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Advertising on Microsoft, explained.

Search ads on Bing and partner sites, placements across Microsoft properties, and how an account is set up for your business with Krög.

Microsoft Advertising services

Search · 4 min read · Last reviewed October 19, 2026

On this page9 sections
  1. 01Overview
  2. 02Ad formats
  3. 03Setup with Krög
  4. 04Verification
  5. 05Policy essentials
  6. 06Launch checklist
  7. 07Common mistakes
  8. 08FAQ
  9. 09Keep learning

01  Overview

Microsoft Advertising in brief.

Microsoft Advertising sells search ads on Bing and on partner search sites, plus placements across Microsoft properties. If you run Google Ads, most of the concepts carry over: keywords, match types, responsive search ads, automated bidding and conversion goals.

Its audience leans toward desktop and work settings, and in supported markets you can target search ads by LinkedIn profile data, such as company, industry or job function. Many advertisers start by importing a working Google Ads setup, then adjust bids, budgets and copy for the people Microsoft actually reaches.

A good fit

  • Search advertisers with a working Google Ads account who want incremental volume
  • B2B services, software and offers for professional audiences
  • Products that sell to older or desktop-heavy audiences
  • Retailers who can run Shopping campaigns from Microsoft Merchant Center

Think twice if

  • Your search volume is very small even on Google; Microsoft's volume is smaller still
  • You plan to copy campaigns over without checking bids, budgets and negative keywords

02  Ad formats

Formats worth knowing.

The Microsoft Advertising formats and options most advertisers start with. Names and availability change by market and account, so check what your account offers.

  • 01

    Responsive search ads

    Headlines and descriptions that Microsoft combines for each query, as on Google, shown on Bing and partner search sites.

  • 02

    Shopping campaigns

    Product ads with image, price and store, fed from Microsoft Merchant Center.

  • 03

    Performance Max

    Microsoft's goal-based campaign type, running across its network from one set of assets.

  • 04

    Audience placements

    Image and native-style placements across Microsoft properties such as MSN, Outlook and Edge. Microsoft adjusts how these are bought over time, so check the current campaign types in your account.

  • 05

    Ads in Copilot

    Microsoft can show ads inside Copilot experiences, drawn from eligible search and shopping campaigns. Where and how is set by Microsoft.

03  Setup with Krög

How setup works with Krög.

We open and support the Microsoft Advertising account for your verified business. You keep control of campaigns, creative and budget.

  1. Choose the service

    Pick the Microsoft Advertising service that fits below, or request access and tell us your platforms, website and monthly budget.

  2. Verify your business

    We check your company, your website and the business details Microsoft will see. Legal name, address and domain must match across your documents.

  3. Get the terms in writing

    Your fee tier, what's included and the timeline arrive in writing. The exact rate is confirmed before you pay.

  4. Account set up for your business

    The account is created for your verified business under our agency setup in Microsoft Advertising. Your team gets user access with its own Microsoft logins. Usually ready within 48 hours of your business verification.

  5. Fund it and launch

    Top up the prepaid balance and launch. Follow spend in the dashboard; monthly statements show platform spend and our fee on separate lines, and your manager is on Telegram.

Krög services for Microsoft Advertising.

  • $650 one-time

    Microsoft Advertising: agency account setup

    A Microsoft Advertising account for your verified business, for search campaigns across the Microsoft network.

    Service details
    Service fee
    4–8% of ad spend
    Timing
    Usually ready within 48 hours of your business verification
    • A Microsoft Advertising account for your business
    • Campaign setup access for the Microsoft advertising network
    Service details

Billing, plainly

  • Service fees run from 2% to 17% of ad spend, depending on the platform and your volume.
  • Your exact rate is confirmed in writing before you pay.
  • Prepaid balance: you top up, the platform spends, our fee is shown on its own line.
  • Monthly statements, dashboard access and a dedicated manager on Telegram.

04  Verification

What gets checked.

Microsoft looks at the business behind every advertiser. Have these ready before you order and setup moves faster.

