Blog & Insights
Microsoft Advertising, without the hand-waving
Evidence before assertion. Platform nuance for performance leaders who already know the fundamentals.
Microsoft Ads and AI search: optimising for Copilot answers
As Bing and Copilot shift to answer-led results, advertising and visibility change. How to optimise Microsoft Ads for an AI-search surface.
4 Jun 2026 · Tom GoodwinDiversifying beyond Google: a 90-day plan for performance teams
A pragmatic 90-day plan to stand up a properly optimised Microsoft channel alongside Google, with measurement built in from day one.
28 May 2026 · Tom GoodwinA quarterly Microsoft Ads benchmarking checklist
A repeatable quarterly checklist to benchmark Microsoft against Google on like-for-like metrics and catch drift before it costs you.
21 May 2026 · Tom GoodwinMicrosoft Advertising Partner tiers explained, and what Elite means
How the Microsoft Advertising partner programme works, what the Elite tier signals, and what it should mean for the brands a partner serves.
14 May 2026 · The Micro AgencyLast-click attribution is hiding your Microsoft Ads value
Last-click structurally favours the highest-volume platform. Why Microsoft looks smaller than it is, and how to measure its real contribution.
7 May 2026 · Tom GoodwinMicrosoft Ads for financial services: reaching a high-income audience
A meaningful share of Microsoft's audience skews higher-income and desktop-first. Why financial services brands should run platform-native campaigns.
30 Apr 2026 · The Micro AgencyMicrosoft Ads for B2B and SaaS: why it converts
Desktop-dominant, professional, and uniquely targetable by LinkedIn profile. Why Microsoft Ads punches above its share for B2B and SaaS.
23 Apr 2026 · Tom GoodwinHow to structure a Microsoft Ads account from scratch
Account structure decisions that differ from Google: match types, audiences, network settings and naming. A platform-native build guide.
16 Apr 2026 · Tom GoodwinThe US v Google antitrust remedy: what it means for advertisers
The 2025 remedy orders Google to syndicate search and text-ad feeds on commercial terms. A measured read of what changes, and what doesn't.
9 Apr 2026 · The Micro AgencyIncrementality testing for Microsoft Ads: a practical framework
Last-click hides Microsoft's true contribution. A practical incrementality framework, geo and holdout tests, to measure real lift.
2 Apr 2026 · Tom GoodwinCopilot and the future of search advertising
Copilot is reshaping how Microsoft surfaces answers and ads. What AI-native search means for advertisers, and how to be ready.
26 Mar 2026 · Tom GoodwinIs Bing advertising worth it in the UK? Share, demographics and ROI
Microsoft holds meaningful UK desktop search share and an older, higher-income, desktop-dominant audience. Whether it is worth your budget.
19 Mar 2026 · Tom GoodwinThe Microsoft Audience Network, explained for performance marketers
Native placements across Outlook, MSN, Edge and partner sites, with Microsoft's intent and profile data behind them. How the Audience Network works.
12 Mar 2026 · The Micro AgencyPerformance Max alternatives: regaining control of paid search
PMax trades control for automation. The alternatives and complements that give performance teams their placements, creative and measurement back.
5 Mar 2026 · Tom GoodwinMicrosoft Ads CPCs vs Google: what the data shows
Microsoft Ads typically runs at lower CPCs than Google. What the evidence says, why it happens, and where the gap is widest.
26 Feb 2026 · Tom GoodwinConcentration risk in paid search: the case for a second engine
Concentrating 90%+ of search spend on one platform is a measurable risk. Borrowing portfolio thinking to make the case for a second engine.
19 Feb 2026 · The Micro AgencyLinkedIn Profile Targeting on Microsoft Ads: the complete guide
LinkedIn Profile Targeting lets you bid by job title, company and industry, and it is exclusive to Microsoft Advertising. A practical guide for B2B teams.
12 Feb 2026 · Tom GoodwinHow to import Google Ads to Microsoft, and why you shouldn't stop there
The Google import tool is a starting line, not a strategy. How to import cleanly, then build the platform-native layer that actually moves performance.
5 Feb 2026 · Tom GoodwinWhat is search diversification, and why your CFO should care
Search diversification means treating paid search as a portfolio, not a single bet on Google. Here is what it is and the concentration risk it manages.
29 Jan 2026 · The Micro AgencyMicrosoft Ads vs Google Ads in 2026: an honest comparison
A like-for-like look at Microsoft Ads and Google Ads in 2026: reach, CPCs, targeting, control and where each one actually earns its budget.
22 Jan 2026 · Tom GoodwinSee the revenue you are leaving on the table.
A fixed-fee Microsoft Ads opportunity analysis that quantifies the gap, in your account, on your numbers.