RPL ConsultancyCase Study
Specialized Capability
/One In-House Team / Built For Results
Microsoft Ads Management Service in Bangladesh
Turn Microsoft Search Into Another Measurable Acquisition Channel
Framecipher provides Microsoft Ads Management Service for businesses in Bangladesh and international markets. We build and manage Search, Shopping, audience, LinkedIn Profile Targeting, remarketing, and conversion tracking around your actual business goals.
Instead of simply importing a Google Ads account and leaving it unchanged, we adapt keywords, campaign structure, bidding, audiences, network settings, and measurement to Microsoft Advertising. The result is a more deliberate approach to generating qualified leads, ecommerce sales, and measurable customer acquisition.
The platform
What Makes Microsoft Ads Different From Google Ads?
Microsoft Ads can complement Google Ads, but the two platforms should not be treated as identical.
Microsoft Advertising combines search inventory with audience, retail, display, and automated campaign solutions. Its search ecosystem includes Bing as well as partner distribution such as Yahoo and DuckDuckGo. Its broader advertising environment also includes Microsoft properties such as MSN, Outlook, and Microsoft Edge. The practical opportunity depends on the market, search volume, audience, campaign objective, and available conversion data.
Microsoft Search Network
Search campaigns can reach users searching through Bing and Microsoft’s wider search partnerships. Actual reach varies by market and campaign settings, so we assess available search demand before recommending a dedicated budget.
LinkedIn Profile Targeting
Microsoft Advertising offers LinkedIn Profile Targeting that can use professional attributes such as company, industry, and job function. Microsoft has also expanded its professional targeting options to include Job Seniority for eligible campaigns. This can be particularly useful for B2B campaigns where professional audience signals add useful context to search and audience strategies.
Microsoft Audience Network
Microsoft also supports display and native advertising across properties such as MSN, Microsoft Edge, Outlook, and other Microsoft environments. Audience campaigns can use remarketing and additional audience signals where appropriate.
Microsoft Shopping
For ecommerce businesses, Microsoft Advertising can connect product catalogs with Shopping campaigns and related retail advertising workflows.
Performance Max and Search Automation
Microsoft Performance Max uses automation across Microsoft inventory to optimize toward business objectives. Microsoft also now offers AI Max for Search, which adds AI-powered capabilities such as search-term matching, text customization, and final URL expansion to eligible Search campaigns. We evaluate automation based on campaign objectives, conversion signals, available assets, and the amount of control the account requires.
Services
Microsoft Ads Management Services
Everything required to launch, track, and optimize Microsoft Advertising campaigns around a measurable business objective.
01
Campaign Strategy & Account Setup
Effective Microsoft Ads management starts with understanding the business, market, offer, conversion path, and available search demand. We review the account structure and build campaigns around the actual business objective rather than defaulting to a copied Google Ads setup.
What We Do
- Campaign objective and account structure
- Search, Shopping, Audience, and other campaign-type selection
- Budget and bidding strategy
- Geographic and market planning
- Keyword and match-type strategy
- Audience strategy
- Landing-page review
- Conversion tracking plan
- Competitor and search-term research
- Initial reporting framework
The right structure depends on whether the campaign is designed for qualified leads, ecommerce purchases, traffic, remarketing, or another measurable business outcome.
02
Search Ads Management
Search is often the core of a Microsoft Ads account. We build and manage Search campaigns around the queries, offers, and conversion goals that matter to the business.
What We Do
- Keyword research
- Match-type planning
- Search campaign structure
- Ad group organization
- Search ad copy
- Responsive search ad development
- Negative keyword management
- Search-term analysis
- Bid and budget optimization
- Ad asset management
- Landing-page alignment
We do not assume that keywords or ad copy that work on Google will perform identically on Microsoft Ads.
03
Microsoft Shopping & Ecommerce Ads
Microsoft Shopping can help ecommerce businesses capture product-focused search demand and connect product data with advertising campaigns.
What We Do
- Microsoft Merchant Center setup support
- Product-feed review
- Product-group organization
- Shopping campaign setup
- Product title and data review
- Ecommerce conversion tracking
- Budget and bid optimization
- Search-term analysis
- Product performance monitoring
- Remarketing where supported
The goal is to connect product visibility with measurable commercial outcomes rather than treating Shopping as a separate feed-management task.
04
LinkedIn Profile Targeting & Audience Strategy
LinkedIn Profile Targeting is one of Microsoft Advertising’s distinctive audience capabilities. Advertisers can use professional information such as company, industry, and job function, with additional professional targeting options available in supported campaigns and markets. We use these signals where they add meaningful value to the campaign.
