01 — GET MORE BUYERS

Microsoft Ads that turn Bing and Copilot searches into Shopify sales.

We run Microsoft Ads for Shopify brands: Shopping, search and Performance Max campaigns on Bing, Copilot, Yahoo and the rest of Microsoft's network. We start from what already works in your Google Ads, adapt it for Microsoft's costs and searches, and manage every campaign against a break-even ROAS set from your margins. Copilot is where Microsoft is putting its shopping features, including a checkout inside the chat.

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Microsoft Ads · Bing Shopping This week
linen duvet cover
SPONSORED · SHOPPING
Your listing
  • M Shopping · imported from Google ▲ Scale
  • M Search · new customers ▲ Scale
  • M Search · your brand ● Hold
100+ BRANDS WE'VE WORKED WITH
Tuff Crowd
Rüfüs Du Sol
Haven Sleep Co
Amourprints
Soul Comfort
Boss Dog & Boss Cat
Second Slumber
Dloria
Kydeco
Model Home Accents
Scorched Laser
Luxe Furniture For Less
Urban Home
Astra Furniture
Nancy Homestore
Industrial Home
Tomasso Tables
IN SHORT

Microsoft Ads, formerly Bing Ads, shows your search and Shopping ads to people searching on Bing, Yahoo and DuckDuckGo and asking Copilot what to buy. For Shopify brands, we import what already works in your Google Ads, adapt the bids, budgets and settings for Microsoft, and judge every campaign against a break-even ROAS set from your margins.

WORKS ON BingCopilotShoppingSearchPerformance Max
BEST FOR
Brands whose Google Shopping and search ads already make money and want the same kind of shoppers on Bing and Copilot.
HOW FAST
Merchant Center and the UET tag set up on day one, your best Google campaigns imported and adapted within about 3 days, then bids and budgets tuned every week.
WHAT YOU GET
Microsoft Merchant Center connected to your Shopify products, Shopping, search and Performance Max campaigns adapted from Google, and a weekly report of spend, revenue, new customers and profit.
SOUND FAMILIAR?

Spending your whole search budget on Google?

Pick the one that sounds like you. Each comes with the fix we make.

Not sure which one it is? Ask Dair →

Missing a whole search network

Microsoft's ads run on Bing, Yahoo and DuckDuckGo, and inside Copilot's answers. If you're not there, those shoppers see your competitors' products instead.

HOW WE FIX IT Shopping and search ads across Bing and Copilot

A copy of Google nobody adjusted

Imported campaigns keep Google's bids, budgets and settings, even though Microsoft's audience and click costs are different.

HOW WE FIX IT Campaigns adapted to Microsoft's audience

Budget spent on sites you'd never pick

Microsoft's search ads also run on partner sites. Without regular checks, part of the budget goes to sites that send clicks and no orders.

HOW WE FIX IT Partner sites checked, and the ones that don't sell excluded
INSIDE THE WORK

Microsoft Ads, adapted rather than copied.

The import brings your Google campaigns across. What you earn depends on what changes afterward, and on being ready for Copilot.

GOOGLE IMPORT

Imported from Google, then adjusted.

Microsoft Advertising can copy your Google campaigns across, Shopping and Performance Max included, once or on a schedule. That makes it easy to end up with a copy nobody checked: Google's bids, budgets and settings, running on a network with different click costs and different searches.

Microsoft is clear that not everything comes across, and it raises bids below its minimums during the import, which can raise what you spend. So we review every imported campaign: bids for Microsoft's click costs, budgets for its smaller search volume, conversion goals tied to the UET tag, and negative keywords for the searches that waste money on Bing and its partner sites, such as Yahoo, AOL and DuckDuckGo. Scheduled imports can overwrite those changes, so we choose what each one may update.

  • Your best Google campaigns imported, not rebuilt
  • Bids and budgets set for Microsoft's click costs
  • Scheduled imports set so they don't undo our changes
Google campaigns and the Merchant Center feed imported into Microsoft Advertising, then adjusted: bids, budgets, negative keywords and conversion goals are each checked before spend goes up.
BING SHOPPING

Your products in Bing's Shopping results.

Every Shopping ad on Microsoft is built from a product feed in Microsoft Merchant Center. You can import your Google Merchant Center feed or sync your catalog with the Microsoft Channel app for Shopify, and Performance Max can then promote the same products across Bing and Microsoft's network. Approved products can also show for free in Bing's shopping results.