  • Advertiser identity verification

    Microsoft verifies advertisers and may ask for business registration details or documents. The verified name can appear in Microsoft's ad disclosures.

  • Names that match exactly

    Use your company's legal name in exactly the same form everywhere: registration documents, the platform's business settings, your website footer and invoices.

  • Website and domain

    The domain in your ads must be one you own or represent, and the site must clearly identify your business.

  • Store review, for retailers

    If you run Shopping, your store is reviewed in Microsoft Merchant Center, including domain ownership.

Read more: Business verification across the major ad platforms

05  Policy essentials

The rules that matter most.

In general terms. Microsoft's own policies decide, and they change, so read the official text before you launch.

  • Prohibited and restricted products

    Microsoft prohibits some products outright and restricts others, such as alcohol, gambling, healthcare and financial services, by country.

  • Misleading content

    Ads must be accurate about the product, the price and the business, and the landing page must deliver what the ad says.

  • Editorial guidelines

    Microsoft has its own rules for capitalization, punctuation, trademarks and unsupported superlatives in ad text.

  • Imports are reviewed again

    Campaigns imported from Google Ads go through Microsoft's own review. Something approved on Google can still be disapproved on Microsoft.

  • Appeals

    Disapprovals are appealed from inside Microsoft Advertising. Fix the cited issue first. Microsoft decides.

Read the source

Ads go through Microsoft's standard review, like any advertiser's. Appeals go through Microsoft's own process, and Microsoft decides.

Read next: Preparing a landing page for ad review

06  Launch checklist

Before you launch.

What to have in place before the first dollar is spent. Tick things off as you go.

Microsoft Advertising launch checklist

0 of 8 ready

Your ticks are saved in this browser only. Nothing is sent to us.

07  Common mistakes

What usually goes wrong.

The Microsoft Advertising mistakes we see most often, and what to do instead.

  • Importing and forgetting

    An imported Google setup keeps Google's bids and budgets, which rarely suit Microsoft's audience.

    Instead

    Review bids, budgets and negatives after every import, and schedule imports on purpose.

  • Treating partner traffic like Bing

    Traffic from partner search sites can behave differently from Bing itself.

    Instead

    Read performance by network and adjust where it doesn't convert.

  • Copy written for someone else

    Copy written for a mobile-first audience can miss a desktop, professional one.

    Instead

    Test copy that speaks to the people Microsoft actually reaches for you.

  • No conversion goals

    Without UET goals, automated bidding has nothing to work toward.

    Instead

    Install UET and create goals before launch.

08  FAQ

Questions about Microsoft Advertising.

  • Often, as incremental volume from people who don't search on Google. Test with a modest budget and compare cost per result, not cost per click.

  • Yes. Microsoft Advertising has a Google import tool. Review the imported settings before you spend.

  • Microsoft shows ads in some Copilot experiences, drawn from eligible campaigns. Where and how is Microsoft's decision and changes over time.

  • Yes. Every ad goes through Microsoft's standard review under its own policies, the same as for any advertiser.

09  Keep learning

Go deeper.

Terms in this guide

Each one is defined plainly in the glossary.

Open the glossary

Run the numbers

Before launch, estimate the fee on top of your spend, your break-even point and the daily pace your budget needs.

Open the tools

From the blog

Last reviewed October 19, 2026. This guide summarizes publicly available information in general terms; Microsoft's own documentation is the source of truth. Platform names and logos belong to Microsoft. Krög Digital is an independent agency, not affiliated with or endorsed by Microsoft.

10More guides

Related platforms.

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All twelve guides

—  Microsoft Advertising with Krög

Set it up properly.

Tell us your business, website and monthly budget for Microsoft Advertising. We confirm what applies, and the exact rate arrives in writing before you pay.

See the serviceTalk on Telegram
  • Usually ready within 48 hours of business verification
  • Exact rate confirmed in writing before you pay
  • Ads follow Microsoft's own policies and review