Microsoft Ads (Bing Ads) management in Singapore

Bing Ads in Singapore can add qualified enquiries to a Google-led search plan, often at a lower cost per click. We build the account separately and run it beside your Google Ads.

Reports You Can Read

One Team, Several Channels

Focused on Leads

AI-Assisted

Microsoft Ads (Bing Ads) management in Singapore

Where Microsoft Ads fits next to Google

A second search channel with less crowded auctions

Fewer bidders on the same searches

Bing is the default search engine in Microsoft Edge and on Windows PCs, and Microsoft Advertising also serves ads on Yahoo, MSN and Outlook. Fewer advertisers may bid on some of those searches than on Google, which can mean a lower cost per click for the same keyword. Results depend on your category. We treat Microsoft as a second source of search demand, not a replacement for Google.

How we build the account

We build each account from scratch instead of copying a Google campaign across. That means UET conversion tracking, campaigns grouped by intent, and English ad copy written for your offer. We bring over what Google has already taught us about your search terms, add LinkedIn profile targeting when you sell to businesses, and judge results on cost per lead and ROAS. You get a clear report every month.

What Microsoft Ads management includes

What we handle when we manage your Microsoft Advertising account

Search and Audience campaigns

Keyword-led Search campaigns, plus Microsoft Audience Network placements on sites such as MSN and Outlook for people who are not searching yet.

Google Ads import and review

We import your existing Google Ads campaigns, then reset match types, bids and budgets for Bing instead of leaving the Google settings in place.

Conversion tracking and UET setup

UET tag and conversion goals, with enhanced conversions and offline lead imports where they apply, so spend is tied to leads or sales.

LinkedIn profile targeting

Microsoft lets you target by company, industry and job function, which helps when you sell to other businesses.

Shopping and feed management

Merchant Center setup and product feed clean-up for online shops that want Shopping ads next to Google Shopping.

Why add Microsoft Ads to a Google-first plan

Bing Ads in Singapore works best as a second search channel beside Google. Microsoft Advertising serves Bing, the default search engine in Edge and on Windows, as well as Yahoo and the wider Microsoft Audience Network.

That gives you access to searchers your Google-only competitors never bid against. Some of them search on work computers, which suits businesses that sell to professionals: B2B services, finance, insurance, property, education and healthcare. We would not promise a lower cost per acquisition before seeing your numbers, but fewer bidders can mean cheaper clicks.

The practical benefit is spread. If one platform changes its rules or its prices, you are not relying on it alone, and your blended cost per lead may come down.

Building a Bing account from your Google data

The first piece of work is a free audit. If you already advertise on Google, we study your search terms, conversion paths and best campaigns to estimate what Microsoft can deliver and at what cost. If you are starting fresh, we build a keyword and audience plan from your margins and the way your customers search.

Then we build: UET tag and conversion tracking, campaigns separated by intent, English ad copy, and a bidding strategy matched to your goal, whether that is leads, calls or online sales. Microsoft-only settings such as LinkedIn profile targeting and the Audience Network are configured before launch.

Once the campaigns are live we review them every week: search terms, negatives, new ads, bids and budgets. Each month you get a report and a video call on what changed, why, and what comes next.

Treating Bing as its own channel

Some agencies copy a Google campaign into Microsoft and leave it there. We treat Bing as its own channel with its own auction, so match types, bids and budgets are reset for it. Leaving Google settings in place is an easy way to waste spend on Bing.

We also tie reporting to outcomes. Clicks and impressions are inputs. The numbers we report are cost per lead, qualified leads and ROAS, and because we manage both platforms, budget can move to whichever one is producing cheaper profitable conversions that month.

Ad copy and landing page advice are written in plain English, with the offer, the proof and the next step easy to find.

Categories worth testing on Bing

Microsoft Ads can suit businesses that sell to professionals, or that sell something people research carefully. B2B and software companies can use LinkedIn profile targeting to reach decision-makers by job function and industry. Financial services, insurance and property developers also fit.

Other categories worth testing are education and international schools, private healthcare and wellness, legal and professional services, and hospitality. In each, the buyer compares options, so a lower cost per click can feed through to a better cost per acquisition. For online shops, Microsoft Shopping campaigns add product visibility beyond Google.

Whether you are a small business testing a second channel or a multinational running regional campaigns, the structure follows your goals. Microsoft Ads works when there is real search demand to capture, and we check that before you spend.

Tracking Bing leads back to the click

We settle the main KPI at kickoff, usually cost per qualified lead or ROAS, and set up tracking to measure it. That means a correct UET tag, conversion goals tied to real business actions and, where possible, offline conversion imports so a sale that closes weeks later is credited to the click that started it.

Optimisation then follows evidence. We watch conversion rate, cost per acquisition, impression share and search term quality. Microsoft's automated bidding is only as good as the conversion data behind it, so tracking comes first.

