5 Bing Ads Agencies in London: The Underrated PPC Channel

TL;DR: A Bing ads agency in London can help you reach 36 million UK searchers through Microsoft Advertising. You’ll typically pay 20-35% less per click than Google Ads while targeting an older, higher-income demographic. The five agencies below specialise in Microsoft Advertising and understand how to maximise this overlooked channel.

Why Bing Ads Deserves Your Attention in 2024

Everyone fixates on Google. It’s understandable. Google commands roughly 92% of UK search market share. But that remaining 8% represents millions of actual humans typing queries into Bing every single day.

According to Microsoft’s 2023 advertising data, Bing reaches 36 million unique UK searchers monthly. These aren’t random users. They’re often professionals using work computers with Edge as the default browser, or older consumers who never changed their settings. Both groups tend to have disposable income.

I’ve watched clients dismiss Bing for years, only to discover their competitors weren’t bidding there at all. One B2B software company I worked with found their cost per acquisition dropped by 41% simply by reallocating 15% of their Google budget to Microsoft Advertising.

What Does a Bing Ads Agency Actually Do?

Microsoft Advertising management involves more than copying your Google campaigns. A proper Bing ads agency handles keyword research specific to Microsoft’s search behaviour, audience targeting through LinkedIn profile data, and conversion tracking that accounts for Bing’s different attribution models.

They’ll also manage your campaigns across the Microsoft Search Network, which includes Yahoo, AOL, and DuckDuckGo. This extended reach is something many advertisers overlook entirely.

How Is Bing Advertising Different From Google Ads?

The platforms share similarities, but key differences matter. Bing allows more granular device targeting, letting you adjust bids by desktop, tablet, and mobile individually. LinkedIn profile targeting is exclusive to Microsoft Advertising, giving B2B advertisers access to job function, industry, and company targeting unavailable elsewhere.

5 Bing Ads Agencies in London Worth Considering

These agencies have demonstrated Microsoft Advertising expertise through case studies, certifications, or direct client work. They’re listed alphabetically rather than ranked.

1. Broadplace Advertising

Broadplace Advertising has managed PPC campaigns since 2004, making them one of the UK’s longer-standing paid search specialists. They’re a Microsoft Advertising Partner with dedicated Bing campaign managers. Their strength lies in mid-market retail and ecommerce clients who need consistent ROAS tracking.

2. Click Consult

Based in Cheshire but serving London clients extensively, Click Consult offers integrated search marketing including Microsoft Advertising. They’ve won multiple UK Search Awards and maintain transparent reporting dashboards that separate Bing performance from other channels.

3. Croud

Croud operates a distributed model using in-house strategists combined with specialist freelancers. For Microsoft Advertising, this means access to Bing specialists with deep platform knowledge rather than generalist account managers. They work with enterprise clients and have strong analytics capabilities.

4. Impression

Impression brings data science approaches to paid search, including Bing campaigns. Their team includes dedicated Microsoft Advertising practitioners who understand the platform’s quirks. They’re particularly strong for B2B clients wanting to use LinkedIn profile targeting within Microsoft Advertising.

5. Koozai

Koozai focuses on integrated search strategies where Bing complements rather than competes with Google spend. They’re candid about when Microsoft Advertising makes sense for your business and when it doesn’t. This honesty is refreshing in an industry prone to overselling.

How Much Do Bing Ads Agencies Charge?

London agency fees for Microsoft Advertising management typically follow one of three models.

1. Percentage of ad spend: Usually 10-20% of your monthly Bing budget
2. Flat monthly retainer: Ranges from £500 to £3,000 depending on complexity
3. Performance-based: Less common, but some agencies take a percentage of conversions

For smaller budgets under £5,000 monthly, agencies like The Good Marketer offer more accessible pricing structures. Enterprise budgets might warrant working with larger groups like Jellyfish or Merkle London.

Which Industries Perform Best on Bing?

According to industry benchmarks from WordStream, certain sectors see disproportionate success on Microsoft Advertising.

B2B services benefit enormously from LinkedIn targeting. You can target decision-makers by job title and industry without paying LinkedIn’s premium CPCs. Finance and insurance perform well because Bing’s older demographic often has more assets and established careers. Legal services see lower competition and CPCs compared to the fierce Google auctions.

Ecommerce works too, but you’ll need realistic expectations. Bing Shopping campaigns typically drive 10-15% of the volume you’d see on Google Shopping.

Should You Import Google Ads Campaigns to Bing?

Microsoft makes importing easy. The platform will pull your Google campaigns directly and replicate structure, keywords, and ads. But easy doesn’t mean optimal.

Importing without adjustment is a common mistake. Your top-performing Google keywords might underperform on Bing due to different search behaviour. Bid levels need recalibration since CPCs differ. Audience signals require fresh thinking because Bing users aren’t identical to Google users.

A decent agency will import as a starting point, then rebuild based on Bing-specific data within the first 60 days. Agencies like Hallam Agency take this approach, treating Microsoft Advertising as its own channel rather than a Google afterthought.

What Questions Should You Ask a Bing Ads Agency?

Before signing any contract, get clear answers to these questions:

1. What percentage of your current clients run Microsoft Advertising campaigns?
2. Do you have dedicated Bing specialists or do Google managers handle both?
3. How do you measure Bing success separately from Google performance?
4. What’s your approach to LinkedIn profile targeting within the platform?
5. Can you share a case study specifically about Microsoft Advertising results?

Agencies that can’t answer these questions probably treat Bing as a checkbox rather than a genuine opportunity.

Limitations You Should Know About

Bing isn’t perfect. Search volume is genuinely lower, so if you need massive scale quickly, Microsoft Advertising alone won’t deliver. Some industries see negligible Bing traffic. Gaming and youth-oriented products often struggle because the platform skews older.

The interface is improving but still lags behind Google Ads in usability. Reporting options are fewer. Automation features aren’t as mature. Your agency needs to work harder to extract the same insights.

These limitations don’t disqualify the channel. They just mean expectations need calibrating.

How to Get Started With Microsoft Advertising

If you’re ready to test Bing, start with a modest budget. Allocate 10-15% of your Google spend to Microsoft Advertising for a three-month trial. Track results separately. Give the channel time to gather data before judging performance.

Working with a specialist agency accelerates learning. They’ve already made the mistakes you’d make and know which optimisations move the needle. Whether you choose a dedicated PPC shop or a full-service agency like Found that offers Microsoft Advertising within broader search services, ensure they treat Bing as a real channel rather than an afterthought.

Summary and Key Takeaways

1. Microsoft Advertising reaches 36 million UK searchers with lower CPCs than Google, making it worth testing for most advertisers.
2. LinkedIn profile targeting is exclusive to Bing, offering B2B advertisers unique audience capabilities.
3. Importing Google campaigns is a starting point, not a strategy. Proper optimisation requires Bing-specific adjustments.
4. Agency fees typically run 10-20% of ad spend or £500-3,000 monthly, depending on complexity and budget size.
5. Set realistic expectations. Bing won’t replace Google, but it can meaningfully reduce your blended cost per acquisition.