What We Do
- LinkedIn Profile Targeting setup
- Company targeting
- Industry targeting
- Job function targeting
- Job Seniority targeting where available
- In-market audience strategy
- Custom audience planning
- Remarketing
- Similar audiences were available
- Audience exclusions
- Search and audience-layer testing
For B2B accounts, professional audience signals can help refine who sees the campaign without replacing keyword intent or conversion data.
05
Microsoft Audience Ads & Remarketing
Audience advertising can extend beyond active search and support remarketing or broader audience development. Microsoft supports remarketing and additional audience capabilities, including predictive targeting and similar audiences where available.
What We Do
- Audience campaign setup
- Remarketing lists
- Customer-list audiences
- Audience exclusions
- Predictive audience options where available
- Similar audience strategies where available
- Creative and asset testing
- Performance monitoring
- Budget optimization
We use audience campaigns when they support the overall acquisition strategy rather than adding display inventory simply to increase reach.
06
Performance Max, AI Max & Dynamic Search
Automation can help manage broader campaign coverage, but it still needs the right inputs. Microsoft Performance Max is designed to use automation across Microsoft inventory, while AI Max for Search adds AI-powered functionality to Search campaigns. We assess automated campaign types based on data quality, conversion volume, creative assets, product or service coverage, and the level of control required.
What We Do
- Performance Max setup
- AI Max for Search evaluation and setup where available
- Dynamic Search strategy
- Feed and asset configuration
- Conversion-goal alignment
- Audience-signal planning
- Budget and bidding configuration
- Exclusions and controls
- Search-term and landing-page review
- Performance analysis
For large websites or frequently changing inventories, Dynamic Search can also help expand query coverage where manual keyword management becomes difficult.
07
Conversion Tracking & UET
Reliable tracking is essential for optimizing Microsoft Ads against actual business outcomes. Microsoft’s Universal Event Tracking system can collect website activity for conversion tracking and remarketing. A UET setup can support conversion goals and audience strategies such as remarketing.
What We Do
- UET tag setup
- Conversion goal configuration
- Event tracking
- Purchase tracking
- Lead tracking
- Revenue measurement
- Remarketing audience setup
- Tracking QA
- Conversion troubleshooting
Where needed, we also connect campaign reporting with GA4, CRM data, and broader business reporting.
08
Google Ads to Microsoft Ads Migration
Microsoft provides an official Google Ads import workflow, making it possible to transfer supported campaign structures into Microsoft Advertising. The import itself is only the starting point.
What We Do
- Google Ads campaign import
- Campaign and ad review
- Keyword cleanup
- Match-type review
- Bid-strategy adjustment
- Budget review
- Conversion-goal verification
- Network-setting review
- Duplicate and irrelevant campaign removal
- Post-import audit
- Relaunch and optimization
We do not treat a one-click import as a finished campaign.
Plan Your Microsoft Ads MigrationFit
Who Is Microsoft Ads Management For?
Microsoft Ads can make sense for businesses that have measurable search demand in their target market and can benefit from another acquisition channel.
B2B & Professional Services
B2B companies can benefit from the combination of search intent and professional audience signals.
This can be useful for
- SaaS companies
- Consulting firms
- Technology businesses
- Agencies
- Professional services
- Business solutions
- Enterprise-focused services
Ecommerce & Retail
Product businesses can use Microsoft Search and Shopping to reach users actively researching products. Ecommerce performance depends on product demand, feed quality, market availability, tracking, pricing, and landing-page experience.
High-Consideration Purchases
Microsoft Ads can be relevant when customers research before making a decision.
This can be useful for
- Software
- Business services
- Technology
- Education
- Financial products
- Professional services
- High-value products
International Businesses
Microsoft Ads may be more relevant in some international markets than others. We assess the expected search demand and audience size for the actual market rather than assuming the same opportunity exists everywhere.
Businesses Already Running Google Ads
Microsoft Ads can also serve as an additional search channel for businesses that already have a mature Google Ads strategy. In these cases, the objective is usually to identify incremental demand and additional conversions rather than simply duplicate the same account.
Honest assessment
When Microsoft Ads May Not Be the Right Primary Channel
Microsoft Ads is not automatically the right choice for every business.
It may have limited potential when
- ✕Your target market has very low Microsoft search volume
- ✕Your category depends heavily on mobile-first discovery
- ✕Your customers rarely use search to research the product
- ✕Your offer or landing page is not conversion-ready
- ✕There is not enough budget for meaningful testing
- ✕The business requires a different channel for demand creation
- ✕The account lacks reliable conversion tracking
For some businesses, Microsoft Ads may work best as a secondary acquisition channel rather than the primary paid media platform. We evaluate that before recommending a budget.
