From keyword list to tracked conversions

Google Ads and Microsoft Advertising compared

Google handles most search volume in the US, so nearly every account starts there. Microsoft Advertising shows ads on Bing, Yahoo and partner sites, and its audience leans toward desktop and work computers. Some B2B advertisers find that worth testing once Google is running cleanly.

Microsoft lets you import campaigns straight from Google Ads. That gives you a starting point, though budgets, bid strategies, location settings and some assets come across differently and need checking after each import.

Management on either platform covers the same basics: keyword lists and match types, negative keywords, ad copy and assets, bidding, conversion tracking and a regular pass through the search terms. Running both means two sets of settings to watch and two invoices from the platforms, both paid by you.

Setup first, then upkeep

Search work falls into two phases, and quotes often price them differently.

Setup happens once. It covers account structure, campaigns grouped by service, keyword lists with match types chosen deliberately, a starting negative list, ads and assets, location and network settings, and conversion actions wired to your form and tested end to end. If an account already exists, setup starts with an audit and often a partial rebuild.

Upkeep is the recurring part. Someone reads search terms, adds negatives, adjusts bids or targets, refreshes ads, watches budgets against the calendar and checks that tracking still works after any site change. It also includes a regular summary for you.

Ask which phase a quote covers. Some providers include setup in the first month; others bill it separately.

What to ask about tracking and reports

Tracking decides what the account learns from, so it deserves a few direct questions.

Ask which events will be counted as conversions and which will be recorded but left out of bidding. Ask how they will test that a form submission shows up in Google Ads, and how they will notice if it stops. If you use a CRM such as HubSpot or Salesforce, ask whether they plan to import offline conversions or use enhanced conversions for leads, and what they need from you to do it.

For reports, ask to see a sample. A useful one says what changed, why, and what is being watched next. Columns of figures with no notes are harder to act on. Also ask whether you can open the account's change history yourself.

Questions about search ads management

Other services