Microsoft Audience Network Ads show native display and video ads across Microsoft's properties: MSN, Outlook, Microsoft Edge, and a network of syndicated partner sites. Unlike Google Display, which casts a wide net across two million websites, the Microsoft Audience Network is smaller and more curated, with a user base that skews toward higher income, desktop based, and professionally employed audiences. We design and manage Microsoft Audience campaigns that reach homeowners where they read the news, check their email, and open their browser.

Who This Is For

This service is for home services businesses that want to expand their display advertising beyond Google. If you are already running Google Display Network Ads, the Microsoft Audience Network gives you access to a different, often less expensive inventory of native ad placements with less competition. Homeowners who use Outlook for email, MSN for news, and Edge as their browser tend to be older, wealthier, and more likely to own a home than the average internet user. For remodelers, high-end landscapers, and custom home builders, this audience profile is a strong match. It is also a fit for businesses that want to test native ad formats alongside traditional banner ads. The Microsoft Audience Network defaults to native ads that look like editorial content on the page they appear on, rather than obvious banner ads in a sidebar. These native formats often outperform standard display banners in click-through rate and engagement, especially for service businesses where a well-written native ad reads like a recommendation. This is not a fit for businesses with a small total ad budget. The Microsoft Audience Network is an expansion channel, not a core lead driver. If you are spending less than $1,000 per month on search ads, put that money toward search before adding display on any platform. It is also not ideal for businesses that only need mobile traffic; the Microsoft audience is disproportionately desktop, and if your website or lead form is not built for a desktop experience, you will lose the leads this channel generates.

What We Do

Audience Targeting

We build your Microsoft Audience campaigns around LinkedIn profile data, which Microsoft owns and makes available for ad targeting through the Audience Network. This means we can target people by job title, company, and industry on a level of precision that is not available on Google. For home services, this allows targeting by homeowner status, income bracket, and professional categories that correlate with home ownership. We also use Microsoft's in-market audience segments, custom audiences built from your customer data, and remarketing lists to reach people who have already interacted with your business.

Native Ad Creative

Microsoft Audience ads work differently than Google Display banners. They are designed to blend into the content around them on MSN and Outlook. We write headlines, descriptions, and select imagery that reads naturally in a news feed or inbox environment rather than screaming advertisement. We create multiple variations of each native ad and test them against each other to identify which headlines and images drive clicks from homeowners and which get scrolled past.

Placement and Quality Control

The Microsoft Audience Network includes syndicated partner sites beyond Microsoft's own properties. Not all of these sites are worth your budget. We review placement reports regularly and exclude sites that generate accidental clicks, have high bounce rates, or are simply not where homeowners spend their time. We also use Microsoft's quality score and viewability data to shift budget toward placements where people actually see and engage with your ads.

Remarketing Integration

If you are running Bing Search Ads, the same Universal Event Tracking tag powers your Microsoft Audience remarketing lists. We build audience segments based on which pages of your site visitors viewed, how long they spent there, and whether they started a lead form. These audiences are then used to serve native ads on the Audience Network to people who showed interest but did not convert. The combination of search plus native remarketing on one platform with one tracking tag makes attribution clearer than running display retargeting on a separate platform.

Budget and Bid Management

Audience Network campaigns can spend money faster than search campaigns if left unchecked. We set daily budgets based on your total ad investment and the role display plays in your marketing mix. We manage bids at the ad group and audience level, increasing spend on the audiences and placements that are driving site engagement and pulling back on those that are not. Because the Audience Network uses automated bidding in many cases, we actively monitor how Microsoft's algorithm is performing and override it when manual bid adjustments produce better results.

Performance Reporting

Your monthly report shows impressions, clicks, click-through rate, viewable impressions, cost, and assisted conversions attributed through Microsoft Advertising. We report Microsoft Audience results alongside your Bing Search results so you can see the full picture of what your Microsoft ad spend is producing. We also include a comparison of your cost per click and engagement rates on the Microsoft Audience Network versus Google Display so you can decide which platform deserves more of your display budget.

How It Works

We start by reviewing your existing display and search campaigns on other platforms to understand what audiences and messages are already working. If you have Google Display campaigns running, we use that intelligence to inform your Microsoft Audience strategy without assuming the same creative or targeting will perform the same way on a different network. Campaign build takes about two weeks from receiving your approved creative and targeting parameters to launch. The first month is about testing. We launch with multiple ad variations and audience segments, then let the data tell us what works. Microsoft's auction is less crowded than Google's, so data accumulates more slowly. We do not make aggressive changes in the first two weeks because there is not enough data to draw conclusions from. By the end of month one, we have a clear picture of which audiences engage, which creative works, and where to allocate budget going forward. Ongoing management involves refreshing creative quarterly, adjusting bids and budgets based on performance, and continuously monitoring placements for quality. If we are running Bing Search Ads alongside the Audience Network, we manage both from the same account and coordinate audience sharing between search and display. You get a unified monthly report covering all Microsoft ad activity. We need access to your Microsoft Advertising account. If you have existing creative assets from Google Display campaigns, we can adapt them for the Microsoft Audience Network. We also need the same targeting inputs you provide for any ad campaign: your service area, the types of homeowners you want to reach, and feedback on whether the traffic you are getting feels like people who would actually hire you.

How This Fits With Your Other Marketing

The Microsoft Audience Network works as the display counterpart to Bing Search Ads on the same platform. Someone searches for "kitchen remodeler" on Bing, clicks your ad, and browses your site. They leave without calling. The next day, they open Outlook and see a native ad for your kitchen remodeling services. That sequence, search to display remarketing, all happens inside Microsoft's ecosystem with shared audience data and attribution tracking. This channel also complements Google Display Network Ads by reaching people where Google does not. Outlook users checking email during the workday and MSN readers catching up on news are environments Google does not own. If you are running direct mail campaigns, we can coordinate your Microsoft Audience targeting to serve digital ads in the same zip codes where your mailers landed, reinforcing the message across channels. And if you use our landing page design service, we can build pages tailored to the native ad experience, where someone arriving from a news feed ad has different expectations than someone clicking a search ad.

What to Expect

The Microsoft Audience Network is a smaller, more targeted network than Google Display. You will get fewer impressions and fewer clicks, but the intent and demographic quality of those clicks tends to be higher. Expect the first month to generate data more than leads. By month three, you should have enough conversion data to determine whether the cost per lead from the Audience Network justifies its place in your budget. Native ads take longer to prove out than search ads, but the cost per click is often lower and the engagement quality can be higher. The biggest variable in your results is the quality of your ad creative and how well it matches the environment. A well-written native ad that looks like a recommendation will outperform a banner ad that looks like an ad every time. We will push you to test different headlines, images, and approaches. The more willing you are to run tests rather than set one ad and forget it, the better this channel will perform. We do not promise a specific lead volume from the Microsoft Audience Network. We do promise that your ads will be placed responsibly, your budget will be monitored daily, and you will get honest reporting that tells you whether this channel is earning its keep. If the data says the Audience Network is not producing results for your trade and market, we will tell you and recommend reallocating that budget to channels that are working.

Related Services

• Bing Search Ads — The search counterpart on the same Microsoft platform, sharing UET tracking and audience data.
• Google Display Network Ads — The larger display network that the Microsoft Audience Network complements with a different, often higher-income audience.
• Retargeting — Native remarketing ads on the Audience Network bring back visitors who clicked your Bing ad or visited your site.
• Programmatic OOH — Extend your display strategy into physical screens in your target zip codes.