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Microsoft Search ads


Reach new customers with your message at the right time while they search for information related to your products or services with Search ads.

Benefits of Microsoft Search ads

Retain creative control

You always have control of your advertising messages—from headlines, to copy, your landing pages, and offers.

Simplify campaign management

You can use automation and AI to manage your campaigns, bids, and more. Microsoft Advertising will never spend more than you want.

Achieve business goals

You set your goals—like selling products or generating leads—and Microsoft Advertising will use AI to get the most out of your advertising budget.

Key features of Microsoft Search ads

Ad extensions

Dynamic ad extensions help make your campaign more effective and attract more relevant customers to your business. These optional enhancements to your text ads are simple to include and don’t cost extra to use.


With ad extensions, customers can easily call or find your store, navigate to specific pages on your site, download an app, and more.

Dynamic Search ads

Using your website’s content, DSAs help you uncover new business opportunities by matching your ads to users’ queries that aren’t part of your keywords.


And now, with static headlines available—unique to Microsoft Advertising—you can retain full control over the ad copy and titles of your DSAs.

Complement your existing ad campaigns

Tell your customers about your brand story—what sets it apart from the competition and why they should choose your products and services. 


Multimedia ads find the most effective combinations of headlines, descriptions, and images to match your content with your potential customers’ searches, saving you time and increasing clicks and conversions.

Responsive Search ads

Responsive Search ads make creating ads easier by eliminating the need to figure out which headlines and descriptions work well together.


Provide up to 15 headlines and 4 descriptions, and Microsoft Advertising will optimize the ad copy to create the most effective ads for potential customers. Show the right message at the right time.

Search partners

Put your ads in front of customers across multiple properties and devices they use in their journeys.


We partner with proven, reputable, and tested sites such as CBS, DuckDuckGo, and Forbes. With more opportunities for your customers to find your ads, our partners often offer attractive returns and solid conversions on your ad spend.

Vertical ads

Balance what consumers want with what’s important for advertisers while reflecting on what makes each industry unique.


Vertical ads focus on information that a specific consumer is looking for and provide it in an engaging, easy-to-read format, pre-click, and with images.

Search ads by the numbers


Billion monthly PC searches (USA)1


Million unique PC users (USA)1


PC market share1


Spend more online when shopping1


How Gandalf achieved a 1316% ROAS

The vision of Gandalf is to promote reading and provide books that inspire and educate—at attractive prices.


To reach new customers in the extremely competitive book industry, the team at Gandalf and its agency Sempai wanted to develop an ad strategy that helped maximize profits while ensuring sales efficiency at a level that met customer satisfaction.

Get the most from your Search ads campaigns with these tools

Microsoft Advertising Network Search Data

Reach more of your customers and connect with the people who matter to you on the Microsoft Advertising Network.


Access in-depth audience understanding and marketplace insights when you use audience data to help plan your Microsoft Advertising campaigns.

Keyword planner

How do you choose the best keywords? How much should you bid on them? The Microsoft Advertising keyword planner can help you conduct keyword research and identify the most effective ad groups and keywords to boost your campaign performance.


Audience targeting

Connect to the customers that matter most to you with Microsoft Advertising audience targeting tools. See stronger engagement and returns by focusing your marketing on the customers most likely to convert.

How to get started

Connect with customers looking for your business anytime, anywhere, on any device with Microsoft Search ads.


Sign up

It’s quick and easy to open a Microsoft Advertising campaign and get started.


Create a campaign

Import from Google, check your settings, and start advertising, or make a new campaign. You have many options to create a campaign.


Enter bids and budgets

Enter your daily advertising budgets and how much you want to spend per click.


Activate your campaign

Now you’re ready to launch your first campaign. Check your reports to see how your campaign performs.

Get started with Search ads today

Search ads are a dynamic way to start your digital advertising campaign. Import from Google or create a campaign from scratch—you’re minutes away from launching an effective advertising campaign.

Frequently asked questions

With Microsoft Search ads, you can reach potential customers who are actively searching for your products and services. These ads can appear with search results on sites like Microsoft Bing, AOL, Yahoo, DuckDuckGo, Ecosia, and other partners.

Microsoft Search ads may also appear on relevant audience sites to help you engage your ideal audience and achieve your advertising goals. This includes sites like MSN, Microsoft Start, Microsoft Edge,, and publisher partners based on our unique knowledge about your potential customers.

With search campaigns, you create your ad groups and provide the keywords and assets (images and text) for your ads. We'll use them to deliver your ads at the right time using keyword matching, ensuring that your ads are optimally matched with potential customers' search queries.

You can also adjust your targeting settings and apply bid adjustments to ensure that your ads reach your target audience. Microsoft AI will help you show the most effective and relevant ads to the right people to maximize campaign performance.

When you advertise with Microsoft Advertising, your ads can appear across the Microsoft Advertising Network, including Microsoft sites and partner placements.

Where your ads display depends on your campaign goals, ad type, targeting criteria, and ad distribution settings. By default, new campaigns are set up to show ads across the entire Microsoft Advertising Network to give your ads the most visibility. 

Yes, Microsoft Advertising offers many different ad formats. Some examples include Multimedia ads, Responsive Search ads, Dynamic Search ads, Product ads, Vertical ads, and App Install ads. You can use these formats when you create your campaign and ad groups.

Universal Event Tracking (UET) is the key that unlocks powerful Microsoft Advertising features such as conversion tracking, audience targeting, and automated bidding bid strategies.

The key comes in the form of the UET tag, which records what customers do on your website and sends that information to Microsoft Advertising. UET is a prerequisite for conversion tracking, remarketing in paid search, and automated bidding bid strategies.

[1] Comscore qSearch, Explicit Core Search (custom), March 2023, United States, desktop traffic only.