/ads:microsoft

Microsoft Ads audit with 7 checks for search partner management, UET tag, LinkedIn targeting, and import quality from Google Ads

/ads:microsoft

Run an inline audit on a Microsoft Ads (formerly Bing Ads) account with 7 focused checks. Microsoft Ads often runs as a Google import—verify it's optimized for the platform.

Quick Start

/agileflow:ads:microsoft <account-data>               # Microsoft Ads audit

The 7 Checks

#	Check	Severity	Pass Criteria
MS-1	UET tag installed	CRITICAL	Universal Event Tracking tag on all pages
MS-2	Search partner performance	HIGH	Syndication partners monitored, poor ones disabled
MS-3	Import quality from Google	HIGH	No broken bid strategies or unsupported features
MS-4	Bid adjustments set	MEDIUM	Microsoft-specific bids (not just Google copy)
MS-5	LinkedIn targeting	HIGH	LinkedIn demographics used for B2B targeting
MS-6	Audience Ads opt-in reviewed	MEDIUM	Microsoft Audience Network reviewed for performance
MS-7	Conversion goals	HIGH	Microsoft-native conversion tracking active

Output

You receive:

Microsoft Score (0-100)
Check results - Pass/fail for all 7 checks
Key recommendations - Top priorities to improve
Microsoft-specific tips - Platform best practices
Import quality assessment - If imported from Google

Account Data Needed

Provide details about your Microsoft Ads:

UET tag installation status
Import source (native or imported from Google)
Budget and spend
Campaign structure
Bid adjustments configured
LinkedIn targeting usage
Conversion goal setup
Search partner performance

Example format:

Microsoft Ads Setup
- Imported from Google 6 months ago
- 5 campaigns, $200/month total
- No bid adjustments beyond Google import
- Mostly default settings, not Microsoft-optimized
- No LinkedIn targeting used

Microsoft Ads Context

Why Microsoft?

Lower CPCs than Google (5-10% less typical)
Older, higher-income demographic
Better for B2B (access to LinkedIn targeting)
Less competitive keywords
Smaller audience, but valuable

Who Uses It:

B2B companies targeting decision-makers
Local services in underserved markets
E-commerce with higher-value customers
Businesses wanting lower CPA than Google

Import Quality Issues

If you imported from Google, common problems:

Issue	Impact	Solution
Unsupported bid strategies	Won't work on Microsoft	Switch to supported strategies
Negative keyword list conflicts	Blocking good traffic	Re-import negative lists carefully
Campaign structure mismatch	Suboptimal targeting	Restructure for Microsoft
Device bid adjustments	May not transfer	Reconfigure for Microsoft
Audience targeting mismatch	Won't reach intended audience	Reset targeting for platform

LinkedIn Targeting Advantage

Microsoft's unique advantage: LinkedIn profile targeting

This lets you target by:

Company name
Industry
Job function
Job title
Seniority level

For B2B, this is extremely powerful. Example:

Target: Software developers at Fortune 500 companies
Google: Target keyword "Python developer", broad reach
Microsoft: Target LinkedIn "Software Developer" + "Fortune 500" = precise

Example Usage

Basic Audit

/agileflow:ads:microsoft "Microsoft: Imported from Google 3 months ago. No changes made since. Using same bid strategies and audiences as Google."
# Returns: Microsoft Score with import quality assessment

Detailed Audit

/agileflow:ads:microsoft
# Paste detailed account setup and performance data
# Returns: Full 7-check audit with optimization recommendations

Expected Improvements

By implementing recommendations:

Proper import optimization - Fix broken strategies from Google import
5-10% CPA improvement - Microsoft Ads typically cheaper than Google
Better audience targeting - LinkedIn profile targeting for B2B
Search partner optimization - 2-5% improvement by disabling poor partners

Microsoft-Specific Strategies

B2B Targeting

LinkedIn targeting + keyword matching = powerful combo

Campaign: Target "VP Sales" at "Tech Companies"
Keywords: "sales enablement software"
Audiences: LinkedIn profile targeting
Result: Highly relevant, high-quality leads

Search Partner Optimization

Microsoft Audience Network: Yahoo, AOL, DuckDuckGo
Performance varies by partner
Monitor individually, disable underperformers
Start with all partners, disable low-ROI ones

Bid Adjustments

Don't just copy from Google
Microsoft's scale is different
Often lower bids work here
Monitor CPA carefully during transition

Tips

Don't just "set and forget" imports - Google imports need Microsoft optimization
LinkedIn targeting is differentiator - Use it for B2B campaigns
Search partners matter - Monthly review and optimization
Audience demographic older/higher income - Adjust messaging if needed
Lower CPCs - Don't use Google bids, test lower Microsoft bids

When to Run

After Google import - Verify import quality and optimize
Monthly - Monitor search partner performance
Performance decline - Diagnose optimization issues
Quarterly review - Comprehensive strategy assessment

/ads:audit - Full multi-platform audit
/ads:plan - Campaign planning
/ads:google - Google Ads for comparison

/ads:linkedin /ads:tiktok

On This Page

/ads:microsoft Quick Start The 7 Checks Output Account Data Needed Microsoft Ads Context Import Quality Issues LinkedIn Targeting Advantage Example Usage Basic Audit Detailed Audit Expected Improvements Microsoft-Specific Strategies B2B Targeting Search Partner Optimization Bid Adjustments Tips When to Run Related Commands