The monthly report shows spend, leads or revenue, CPA and trend, with a short summary of what worked, what did not and what we plan next. Poor weeks are included.

Your first month on Microsoft Ads

Get a Free Proposal

1
The first step is a free consultation and audit. We look at your goals, any existing accounts, your website and your competitors, then tell you whether Microsoft Ads is worth doing for your business. If it is not, we will say so.
2
If it is, you receive a written proposal with our management fee and a recommended media budget. We handle setup from account access and UET implementation to the first campaigns, which typically go live within one to two weeks.
3
Once you are live, one named contact looks after the account and a monthly cycle of optimisation and reporting begins. Microsoft Ads can run on its own or alongside Google Ads, SEO and the rest of your marketing.

Get a Free Proposal

Testimonials

What clients say

Quotes from clients on working with us.

“Relevant Audience is like a trusted buddy, they contribute to an optimally efficient marketing strategy”

Phathorn SaeguayAdvertising leader at Decathlon Thailand

“Relevant Audience truly show their expertise in online marketing. They have assisted us with developing influencer marketing and artwork design in various online campaigns. this allow us to effortlessly process with our marketing plan.”

Nawamin SiwasaranonMarketing Manager at Foodpanda Thailand

“We're able to target effectively to reach the right audience at right time and in the right place.”

Tom ThrussellBrand, Marketing & Digital

“As a startup, we prioritized ROI on all of our online marketing Activities. K. Antonio and his team at Relevant Audience truly understands our company's priorities, constraints and limited budget, nonetheless help creates a stunning result on Google Ads.”

Pichitchai WongsaereeChief Marketing Officer

“Relevant Audience planned, created and launched a Google Ads Campaign for my Property Agency. They provide personalized, professional and efficient online marketing services. Greatly recommend! 5 Star Service! Thanks again!”

Pierre LeungFounder

“They understand Real Estate scenario in Thailand. Pleasure working with this business, highly recommended”

Costa SavvaFounder

“If you are looking for a hands-on campaign management – Antonio and his team are your best choice. Great Professional service, personal attention to your business needs, and round the clock support for your investment in marketing makes this team a very good addition to your business. Strongly recommend!”

K. NoiOwner

“The team in Relevant Audience, was always very responsive, even on weekends or out of working hours to help us on any request. We trust this highly ethical and honest agency.”

Bernd BeyerFounder

“Relevant Audience has helped us in bringing our website up to SEO standards , as well as expands our online customer base without going over budget”

Sasiprapa ChuenklinMarketing and Sales at Eco Plant Services Co.,Ltd.

“Relevant Audience surely understands our business goals and has been a very thorough in every steps, and an organized partner. They deliver results on time and within budget”

Ochawin ChantarachaiSenior E-Commerce Specialist at Ocean Glass Public Company Limited

“Everyone here is truly professional. They instantly understand our requirements. The entire team is always ready to assist, collaborate, and provide advice to assist us in resolving issues or developing new strategies”

Mr.Panuwat BungadaengMarketing Communications (MARCOM) at THAC

Success Stories

Client results

How data-led campaigns worked for our clients.

Web Development

01/08

How Relevant Audience helped Decathlon Achieve

20%Online revenue increase

90%First-page keywords

200%Increase in ROAS in FB Ads

View Case Study

FAQ

Bing Ads in Singapore: your questions

Cost, timing, scope and how it sits beside Google

Our fee follows how large and complex the account is. The main cost drivers are the number of campaigns, how competitive your keywords are and how much reporting you need. It is separate from the media budget you pay Microsoft, and we scope it after a free audit.

Enough to collect conversions in a reasonable time. Because some Bing auctions have fewer bidders, a modest budget can still produce usable data. We can begin with a test and scale once cost per lead or ROAS looks healthy.

Tracking and campaigns normally go live within one to two weeks. You see early signals in the first month. Automated bidding then needs several weeks of conversion data, so judge the account after that learning period rather than on week one.

Account and UET setup, keyword and audience research, ad copy, bid and budget management, A/B tests, negative keyword clean-up, and a monthly report that a strategist walks you through.

The tools are very similar, so a Google account imports easily. The differences are the audience, the auction and a few features. Microsoft offers LinkedIn profile targeting, which Google does not. We usually run both: Google for reach, Microsoft for extra volume at a lower click cost where it works.

Its share of searches is smaller than Google's, so volume will be lower. It is worth testing when your buyers search from work computers, as in B2B services, finance or education, because clicks can cost less. We check this against your own data before recommending a budget.

Yes. Ad copy, landing page advice, video calls and reports are all in English.

Yes, and we suggest it. One team can share negative keywords and audience insights across both accounts and move budget to whichever channel is producing cheaper leads.

Can't find your question here?