Evidence-led writing and conversation on Microsoft Advertising, search diversification, incrementality and the Microsoft ecosystem.https://microagency.co/en-gbhttps://microagency.co/blog/20-microsoft-ads-ai-search/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.Thu, 04 Jun 2026 00:00:00 GMThttps://microagency.co/blog/19-diversify-beyond-google-90-day-plan/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.Thu, 28 May 2026 00:00:00 GMThttps://microagency.co/blog/18-microsoft-ads-benchmarks-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.Thu, 21 May 2026 00:00:00 GMThttps://microagency.co/blog/17-microsoft-advertising-elite-partner/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.Thu, 14 May 2026 00:00:00 GMThttps://microagency.co/blog/16-last-click-attribution-microsoft-ads/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.Thu, 07 May 2026 00:00:00 GMThttps://microagency.co/blog/15-microsoft-ads-financial-services/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.Thu, 30 Apr 2026 00:00:00 GMThttps://microagency.co/blog/14-microsoft-ads-for-b2b-saas/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.Thu, 23 Apr 2026 00:00:00 GMThttps://microagency.co/blog/13-microsoft-ads-account-structure/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.Thu, 16 Apr 2026 00:00:00 GMThttps://microagency.co/podcast/ep06-microsoft-native-account/https://microagency.co/podcast/ep06-microsoft-native-account/The account-structure decisions that differ from Google, from match types to audiences to network settings, built platform-native.Wed, 15 Apr 2026 00:00:00 GMThttps://microagency.co/blog/12-google-antitrust-remedy-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.Thu, 09 Apr 2026 00:00:00 GMThttps://microagency.co/blog/11-incrementality-testing-microsoft-ads/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.Thu, 02 Apr 2026 00:00:00 GMThttps://microagency.co/podcast/ep05-antitrust-remedy/https://microagency.co/podcast/ep05-antitrust-remedy/A measured read of the 2025 US v Google remedy: what the court ordered, what it does not do, and why it is not a market-opener.Wed, 01 Apr 2026 00:00:00 GMThttps://microagency.co/blog/10-copilot-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.Thu, 26 Mar 2026 00:00:00 GMThttps://microagency.co/blog/09-is-bing-advertising-worth-it-uk/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.Thu, 19 Mar 2026 00:00:00 GMThttps://microagency.co/podcast/ep04-reading-incrementality/https://microagency.co/podcast/ep04-reading-incrementality/Last-click structurally hides Microsoft's contribution. Geo and holdout tests, and how to read the lift without fooling yourself.Wed, 18 Mar 2026 00:00:00 GMThttps://microagency.co/blog/08-microsoft-audience-network-explained/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.Thu, 12 Mar 2026 00:00:00 GMThttps://microagency.co/blog/07-performance-max-alternatives/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.Thu, 05 Mar 2026 00:00:00 GMThttps://microagency.co/podcast/ep03-linkedin-profile-targeting/https://microagency.co/podcast/ep03-linkedin-profile-targeting/Job title, company and industry targeting is exclusive to Microsoft. Why most B2B teams ignore it, and how to put it to work.Wed, 04 Mar 2026 00:00:00 GMThttps://microagency.co/blog/06-microsoft-ads-cpc-vs-google/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.Thu, 26 Feb 2026 00:00:00 GMThttps://microagency.co/blog/05-paid-search-concentration-risk/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.Thu, 19 Feb 2026 00:00:00 GMThttps://microagency.co/podcast/ep02-concentration-risk/https://microagency.co/podcast/ep02-concentration-risk/Single-platform dependence is a measurable risk. How to frame it for a board, and how to size a sensible second engine without betting the budget.Wed, 18 Feb 2026 00:00:00 GMThttps://microagency.co/blog/04-linkedin-profile-targeting-microsoft-ads/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.Thu, 12 Feb 2026 00:00:00 GMThttps://microagency.co/blog/03-import-google-ads-to-microsoft/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.Thu, 05 Feb 2026 00:00:00 GMThttps://microagency.co/podcast/ep01-spend-vs-grow/https://microagency.co/podcast/ep01-spend-vs-grow/The thesis behind The Micro Agency: why Google captures demand and Microsoft compounds value, and what that means for how you split a search budget.Wed, 04 Feb 2026 00:00:00 GMThttps://microagency.co/blog/02-what-is-search-diversification/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.Thu, 29 Jan 2026 00:00:00 GMThttps://microagency.co/blog/01-microsoft-ads-vs-google-ads-2026/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.Thu, 22 Jan 2026 00:00:00 GMT