+2,900%
Bow City Storage
ROAS increase of 2,900% in addition to a 33% CTR increase.
Microsoft Ads Agency Toronto
Unlock Growth Beyond Google with Yahoo and Bing Ads.
Capture overlooked traffic and drive more conversions with search campaigns that maximize every click and expand your reach.
-
Bing &
Yahoo search -
LinkedIn profile
targeting -
Import from
Google -
Audience
Network
Expertise
Microsoft Advertising Partner
Client rating
Google 4.8 ★ · Clutch 4.4 ★
Network reach
Bing, Yahoo, AOL, Audience Network
Strategy session
Free 30-minute strategy session
Real results
Real Performance. Measurable Growth.
6%
Harmony Resorts
Harmony Resorts reported a 6% conversion rate and an increase in ROAS of 74%.
+41%
Ontario Business Central Inc.
A 41% increase in revenue along with an efficient 16% increase in ROAS.
$420K
Spieth America
From zero to $420K in online sales within 10 months.
Marketing service
Microsoft and Bing Advertising.
Do you remember a time when Google didn’t dominate search? It’s easy to dismiss an advertising platform that isn’t one of the giants. But you might just miss out on another platform your customers are already using, a niche market with a lower cost per click.
Did you know that Bing, Microsoft’s default search engine, sits firmly in second place behind Google? That is a sizable market for brands with a distinct audience. If you are struggling to reach your target audience on the search giant because of the sheer volume of ads and competition, you may be better off targeting them on a platform that drives more clicks and conversions at a lower price point.
Bing Ads are the sponsored ads at the top of both Bing and Yahoo search engines. Together, Yahoo and Bing hold a much smaller share of the Canadian search market than Google. While that limits raw volume, the cost per click is typically cheaper than Google. With Bing Ads, now known as Microsoft Advertising, your brand is in a prime position to target PC users specifically, plus unlock lesser-known but genuinely unique benefits like LinkedIn profile targeting and AI integrations across Microsoft’s search products.
Does your PPC strategy need an upgrade? See why Bing Ads might be the tool you need to reach more audiences. Find out from Consultus Digital, your Microsoft Advertising agency in Toronto and your partner in unlocking new advertising platforms for maximum impact.
How we work
The Consultus Digital Method.
Consultus Digital offers a tailored, expert solution to Bing and Yahoo advertising in Toronto. Our dedicated Account Managers make it their top priority to understand everything there is to know about your business, your target audience, and the goals you are trying to reach. We then use that knowledge to craft an effective and comprehensive campaign.
Keyword Research
We perform extensive keyword research to understand exactly what your target audience is searching for when it comes to your business.
By finding out what people are actually typing into Bing when they go looking for businesses in your industry, we can place more bids on the keywords that matter, and ignore those that don’t.
Optimized Content
Once we know what keywords to focus on, we craft content that hits those search terms while also being engaging and attractive to users.
We perform deep search engine optimization for your website and landing pages, helping your advertising spend translate into real conversions.
Dynamic Management
The world of Bing advertising is constantly changing, with bids on keywords changing by the minute.
Your dedicated Account Manager will ensure you are only ever paying the amount you want, and that the money you are spending is being distributed dynamically to maximize your return on investment.
Comprehensive Reporting
At the end of each month, your Account Manager will put together a detailed report of the past month’s deliverables and achievements.
You will be able to see which dollars got you the most return, the emerging trends in your industry, and what to focus on in the months ahead. If you are looking to serve your business to an untapped and profitable market, contact Consultus Digital today.
Microsoft Ads, explained
What is Microsoft Advertising and Bing Ads?
Bing may not be at the top of your mind when it comes to PPC advertising, but its smaller search market share might be exactly what you need to capture your target audience. Microsoft’s Bing Ads platform is a smaller, direct competitor to Google Ads, working in much the same way, from targeting keywords and searches through to remarketing website visitors across the web.
