Microsoft Ads Guide 2026: Account Opening, Login, Editor and Agency Support

Microsoft Ads is the search and audience advertising platform that serves ads on Bing, the Microsoft Search Network, its syndicated partners and the Microsoft Audience Network. For many overseas advertisers it is the “second search engine” after Google, but treating it as a copy of Google Ads leaves money on the table. This guide explains how PandaWM helps advertisers open and run Microsoft Ads accounts, and how to get a campaign profitable faster.

Bing Ads vs Microsoft Ads: what changed?

Bing Ads was renamed Microsoft Advertising, and most people now simply search for “microsoft ads”. The name change reflects a wider inventory: besides Bing search results, ads can appear on partner sites, inside Microsoft properties such as MSN and Outlook web, and through audience placements. When people compare “bing ads vs microsoft ads”, they are really comparing the old search-only product to today’s search plus audience network.

Who Microsoft Ads is for

• B2B and SaaS companies – the Bing audience skews towards desktop and work devices, which helps lead generation.
• Cross-border e-commerce – Shopping campaigns can import a Google Merchant feed and reuse it.
• Apps and services that already win on Google Search – you can import campaigns and often buy similar intent at a lower CPC.
• Advertisers targeting the US, UK, Canada, Australia and parts of Europe, where Bing has a meaningful desktop share.

Opening a Microsoft Ads account through PandaWM

1. Consultation – we review your website, product, target markets and landing pages to confirm they meet Microsoft Advertising policies.
2. Materials – company information, domain, and business category. Regulated categories (finance, gambling and similar) are only accepted for licensed operators with valid documentation.
3. Account setup under the agency channel – the account is linked to PandaWM’s agency manager account; you receive user access, and the ad data belongs to you.
4. Billing and tracking – we help install UET tags and conversion goals, and connect Google Analytics 4 if you want to see Microsoft Ads spend there.
5. Launch – either you run it yourself, or our team manages the campaigns.

Review times vary by industry and documentation, so we do not promise a fixed timeline.

Microsoft Ads login and account structure

After setup you sign in at the Microsoft Advertising login page with the Microsoft account you invited. Under one manager account sit ad accounts, then campaigns, ad groups, keywords and ads. Keep one ad account per brand or market so budgets, billing and reports stay clean.

Working with Microsoft Ads Editor

Microsoft Ads Editor is the free desktop tool for bulk changes. Typical uses:

• Importing Google Ads campaigns, then adjusting bids and negative keywords for Bing traffic.
• Bulk-editing ad copy, sitelinks and callouts across many ad groups.
• Working offline, then posting changes in one batch to reduce errors.

Campaign types and ad formats

Search campaigns

Responsive search ads with headline and description assets, plus extensions such as sitelinks, callouts, structured snippets and images.

Shopping and Performance Max

Product ads fed from Microsoft Merchant Center; Performance Max mixes search, shopping and audience inventory with automated bidding.

Audience ads

Native and display placements on the Microsoft Audience Network, useful for remarketing and LinkedIn-profile-based targeting (company, industry, job function) that is unique to Microsoft.

Optimization tips from our account managers

• Don’t copy Google bids blindly. Start lower, then raise bids where conversion rates hold.
• Check search terms weekly. Broad match on Bing can drift; build negative lists early.
• Use LinkedIn profile targeting as a bid modifier for B2B campaigns.
• Separate syndicated partner traffic in reports and exclude low-quality placements.
• Schedule by time zone. Desktop-heavy audiences convert better during business hours.

Microsoft Ads management: self-serve or agency?

If your team already runs Google Ads well, account opening only may be enough. If you lack time for search term mining, feed work and bid testing, Microsoft Ads management by an agency usually pays back through cleaner traffic. PandaWM offers both models.

Search demand snapshot

Semrush data pulled on 6 Nov 2026 (US database unless noted). Volumes are monthly estimates.

Frequently asked questions

Can I import my Google Ads campaigns?

Yes. Microsoft Advertising has a Google import tool, and Editor supports imports too. Review bids, budgets and extensions afterwards because they do not always map perfectly.

Is there a minimum spend?

Microsoft does not publish a universal minimum for agency-opened accounts, and requirements can change. We confirm budget recommendations during consultation rather than quoting a fixed number.

Are Microsoft Ads promo codes available?

Promotional credits are occasionally offered by Microsoft to new advertisers under its own terms. Availability depends on Microsoft, not on the agency.

Who owns the data?

You do. The account sits under the agency channel, but usage rights and ad data belong to the client.

Talk to PandaWM about Microsoft Ads

PandaWM (熊猫出海) is a Hong Kong overseas advertising agency. We open Microsoft Ads advertising accounts through our agency channel: the account is registered under the agency, while usage rights and all ad data belong to you. This is not buying, renting or selling accounts. You can choose account opening only or fully managed campaigns, and plans are confirmed after a consultation.

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Related guides

• Microsoft Ads 开户与投放指南（中文）
• LinkedIn Ads agency guide
• Reddit Ads guide
• All-media overseas advertising services