Assess Your Microsoft Ads OpportunityHow we work
Microsoft Ads Search & Audience Strategy
A Microsoft Ads account should be designed around search intent, audience signals, and conversion data, not around the settings of another platform.
01
Keyword & Match-Type Strategy
We build keyword lists around real commercial intent, search behavior, and expected volume. We also review match types, search themes, keyword relevance, negative keywords, brand terms, non-brand terms, competitor terms where appropriate, and long-tail opportunities.
02
Search-Term & Negative Keyword Management
Search-term analysis helps identify which queries are creating relevant traffic and which are wasting budget. We use that data to add relevant keywords, exclude irrelevant queries, refine messaging, improve intent alignment, and identify new opportunities.
03
Audience Layering
Audience signals can complement keyword intent. We may test LinkedIn Profile Targeting, remarketing, in-market audiences, customer lists, similar audiences where available, predictive targeting where available, and audience exclusions. The exact setup depends on campaign objectives and available audience data.
04
Network & Placement Management
Microsoft advertising can distribute campaigns across different parts of its ecosystem and search partnerships. We evaluate distribution based on traffic quality, conversion performance, search volume, campaign objective, audience behavior, and placement performance. We do not assume that maximum reach is automatically the best strategy.
05
Bid & Budget Optimization
Budgets are adjusted based on conversion performance, search demand, acquisition cost, revenue, campaign priority, audience performance, and available conversion data. The objective is not simply to spend the budget. It is to allocate spend where the account has a measurable business case.
Measurement
Tracking Microsoft Ads From Click to Conversion
Reliable measurement connects advertising spend to actual business outcomes rather than platform metrics alone.
UET
Universal Event Tracking provides the website activity data needed for Microsoft Advertising conversion tracking and remarketing workflows. We configure and test the relevant events rather than assuming the tag is working simply because it has been installed.
Conversion Goals
Microsoft Advertising supports conversion goals for actions such as purchases, leads, events, and other measurable outcomes. We align conversion goals with the actual business objective.
GA4 & UTM Tracking
We use consistent UTM structures where appropriate so Microsoft Ads traffic can be reviewed alongside other acquisition channels. This helps identify differences between platform reporting and broader analytics.
CRM & Lead Quality Tracking
For lead-generation campaigns, a lead is only the beginning of the sales process. Where CRM data is available, we can help evaluate leads, qualified leads, opportunities, customers, revenue, cost per qualified lead, and cost per acquisition.
Revenue & ROAS Measurement
For ecommerce and measurable sales campaigns, we monitor revenue and acquisition costs where the available data supports meaningful analysis. ROAS can be useful, but it should be interpreted alongside conversion volume, sales cycle, attribution, margins, and customer value.
Microsoft Ads and Google Ads can complement each other, but they are not identical. The right approach depends on the market, audience, search demand, budget, offer, and existing acquisition strategy. For many businesses, the two platforms can work together rather than being treated as mutually exclusive.
Side by side
Microsoft Ads vs Google Ads
Microsoft Ads and Google Ads can complement each other, but they are not identical.
| Factor | Microsoft Ads | Google Ads |
|---|---|---|
| Search ecosystem | Bing plus Microsoft search partnerships | Google plus its search and partner ecosystem |
| Search volume | Often smaller in many markets | Generally broader search demand |
| LinkedIn Profile Targeting | Available through Microsoft Advertising | No direct equivalent within Google Search |
| Shopping | Available | Available |
| Audience advertising | Available across Microsoft properties and partner inventory | Broad Google audience ecosystem |
| Automation | Performance Max and other automated solutions | Performance Max and other automated solutions |
| Best role | Incremental search, audience, and retail reach | Broad search and acquisition coverage |
| Strategy | Can complement Google | Often serves as the main search platform |
The right approach depends on the market, audience, search demand, budget, offer, and existing acquisition strategy. For many businesses, the platforms can work together rather than being treated as mutually exclusive.
Why Framecipher
Why Businesses Choose Framecipher for Microsoft Ads
Microsoft-Specific Strategy
We do not simply duplicate Google Ads and call the job complete. We adapt keyword strategy, campaign structure, network settings, audience layers, conversion goals, and bidding to the Microsoft Advertising environment.
LinkedIn Profile Targeting Used Deliberately
Professional audience signals can be valuable for B2B and other high-consideration campaigns. We evaluate them as part of the strategy rather than leaving them unused by default.