Boasting a lower cost per click and a built-in audience from Bing being the default search engine on Windows devices, Bing Ads are a strong way to expand your digital marketing strategy and connect with a wider audience. And since Bing’s user demographics tend to skew older with higher household incomes, you can generate more leads, boost brand awareness, and drive sales in a less saturated search market for much less.
Here is everything you can do with Microsoft Advertising:
- Display ads for your services, products, content, and more, to an audience you target.
- Manage performance using ad data for constant campaign monitoring and optimization.
- Retarget previous website visitors to keep your brand visible and broaden conversion funnels beyond your own site.
- Control your ad spend, frequency, audience targeting, and other options for cost-effective performance.
Explore the possibilities
Types of Bing Ads.
Microsoft Advertising is a dynamic tool that lets you meet potential customers exactly where they are. From basic search to multimedia, product ads, and more, Bing Ads offer a wide range of formats, each designed for a specific campaign goal.
01 / Search
Responsive search ads
The workhorse of any Microsoft Advertising account and usually the first thing to get right. Provide up to 4 sets of ad copy and 15 headlines, and Microsoft mixes and matches them into ads, then ranks by performance to push the best combinations. Expanded text ads, the old default, can no longer be created or edited, so this is where new search copy lives.
02 / Mobile
App install
A search ad with a button linked directly to the iOS App Store or Google Play, so the install happens without an extra step in between.
03 / Automated
Dynamic search
Targets niche search results by matching your site’s pages to similar products and related keywords, which surfaces demand your keyword list missed.
04 / Native
Smart search
Ads displayed in the Windows startup bar when a user starts a Bing search from there. It is a placement that exists nowhere else, and it puts you in front of someone at the moment they open their machine and start looking.
05 / Visual
Multimedia ads
Uses visuals like images and graphics to entice users to click through to a sponsored page. These cost more to produce than a text ad, so they earn their place when your offer benefits from being shown rather than described.
06 / Retail
Product ads
Built for e-commerce, boosting product listings when users search for related products, with the image, price, and merchant visible before the click.
07 / Reach
Audience ads
Native placements on articles across the Microsoft Audience Network, driven by AI targeting based on consumer intent signals such as a user’s search history and demographic data.
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How the platform works
How does Microsoft Advertising work?
Microsoft Advertising taps into a smaller but capable market where customers are searching for products and services like yours. By targeting a Bing search query, your ad can be served as either an exact or broad match, letting you capture a specific audience or a wide range of customers.
Ad placement
Bing Ads do not just show up on Bing Search. Thanks to Microsoft’s reach, ads can also appear at the top, side, or bottom of AOL and Yahoo results pages. Where you land is based on:
- How much you bid for a keyword
- The level of bidding competition on that keyword
- How relevant your ad is to the search query
- The performance of your ad to date
Those four inputs behave much like the Google Ads auction, which is why an account manager who understands paid search can move between the two without relearning the fundamentals.
The Microsoft Advertising network
The platform is broader than the Bing brand suggests. One campaign can reach across:
- Bing, Yahoo, and AOL search results
- Microsoft’s Owned and Operated properties
- Publisher sites in the Microsoft Audience Network
- The Windows startup bar and Microsoft devices
- LinkedIn profile attributes, through Microsoft’s ownership of the platform
Why Microsoft Ads matter
Why is Microsoft and Bing advertising important?
Bing advertising in Toronto can be a genuinely useful tool for certain industries and markets. Because of the lower competition and the different demographics of the typical Bing searcher, ad dollars spent here can return unusually well.
Where you might have had to spend hundreds of dollars on Google to achieve a couple of conversions, you could spend a fraction of that on Bing and get highly targeted results with strong conversion rates. The platform is also similar enough to Google Ads that it can be managed the same way, targeting demographics, geographic locations, and other factors to serve your business to the right audience.
The network is vast
Google may dominate the search market for now, but Microsoft serves ads across multiple search engines, including Bing, Yahoo, and AOL. Google remains king, and Bing Ads still present a real opportunity to reach consumers starting their shopping journey elsewhere.
Just as powerful, for much less
A less saturated market, a slightly older audience with more purchasing power, and a wide range of ad types and formats combine into a platform that is both dynamic and cost-effective. The performance is comparable; the price of entry is not.
