What level of Microsoft Ads expertise do I need for basic search campaigns versus complex B2B targeting?
Basic search campaigns need intermediate skills - someone who can handle keyword research, campaign setup, and basic optimization. Complex B2B targeting with LinkedIn integration requires advanced expertise, including audience strategy, custom audiences, and cross-platform attribution. Most businesses start with intermediate-level help and scale up as campaigns grow.
How can I tell if a Microsoft Ads specialist actually knows the platform versus just claiming experience?
Ask them to explain specific differences between Microsoft and Google Ads audiences, how they'd import and modify campaigns, and what LinkedIn targeting features they've used. Real experts will mention unique features like in-market audiences, customer match, or specific bidding strategies. Ask for screenshots of accounts they've managed or specific performance improvements they've achieved.
Can Microsoft Ads replace Google Ads entirely or is it just a supplement?
For most businesses, Microsoft Ads works best as a supplement to Google Ads, not a replacement. While it can deliver great ROI and reach audiences Google misses, its volume is typically 10-20% of Google's. Some B2B companies and specific industries do find Microsoft Ads performs better, but the majority use it to expand reach and reduce dependence on Google.
How well does Microsoft Ads integrate with our existing marketing tools like Salesforce or HubSpot?
Microsoft Ads integrates well with most major CRM and analytics platforms through native connections or tools like Zapier. Conversion tracking works with Google Analytics, and you can import audiences from your CRM for customer match campaigns. However, the integration ecosystem isn't as robust as Google's, so some custom setup may be required for advanced tracking.
How long does it take to set up Microsoft Ads campaigns and see meaningful results?
Basic campaign setup takes 1-2 weeks if importing from Google Ads, or 3-4 weeks for building from scratch. You'll see initial data within days, but meaningful optimization typically requires 4-6 weeks of data collection. Complex projects like shopping campaigns or LinkedIn targeting can take 6-8 weeks to fully optimize and show clear performance trends.
What ongoing maintenance does Microsoft Ads require after initial setup?
Microsoft Ads needs regular monitoring and optimization - typically 5-10 hours per month for small accounts, more for larger ones. This includes bid adjustments, keyword management, ad testing, and performance analysis. Unlike set-it-and-forget-it tools, PPC platforms require ongoing attention to maintain performance as competition and market conditions change.
