Google Ads has been the go-to platform for years in the digital advertising space. However, in recent years, Microsoft Ads has emerged as one of the more successful and underutilized advertising channels, particularly for agencies that drive client results without increasing ad spend.
Microsoft Ads have low competition, a high-quality audience and increasing search share in Yahoo, AOL, MSN, Bing and Windows devices, which are all part of an essential paid media strategy.
For agencies, using White Label fulfilment support with Microsoft Ads extends a growth opportunity, creates a path for better ROI improvement for clients, builds service offerings and scales profitably without as much in-house staffing.
The Rising Access Beyond Google Ads
While Google remains the leader in search advertising by a long run, competition from other networks is exploding and CPCs have come up too. In verticals such as finance, insurance, B2B SaaS, healthcare and legal, CPCs are skyrocketing, profit margins are shrinking and everyone is in aggressive bidding strategies. At the same time, the Microsoft Ads platform offers:
- CPCs can sometimes be as much as 40% cheaper than Google across many industries.
- Higher purchase intent traffic, who tend to be users who are older and more professional in nature.
- Quality traffic from desktop-only users is often a great performer and many advertisers using Google do not market on their desktop operations.
Microsoft Ads is no longer “just about Bing.” Microsoft has built tribes of users beyond that also consist of 700MM+ monthly PC users within Microsoft Search Network, which spans across LinkedIn, with a potentially impressive reach that impressively well for B2B service marketing. With its immense growth with the integration of AI search through Copilot, you can say simply that Microsoft Search will go faster now.
An Overview of Microsoft Ads
Microsoft Ads is a PPC (Pay-Per-Click) platform, similar to Google Ads. The key difference is that Microsoft Ads powers ads over:
– Bing Search
– MSN and Yahoo
– AOL
– Outlook
– Microsoft Edge Search Bar
– Windows 10 & 11 default search
– LinkedIn Audience Data Targeting.
Key Factors & Audience Reach
As Microsoft owns LinkedIn, advertisers will take advantage of targeting capabilities on LinkedIn that do not exist on Google, such as job title, company size, industry and job functions. That is a major benefit for B2B lead generation campaigns.
Microsoft Ads has great features:
- LinkedIn Profile Targeting (a major benefit for B2B brands)
- Lower CPCs/Higher Average Household Income Users
- AI Automated Ads using Copilot
- Import Google Ads with the click of a button
- Better ROI for Desktop Heavy Industries.
Performance Advantages Over Google Ads
In many sectors, Microsoft Ads provides obvious performance benefits relative to Google Ads, particularly with desktop search intent, where most of the serious buyers and high-value transactions originate. Because Google faces a lot of competition, which drives up keyword costs, Microsoft Ads benefits from a much lower saturation of advertisers. Consequently, advertisers enjoy lower cost-per-click (CPC) rates and impressive conversion rates.
For instance, insurance advertisers often see CPCs on Microsoft Ads that are 30–45% lower than Google Ads and real estate campaigns will usually have click costs that are about 25% lower than Google, with even higher conversion rates.
Legal services, SaaS companies and financial firms consistently see efficient cost practices of 20–35% lower CPCs with strong conversion rates. Financial services brands, in particular, are actually getting increased conversion rates from Microsoft Ads due to an audience that has more wealth and is more likely to research their purchases online.
Given that so many advertisers ignore Microsoft Ads, competition is less intense in ad auctions. This gives businesses a much easier opportunity to get top ad positions, all while spending less to acquire customers—a true advantage in generating a positive ROI that no one will get from Google Ads ultimately.
White Label Microsoft Ads – How It Works
Various agencies wish to provide Microsoft Ads to their clients, but may hold off on offering the service because they either do not have a platform expert or they do not have the internal capacity to service the request. In come White Label Microsoft Ads services.
A company providing a white label service will manage your systems, polices and processes centred around your Microsoft advertising campaigns. The best part of a white label service is that they will execute everything under your agency name – your client will never know a team is behind the scenes executing and monitoring your campaigns.
How Agencies Perform Microsoft Ads Under Their Own Arrow
- You sell Microsoft Ads services to clients.
- Your white label partner will execute the campaigns and whatever else is needed, end-to-end.
- They will use your strategy and brand tone.
- You will receive reports, which you can send to your clients, that have your agency branding.
- You handle the client relationship and your white label partner handles the fulfilment of the service.
- You can grow your service offerings instantaneously, without hiring or training a PPC professional and without adding to your already stretched agency team.
Advantages of Providing Microsoft Ads with a White Label Partner
Broaden Service Offerings without Hiring
Adding Microsoft Ads as a high-end addition to your PPC packages without hiring. Your white label partner does all the heavy lifting for account setup, optimization, keywords, copy, bidding strategies, landing page input and reporting.
Lower Competition and Increased Return on Investment for Clients
Microsoft Ads campaigns regularly provide the best way to get lower costs per click and lower costs per lead than Google Ads. Additionally, positive revenue is a more realistic outcome for your agency to present to clients, which results in less attrition.
Data Transparency and Scalable Growth
Top-tier white label partners will give you means to view live dashboards of performance data—which means you have complete confidence in your approach. Plus, as your client roster grows, your white label partner will grow with you without increasing your internal workload.
How to Select a Trusted White Label Partner
Only the right White Label Partner will ensure the work is done at the right way at the right time. The right ones will provide:
- A team of Certified Microsoft Ads specialists
- White label dashboards and branded reports
- Keep firm communication on any platform of your choice
- Weekly reports
- Give importance to revenue-based campaigns
- No commitments and month-to-month pricing
- Non-disclosure or confidentiality
A good white label partner should feel like an extension of your team and not a vendor.
whiteDigital the most trusted White Label Partner
If you are looking for a trusted agency to take care of your client’s work, well! Here we are! whiteDigital stands as a shining gem in providing scalable, high-performance digital marketing solutions.
Our team of experts combine data-driven strategies, transparency, end-to-end communication and better campaign management that would lead to client success.
Well! Coming to an end, put together with our white label execution support, agencies can increase their speed and capacity, strengthen campaign ROI and offer extra services, all while circumventing the hiring costs.
This is the next big move for agencies looking to stay in front of the curve in paid media. Those who choose to adopt Microsoft Ads plus White Label support will be the ones who build trust with clients, retain clients for the long term and unlock new avenues for growth.
