Bing Ads management with its own rules and budgets
Microsoft Advertising, formerly Bing Ads, needs ongoing management after the campaigns are imported. PpcAutomate runs the recurring routine alongside your Google Ads accounts while keeping each platform's decisions separate. It mines search terms, applies negative keywords, runs bid and budget rules, and flags anomalies. Microsoft Ads coverage starts on Growth. You get a consistent operating process without assuming the same bids, exclusions, or spending pace fit both platforms.
| Rule | Mode | Actions, 30 d |
|---|---|---|
| Imported negatives | Approve | 9 |
| Bid down | Approve | 4 |
| Budget pacing | Autopilot | 30 |
| Anomaly alerts | Autopilot | 2 |
Use the Google import as a starting point
Zone B, 1.6 mi
Bid 0% · CPA $94
Sample account, demo data
Microsoft Advertising lets you import campaigns from Google Ads. That can transfer an established structure without requiring you to rebuild it by hand. The import provides a starting configuration. It does not establish that the same settings produce the same economics on a different platform.
Review campaign settings, conversion tracking, imported negatives, budgets, and bidding methods inside Microsoft Advertising. Then set the scope and limits for PpcAutomate's ongoing management. Give someone responsibility for reviewing later imports so they remain consistent with decisions made after the initial transfer.
- Confirm that conversion actions reflect the same business outcomes.
- Review imported budgets against the Microsoft Ads allocation.
- Check that negatives match the products and services advertised.
- Match bid rules to the active bidding method.
Use the Google Ads management workflow for the parallel process on your other platform. Consistent review does not require identical account settings.
Let Microsoft performance drive Microsoft decisions
The platforms can share a campaign theme while producing different search terms and acquisition costs. A bid supported by Google Ads performance is not automatically the right Microsoft Ads bid. A negative copied from another account can suppress useful intent if the campaign scope differs.
| Management area | What can carry over from Google | What needs separate review |
|---|---|---|
| Campaign structure | Naming and business themes | Settings and actual traffic |
| Negative keywords | Clearly irrelevant business intent | Search term evidence and match type |
| Bids | The business objective | Platform results and bidding method |
| Budgets | Overall acquisition priorities | Microsoft allocation and spending pace |
| Conversions | The definition of a valuable outcome | Tracking and attribution in each account |
PpcAutomate keeps the routine consistent while rules operate within the platform and account scope you authorize. Use business goals as shared direction and platform data as evidence for individual actions.
Build exclusions from Microsoft search terms
Negative keyword autopilot mines n-grams across search terms to identify recurring words and phrases. It adds exact or phrase negatives under the rule's conditions and uses shared lists across campaigns where the same exclusion belongs. This makes recurring review part of the operating process rather than an occasional export task.
Choose exclusions based on relevance and evidence from the Microsoft account. A query without a recent conversion can still represent appropriate intent. Conversion delay and sparse data can make a narrow report look less productive than the full buying cycle.
Treat shared lists as a scope decision. An exclusion suitable for one service can block a useful product query elsewhere. The negative keyword workflow explains the mechanics. Keep Microsoft lists and Google lists under separate review even when they contain some of the same terms.
- plumber jobs near me
- plumber jobs
- part time plumber jobs
- plumber jobs near me
- plumber jobs
- part time plumber jobs
Set a Microsoft budget and performance target
Growth and higher plans include target CPA and ROAS pacing. Set the Microsoft target using its recorded conversions and conversion value, with the business economics behind those measures in view. Do not assume equal platform budgets are appropriate just because the campaign names match.
Bid and budget rules apply within a daily cap on change size. Keep manual keyword and ad group bid actions within eligible manual bidding scopes. When platform automation controls bids, choose actions that respect that bidding method rather than trying to override auction-time decisions.
Budget pacing connects spend so far with the monthly allowance. Review alerts about budget exhaustion before adding money. A campaign that can spend more does not necessarily justify more investment. The bid and budget controls show how targets and limits guide recurring decisions without guaranteeing performance.
Monthly budget
$20,000
Spent
$13,180
Projected
$21,240
Keep alerts and changes visible to the operator
Microsoft coverage starts on Growth, which includes daily email alerts and Slack alerts. PpcAutomate flags spend spikes, conversion drops, disapproved ads, and budget exhaustion. The person reviewing an alert checks whether the cause is campaign behavior, tracking, or a business change before choosing the response.
Growth includes a weekly account audit, monthly reporting, and an ad copy test monitor. The audit checks structure, match types, tracking, and wasted spend. The monitor flags losing responsive search ad assets for a person to review and replace.
Choose Approve or Autopilot per rule. Approve holds proposed actions for review. Autopilot executes qualifying actions within scope and limits. Every applied change is logged with its reason and one-click undo. Undo reverses the change without recovering spend from auctions that already occur.
- 9:12 AM Added phrase negative "jobs"N-gram negatives Undo
- 9:12 AM Added phrase negative "salary"N-gram negatives Undo
- 8:40 AM Daily budget $640 to $576Budget pacing Undo
- 8:05 AM Bid -15% on "cheap ac repair"Bid down Approve
Start Microsoft Ads management on Growth
| N-gram | Queries | Cost | Conv. |
|---|---|---|---|
| jobs | 18 | $1,240.08 | 0 |
| salary | 7 | $572.77 | 0 |
| training | 5 | $188.12 | 0 |
| repair | 41 | $3,904 | 37 |
Growth costs $249 per month or $124 per month billed yearly at $1,488 per year. It covers Google Ads and Microsoft Ads, up to $75,000 in monthly spend, 5 ad accounts, and 5 team seats. Starter supports Google Ads only, so Microsoft Ads requires Growth or higher regardless of spend.
Agency costs $499 per month or $249 per month billed yearly at $2,988 per year. It covers up to $300,000 in monthly spend, 30 ad accounts, and 25 team seats. It adds Amazon Ads, client roles, a read-only client view, cross-account rule templates, bulk changes, and white label reports.
Yearly billing saves 50 percent. Review plan features and limits before choosing coverage for both platforms. The free one-time homepage demo accepts Microsoft Ads or Google Ads search terms CSV files. Your file is processed in your browser. Ongoing account execution requires a paid subscription.
Questions about Microsoft Ads management
Yes. Microsoft Advertising is the current name of the platform formerly called Bing Ads. PpcAutomate includes Microsoft Ads management on Growth and higher plans, alongside Google Ads coverage.
Yes. Microsoft Advertising provides a Google Ads import workflow. Review the transferred settings, negatives, conversion tracking, bids, and budgets before setting up ongoing software rules. Imported structure does not remove the need for platform-specific management.
No. Shared business goals do not establish identical traffic or conversion economics. Review Microsoft search terms, match types, bidding methods, and performance separately. Carry over an exclusion only when its intent and scope fit the receiving account.
No. Microsoft Ads starts on Growth. Growth includes up to $75,000 in monthly spend, 5 ad accounts, and 5 team seats, together with per-rule Approve or Autopilot modes and target CPA and ROAS pacing.