Microsoft Advertising reporting
Bing Ads, finally reported properly
Search, Shopping, Audience Ads and Performance Max across Bing, AOL, Yahoo and Copilot — with keywords, network splits and LinkedIn profile targeting, scoped to one client. Sign in to open the report workspace, or preview what's inside.
Microsoft Advertising reporting
Microsoft Advertising is the quiet performer in most accounts — cheaper clicks, an older and higher-income searcher, and almost no reporting attention. This dashboard gives Bing Ads the same rigor your Google reporting gets: campaigns through ad groups to keywords and search terms, the Microsoft network split, and the LinkedIn profile targeting story no other search platform can tell.
“Bing traffic” undersells what this channel actually is: search across Bing, AOL and Yahoo, syndication to partners like DuckDuckGo, default placement in Windows, Edge and Copilot experiences, plus native inventory on MSN and Outlook.com. The report keeps the network visible — owned-and-operated search, syndicated partners and the Microsoft Audience Network each get their own spend, click and conversion breakdown.
That split matters operationally: partner and native traffic behave differently from core Bing search, and separating them is how you defend the efficient parts of the network while excluding the parts that don't convert.
Most Microsoft accounts start life as a Google Ads import, and the report is built for that reality: Search, Shopping, Audience Ads and Performance Max campaigns are typed and filterable, so the imported structure reads exactly the way your team already thinks about it — and the differences in behavior between the two networks become visible instead of anecdotal.
Campaign, ad group and ad drill-down works the same way it does in your Google reporting, with delivery status and editorial review states surfaced per ad, so troubleshooting an underdelivering import takes minutes. Assets and extensions sit one level below that — sitelinks, callouts, structured snippets, call, location, price and image extensions, the headline and description assets inside a responsive ad, and the extensions Microsoft generates on its own — so an ad that looks thin on the results page can be traced back to the assets it is actually serving.
The commercial queries you fight for elsewhere usually cost meaningfully less on the Microsoft network, and this is where you prove it: keywords with match type, quality score, cost, conversions and conversion rate, plus the raw search terms that actually triggered ads — with added and excluded terms tracked so negative-list hygiene carries over from your main search program.
Because the searcher skews desktop, older and higher-income, some keywords convert better here than anywhere else. The report makes those pockets visible so budget can follow the arbitrage.
Microsoft Advertising is the only search platform that can target and report by the searcher's LinkedIn profile. The dedicated breakdown shows delivery and conversions by industry, job function and even company — which turns a generic search campaign into an accountable B2B play.
For agencies running LinkedIn Ads alongside search, this is the connective tissue: the same firmographic vocabulary in both reports, so a client's ICP discussion doesn't reset when the channel changes.
The Microsoft network's audience profile is its pitch: more desktop sessions from workplace and Windows defaults, an older age curve, and buying power that shows up in conversion values. The demographics and devices views quantify that profile for each client instead of leaving it as a talking point — age crossed with gender, and the states the searches are actually coming from.
Device-level cost, CTR, conversion and cost-per-conversion cards make the desktop story concrete — useful both for bid adjustments and for explaining why this channel's economics look different from mobile-first networks. Delivery time is reported on the same footing: spend and conversions by hour of day, day of week and month, which puts the network's office-hours peak and its steep weekend drop in front of the client instead of leaving dayparting to intuition.
Because Microsoft Ads is usually the afterthought channel, showing up with a real report is itself a differentiator. Every view here lives in one report scoped to a single client and presented under your agency's branding, beside the Google, Meta and analytics reporting in the same workspace — data-source setup remains a separate step.
The result is a repeatable monthly story: what the Microsoft network added, what it cost relative to the primary search program, and where the next dollar should go.
They are the same product under two names: Microsoft renamed Bing Ads to Microsoft Advertising, and the platform now reaches well beyond Bing itself. The report uses the current name and covers the wider network — Bing, AOL, Yahoo, DuckDuckGo, Copilot surfaces and syndicated partner sites — with campaigns, ad groups, keywords and search terms underneath.
Yes, and that is where most Microsoft accounts start. Because this report uses the same campaign, ad group, keyword and search-term shape as the Google Ads report, an imported account can be read directly against its source, and the places where the two auctions genuinely diverge become visible instead of anecdotal.
Microsoft owns LinkedIn, so search campaigns can be targeted by the searcher's industry, job function and company. The report gives that its own tab, which makes this the one search channel where a B2B client sees delivery against firmographics rather than keywords alone — often the clearest reason to keep a separate Microsoft budget rather than treating it as a Google leftover.
Search, Shopping, Audience Ads and Performance Max are reported as separate types, with networks, devices, demographics, delivery time, audiences and assets each getting their own tab. Filtering by type re-bases the headline spend, conversions, cost per conversion and ROAS figures, so a Shopping campaign is never judged on a Search campaign's economics.
Usually yes, because the case for the channel is incremental rather than absolute. The report puts cost per click, cost per conversion and ROAS beside the same keywords the client already buys on Google, along with a device and demographic profile that often skews to desktop. A small budget converting efficiently is an argument for more budget — but only if somebody reports it.
