Google Ads management
Search, Shopping, Performance Max and Demand Gen as one system that we work on every business day.
Who we work with.
Setup
Why we don’t simply import
Microsoft offers an import from Google Ads, and it is a usable starting point. The auction is thinner, search volume is smaller, and automations that depend on data volume in Google often run dry here. A one-to-one clone therefore mainly produces a lot of campaigns with no basis to learn from.
We consolidate after the import: fewer, larger structures, adjusted bid strategies, dedicated exclusion lists and a feed that accounts for the particularities of the Microsoft Merchant Center.
Measurement
Conversion tracking on Microsoft
Measurement runs through Universal Event Tracking, usually via Tag Manager or server-side, with the same conversion definitions as in Google Ads. That is the actual work: only when both channels count the same conversion and the same value is it valid to compare them at all.
We set this up together with the tracking setup that is the foundation of any management anyway; see Tracking & Analytics.
Tracking & Analytics
Operational craft and strategic foresight
Prioritisation
The point at which we advise against it
Three things lead us there. Volume stays so small even after the learning phase that management turns into noise. Contribution margins stay below those of comparable Google campaigns for good. Or the management effort eats up the additional revenue.
In that case we recommend pausing the channel instead of dragging it along as a line in the report. A clear no is cheaper than a channel nobody defends any more, yet nobody switches off either.
What do clients say about working with us?
“Simon and Marc helped us enormously with our Google Ads. First they built up our account, then handed it over to a new colleague on our side. They are always there when we have questions and impress with their Google Ads expertise, while never losing sight of the bigger commercial picture and the synergies between individual performance channels. I am thrilled. :-) Thank you for everything!”
“We have been working with Touchpoint for one and a half years now and are very happy.”
“Touchpoint is exactly the right partner for us: always flexible, so we can react quickly in our dynamic e-commerce environment.”
“Touchpoint has been supporting us on Google Ads for more than a year now. Both the reporting and the communication are highly professional.”
“The expertise of Lasse and Simon has led to real optimisations in our account.”
“Collaboration and communication are outstanding. Knowledge and initiatives right at the pulse of the times — top!”
“Touchpoint is a top Google Ads agency that I have been working with for over a year, and I am extremely satisfied.”
“Simon, Morten and team have been doing a tremendous job optimizing our Google Ads setup with regards to account/campaign structure, feeds optimization, analytics, tracking etc. They are extremely knowledgeable, diligent, reliable and always up for a challenge. With the limited resources we currently have inhouse Touchpoint is the best partner we could imagine!”
“Touchpoint took over the management of our Google account around 10 months ago and has since worked intensively on scaling the account, hitting our profit targets and optimising the account architecture. Touchpoint is always at the forefront of Google Ads innovation and has contacts at Google that allow the account to be optimised beyond the usual level. Working with the team is friendly and reliable — we are happy with our decision for TP!”
Does Microsoft Ads pay off for you?
We check it against your product range and your numbers, and we also say no when no is the right answer.
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More services
Google Shopping & feeds
Merchant Center, product feed and Shopping campaigns from a single team, with feed management built in.
Demand Gen & YouTube Ads
Build new demand on YouTube, Shorts, Discover and Gmail, and measure its contribution across the rest of the account.
Tracking & Analytics
Conversion tracking, Consent Mode v2, server-side and GA4: the foundation to lay before budget scales on top of it.
Google Ads audit
Structure, search terms, feed, tracking and budget reviewed, ending in a prioritised roadmap.
Frequently asked questions
That depends on your product range and audience, far more than on any general reach figure. Bing comes pre-installed on Windows devices, which in some categories means a noticeably different audience and in others practically none. A limited test answers the question within a few weeks, using your own data.
We give no comparison figure for this, because without your category it is worthless. Auction competition is lower in many industries, but so is volume. What matters is the contribution margin per euro spent, more than the click price, and we measure that in the account.
Technically yes, as a starting point. A one-to-one clone, however, produces many campaigns with no basis to learn from, because volume is smaller. After the import we consolidate into fewer, larger structures, adjust bid strategies and account for the particularities of the Microsoft Merchant Center in the feed.
Very different figures circulate, depending on measurement method and device type, so we do not present any of them as fact. The only reliable answer is category-specific: how much qualified demand in your product areas runs through Bing. That is exactly what a limited test measures.
Through Universal Event Tracking, via Tag Manager or server-side. The tag itself matters less than making sure Microsoft counts the same conversion and the same value as Google Ads. Otherwise you are comparing two numbers that have nothing to do with each other.
A fixed threshold would be made up. The practical trigger is the same as for any additional channel: once extra budget in Google only pushes up the click price, it is worth looking elsewhere. What matters is leaving enough budget for the test to complete a learning phase properly.