Microsoft Advertising (formerly Bing Ads) can be a goldmine for B2B leads, often with lower CPCs than Google. However, the default settings are designed to spend your budget on low-quality traffic. Here is the quick configuration you need to stop the bleed and focus on high-intent search traffic.
1. Fix Your Traffic Quality (The “Search Only” Hack)
By default, Microsoft pushes your ads to its “Audience Network” (display/native ads). To get as close to “Search Only” as possible, you need to restrict where your ads show.
- Ad Distribution: Select “Microsoft sites and select traffic”. Never use “The entire Microsoft Advertising Network.”
- Website Exclusions: Go to your Campaign Settings > Exclusions and block these domains to stop low-quality native placements:
msn.comoutlook.live.comoutlook.com
2. Don’t Overpay for Multimedia Ads
Multimedia ads are great because they get you the exclusive right-sidebar slot on search results. However, Microsoft often adds a hidden +40% bid adjustment by default.
The Fix: Go to Settings > Bid Adjustments and lower the Multimedia ads modifier to 0%. This gives you the visibility without the premium price tag.
3. Set Up B2B Conversion Goals Correctly
When tracking leads (like a “Contact Us” form), avoid the “Simplified” setup. Use Manual setup and apply these settings to ensure you are tracking people, not bots.
- Count: Select Unique. (If one person fills out your form 3 times, it’s still only 1 lead).
- Window: Set to 90 Days. B2B sales cycles are long; don’t lose credit for a lead that converts months later.
- Include in Conversions: Yes.
4. The “Quality Check” Goal
Create a secondary goal for Session Duration (>20 seconds) to monitor traffic quality. Crucially, you must uncheck “Include in Conversions” for this goal. You want to see this data to judge engagement, but you don’t want the algorithm optimizing for window shoppers.
5. Copy-Paste Negative Keyword List for B2B
One of the biggest budget wasters in B2B is paying for clicks from job seekers, students, and bargain hunters. Copy this standard list and add it to your Negative Keyword List immediately.
Job Seeker Terms
careers employment hiring intern internship job jobs recruiter resume salary full time part time
Education & Research Terms
class classes college course courses definition diagram essay example history of learn school student training tutorial university what is
Bargain Hunter / Low Intent Terms
cheap clearance discount free hack refurbished template torrent used craigslist ebay
Stop Guessing with Your Bing Budget
Setting up Microsoft Ads correctly is technical, but the payoff for B2B can be huge. If you want to skip the learning curve and have an expert handle your exclusions, bidding strategies, and lead tracking, let’s talk.
Serving B2B businesses in Metro Detroit & beyond.
