Digital MarketingService
Microsoft Advertising for B2B
A smaller, more corporate search audience, with less competition for it.
Kaelo Global is a Dubai company licensed in Meydan Free Zone, with over 100 clients served so far.
At a glance
What it is
A smaller audience that converts better at a lower cost can still be a very good opportunity.
A principal, Kaelo Global digital marketing
Microsoft Advertising is often overlooked in B2B, usually out of habit instead of analysis. Its audience is smaller, tends to be older and more corporate, and often searches from desktop computers inside organisations that use Windows and Edge as standard. For businesses selling to corporate buyers, that audience can be more valuable than the difference in volume suggests, and there is usually less competition in the auction.
The question of Microsoft Ads vs Google Ads rarely has to be one or the other. Google remains the main search channel for most businesses, and Microsoft Advertising works best as a profitable addition. We usually start by importing your existing Google campaigns, then adjust bids, copy and keywords to suit Microsoft's audience once there is enough data to guide the changes.
For logistics and B2B services firms, Microsoft's audience often includes procurement managers and operations staff researching suppliers during the working day, which makes it worth testing alongside your main search campaigns.
What's included
Six areas of scopeJudged on audience quality instead of volume
The right comparison is the cost of each qualified result, instead of impression share. A smaller audience that converts better at a lower cost can still be a very good opportunity.
Import first, then adjust
Importing your existing search campaigns is a sensible starting point and a poor place to stop. The audience differs enough that keeping the accounts identical wastes the advantage.
The corporate desktop context
Searches from managed work computers tend to differ from searches on personal devices, with more research, more comparison and longer sessions.
Realistic expectations of scale
Microsoft Advertising will not replace your main search channel. It is usually a profitable addition, and treating it as a replacement leads to disappointment.
LinkedIn profile targeting
In the markets where it is available, Microsoft Advertising can adjust search campaigns using LinkedIn profile information such as company, industry and job function, which is useful for B2B when used carefully.
Separate reporting
Results reported separately from Google Ads, so you can see clearly what Microsoft Advertising adds and decide on its budget with confidence.
How the work runs
Import and set a baseline
Starting from the campaigns that already work, then measuring Microsoft's results separately.
Adjusting on purpose
Bids, copy and negative keywords adjusted to suit the audience that actually uses the platform.
Judging on qualified results
Success measured by qualified enquiries and sales, instead of by matching the volume of your main search channel.
Quarterly review
A regular review of costs and results against Google Ads, with a recommendation on whether to grow, hold or reduce the budget.
When to come to us
- 01You sell to corporate or public sector organisations.
- 02Your main search channel is competitive and expensive.
- 03Your buyers research suppliers from a work computer.
- 04You already run Google Ads successfully and want to reach more qualified searchers at a reasonable cost.
What we do not do
- Expecting the same volume as a larger search channel.
- Running an identical copy of your main account indefinitely.
Common questions
