B2B BING ADS AGENCY
The B2B Bing Ads agency that makes Microsoft search work for SaaS.
Bing Ads for B2B SaaS companies. Search, shopping, audience, and remarketing campaigns across Microsoft's network — Bing, Yahoo, DuckDuckGo, and AOL — with LinkedIn profile targeting and CRM-connected attribution.
$132K+ in monthly Microsoft Ads spend managed for B2B SaaS companies
$132K+ in monthly Microsoft Ads spend managed for B2B SaaS companies.
$132K+ in monthly Microsoft Ads spend managed for B2B SaaS companies
“Hey Digital helped us prove paid ROI to our CRO and leadership.”
Elizabeth Thorn
Elizabeth Thorn
Head of Marketing
Head of Marketing
Head of Marketing
Paid social
Paid social
Paid search
Paid search
Landing Pages
Landing Pages
What we did
52%
52%
reduction in ad spend
reduction in ad spend
159%
159%
increase in deal value
increase in deal value
Most B2B SaaS companies aren't failing at Bing Ads.
They're not running them at all.
Your Google Ads might be producing pipeline. But Microsoft's search network reaches buyers your Google campaigns never touch and most B2B SaaS companies leave that pipeline on the table.
Your Google Ads might be producing pipeline. But Microsoft's search network reaches buyers your Google campaigns never touch and most B2B SaaS companies leave that pipeline on the table.
Google's your only search channel.
Microsoft handles 37% of US desktop searches. In enterprise, Edge is often the default. That's pipeline you're missing.
"We're spending $40K on Google. Nobody thought if our buyers search on Bing."
Frustrated [role here]
Google's your only search channel.
Microsoft handles 37% of US desktop searches. In enterprise, Edge is often the default. That's pipeline you're missing.
"We're spending $40K on Google. Nobody thought if our buyers search on Bing."
Frustrated [role here]
You imported Google campaigns and called it done.
The import tool copies every problem: wrong bid strategies, different match type behavior, and no LinkedIn targeting activated.
"We turned on Bing months ago. It barely spends and the CPAs are worse than Google."
Frustrated [role here]
You imported Google campaigns and called it done.
The import tool copies every problem: wrong bid strategies, different match type behavior, and no LinkedIn targeting activated.
"We turned on Bing months ago. It barely spends and the CPAs are worse than Google."
Frustrated [role here]
You can't prove what Bing's producing.
Less attention, budget, and data means murkier attribution to pipeline. The cycle reinforces itself and Bing never gets a fair shot.
"Bing is 'on' but I couldn't tell you if it's producing deals."
Frustrated [role here]
You can't prove what Bing's producing.
Less attention, budget, and data means murkier attribution to pipeline. The cycle reinforces itself and Bing never gets a fair shot.
"Bing is 'on' but I couldn't tell you if it's producing deals."
Frustrated [role here]
You're not using LinkedIn targeting on search.
Microsoft Ads lets you layer job title, company, and industry onto search campaigns. Most B2B accounts never activate it.
"Wait, you can target by job title on search ads?"
Frustrated [role here]
You're not using LinkedIn targeting on search.
Microsoft Ads lets you layer job title, company, and industry onto search campaigns. Most B2B accounts never activate it.
"Wait, you can target by job title on search ads?"
Frustrated [role here]
Bing's been on the roadmap for a year.
You know the opportunity's there, but building campaigns and learning a new platform takes bandwidth you don't have.
"We know we’re missing out but have just never found time to prioritize it."
Frustrated [role here]
Bing's been on the roadmap for a year.
You know the opportunity's there, but building campaigns and learning a new platform takes bandwidth you don't have.
"We know we’re missing out but have just never found time to prioritize it."
Frustrated [role here]
Whatever your situation, we've seen it before and know how to fix it.
Whatever your situation, we've seen it before and know how to fix it.
Google's your only search channel.
Microsoft handles 37% of US desktop searches. In enterprise, Edge is often the default. That's pipeline you're missing.
"We're spending $40K on Google. Nobody thought if our buyers search on Bing."
Frustrated [role here]
You imported Google campaigns and called it done.
The import tool copies every problem: wrong bid strategies, different match type behavior, and no LinkedIn targeting activated.
"We turned on Bing months ago. It barely spends and the CPAs are worse than Google."
Frustrated [role here]
You can't prove what Bing's producing.
Less attention, budget, and data means murkier attribution to pipeline. The cycle reinforces itself and Bing never gets a fair shot.
"Bing is 'on' but I couldn't tell you if it's producing deals."
Frustrated [role here]
You're not using LinkedIn targeting on search.
Microsoft Ads lets you layer job title, company, and industry onto search campaigns. Most B2B accounts never activate it.
