Microsoft Ads as a serious B2B SaaS channel.
A program built around the audience composition that makes Microsoft uniquely valuable for software companies: enterprise desktop, regulated industries, and LinkedIn profile signal layered onto search and the Audience Network.
Why this practice exists
Microsoft Ads is the channel almost every SaaS marketing team has neglected. The reasons are familiar: smaller volume, dated interface, less industry chatter. The result is an auction that is meaningfully less crowded than Google for the same B2B SaaS audiences, with a separate set of audience tools that produce useful targeting precision when used deliberately.
We build Microsoft programs from scratch rather than importing them from Google, layer LinkedIn profile attributes onto the highest intent campaigns, and run the Audience Network as a real upper funnel layer with measurement designed to detect incremental brand search lift.
What the engagement covers
- Native Microsoft account architecture, not a Google import
- LinkedIn profile attribute targeting on search and audience campaigns
- Microsoft Audience Network upper funnel campaigns with proper measurement
- Customer match audiences fed by your first party data
- UET tag and offline conversion import implementation
- Cross channel reporting against the same pipeline metrics you use for Google
Articles from this practice area.
Why Microsoft Ads still belongs in a serious B2B SaaS plan
The Bing ecosystem is older, smaller, and quietly responsible for some of the cleanest B2B audiences on the open web.
Microsoft Audience Network for SaaS, the underrated upper funnel option
Why the Microsoft display network is one of the cleanest upper funnel placements in B2B and how to use it.
Competitor bidding rules of engagement for SaaS marketers
When and how to bid on competitor brand terms, and how to think about being bid on yourself.
Want to talk about an engagement?
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