Bing Ads management for B2B SaaS

We run Microsoft Advertising campaigns for B2B SaaS teams where the audience skews enterprise and the cost per click is a fraction of Google. Less competition. Better targeting. Still pointed at pipeline.
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❤️ Trusted by B2B SaaS teams from seed to £20m+ ARR

Most Ads agencies don't understand what makes Bing different for B2B SaaS

B2B SaaS teams that have tried Microsoft Advertising usually fall into one of two camps. Either they imported their Google Ads campaigns directly and got mediocre results, or they never tried it because an agency told them the volume wasn't worth it.

Both are the wrong call. Bing's audience skews older, more senior and more enterprise than Google's, which matters when your buyer is a director or VP with a company card. The channel rewards a different structure and a different bid strategy. Running it like a Google clone is why most B2B SaaS campaigns on Microsoft underperform.

problems we solve

They just clone the Google Ads account

Importing a Google Ads campaign into Microsoft Advertising takes five minutes. Building one that actually works on Bing takes longer. The audiences, match types and bid dynamics are different enough that a direct import is almost always the wrong starting point.

They dismiss the volume without checking the quality

Microsoft Search has lower volume than Google. It also has lower CPCs and an audience that over-indexes for enterprise buyers. For B2B SaaS with a high ACV, one extra enterprise demo per month from Bing can justify the entire channel.

They ignore LinkedIn Profile Targeting

Microsoft Advertising is the only paid search platform that lets you layer LinkedIn profile data onto search campaigns. Job title, seniority, company and industry targeting on top of keyword intent. Most agencies either don't know this exists or don't know how to use it well.

What you get when Microsoft Advertising is built properly for B2B SaaS

Reach enterprise buyers your Google Ads campaigns miss

Microsoft's user base skews towards professionals using Windows devices and Microsoft 365 in corporate environments. For B2B SaaS targeting mid-market and enterprise buyers, that audience composition is worth paying attention to, especially at CPCs that are typically 30–60% lower than equivalent Google terms.

Use LinkedIn data to target by job title and seniority

No other paid search platform gives you this. We layer LinkedIn Profile Targeting onto your Microsoft Advertising campaigns so your ads reach the right job titles at the right companies, not just anyone searching the right keyword.

Proper attribution so the channel gets credit when it earns it

Microsoft Advertising often assists conversions that Google Ads closes. Without cross-channel attribution set up correctly, Bing looks like it's doing nothing when it's actually doing plenty. We set up tracking that shows the full picture.

What our clients say

“Team 4 are a fantastic agency who captured our vision perfectly and we couldn't be happier with the final result."
Daniel Horvath
Managing Director, Adversify
"We’ve had an outstanding experience working with Team4. Their work has elevated our website with thoughtful, well-written content and a smart SEO strategy that’s already showing results."
Molly W
Marketing Manager, Atomic Jolt
"Team 4 are an Excellent agency. Communicative, always prepared and highly organized. We really enjoyed working with them and AirDNA was the better for it."
William L
Head of Content, AirDNA
"I really rate Team 4. They are that rare combination of knowledgeable and understated, clear advice and help that has been great."
Jack Perschke
CEO, Great Wave AI
A diligent and effective agency with an excellent breadth of knowledge and a deep skillset. They are very responsive and no problem is too big. I'd be happy to recommend them to any business.
Alex Arthur
Head of Marketing, Forecast.app
90% of B2B buyers do some form of independent research, typically involving search engines or AI tools like ChatGPT.
Our content-led inbound strategies are designed to educate and help your buyers at every stage of their journey.

Find out if Microsoft Advertising belongs in your paid search mix

We're not here to just execute a list of tasks

We work with a small number of B2B SaaS companies at any one time and we treat each one as if it's our own business. That means thinking about the bigger picture, flagging things that won't work before you spend money on them, and measuring everything against pipeline, not activity.

If you want an agency that just gets on with the brief, we're probably not the right fit. If you want one that thinks alongside you, we might be.

Get in touch
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Sustainable saas Digital Marketing

Every ad you run, email you send and web-page you serve has a carbon footprint. Although maybe small initially as you marketing  activity grows so does your footprint. As a digital marketing agency we're very concious of this and we strive to make our strategies as efficient as possible.
01 –

Responsible purpose

We believe in being more responsible with marketing budgets and activities to ensure everything we do has a purpose and is justified. Our approach aims to be both efficient and effective when it comes to results.
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Strategic saas SEO

We specialise in sustainable digital marketing strategies prioritising inbound lead generation through SEO and ‘evergreen’ content rather than throwing money at ads and trying to scale as quickly as possible.
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Precise ppc targeting

When we run paid ads, we ensure our targeting is precise and we're spending budget responsibly. We build our ad campaigns methodically and with great care, minimising wastage and our carbon footprint.

Frequently asked questions

We've tried to answer some of the most common questions we come across here, but if you want to know more feel free to get in touch.

Still need help? Chat to us

Is Bing Ads worth it for B2B SaaS?

For most B2B SaaS companies targeting mid-market or enterprise buyers, yes. The volume is lower than Google but the CPCs are significantly cheaper and the audience skews more senior. If your ACV is high enough that one extra qualified demo per month is worth having, the channel is worth testing. We'll tell you on the strategy call whether it makes sense for your specific category.

Do you run Bing Ads alongside Google Ads?

Most of our clients run both. Microsoft Advertising works best as part of a paid search programme that includes Google, not as a standalone channel. The keyword intelligence and conversion data from Google Ads informs how we build and bid on Bing, and vice versa.

What's the minimum ad spend for Microsoft Advertising?

We'd suggest at least £1,500/month in Microsoft Advertising spend to generate enough data to optimise against. It's a lower bar than Google because CPCs are cheaper, but below that level the volume is too thin to learn from quickly.

Can you use LinkedIn targeting through Microsoft Advertising?

Yes. Microsoft Advertising's LinkedIn Profile Targeting lets you layer job title, seniority, company and industry data on top of keyword campaigns. It's one of the most underused capabilities in B2B paid search and one of the strongest arguments for running Bing alongside Google.

How long does it take to see results from Microsoft Advertising?

Similar to Google: 60–90 days for a new account to generate meaningful optimisation data. If you're already running Google Ads with us, the ramp is shorter because we're not starting from scratch on keyword and audience intelligence.