Clean Google Ads Migration
We can use Microsoft’s import workflow to accelerate account setup, then review and adapt the imported structure before campaigns run.
One In-House Team
Strategy, campaign management, tracking, creative coordination, and reporting are handled through one in-house team. You do not need to coordinate separate vendors for every part of the campaign.
Client-Owned Accounts & Assets
Your advertising accounts, tracking assets, campaign data, catalogs, and business assets remain under your ownership. We work within the appropriate client-owned advertising environment.
Bangladesh + International Markets
Framecipher is based in Dhaka and works with businesses in Bangladesh and international markets. We adapt campaign structure, creative, audience strategy, language, offers, and measurement to the target market.
Transparent Reporting
Reporting can include the metrics that matter to the campaign rather than a fixed dashboard of volume metrics.
- Spend
- Impressions
- Clicks
- CTR
- CPC
- Conversions
- Conversion rate
- CPA
- Leads
- Qualified leads
- Purchases
- Revenue
- ROAS
- Search-term performance
- Audience performance
- Campaign performance
For B2B campaigns, reporting can also extend into lead quality and downstream sales data where CRM information is available.
Process
Our Microsoft Ads Management Process
A structured path from audit to ongoing management, with every stage tied to the actual business objective.
01
Audit & Opportunity Assessment
We begin by reviewing your business, market, current advertising activity, search demand, website or ecommerce setup, tracking, and conversion goals. If you already use Google Ads, we also assess which campaigns are worth importing and which should be rebuilt or excluded.
02
Strategy & Campaign Planning
We define campaign objectives, market and location targeting, keyword structure, audience strategy, budget allocation, conversion goals, network settings, measurement requirements, and the reporting framework.
03
Setup or Migration
We either build the account from the ground up or use Microsoft’s Google Ads import workflow as a starting point. Imported campaigns are reviewed before launch.
04
Tracking & QA
Before launch, we verify UET, conversion goals, event tracking, URLs, ad assets, product feeds where applicable, audience settings, campaign budgets, and network settings.
05
Launch & Early Optimization
We launch the agreed campaign structure and monitor early delivery closely. Early data is used to identify search-term patterns, conversion issues, audience opportunities, traffic-quality concerns, budget inefficiencies, and creative or landing-page problems.
06
Ongoing Management & Scaling
Once the account produces reliable signals, we optimize budgets, bids, audiences, keywords, search terms, assets, and campaign structure based on evidence. Scaling is based on repeatable performance rather than simply increasing spend.
Investment & plans
Microsoft Ads Management Pricing
Our Microsoft Ads management pricing depends on campaign scope, account complexity, Shopping requirements, audience management, migration needs, and reporting requirements.
Plan 01
Standard
Microsoft Search
৳20,000per month
Best For
Businesses starting with structured Microsoft Search campaigns
What's included
- ✓Campaign setup and management
- ✓UET and conversion tracking setup
- ✓Keyword strategy
- ✓Search-term review
- ✓Bid and budget optimization
- ✓Performance monitoring
- ✓Monthly reporting
- ✓Ongoing recommendations
Most Popular
Plan 02
Full Account
Search + Shopping + Audience
৳30,000per month
Best For
Businesses needing Search, Shopping, audience, and LinkedIn Profile Targeting
What's included
- ✓Everything in Standard
- ✓Shopping campaign support
- ✓LinkedIn Profile Targeting setup
- ✓Audience strategy
- ✓Audience campaign management
- ✓Network and placement review
Plan 03
Google Ads Migration
Import Package
৳15,000one-time + management fee
Best For
Businesses moving an established Google Ads account to Microsoft Advertising
What's included
- ✓Google Ads campaign import
- ✓Campaign and ad review
- ✓Keyword cleanup
- ✓Match-type review
- ✓Bid-strategy and budget adjustment
- ✓Conversion-goal verification
- ✓Post-import audit and relaunch
Important: Ad spend is separate from management fees. Your advertising spend is paid through the advertising account and remains under your control.
Additional creative production, third-party services, or other implementation work can be scoped separately when required. Pricing is quoted in BDT and final pricing is confirmed in a written proposal.
Bing & Copilot Search Arbitrage
Capture Desktop Audiences at 30% Cheaper CPCs
Model high-income desktop searchers, Windows Copilot placements, and LinkedIn demographic search targeting.
Not sure which channel fits?
Compare Microsoft Ads Management With Every Other Channel
Each network runs a different auction, so the same budget buys very different volume. Read the channels competing for your money before the budget is split.
