How to Set Up a Bing Ads Campaign
Setting up a campaign in Microsoft Advertising (formerly Bing Ads) is a smart way to reach high-quality users on Bing, Yahoo, DuckDuckGo, and Microsoft partner networks—often at a lower cost than Google Ads.
What Is a Bing Ads Campaign?
A Bing Ads campaign is a structured way to:
- Target specific keywords
- Show ads to relevant users
- Control budget and bids
- Generate clicks, leads, or sales
In simple words:
A campaign tells Bing who to show your ads to and how much to spend.
What You Need Before Setup
Before creating a campaign, make sure you have:
- A Microsoft Advertising account
- A website or landing page
- Clear campaign goal (traffic, leads, or sales)
- Basic keyword ideas
How to Set Up a Bing Ads Campaign
Step 1: Log In to Microsoft Advertising
- Go to https://ads.microsoft.com
- Sign in using:
- Microsoft account (Outlook/Hotmail), or
- Google account
- Complete basic account details (country, time zone, currency)
Time zone & currency cannot be changed later.
Step 2: Choose How to Create Your Campaign
You’ll see three options:
- Import from Google Ads (fastest)
- Create campaign from scratch (best for beginners)
- Smart Campaign (limited control)
Choose Create campaign from scratch.
Step 3: Select Campaign Goal
Common goals:
- Website visits
- Leads
- Sales
- Brand awareness
For beginners, choose Website visits or Leads.
Step 4: Choose Campaign Type
Recommended campaign types:
- Search Ads (best to start)
- Display Ads
- Shopping Ads (for eCommerce)
Start with Search Campaign for better control.
Step 5: Set Campaign Name, Location & Language
Campaign Name
- Example: Bing – Search – Lead Gen – India
Location Targeting
Country, state, city, or radius
Target only where customers are
Language
- Choose based on audience (usually English)
Step 6: Set Budget & Bidding Strategy
Daily Budget
- Start small (example: ₹500–₹1,000/day)
Bidding Strategy (Beginner-Friendly)
- Manual CPC or Maximize Clicks
You can switch to conversion-based bidding later.
Step 7: Keyword Research & Selection
Use Keyword Planner inside Microsoft Ads.
Choose:
- Phrase match and Exact match initially
- Avoid Broad match at the beginning
Example Keywords:
- “digital marketing services”
- [seo agency near me]
Add negative keywords like: free, job, course.
Step 8: Create Your Search Ads
Each ad includes:
- Up to 3 headlines
- 2 descriptions
- Final URL
Sample Ad Copy:
Headline: Affordable Digital Marketing Services
Description: Grow your business with expert online marketing. Call us today.
Match ad copy with keyword intent.
Step 9: Add Ad Extensions (Very Important)
Add extensions to improve CTR:
- Call extension
- Sitelink extension
- Location extension
- Callout extension
Ads with extensions usually perform better.
Step 10: Review & Launch Campaign
Before launching:
- Check keywords & match types
- Review ad copy
- Confirm budget & location
- Add negative keywords
Click Launch Campaign
Real-Life Example
Example: Local Service Business
Goal: Generate enquiries
Campaign Type: Search
Budget: ₹800/day
Keywords: Phrase & Exact match
Result after 30 days:
- Lower CPC than Google Ads
- Fewer clicks but higher-quality leads
- Better ROI
Common Beginner Mistakes ❌
- Using only Broad match keywords
- Not adding negative keywords
- Setting very high budgets initially
- Ignoring conversion tracking
- Not optimizing after launch
Best Practices for Better Results
- Start with Search campaigns
- Use Phrase & Exact match
- Add negative keywords weekly
- Review search terms regularly
- Optimize ads every 7–14 days