ads-microsoft

name	ads microsoft
description	Microsoft/Bing Ads deep analysis covering search, Performance Max, Audience Network, and Copilot integration. Evaluates 20 checks with focus on Google import validation, unique Microsoft features, and cost advantage assessment. Triggers on: "Microsoft Ads", "Bing Ads", "Bing PPC", "Copilot ads", "Microsoft campaign", "Bing audit"

/ads microsoft — Microsoft Ads Deep Analysis

20-check audit of Microsoft (Bing) Ads with Google import validation and Copilot assessment.

Usage

/ads microsoft

Process

1. Collect Microsoft Ads data (account export, UET tag status, import results)
2. Evaluate all applicable checks as PASS, WARNING, or FAIL
3. Calculate Microsoft Ads Health Score (0-100)
4. Generate findings report with action plan

What to Analyze

Technical Setup (25% weight)

• UET tag installed and firing on all pages (MS01)
• Enhanced conversions enabled (MS02)
• Google Ads import validated: URLs, extensions, bids, goals (MS03)

Syndication & Bidding (20% weight)

• Search partner network reviewed, low-performers excluded (MS04)
• Audience Network enabled only if testing intentionally (MS05)
• Bid targets 20-35% lower than Google (CPC advantage) (MS06)
• Target New Customers enabled for PMax (MS07)

Campaign Structure (20% weight)

• Campaign structure mirrors Google or follows best practices (MS08)
• Budget proportional to Bing volume: typically 20-30% of Google (MS09)
• LinkedIn profile targeting for B2B — unique advantage (MS10)

Creative & Extensions (20% weight)

• RSA: >=8 headlines, >=3 descriptions (MS11)
• Multimedia Ads tested — unique rich format (MS12)
• Ad copy optimized for Bing demographics (MS13)
• Action Extension utilized — unique to Microsoft (MS19)
• Filter Link Extension tested (MS20)

Settings & Performance (15% weight)

• Copilot chat placement enabled for PMax: 73% CTR lift (MS14)
• Conversion goals configured natively (MS15)
• CPC 20-40% lower than Google for same keywords (MS16)
• CVR comparable to Google, not >50% lower (MS17)
• Impression share tracked for brand and top terms (MS18)

Google Import Validation

What Transfers Correctly

• Campaign structure and ad groups
• Keywords and match types
• RSA headlines and descriptions
• Basic bid strategies

What Needs Manual Review

• URLs: verify all landing page URLs are correct post-import
• Extensions: not all Google extensions have Microsoft equivalents
• Bid amounts: should be 20-35% lower
• Conversion goals: re-create natively for better tracking
• Audiences: verify all are present
• Negative keywords: verify shared negative lists transferred

Copilot Integration

• Available in Performance Max campaigns
• 73% CTR lift reported in chat placement
• Copilot Checkout launched Jan 2026 (in-chat purchase)
• Evaluate: is Copilot placement enabled? What % of traffic comes from it?

Microsoft-Unique Features

Feature	Description	Priority
Multimedia Ads	Image-rich search ads	Medium
Action Extension	CTA button in search ad	Medium
Filter Link Extension	Filterable category links	Low
LinkedIn Profile Targeting	Target by company, industry, job function	High (B2B)
Copilot Chat Placement	Ads within Copilot conversations	High

Key Thresholds

Metric	Pass	Warning	Fail
CTR (Search)	>=2.83%	1.5-2.83%	<1.5%
CPC (Search)	<=$1.55	$1.55-2.50	>$2.50
CPC vs Google	20-40% lower	10-20% lower	Same or higher
CVR vs Google	Within 20%	20-50% lower	>50% lower
Impression share (brand)	>=80%	60-80%	<60%

Output

Deliverables

• MICROSOFT-ADS-REPORT.md — Full 20-check findings with pass/warning/fail
• Google import validation results
• Copilot integration readiness assessment
• Cost advantage analysis (CPC savings vs Google)
• Microsoft-unique feature adoption checklist
• Quick Wins sorted by impact