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.
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.
The average client stays more than 12 months (I don't have any lock-in contracts to keep them here).
The same playbook, proven on Google Ads
Microsoft runs on the same search playbook as Google, so these Google Ads results are the closest evidence. I run Microsoft for a smaller group of clients, usually as a second search channel.
B2B AI SaaS · built from scratch
$2,219
New MRR in the first 30 days
With a 2.89-month payback.
Read the case studyB2B SaaS · freemium
$3,664
New MRR per month
From non-branded search terms.
Read the case studyB2B SaaS · sales-led
2x
B2B pipeline, doubled
In under 2 months.
Read the case study
Clients stay unnamed under NDA. Each result links to its full case study.
“We would highly recommend this team to any SaaS business serious about paid growth.”
Dave Batchelor
Co-Founder, DialMyCalls
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!”
Sunny Jain
CEO, A&J Education
Your first 90 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.
01Audit
Your Google and Microsoft accounts side by side, and how much search volume Microsoft can realistically add.
02Tracking
UET tag plus offline conversions, with trial, paid and MRR events sent from your app, CRM or Stripe.
03Build
Only the Google campaigns with a proven payback, replicated once, then reworked where Microsoft behaves differently.
04Optimise
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.”
Jordon Chavis
Founder, Forgematic
The campaigns I run
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.”
Mitchell Anderson
IT & Technology Manager, Ecommerce Brand
When Microsoft Ads is worth 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.
Don't take our word for it
What happens when paid ads actually work.
"Mitch is super competent and most importantly produces results. My campaigns are at a 4x ROAS!!"
Cathy Paraggio
Owner, NoNetz
"From the minute we started the project, the in-depth research that was put into it impressed me. Off the bat performance was strong. Amazing team, amazing results."
Bob Thompson
Owner, Biosol Organics
"It's been a true pleasure working with Mitch. We are delighted with the landing page delivered, specifically the attention to detail, quick turnaround times, and great communication."
Menachem Ani
Founder, JXT Group
"Responsiveness was amazing and we were able to get everything resolved. Shoulda just paid Mitch to start with... so many headaches solved at once!"
Lachlan Thompson
Owner, Social Slingshot
"Mitch is super competent and most importantly produces results. My campaigns are at a 4x ROAS!!"
Cathy Paraggio
Owner, NoNetz
"From the minute we started the project, the in-depth research that was put into it impressed me. Off the bat performance was strong. Amazing team, amazing results."
Bob Thompson
Owner, Biosol Organics
"It's been a true pleasure working with Mitch. We are delighted with the landing page delivered, specifically the attention to detail, quick turnaround times, and great communication."
Menachem Ani
Founder, JXT Group
"Responsiveness was amazing and we were able to get everything resolved. Shoulda just paid Mitch to start with... so many headaches solved at once!"
Lachlan Thompson
Owner, Social Slingshot
Microsoft Ads questions from SaaS founders
Couldn't find an answer?
Book a call and ask me directly.
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.
Ready to get more customers for 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.
Free 15-min strategy call · No commitment