competitor and brand search, mirroring what works in Google, with budgets set from Microsoft's own numbers.
LinkedIn profile targeting
Bid up for the companies, industries and job functions that buy from you. Layered on top of search, not used instead of it.
Copilot placements
Search ads can also appear in Microsoft Copilot. I report on them separately so you can see what they add.
Performance Max
Microsoft's version reaches beyond search. I add it once there's paid-customer data for it to learn from.
Remarketing
Site visitors and trial users who haven't converted. Capped, so it doesn't take credit for sign-ups that would have happened anyway.
"Mitch is definitely a sharp operator, and very knowledgeable. Certainly would recommend."
When Microsoft Ads isworth adding.
It's rarely the first channel, but it's often the easiest second one. It suits SaaS when:
A good fit
- Google Ads is already profitable and you want more of the same
- Your buyers work at desks, on Windows and Edge
- You sell B2B and can use company or job-function targeting
- You make at least $20k MRR, so there's enough data to learn from
Not yet
- Google Ads isn't working yet (fix that first)
- Your search volume is small enough that Microsoft would add a handful of clicks
- You're pre-revenue or still finding product-market fit
If Microsoft would only add a rounding error, I'll tell you before you spend anything.
One monthly fee,no lock-in.
Microsoft Ads management is priced the same as every channel I run. Month-to-month, cancel with 7 days' notice.
Growth
$2,000/mo
Up to $25,000/month in ad spend
Scale
Custom
$25,000+/month in ad spend
Both plans include
- End-to-end campaign setup
- Direct communication via Slack
- Transparent reporting with custom dashboards
- Shared access to every project task
- No lock-in contracts or minimum terms
All prices in USD. Ad spend is paid to Microsoft directly, separately from my fee.
Talk to a current client before you sign
Founders and marketers,on the record.
Want the same for your SaaS?
I'll tell you on the call whether Microsoft Ads will work for you, and what it would take.
Microsoft Adsquestions from SaaS founders.
Often, as a second search channel. Volume is smaller than Google, but clicks are frequently cheaper and B2B audiences are strong. I'll estimate what it can add before you commit.
That's the right starting point. The problem is leaving it there: bids, placements and search terms behave differently, and scheduled imports can overwrite fixes. I import once, then manage it properly.
Usually a fraction of your Google budget, sized to the search volume available. I work it out from Microsoft's keyword data and your conversion rates.
Microsoft owns LinkedIn, so you can adjust search bids by the searcher's company, industry and job function. It's one of the few ways to add B2B targeting to search.
They can. Microsoft search ads appear in Copilot as well as Bing and Edge, and I report those placements separately so you can judge them on their own.
You do. Campaigns run in your own Microsoft Advertising account, on your card. If we stop working together, everything stays with you.
Couldn't find an answer?
Book a call and ask me directly.
Ready to get more customersfor your SaaS?
Book a call and I'll tell you how much Microsoft could add to your search results, and what I'd set up first.
You'll talk to me, not a sales rep · Free · No commitment