Control and APIs
Microsoft Advertising goes beyond audience targeting and gives you APIs. That makes it easier to track campaign performance and optimize your ads programmatically rather than through the interface alone.
A low-risk way to test
Start small. Put a modest daily budget behind the searches that matter most, compare the cost per lead against your other channels, and scale only what earns its place.
The advantages
What are the benefits of Microsoft Advertising?
Bing Ads are a powerful, understated tool, and your brand could be missing out. Even though the search volume going through Yahoo and Bing is lower than Google, there are several benefits worth weighing.
01 / Efficiency
Lower cost per click
Less advertiser competition means lower CPCs, which translates directly into a lower cost per lead for your business.
02 / Audience
An older demographic
Bing and Yahoo users skew older. They are more likely to have children or buy products and services aimed at an older customer base, which is an advantage for plenty of businesses.
03 / Control
Granular targeting
All the targeting tools and controls you need, including demographics, language, ad schedule, extensions, ad spend, and campaign optimization, available at the ad group level rather than only at campaign level.
04 / Reach
Search partner network
Microsoft has a network of search partners, including its Owned and Operated properties and publisher sites where your ads can be displayed alongside the main search results.
05 / Setup
Import from Google
Seamlessly import existing Google Ads campaigns into Microsoft Advertising for a much faster setup, keeping structure, keywords, and copy intact.
06 / Transparency
Better reporting than Google
Microsoft Advertising is more transparent about campaign performance than Google is. That includes data broken out per search partner site, so you can see exactly where your impressions came from and opt out of placements that are not converting. It is a small difference that compounds, because it turns wasted spend into something you can actually find and switch off.
Who needs Microsoft Ads?
Does my business need Microsoft Advertising?
In a highly competitive landscape, plenty of business owners and marketers are rethinking how to get maximum value from paid search. Don’t dismiss Bing Ads just yet, despite the smaller audience and market share. The platform offers targeting built into the very devices your customers use, and there is less competition, so you are more likely to get the clicks and conversions that build lasting customer relationships.
If your brand isn’t advertising on Microsoft yet, here is every reason to start:
01 / Market
A growing market share
Google may be the king of search, but Microsoft is firmly behind it and steadily growing. It helps that Bing is the default search engine on PCs, which puts you in front of customers using Windows. With ads running across Bing, Yahoo, and AOL, there are more opportunities to reach them than the market share number suggests.
02 / Audience
A unique audience
Bing has a distinct user demographic. Where Google caters to everyone, Bing users tend to be older and have more purchasing power. If your brand caters to that demographic, you may be better off reaching them here, in front of an audience that is readier to buy.
03 / Cost
Lower cost per lead
Struggling to generate returns from your current PPC campaigns? Microsoft Advertising offers better value thanks to less competition and lower cost per click and cost per lead. If your audiences are easier to reach here, you get lower acquisition costs and stronger conversion funnels.
04 / Setup
Easy integration
Microsoft Ads are flexible and easy to set up alongside your existing campaigns, so the channel adds reach without disrupting the tracking and optimization you already have in place.
05 / Insight
Insights
Microsoft covers the basics of performance tracking and then some. Beyond campaign insights, the platform recommends locations worth targeting, complete with search volumes that point to where your reach can grow.
06 / Targeting
LinkedIn targeting
Most of all, only Microsoft has a direct line to LinkedIn, since both belong to the same ecosystem. You can target audiences based on their LinkedIn profile, including industry, company, and job function, which is a level of B2B precision no other search platform offers.
Client ratingGoogle 4.8 ★ · Clutch 4.4 ★
Practical decisions
How much does Microsoft Advertising cost?
You already know Bing Ads cost less than the competition. The exact cost per click depends on your industry and keywords, but less competition in keyword bidding keeps prices down, and even a small investment can place your ads at the top of search.