"Wait, you can target by job title on search ads?"
Frustrated [role here]
Bing's been on the roadmap for a year.
You know the opportunity's there, but building campaigns and learning a new platform takes bandwidth you don't have.
"We know we’re missing out but have just never found time to prioritize it."
Frustrated [role here]
Whatever your situation, we've seen it before and know how to fix it.
OUR APPROACH
The Hey Digital Method:
how we run Bing Ads for B2B SaaS.
Most agencies treat Microsoft Ads as an afterthought. We run a five-phase system that builds Bing Ads as a standalone pipeline channel with its own strategy, creative, and attribution.
PHASE 1
Audit & Foundation
PHASE 2
Strategy & Architecture
PHASE 3
Creative & Landing Pages
PHASE 4
Launch & Structured Testing
PHASE 5
Optimization & Revenue Reporting
We audit the existing setup, whether that's an imported Google account, an underperforming Bing account, or no Microsoft Ads presence at all, against how B2B SaaS buying works on Microsoft's network.
Includes:
Search ad copy variations by intent tier (product, competitor, category)
Responsive search ads and ad extension strategy
Microsoft Audience Network native ad creative
Landing pages optimized for paid search conversion
Messaging frameworks tied to ICP pain points
21%
lower CPA. Native Bing campaigns replaced Lokalise's basic Google import, driving a 1,870% increase in trials from Bing.
PHASE 1
Audit & Foundation
PHASE 2
Strategy & Architecture
PHASE 3
Creative & Landing Pages
PHASE 4
Launch & Structured Testing
PHASE 5
Optimization & Revenue Reporting
PHASE 1
Audit & Foundation
PHASE 2
Strategy & Architecture
PHASE 3
Creative & Landing Pages
PHASE 4
Launch & Structured Testing
PHASE 5
Optimization & Revenue Reporting
We audit the existing setup, whether that's an imported Google account, an underperforming Bing account, or no Microsoft Ads presence at all, against how B2B SaaS buying works on Microsoft's network.
Includes:
Search ad copy variations by intent tier (product, competitor, category)
Responsive search ads and ad extension strategy
Microsoft Audience Network native ad creative
Landing pages optimized for paid search conversion
Messaging frameworks tied to ICP pain points
21%
lower CPA. Native Bing campaigns replaced Lokalise's basic Google import, driving a 1,870% increase in trials from Bing.
Every Microsoft Ads campaign type that matters for B2B SaaS, managed as one system.
Campaign type selection is part of The Hey Digital Method. We build the mix that matches the ICP, funnel stage, and budget.
Microsoft Search Ads
The core demand capture channel on Bing's network. Campaign architecture built around high-intent product searches, competitor terms, and category queries, with LinkedIn profile targeting layered on to prioritize clicks from your ICP.
Best for
Capturing existing demand from buyers actively searching on Bing, Yahoo, and DuckDuckGo.
Microsoft Shopping Campaigns
Product listings for SaaS companies with marketplace presence, self-serve plans, or product-led funnels. Lower competition than Google Shopping means stronger positions at lower CPCs.
Best for
Product-led SaaS with self-serve pricing or marketplace listings.
Microsoft Audience Network
Native ads across MSN, Outlook.com, and Edge. Reaches users in professional contexts, reading news, checking email, with targeting powered by LinkedIn data and Microsoft's intent signals.
Best for
Top-of-funnel awareness and mid-funnel nurture alongside bottom-funnel search campaigns.
Dynamic Search Ads
Automated keyword coverage based on site content. Catches long-tail searches that manual keyword lists miss. We control which pages trigger ads so spend stays focused on relevant traffic.
Best for
Expanding keyword coverage beyond core terms without manual buildout for every variation.
Remarketing Campaigns
Cross-network remarketing across search and audience placements. Audiences segmented by engagement: site visitors, pricing page viewers, demo starters who didn't convert. Frequency capping keeps the experience relevant.
Best for
Converting warm traffic that didn't convert on the first visit.
LinkedIn Profile Targeting
Microsoft Ads' unique B2B advantage. Layer job function, company, industry, and seniority data from LinkedIn onto any campaign type.
Best for
Best for: B2B SaaS companies running ABM or targeting specific buying committee roles.
Note on campaign mix
Most B2B SaaS Microsoft Ads programs start with search campaigns and LinkedIn targeting, then expand to audience network and remarketing. We start where the intent and ICP overlap are strongest and scale with data.
Microsoft Search Ads
The core demand capture channel on Bing's network. Campaign architecture built around high-intent product searches, competitor terms, and category queries, with LinkedIn profile targeting layered on to prioritize clicks from your ICP.