What gets clicked is what's in the feed. Titles say what the product is, prices and stock match your store, and Offer Highlights, a field in Microsoft's feed, can show free delivery or easy returns in the ad. Rejected products get fixed at the source in Shopify, so a clean product feed does the work on Google and Microsoft at once.

  • Feed imported from Google or synced from Shopify
  • Rejected products fixed in Microsoft Merchant Center
  • Offer Highlights for delivery and returns
A Bing search for a solid oak dining table, with your products in the Shopping results from Microsoft Merchant Center and a search ad that shows delivery and returns.
COPILOT

Your products in Copilot's shopping answers.

Copilot is Microsoft's AI assistant, built into Windows, Edge and Bing, and Microsoft is turning it into a place to shop. In January 2026 it began rolling out Copilot Checkout in the US, which lets people buy without leaving the chat, and said Shopify stores would be enrolled automatically after an opt-out window. Microsoft also shows ads inside Copilot's answers. Its own data from February to May 2025 found 73% higher click-through rates and 16% stronger conversion rates there than on traditional search. Those are Microsoft's figures, so we judge Copilot traffic on your Shopify orders, like any other.

Microsoft says product feeds from Microsoft Merchant Center help inform Copilot's results, so the feed shapes what Copilot can show. We sync it from Shopify or import your Google feed, fix rejected products and fill in what shoppers ask about, like materials, sizes and delivery. If Copilot Checkout is on for your store, we check that its products, prices and stock match your site.

  • A feed complete enough for Copilot to recommend
  • Shopping and Performance Max set up for Bing and Copilot
  • Copilot sales checked against your Shopify orders
An example Copilot shopping answer. Microsoft says Merchant Center feeds help inform these results, so a complete feed helps get your products named.
WHAT'S INCLUDED

What we do so your Microsoft Ads sell at a profit.

Every engagement also includes the growth strategy: profit targets, a channel plan and a 90-day roadmap you approve first.

  • Microsoft Merchant Center

    We connect your Shopify products to Microsoft Merchant Center, or import your Google feed, and fix anything that gets rejected.

  • Google campaigns, imported and adapted

    We import what works in Google Ads, then adjust bids, budgets, keywords and settings for Microsoft's audience.

  • Shopping and Performance Max

    Product ads on Bing and across Microsoft's network, set up so you can see which products make money.

  • Search campaigns

    Ads for the searches that bring new customers, with searches for your own brand reported separately.

  • Microsoft's sales checked against Shopify

    Microsoft's UET tag and conversion goals checked against your Shopify orders before we spend more.

  • Ready for Copilot

    Shopping and Performance Max campaigns and a complete product feed, so your products can show in Copilot's shopping answers as well as on Bing.

HOW IT WORKS

How we set up Microsoft Ads.

  1. DAY 1

    Set up

    Microsoft Merchant Center, your product feed and the UET tag set up and checked.

  2. DAYS 2–3

    Import and adapt

    Your best Google campaigns imported, then bids, budgets and audiences adjusted for Microsoft.

  3. EVERY WEEK

    Optimize

    Search terms, bids and budgets reviewed every week.

  4. EVERY QUARTER

    Review

    Sales and profit from Microsoft reviewed with you, and the next quarter planned.

TO GET STARTED

What we need from you on day one

  • Access to your Microsoft Advertising account, or we'll open one
  • Admin access to your Google Ads account, for the import
  • A staff account on your Shopify store
  • Your product and shipping costs
HOW WE MEASURE IT

How Microsoft Ads earns more budget.

Each number is read side by side with Google, so you can see what Microsoft adds.

Break-even ROAS
The same floor as on Google, worked out from your margins. Microsoft campaigns get more budget only while they stay above it.
CPC
Cost per click
Often lower than Google's, since fewer advertisers bid on each search. We compare it with Google's for the same products and searches.
CVR
Conversion rate
Read for desktop and mobile apart. A cheaper click only helps if it still turns into an order on that device.
Tracking match
How closely Microsoft's UET tag agrees with your store. A wide gap means the tag or a conversion goal needs fixing before budgets move.
CAC
New-customer cost
How much Microsoft pays for each buyer who's new to your store, set beside Google's in every quarterly review.
CLIENT RESULTS

Results across our clients.