Of course, every campaign is unique and advertising needs vary across industries. Before launching a Bing Ads campaign, find out where every marketing dollar goes:
Ad budget and keyword bid
Bing Ads generally cost less than Google, so you could spend much less per click and per conversion. How much less depends on how competitive your industry is, which can drive bids up. Keep in mind that the ad auction is a constant, dynamic process, so your costs will move.
Keyword strategy and audience targeting
A key factor is the shape of your strategy: how many keywords you target, how big the audience is, and what its attributes are. The bigger the campaign, the higher the spend, so it pays to watch trends across the Microsoft Search Network and optimize by performance, device, location, and peak times.
Ad type
Think about the format you are using. A multimedia ad needs more production resources, since the visuals have to be designed, where a text ad is far easier to produce. For best value, find out what your audience responds to and invest in the ad types most likely to deliver.
Choosing an agency
What to look for when hiring a Microsoft Advertising agency.
A fresh perspective and the capacity for seamless campaign execution is what you need to grow your reach into Bing’s previously untapped market. Once you have decided to work with an agency, the next step is choosing the right partner. Here is how to find one in Toronto.
01 / Credentials
Microsoft Advertising Partner status
Microsoft certifies agencies through its partner program, and the badge is a verifiable signal in a channel where most agencies are improvising. Consultus Digital is a Microsoft Advertising Partner. Ask any shortlist whether they are too.
02 / History
Time in business
Find out how long they have been operating, the clients they have supported, and the results they have delivered. Longevity in paid search is not a vanity metric. It means they have managed accounts through platform changes.
03 / Evidence
A portfolio, and how it got made
Ask to see the Microsoft Advertising campaigns they have designed and executed. An agency that runs the channel regularly will have examples ready; one that treats it as an afterthought will not. Then ask about their development, management, and optimization process, so you know what happens in month one, what happens every month after, and who is doing it.
04 / Reputation
Ratings and testimonials
Check ratings, reviews, and testimonials. Find out whether they deliver on their promises and whether current and previous clients are genuinely happy with campaign performance.
05 / Capability
Full-service and in-house
Will the work be done in-house? A full-service agency handles more than campaign setup and ad copywriting: photography and videography, design, landing page development, and the other pieces a campaign actually depends on.
06 / Communication
Reporting and responsiveness
Does the agency provide regular reports and updates? Find out how reachable they are and how quickly they respond to questions and concerns, because that is what the relationship feels like day to day.
Why Consultus Digital
Why choose Consultus Digital as your Microsoft Advertising agency?
Ahead of the curve
At Consultus Digital, we dedicate ourselves to identifying emerging trends and finding new ways to promote your brand. That is why we invested in Microsoft Advertising ahead of its renaissance. Powerful platform capabilities plus agency know-how make for a recipe for success at a fraction of your current advertising costs.
Hands-on client service
The foundation of our work is your satisfaction. From a dedicated account manager to regular reporting cycles, an ethos of responsiveness and transparency, and full-service operations, you can count on us across all your Bing Ads needs, from initial research through to execution and growth.
We are a Microsoft Advertising Partner
Consultus Digital is a Microsoft Advertising Partner, which means verified expertise on the platform rather than a claim of familiarity with it. It is the credential worth checking for on this channel, because far fewer agencies hold it here than on Google.
Microsoft Advertising knowledge
We are committed to knowing this platform properly and making sure you get the best value from your campaigns. From exploring audience targeting features to A/B testing ad formats and content, we stay current on Microsoft Advertising and its emerging best practices.
A track record of success
Finally, we have the client testimonials, reviews, and stories to show for our work. We let our track record speak for itself, because it can. You get a front-row seat to the campaigns we have delivered, so you can trust we will bring the same to yours.
At Consultus Digital, we are dedicated to placing your brand in front of the audiences you want to reach, in the best places to do it. We don’t think any platform is outside your reach if it is where you can connect with your audience, which is why we want you to get ahead of the curve on Bing Ads.
Your next customer could be one Bing search away from finding your products and services on a less saturated, more cost-effective platform.
The wider growth system
What other services complement Microsoft Advertising?