Best for
Capturing existing demand from buyers actively searching on Bing, Yahoo, and DuckDuckGo.
Microsoft Shopping Campaigns
Product listings for SaaS companies with marketplace presence, self-serve plans, or product-led funnels. Lower competition than Google Shopping means stronger positions at lower CPCs.
Best for
Product-led SaaS with self-serve pricing or marketplace listings.
Microsoft Audience Network
Native ads across MSN, Outlook.com, and Edge. Reaches users in professional contexts, reading news, checking email, with targeting powered by LinkedIn data and Microsoft's intent signals.
Best for
Top-of-funnel awareness and mid-funnel nurture alongside bottom-funnel search campaigns.
Dynamic Search Ads
Automated keyword coverage based on site content. Catches long-tail searches that manual keyword lists miss. We control which pages trigger ads so spend stays focused on relevant traffic.
Best for
Expanding keyword coverage beyond core terms without manual buildout for every variation.
Remarketing Campaigns
Cross-network remarketing across search and audience placements. Audiences segmented by engagement: site visitors, pricing page viewers, demo starters who didn't convert. Frequency capping keeps the experience relevant.
Best for
Converting warm traffic that didn't convert on the first visit.
LinkedIn Profile Targeting
Microsoft Ads' unique B2B advantage. Layer job function, company, industry, and seniority data from LinkedIn onto any campaign type.
Best for
Best for: B2B SaaS companies running ABM or targeting specific buying committee roles.
Note on campaign mix
Most B2B SaaS Microsoft Ads programs start with search campaigns and LinkedIn targeting, then expand to audience network and remarketing. We start where the intent and ICP overlap are strongest and scale with data.
Microsoft Search Ads
The core demand capture channel on Bing's network. Campaign architecture built around high-intent product searches, competitor terms, and category queries, with LinkedIn profile targeting layered on to prioritize clicks from your ICP.
Best for
Capturing existing demand from buyers actively searching on Bing, Yahoo, and DuckDuckGo.
Microsoft Shopping Campaigns
Product listings for SaaS companies with marketplace presence, self-serve plans, or product-led funnels. Lower competition than Google Shopping means stronger positions at lower CPCs.
Best for
Product-led SaaS with self-serve pricing or marketplace listings.
Microsoft Audience Network
Native ads across MSN, Outlook.com, and Edge. Reaches users in professional contexts, reading news, checking email, with targeting powered by LinkedIn data and Microsoft's intent signals.
Best for
Top-of-funnel awareness and mid-funnel nurture alongside bottom-funnel search campaigns.
Dynamic Search Ads
Automated keyword coverage based on site content. Catches long-tail searches that manual keyword lists miss. We control which pages trigger ads so spend stays focused on relevant traffic.
Best for
Expanding keyword coverage beyond core terms without manual buildout for every variation.
Remarketing Campaigns
Cross-network remarketing across search and audience placements. Audiences segmented by engagement: site visitors, pricing page viewers, demo starters who didn't convert. Frequency capping keeps the experience relevant.
Best for
Converting warm traffic that didn't convert on the first visit.
LinkedIn Profile Targeting
Microsoft Ads' unique B2B advantage. Layer job function, company, industry, and seniority data from LinkedIn onto any campaign type.
Best for
Best for: B2B SaaS companies running ABM or targeting specific buying committee roles.
Note on format mix
Most B2B SaaS LinkedIn programs start with sponsored content and thought leader ads for awareness, add document ads for mid-funnel, then layer in conversation ads for conversion. We start where awareness meets the ICP and build the funnel down.
RESULTS
The proof is in the pipeline.
Click here for more
Why B2B SaaS companies choose us for Bing Ads.
200+ B2B SaaS accounts managed. That's all we do.
Every campaign structure, bid decision, and keyword strategy comes from real SaaS accounts across MarTech, FinTech, data infrastructure, productivity tools, and developer platforms. No e-commerce playbooks. No spreading across industries. B2B SaaS paid search, across Google and Microsoft is the only problem we solve.
Senior strategists who own the account.
A senior B2B LinkedIn Ads strategist leads each account as the dedicated point of contact. They've built and scaled LinkedIn campaigns for SaaS companies from Series A through post-IPO. They stay on the account. Behind them: a full team across strategy, creative, and campaign execution.
In-house creative and landing pages.
Our writers and designers produce search ad copy, audience network creative, and landing pages built to convert paid search traffic. New variations ship every sprint. When you're paying for B2B search clicks, the landing page determines whether that click becomes pipeline or waste.
Our writers and designers produce search ad copy, audience network creative, and landing pages built to convert paid search traffic. New variations ship every sprint. When you're paying for B2B search clicks, the landing page determines whether that click becomes pipeline or waste.
