Microsoft Advertising · formerly Bing Ads
The ad platform behind Bing, Yahoo and DuckDuckGo. I handle the import from Google Ads, the settings and the measurement.
I am Théo Maupilé, a freelance Microsoft Ads consultant based in Barcelona, trained in a top 6 global advertising group. I run Microsoft Advertising accounts, formerly Bing Ads, alongside Google Ads: import, bidding, audiences and conversion tracking. Every engagement is priced per project, after a review of the account.
Delegate With Confidence
Who I am
I'm your growth partner. You work with the person who manages your bids, and who sees your marketing channels as one whole, connected to your landing page, your positioning, your offer and the innovation in your market. Together, we build an acquisition system made to last.
Five years of Paid Media, including two years at Mediabrands, a media group in the global top 6, and more than 100 companies supported. Now freelance, working directly with my clients.
The platform today
Four facts published by Microsoft, worth knowing before you import an account.
Facts published by Microsoft Advertising in its help center, read on 21 September 2026. These are not campaign results: I will publish performance averages for this platform when I have a sample that makes them honest.
The import from Google Ads brings over campaigns, ad groups, ads and extensions, and it can run on a schedule to keep both accounts in sync. We decide together what to import, what to rebuild, and what stays out of Microsoft Ads on purpose.
Microsoft applies its own minimum bids and budgets, different from Google’s, and raises anything too low during the import. I reset bids, strategies and budgets to the real volume of the platform.
Remarketing lists and LinkedIn profile targeting: company, industry, job function. It works as a bid adjustment and keeps your reach intact, which makes it valuable in B2B. Availability depends on the market: I check it on your account before building on it.
The UET tag installed and checked, conversion goals rebuilt, and the consent signal connected. This is the part I handle before the first euro: an account that no longer sees its conversions cannot bid on results.
Choosing well
The title changes from one page to the next. The checks stay the same.
Ten minutes of import, and your Microsoft Ads account exists. That is the easy part! Importing your Google account is like moving into a new flat with the furniture from the old one: everything fits through the door, nothing is the right size. Bids, budgets, ad distribution and measurement are set afterwards, and that is where the account becomes profitable. Here are four checks that separate someone who imported an account from someone who runs one.
Microsoft Ads extends what already works. I do not recommend opening it until your Google Ads account has found the keywords and messages that convert: you would copy your doubts onto a second channel. Someone who offers Microsoft Ads without opening your Google account is talking about the channel before talking about your result.
The import copies a structure. Ask what will be reviewed by hand afterwards: bids, ad distribution, the UET tag, conversion goals. A precise answer tells you the person has done it before. A vague answer tells you they clicked “Import”.
In many setups, the person who sells the work is not the one who launches the campaigns. Ask who touches the account, how often, and with what seniority. Here the answer is simple: me, and no one else.
The Microsoft Advertising account is opened in your name, with your billing, and I work in it as an invited user. You keep the change history and the reports, and you can remove an access whenever you want.
Applied to my own profile: Google Partner certification you can check in the official directory, five years of Paid Media including two at Mediabrands, more than 100 businesses supported, and a single person operating your account. On Microsoft Ads, I currently run accounts across several European markets for a B2B group, alongside their Google Ads accounts.
In practice
Choosing what to import from Google Ads, checking the import log, and scheduling the next imports with their options set so both accounts stay consistent and the bids, budgets and settings specific to Microsoft stay in place.
Bid strategies and budgets set on the real volume of the platform, which I measure before fixing an amount. A budget copied as it is spends badly: too wide, it funds secondary queries; too tight, it holds back what converts.
Microsoft shows ads on Bing and on partner search engines such as Yahoo, DuckDuckGo or Ecosia. The distribution setting lets you choose between the entire network and Microsoft sites with select traffic: I decide it from your reports, not out of habit.
Remarketing lists linked to the right tag, and bid adjustments by company, industry or job function when your market gives access to them. In B2B, it is the only place where a search meets a professional profile.
Installing and checking the UET tag, conversion goals, and the consent signal through Microsoft’s Consent Mode or the TCF framework. I check that conversions come in before letting an automated bid strategy take over.
I review search terms with the same method as on Google Ads, and I keep negative lists specific to the platform. Queries differ from one engine to the other: the negatives from your Google account are a starting point, never finished work.
To avoid
Almost all of them come from the same reflex: treating the platform as a copy of Google.
The import creates an account that looks like yours, with settings designed for another engine. Import the structure, never the settings: bids, budgets, distribution and measurement are reviewed in the week that follows. Otherwise the account runs on assumptions that belong to another platform.
During the import, Microsoft only raises the bids and budgets that fall below its minimums. Above them, your budget arrives as it was, while the volume of the platform differs from Google’s. The right amount comes from the volume measured on Microsoft.
Microsoft requires a consent signal on the UET tag for visitors in the EEA, the UK and Switzerland, through its Consent Mode or the IAB’s TCF. Without it, conversion tracking stops and remarketing lists stop filling.
The volume of the platform differs from Google’s: a number of clicks or conversions compared with your Google account says little about the channel. My recommendation is to judge it on its cost per conversion and on what it adds to your total, over a period long enough for the numbers to mean something. One of the accounts I support paused Microsoft Ads in spring 2026: at a few hundred euros a month, the impact stayed limited. We will review it once the Google account has been restructured.
How it works
A simple, smooth process is what produces results.
By your side at every step, for an experience without friction.
Delegate With ConfidenceA read of your Google Ads account: what converts, at what cost, on which keywords. You leave with a clear decision: we open Microsoft Ads now, or we wait for a specific milestone.
Importing what deserves to be imported, then setting bids, budgets and ad distribution. The UET tag, the conversion goals and the consent signal are in place before the first euro.
Search term reviews, negatives, audience adjustments, then scaling at the pace your margins allow. Every month, you know what Microsoft Ads adds to your total.
Client reviews
Reviews published on Malt and LinkedIn, with the company logo: you can trace them back.
He's incredibly skilled, proactive, and always goes the extra mile to deliver top-quality work. His deep knowledge of Google Ads and his strategic mindset make him a key asset in any project. Théo is not only highly professional and detail-oriented, but also genuinely attentive and pleasant to work with.
Theo and I worked very closely to deliver ads management services for our clients. Theo is very collaborative and produces very high quality work. Theo is a great partner and is easy to work with. I highly recommend Theo.
Read the client reviews (5/5) →
These engagements cover Google Ads and Meta Ads: see my freelance Google Ads work.
A short form: your website, your budget, your goal. Two minutes, no more.
We look at your account together and I tell you straight what's achievable, and what isn't.
The first levers identified, whether you work with me afterwards or not.
Growth partner
Positioning, acquisition, innovation: together we build a lasting growth system.
Théo MaupiléFreelance Paid Media
Google PartnerSuperMalter
Answer 7 quick questions and let’s plan a 25-minute call, no strings attached.
