Is Microsoft Ads worth it if I already run Google Ads?
For most established healthcare and high-ticket advertisers, yes. Microsoft's network reaches an older, higher-income, high-intent audience with far less competition, so cost per click is often a fraction of Google's — and the same patients your CRM verifies. It's the demand your competitors leave on the table.
Who actually sees ads on the Microsoft network?
Bing, Yahoo, DuckDuckGo, and Microsoft's syndicated partners — plus placements across Windows and Edge. The audience skews older and more affluent, which fits high-ticket healthcare and service purchases well.
Can you just import my Google campaigns?
I import as a starting point, then rebuild — Microsoft has its own auction dynamics, audience tools (including LinkedIn profile targeting), and negative needs. A straight copy-paste underperforms; a proper rebuild is where the efficiency comes from.
How do you measure Microsoft Ads?
The same way I measure Google: outcomes imported from your CRM via offline conversion tracking. Bidding optimizes toward admitted patients and closed revenue, not platform-modeled clicks.
Is Bing traffic even worth it? Nobody uses Bing.
Hundreds of millions do — mostly desktop, older, higher-income, via Windows defaults and Copilot. For high-ticket services CPCs run far below Google with weaker competition. Whether YOUR vertical has volume there, the audit answers with data.
Can't I just use the built-in import tool?
You can — that's how most dead Bing accounts were made. The importer copies Google-tuned bids into a different auction, mangles match types, and skips tracking. The import is the starting point; the corrections are the actual work.
Will my Google Ads account be affected?
No. Access to Google is read-only — it's the source for the import, nothing more. All changes happen on the Microsoft side.
