Managing Microsoft Ads (Bing) with AI: setting up the neglected channel by conversation

Because Bing is the default search on Windows devices, its share among desktop and corporate users is not trivial. Competition is lower than on Google, clicks are usually cheaper, and LinkedIn profile targeting gives B2B a signal no other search network offers.

The problem is attention, not value: while teams are busy running Google Ads, Microsoft Ads is either never opened or imported once and forgotten. Managing by conversation fixes exactly that neglect.

Tecrube’s Microsoft Ads tool makes the account operable in the /app panel and, through the MCP connector, inside Claude, ChatGPT, Claude Code and Cursor. “Show the ten most expensive search terms on Bing last week” is one question; the answer comes back as a table.

Writes follow the same flow as Google Ads: preview → approve → apply. You carry the same discipline to the second channel without learning Microsoft Ads’ own interface.

In the /app panel authorise Microsoft Ads with your Microsoft account; Tecrube never sees the password and access can be revoked at any time. With several accounts you choose which to connect; on the Agency plan every client under the manager account is listed.

The first request after connecting should be “summarise my account”. The system reports existing campaigns, conversion goals and whether the UET tag is installed. This step fits within the 75 free credits.

If you already run a search campaign on Google Ads, the shortest path is to base the new one on it: “Adapt the structure of the SRCH-Service campaign from Google for Bing, daily budget 40 dollars.” Tecrube adjusts keywords, match types and copy to Microsoft Ads limits and presents the result as a preview.

You review the structure, approve, and the campaign is created paused. Going live is always your decision. The refusal of single budget increases above 50% applies here as well.

Responsive search ads in Microsoft Ads work much like Google’s; headline and description limits may differ and Tecrube checks them automatically. Negative keywords carry one important difference: Microsoft Ads does not support broad match negatives, only phrase and exact.

For bidding, new accounts do well starting with enhanced CPC or maximise conversions; for location, choose people in the target area only. LinkedIn profile targeting lets you adjust bids by industry and company size; for B2B accounts it is the first feature to test.

Do not launch before the UET tag is installed and a conversion goal is defined. Tecrube runs that check before the campaign preview; if something is missing, it drafts the UET tag through the Google Tag Manager tool and publishes it with your approval.

After launch the weekly routine mirrors Google: search term cleanup, budget check and copy performance. Comparing both channels in one chat shows in a single table which channel brings cheaper conversions for which service. Pro ($49) covers one account, Agency ($99) covers several.

The way to stop Microsoft Ads being the neglected second channel is to run it at the same rhythm as Google Ads. Connect the account, verify measurement, adapt your existing search structure and apply the weekly routine to both channels.

In Tecrube all four steps happen in the same chat and the same approval flow; there is no need to learn Microsoft’s interface separately.

Why Tecrube when Google Ads import exists? Import is a one-off copy; afterwards the two accounts drift apart and the Microsoft side is neglected. Because Tecrube manages both channels in the same chat, search term cleanup and budget checks happen at the same rhythm on both sides.

Does Microsoft Ads have Performance Max? Microsoft Advertising has its own Performance Max campaigns that work much like Google’s. In new accounts it is still healthier to build conversion data with Search first.

Do I need a LinkedIn Ads account for profile targeting? No. Profile targeting is a Microsoft Advertising feature and needs no separate LinkedIn ad account. If you also want to run LinkedIn Ads, you can connect Tecrube’s LinkedIn module to the same panel.

What budget should I start with? Starting with a small share of your Google Ads budget, say a tenth, and scaling by the cost per conversion of the first two weeks is the safest route. Tecrube shows both channels’ CPA side by side to make the shift decision easy.