PPC Agency UK: Cross-Platform Paid Search Across Google and Microsoft Ads

PPC (pay-per-click) is the discipline: paid advertising where you pay each time someone clicks. Google Ads is the largest single PPC platform, but it's not the only one. Microsoft Ads (Bing, Yahoo, AOL search + the Microsoft Audience Network) is the other major paid-search platform in the UK, with around 7% of desktop search share and a notably older, more B2B-leaning audience. A 'PPC agency' should be able to run both. A 'Google Ads agency' runs only Google.

Yes, as a managed service. Microsoft Ads campaigns (Search, Shopping, Audience Network, LinkedIn Profile Targeting) sit under the same retainer as Google Ads. We typically import the Google account structure as a starting foundation, then optimise it for Microsoft's auction dynamics and audience profile. The two platforms behave differently enough that copy-paste rarely works at the bidding / negative-keyword / audience layer; the import is just a head start.

Depends on your audience. For B2C ecommerce targeting under-35 buyers, Google-only is usually right; Microsoft volume is too thin to justify the management overhead. For B2B service businesses targeting professionals 35+, finance, legal, accountancy, IT services, recruitment, high-AOV furniture or home improvement, Microsoft typically adds 15 to 30% incremental qualified pipeline at lower blended CPA. The free audit gives you a specific recommendation for your account rather than a generic answer.

Microsoft owns LinkedIn. That ownership lets Microsoft Ads target your Search and Audience Network campaigns by LinkedIn profile data: job title (e.g. Finance Director, IT Manager, Procurement Lead), company name, company size, industry, and seniority. It's the only paid-search platform with this level of B2B targeting precision, and it's the single biggest reason most UK B2B businesses should be running Microsoft Ads. CPCs for these targeted segments are typically £2 to £8 versus LinkedIn Ads' £15-£25 on the social feed, with comparable lead quality.

Single retainer covers both Google Ads and Microsoft Ads. No setup fee, no contract lock-in, 30-day notice.

Yes. Google's GA4 + Enhanced Conversions and Microsoft's UET (Universal Event Tracking) are wired in parallel so you can compare like-for-like CPA / ROAS across platforms. CRM offline-import is set up on both sides so the algorithms optimise to sales-qualified leads or closed-won revenue rather than raw form fills. This is included in the retainer.

Yes, separately. Our Facebook Ads service uses the same fee structure as a standalone retainer. PPC (Google + Microsoft) and Meta sit under different retainers because the disciplines, optimisation cadence, and conversion tracking patterns are different enough that bundling them tends to short-change one or the other. Most clients run both as separate engagements with the same team coordinating across them.

Initial waste cuts on the Google side (negative keywords, broken match types, feed disapprovals) typically lift performance within 14 to 30 days. Microsoft Ads usually delivers meaningful volume within 30 to 60 days of going live (it takes longer because the impression volume is smaller, so the algorithm has less to learn from per day). Compounding gains across both platforms land over 90 days as conversion data accumulates.

Not in any meaningful way. Microsoft's UK audience is largely additive to Google's, not overlapping. The 7% who use Bing as their default search engine on desktop tend not to switch back and forth, they're a distinct user base. There's some overlap on Audience Network placements with Google Display, but it's small and easily filtered with placement exclusions. The two platforms compound rather than cannibalise.

No, creative production is not included. Most clients already have brand assets. For Microsoft Audience Network and LinkedIn Profile Targeting where creative matters more than plain text Search, you'll need static images and headlines that work without sound. If you don't have a creative partner, we can recommend specialists we trust, and the audit will flag whether your current creative is a bottleneck on performance.

No. 30-day notice and we go separate ways. Both ad accounts stay yours, all campaign data, audiences, conversion history, plus the tracking configuration and any landing pages we built. We don't believe in retention through contracts. If the work isn't worth the fee, you should leave.