What to Expect from a Microsoft Ads Campaign

Hiring an agency for Microsoft Advertising Management shouldn’t feel opaque. Here’s exactly what happens after you engage BingSeo.my, week by week.

Week 1: onboarding and account access

• Access to your existing Microsoft Advertising account (or setup of a new one)
• Access to your Bing Webmaster Tools and website analytics
• Conversion tracking audit and reinstall where needed
• Alignment on ICP, target keywords, and success metrics
• Approval on initial budget allocation

If you’re already spending on Microsoft Advertising, we start with an account audit and identify the biggest optimisation opportunities in what’s already there.

Week 2-3: campaign build

We build (or restructure) campaigns as three tiers: high-intent bottom-funnel, comparison mid-funnel, and retargeting through the Microsoft Audience Network. LinkedIn Profile Targeting is layered in for B2B accounts.

Deliverables in this phase:

• Campaign and ad-group architecture
• Keyword lists with match types and negative keyword baseline
• 3-5 ad variants per ad group for testing
• Extensions (sitelinks, callouts, structured snippets, call extensions)
• Conversion goals tied to your CRM or lead-tracking system

Campaigns typically go live at the end of week 2 or start of week 3.

Week 4-8: initial optimisation

The first month is heavy tuning:

• Weekly search-term reports — pruning junk queries into the negative keyword list
• Bid adjustments as CPC and quality scores stabilise
• Ad copy A/B testing based on early CTR data
• LinkedIn Profile Targeting bid modifier tuning
• Conversion tracking QA

Expect leads to arrive early but with variable quality until we’ve had 2-4 weeks of data to optimise against.

Month 3+: steady state

Once campaigns hit steady state:

• Weekly optimisation cycles
• Monthly written reports with commentary
• Quarterly strategy sessions to reset targets and priorities
• Ongoing ad-copy refreshes and new keyword expansion
• Budget reallocation across tiers based on what’s converting

Typical timeline to key milestones

• Day 1: First impressions and clicks
• Week 2: Meaningful click volume, first conversions
• Week 4-6: First stable cost-per-lead reading
• Month 3: Steady-state performance, cost-per-lead within 10% of target
• Month 6: Full optimisation on scale, retargeting flywheel established

Reporting cadence

• Real-time: Custom Microsoft Advertising dashboard, always accessible
• Weekly: Summary email with clicks, conversions, and any notable changes
• Monthly: Written report with commentary, wins, blockers, and next steps
• Quarterly: Strategy call to reset targets and roadmap

What’s not included

• We don’t guarantee specific rankings or lead volumes (nobody can)
• We don’t send junior consultants without disclosing it
• We don’t lock you into 12-month contracts

Everything is month-to-month after the initial two-month build phase. If the ROI isn’t there, you can leave.

For a sense of the budget conversation before you book, see our guide to how much SEO costs in Malaysia, or book a free audit to get started.