Structured experimentation,
not set-and-forget.
Structured experimentation, not set-and-forget.
Sprint cycles, defined hypotheses, isolated variables, and decisions made on pipeline data. We test ad copy, landing pages, bid strategies, LinkedIn targeting layers, and keyword expansion on a continuous cadence. Results compound because every test is documented.
Sprint cycles, defined hypotheses, isolated variables, and decisions made on pipeline data. We test ad copy, landing pages, bid strategies, LinkedIn targeting layers, and keyword expansion on a continuous cadence. Results compound because every test is documented.
Attribution that connects
Bing clicks to revenue.
Attribution that connects Bing clicks to revenue.
Fibbler and Factors connect Microsoft Ads data to CRM pipeline, tracing a Bing search click to a closed deal months later. Pipeline generated, opportunities influenced, revenue attributed, and CAC calculated at campaign and keyword level. This is what keeps Bing Ads funded.
Fibbler and Factors connect Microsoft Ads data to CRM pipeline, tracing a Bing search click to a closed deal months later. Pipeline generated, opportunities influenced, revenue attributed, and CAC calculated at campaign and keyword level. This is what keeps Bing Ads funded.
What marketing leaders say about working with Hey Digital.
“Hey Digital’s biggest impact was lowering our CPA without sacrificing lead quality. We scaled sign-ups by 119% and decreased our CPA by 54%. We also scaled MQLs by 316% and PQLs by 480% within the same period.”
Arnaud Fournier
Senior Growth Marketing Manager
“Hey Digital’s biggest impact was lowering our CPA without sacrificing lead quality. We scaled sign-ups by 119% and decreased our CPA by 54%. We also scaled MQLs by 316% and PQLs by 480% within the same period.”
Arnaud Fournier
Senior Growth Marketing Manager
“Hey Digital’s biggest impact was lowering our CPA without sacrificing lead quality. We scaled sign-ups by 119% and decreased our CPA by 54%. We also scaled MQLs by 316% and PQLs by 480% within the same period.”
Arnaud Fournier
Senior Growth Marketing Manager
FIT CHECK
If any of these is you, let's talk.
We’re a strong fit if:
We’re a strong fit if:
You're a B2B SaaS company with product-market fit and a defined ICP
You're running Google Ads and want to capture incremental pipeline from Microsoft's search network
You care about pipeline quality and revenue, not click volume and form fills
You want a dedicated team with in-house creative
that operates as part of the marketing org
You've been let down by a generalist agency that treated Bing as a Google copy-paste
Probably not a fit if:
Probably not a fit if:
You're pre-PMF or still defining the ICP
You want a one-month test with no
strategic commitment
You expect Bing Ads to create demand that doesn't exist (search captures existing demand)
You need a full-service agency covering SEO, content, and email — we're paid media specialists
You need paid social only (see our [Paid Social Agency page])
Ready to turn Bing Ads into a channel leadership trusts?
Book a call. We'll walk through the goals, the current setup, and how The Hey Digital Method turns Microsoft Ads into pipeline.
Ready to turn Bing Ads into a channel leadership trusts?
Book a call. We'll walk through the goals, the current setup, and how The Hey Digital Method turns Microsoft Ads into pipeline.
Ready to turn Bing Ads into a channel leadership trusts?
Book a call. We'll walk through the goals, the current setup, and how The Hey Digital Method turns Microsoft Ads into pipeline.
FAQs.
FAQs.
Answers to the most frequently asked questions about Bing Ads for B2B SaaS.
What ad spend do you recommend for B2B SaaS Bing Ads?
What ad spend do you recommend for B2B SaaS Bing Ads?
Should we run Bing Ads if we're already running Google Ads?
Should we run Bing Ads if we're already running Google Ads?
How do you handle Google Ads imports to Microsoft Ads?
How do you handle Google Ads imports to Microsoft Ads?
What is LinkedIn profile targeting on Microsoft Ads?
What is LinkedIn profile targeting on Microsoft Ads?
What's the Microsoft Audience Network and should we use it?
What's the Microsoft Audience Network and should we use it?
How do you handle attribution for Bing Ads with long B2B sales cycles?
How do you handle attribution for Bing Ads with long B2B sales cycles?
What does Bing Ads reporting look like?
What does Bing Ads reporting look like?
How is working with a Bing Ads agency different from managing it in-house?
How is working with a Bing Ads agency different from managing it in-house?
How long before we see results from Bing Ads?
How long before we see results from Bing Ads?
© 2026 Hey Digital OÜ. All rights reserved.
© 2026 Hey Digital OÜ. All rights reserved.
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© 2026 Hey Digital OÜ. All rights reserved.