Markets
Microsoft Ads Management for Bangladesh and International Markets
Campaign strategy is adapted to the market, audience, and available search demand rather than copied from a single template.
Bangladesh
We manage Microsoft Ads for businesses targeting customers across Bangladesh where sufficient search demand exists. Campaign planning can consider the local context rather than a generic setup.
- Local search behavior
- Geographic targeting
- Bangla or English messaging
- Local offers
- Lead-generation goals
- Website conversions
- Ecommerce requirements
Because Microsoft search volume varies by market and category, we assess the available opportunity before recommending a dedicated budget.
United States
For US campaigns, we adapt keyword strategy, audience targeting, creative, landing pages, conversion tracking, and campaign structure to the specific market and business model.
United Kingdom
For UK campaigns, we build market-specific search and audience strategies rather than simply reusing assets from another region.
Australia
We manage campaigns targeting Australian audiences with market-specific keywords, audience, location, and conversion strategies.
Canada
Canadian campaigns are structured around the actual customer segment, geography, search demand, and business objective.
UAE
For UAE campaigns, we consider location, audience, language, offer structure, and conversion requirements when building the account.
Other International Markets
We can support additional markets where Microsoft Advertising has meaningful reach and the required advertising features are available. Before launch, we evaluate the target market rather than assuming the same campaign economics apply everywhere.
Timeline
Timeline: How Long Does Microsoft Ads Setup Take?
Initial account setup or migration typically takes one to two weeks, depending on account access, tracking, campaign complexity, product feeds, creative requirements, and client approvals.
Week 1
Discovery
- Account audit
- Search-demand assessment
- Strategy
- Tracking review
- Campaign planning
Week 1–2
Campaign setup
- Google Ads import where applicable
- Keyword and audience configuration
- Tracking implementation
- QA
- Client approval
- Launch
Because search demand can be smaller in some Microsoft Ads markets, lower-volume campaigns may require more time to collect enough data for meaningful optimization. Early results should not automatically be treated as final performance benchmarks.
Clear commitment
What We Commit To
We do not guarantee a specific CPC, CPA, conversion rate, traffic volume, or revenue outcome.
Performance depends on factors such as
Search demandCompetitionOffer qualityLanding-page experienceConversion dataMarket conditionsBudgetCustomer behaviorPlatform delivery
What we commit to is a clear management process
- Proper campaign structure
- Accurate conversion tracking
- Microsoft-specific campaign strategy
- Structured keyword and audience management
- Ongoing optimization
- Transparent reporting
- Clear communication
- Recommendations based on campaign evidence
Every campaign is reviewed against the agreed objectives and scope.
Direct answers
Frequently Asked Questions
Common questions about Microsoft Ads, Bing, LinkedIn Profile Targeting, migration, Shopping, UET, pricing, and market eligibility.
Is Microsoft Ads worth running if we're already on Google Ads?+
Generally yes for most B2B or B2C and higher-consideration categories, since Microsoft Ads usually adds incremental reach at a lower cost per click than Google, without competing for the same budget line, though the right call depends on how much genuine search volume exists for the business's category on Bing specifically.
Is LinkedIn Profile Targeting the same as running ads on LinkedIn directly?+
No. LinkedIn Profile Targeting layers LinkedIn's company and job-title data onto Microsoft's search campaigns, it targets people searching on Bing based on their LinkedIn profile attributes, not people scrolling their LinkedIn feed. Running ads directly on LinkedIn is a separate service; see our LinkedIn Ads Management page for that.
Can you import our existing Google Ads account directly?+
Yes, using Microsoft's built-in import tool, though we always run a cleanup and audit afterward rather than leaving an imported account to run as-is, since bid strategies and match types built for Google's auction don't automatically perform the same way here.
How much search volume does Microsoft Ads actually have compared to Google?+
It's meaningfully smaller in most markets and categories, which is exactly why we treat it as an additive channel to an existing Google Ads strategy rather than pitching it as a replacement, we'll tell you upfront if a category doesn't have enough Bing volume to justify a dedicated budget.
Do you provide this service for businesses outside Bangladesh?+
Yes, alongside Bangladeshi businesses, we manage Microsoft Ads for clients in the US, UK, Australia, Canada, and UAE.
Start your campaign
Ready to Explore Microsoft Ads for Your Business?
Microsoft Ads can be a useful addition to a broader paid search strategy when the market, audience, and available search demand support it. Framecipher can assess your opportunity, build or migrate the account, configure tracking, and manage the campaign around measurable business outcomes.