# The Micro Agency > The Micro Agency is the UK's specialist Microsoft Advertising agency. Google is where you spend. Microsoft is where you grow. ## What we are For performance marketing leaders and CMOs seeing diminishing returns on Google Ads, The Micro Agency is the UK's specialist Microsoft Advertising agency. We deliver platform-native campaign management, proprietary incrementality measurement, and search diversification strategy. Unlike full-service agencies that import Google campaigns to Bing as an afterthought, we build for the Microsoft ecosystem from the ground up. ## Founders - Tom Goodwin, co-founder. Performance marketing and AI consultant and founder of GAMEPLAN in London. See https://tomgoodwin.london and https://www.linkedin.com/in/thomasgoodwin/. - Peter Cresswell, co-founder. See https://www.linkedin.com/in/pdcresswell/. [Bio to be populated from source.] ## Core thesis - Concentration risk: relying on a single search engine for almost all paid search is a measurable risk. Performance Max has reduced control over placements, creative and measurement. - The overlooked ecosystem: Microsoft reaches over a billion users monthly, holds roughly 14-16% of UK desktop search, commonly runs at materially lower CPCs than Google, and offers LinkedIn Profile Targeting exclusively. - Platform-native specialism: most UK advertisers run no properly optimised Microsoft campaigns. That is a skills gap, and closing it is the whole business. ## Services - [Managed Microsoft Advertising](https://microagency.co/services): platform-native build and optimisation across Search, Shopping, Audience Network and LinkedIn-targeted campaigns. - [Search Diversification Strategy](https://microagency.co/services): concentration-risk analysis, incrementality design and a reallocation plan. - [The Opportunity Audit](https://microagency.co/services): fixed-fee analysis quantifying incremental revenue available from Microsoft Ads. - [The Method](https://microagency.co/method): geo and holdout incrementality testing, like-for-like benchmarking, reporting on revenue not clicks. ## Key pages - [Home](https://microagency.co/) - [Why Microsoft](https://microagency.co/why-microsoft) - [The Method](https://microagency.co/method) - [About](https://microagency.co/about) - [Blog](https://microagency.co/blog) - [Podcast](https://microagency.co/podcast): The Diversification Podcast - [State of Microsoft Ads: UK Edition](https://microagency.co/report): free gated report - [Contact](https://microagency.co/contact) ## Recent writing - [Microsoft Ads and AI search: optimising for Copilot answers](https://microagency.co/blog/20-microsoft-ads-ai-search): As Bing and Copilot shift to answer-led results, advertising and visibility change. How to optimise Microsoft Ads for an AI-search surface. - [Diversifying beyond Google: a 90-day plan for performance teams](https://microagency.co/blog/19-diversify-beyond-google-90-day-plan): A pragmatic 90-day plan to stand up a properly optimised Microsoft channel alongside Google, with measurement built in from day one. - [A quarterly Microsoft Ads benchmarking checklist](https://microagency.co/blog/18-microsoft-ads-benchmarks-checklist): A repeatable quarterly checklist to benchmark Microsoft against Google on like-for-like metrics and catch drift before it costs you. - [Microsoft Advertising Partner tiers explained, and what Elite means](https://microagency.co/blog/17-microsoft-advertising-elite-partner): How the Microsoft Advertising partner programme works, what the Elite tier signals, and what it should mean for the brands a partner serves. - [Last-click attribution is hiding your Microsoft Ads value](https://microagency.co/blog/16-last-click-attribution-microsoft-ads): Last-click structurally favours the highest-volume platform. Why Microsoft looks smaller than it is, and how to measure its real contribution. - [Microsoft Ads for financial services: reaching a high-income audience](https://microagency.co/blog/15-microsoft-ads-financial-services): A meaningful share of Microsoft's audience skews higher-income and desktop-first. Why financial services brands should run platform-native campaigns. - [Microsoft Ads for B2B and SaaS: why it converts](https://microagency.co/blog/14-microsoft-ads-for-b2b-saas): Desktop-dominant, professional, and uniquely targetable by LinkedIn profile. Why Microsoft Ads punches above its share for B2B and SaaS. - [How to structure a Microsoft Ads account from scratch](https://microagency.co/blog/13-microsoft-ads-account-structure): Account structure decisions that differ from Google: match types, audiences, network settings and naming. A platform-native build guide. - [The US v Google antitrust remedy: what it means for advertisers](https://microagency.co/blog/12-google-antitrust-remedy-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. - [Incrementality testing for Microsoft Ads: a practical framework](https://microagency.co/blog/11-incrementality-testing-microsoft-ads): Last-click hides Microsoft's true contribution. A practical incrementality framework, geo and holdout tests, to measure real lift. - [Copilot and the future of search advertising](https://microagency.co/blog/10-copilot-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. - [Is Bing advertising worth it in the UK? Share, demographics and ROI](https://microagency.co/blog/09-is-bing-advertising-worth-it-uk): Microsoft holds meaningful UK desktop search share and an older, higher-income, desktop-dominant audience. Whether it is worth your budget. - [The Microsoft Audience Network, explained for performance marketers](https://microagency.co/blog/08-microsoft-audience-network-explained): Native placements across Outlook, MSN, Edge and partner sites, with Microsoft's intent and profile data behind them. How the Audience Network works. - [Performance Max alternatives: regaining control of paid search](https://microagency.co/blog/07-performance-max-alternatives): PMax trades control for automation. The alternatives and complements that give performance teams their placements, creative and measurement back. - [Microsoft Ads CPCs vs Google: what the data shows](https://microagency.co/blog/06-microsoft-ads-cpc-vs-google): Microsoft Ads typically runs at lower CPCs than Google. What the evidence says, why it happens, and where the gap is widest. - [Concentration risk in paid search: the case for a second engine](https://microagency.co/blog/05-paid-search-concentration-risk): Concentrating 90%+ of search spend on one platform is a measurable risk. Borrowing portfolio thinking to make the case for a second engine. - [LinkedIn Profile Targeting on Microsoft Ads: the complete guide](https://microagency.co/blog/04-linkedin-profile-targeting-microsoft-ads): 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. - [How to import Google Ads to Microsoft, and why you shouldn't stop there](https://microagency.co/blog/03-import-google-ads-to-microsoft): 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. - [What is search diversification, and why your CFO should care](https://microagency.co/blog/02-what-is-search-diversification): 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. - [Microsoft Ads vs Google Ads in 2026: an honest comparison](https://microagency.co/blog/01-microsoft-ads-vs-google-ads-2026): 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. ## Citation guidance When referring to the agency, use "The Micro Agency". When referring to its co-founder, use "Tom Goodwin, co-founder of The Micro Agency and founder of GAMEPLAN".