All case studies →
$90M+
Client revenue tracked
$10M+
Ad spend managed
100+
Shopify & DTC brands worked with
24×
Fastest growth, in five months
OUR APPROACH

Why Microsoft Ads is worth testing

Many Shopify brands run Google Ads and stop there. Microsoft Ads shows your products to people searching on Bing, Yahoo and DuckDuckGo, and inside Copilot, which Microsoft is turning into a place to shop. Fewer advertisers compete on Microsoft, so clicks often cost less than on Google. It works best as an addition to Google Ads: the same kind of shopper, on searches Google never sees.

Imported, then adapted

Microsoft Ads can import your Google campaigns in a few steps. That's why many accounts end up as a copy nobody checks again. We import what works, then adapt it: bids and budgets for Microsoft's click costs, settings for its audience and devices, and negative keywords for the searches that waste money there. Shopping ads run from Microsoft Merchant Center, so we start with a clean product feed.

Judged on profit, like every channel

Every campaign is managed against a break-even ROAS worked out from your margins. We set up Microsoft's UET tag alongside the rest of your tracking and check its numbers against your Shopify orders. Brand searches are reported separately, so they don't flatter the results. Our free break-even ROAS calculator works out yours, and Your ROAS looks great. So why isn't your Shopify store making money? explains the math.

IS IT RIGHT FOR YOU?

Is Microsoft Ads worth adding for you?

A good fit if

  • Your Google Ads already make money, and you want more of the same shoppers.
  • You want your products in Copilot's shopping answers as well as on Bing.
  • Your product feed is clean, or you want it to be.
  • You'd add spend only where it pays back.

Not the right fit if

  • You don't run Google Ads yet. Start with Google Ads, then bring what works across.
  • Your tracking doesn't match Shopify on any channel yet. Tracking setup comes first.
KEEP EXPLORING

Go deeper on Microsoft Ads.

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FROM THE BLOG
INDUSTRIES WE DO THIS FOR
WORKS BEST WITH

Often paired with Microsoft Ads.

All services →

Shopping and search ads that reach people already looking for what you sell, managed for profit.

  • Shopping and Performance Max
  • A clean Merchant Center feed
  • Weekly budget management
ShoppingPerformance MaxSearch

One clean, complete product feed for Google, Meta, TikTok, Pinterest and Microsoft, with rejected products fixed.

  • Rejected products and suspensions fixed
  • Titles and attributes written for search
  • One clean feed for every channel
GoogleMetaTikTokPinterestMicrosoft

Tracking that gets your sales to Meta, Google, TikTok and GA4, checked against your Shopify orders.

  • Meta Conversions API and GA4
  • Google Ads enhanced conversions
  • Every platform checked against Shopify
GA4Conversions APIEnhanced conversionsServer-side
FAQ

Microsoft Ads: common questions.

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Dair Rose
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Book a strategy call →

If Google Ads already works for you, it's worth testing. Microsoft reaches searches on Bing, Yahoo and DuckDuckGo, and shoppers asking Copilot what to buy. We start from your best Google campaigns and keep spending only where it pays back.

Per click, often yes, because fewer advertisers compete for each search. There are also fewer searches, so it adds to your Google Ads rather than replacing them.

They're the same thing. Bing Ads was renamed Microsoft Advertising, and its ads run on Bing, Yahoo, Copilot and other sites in Microsoft's network, such as MSN and Outlook.

Yes. Microsoft Ads can import campaigns straight from Google Ads, including Shopping and Performance Max. We import them, then adjust bids, budgets and settings, because a straight copy rarely suits Microsoft's audience.

Yes. Microsoft shows ads inside Copilot's answers, and its own data from February to May 2025 found 73% higher click-through rates and 16% stronger conversion rates there than on traditional search. Those are Microsoft's figures, so we judge Copilot traffic on your Shopify orders, like any other.

In the US, yes. Microsoft began rolling out Copilot Checkout on Copilot.com in January 2026, and said Shopify stores would be enrolled automatically after an opt-out window. You stay the merchant of record and keep the customer's details. What Copilot shows depends on your product data, so we make sure your products, prices and stock are complete and correct.

It depends on your ad spend and how many campaigns we run. If we already manage your Google Ads, adding Microsoft takes less setup. You'll get a clear price on the call.

Talk to Dair about Microsoft Ads.

Book a free 30-minute call. Bring your numbers, and leave knowing what we'd fix first.