Microsoft Advertising is a gateway to a previously untapped market, and it is exactly what you need to cover all the bases on in-demand product and service searches. But it is only one piece of the puzzle. To compound, it has to sit inside a broader digital marketing strategy.
01 / Search
Google Ads
There is a good chance your target audiences overlap across platforms. Microsoft users are also on Google, so running both is how you cover the whole of a category’s search demand rather than a slice of it.
02 / Social
Paid social
Your customers are on Facebook, Instagram, TikTok, and LinkedIn as well as in search. To reach your market effectively you need to be on the platforms they actually use, which is what lifts impressions, clicks, and conversions together.
03 / Organic
SEO
Bing Ads cut through pages of results and add placements across the Audience Network. But every paid click has an organic counterpart, so supporting the ads with SEO for Bing and Yahoo compounds what you are already paying for.
04 / Content
Content Marketing
A content strategy keeps driving website traffic that begins with a Bing search long after the ad budget for that month is spent. It is the part of the system that does not stop when you pause the campaign.
05 / Nurture
Email Marketing
Microsoft Advertising offers strong insight into your audience: who they are, where they are, and what interests them. Email lets you reach those same people again, keeping your brand top of mind between visits.
06 / Return
Retargeting
It keeps your brand visible to people who have already shown interest, broadening conversion funnels beyond your own site and giving a first click more than one chance to become a sale.
Client Testimonials
What clients had to say.
There’s a reason Consultus Digital holds a 97% account retention rate.
My firm, KASE Insurance Inc., has partnered with Consultus Digital two years ago. At that time we had no online strategy. The team have helped us rebuild our website and created an SEO strategy that has provided us with 150% ROI! Consultus Digital has an amazing customer service team and they truly care about their clients and delivering on their promises. I strongly recommend the Consultus Digital team to all my friends and clients.
Stanislav KojokinCEO, KASE Insurance
Google review
The team at Consultus Digital won our business due to their thorough assessment and realignment of our digital sales and marketing strategy. Within only a few weeks of partnering with them, we increased our inbound leads significantly by reconfiguring the user experience of our website.
Helen StergiouPartner, The Office Shop
Case study
I began using Consultus Digital in January of 2022 after being with a competitor for many years. The team at Consultus Digital has helped us to increase revenues over the last number of months and has brought new engaging ideas to increase our exposure within our market. They are a great team who do amazing SEO, Google ads and CRO. Highly recommend.
Laura HarveyCEO, Ontario Business Central Inc.
Case study
Such a great team to work with! Created an amazing new website for us along with managing all our paid digital ads each month.
Melissa GrahamManager, Orr Insurance
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As the VP of both Sales and Marketing for one of Canada’s largest electronic recycling companies, I wear many hats. I rely on the team at Consultus Digital to act as my outsourced, internal marketing team. Over the past 3 years, they’ve provided our company everything from website development to social media management. I would highly recommend the team at Consultus Digital to any business looking for a partner in navigating the complex world of digital.
Tricia OldfieldVice President, eCycle Solutions
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Consultus Digital has looked after our website, search, social and paid media since 2021. What sets them apart is that they care about what happens after the lead comes in, not just how many come in. When something needs attention, they’re on it.
Joseph ZayounaFounder & Managing Partner, Zayouna Law Firm
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Working with Consultus Digital over the last year has allowed us to scale our online business significantly. We’ve learned so much in the short time working with them about our business that we’ve not only been able to apply to our digital marketing efforts but other aspects of our business. We continue to be impressed with their new innovative way of thinking in the search space, which included one of the best digital reporting dashboards I’ve seen in 17 years of digital marketing.
Victoria BuottDirector of Marketing, Spieth America
Case study
Extremely happy with the overall experience working with Consultus Digital. I had the pleasure of working with Mo. Everything Mo said he was going to do, he did! We worked with Consultus Digital on a new website. Mo and the team brought our website from 2012 into 2024. Mo offered suggestions on the ways customers interact with websites, what works well, what doesn’t work well and ultimately we ended up with a very professional modern website. I would 100% recommend the Consultus Digital team!
Dean ArnillWestern Asphalt Products
Google review
1 / 8
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