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 5 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.
A Partner By My Side
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 one year at Mediabrands, a media group in the global top 5, and more than 100 companies supported. Now freelance, working directly with my clients.
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.
Career
Three steps, one specialty: online advertising managed for profitability.
Before 2021 – 2023
Google Ads specialist, official Google project
Trained on Google’s official best practices and on Google Ads betas, I managed campaigns for 40 companies and marketing agencies in the French-speaking market.
Then 2023 – 2024
Paid Media expert for Google Ads and Amazon Ads, a global top 5 media group
Over €400,000 in annual budget managed for luxury, automotive and e-commerce brands.
Today since 2023
Growth partner, working directly with my clients
More than 100 companies supported, budgets from €750 to over €100,000 per month, 61 five-star reviews on Malt and LinkedIn.
Growth partner
A campaign works at its best when everything around it works with it. These are the six areas I work on with my clients.
Every market follows the innovation adoption curve: a few pioneers, then the early adopters, then the majority. Each group buys for a different reason: the first ones want a head start, the majority wants proof.
My role: I place your customer on this curve, then compare your offer with what your market already provides. Together, we turn your difference into a message that speaks to the right part of the curve.
Algorithms learn like a student: with the right answer key, they improve fast. That answer key is your conversion data.
My role: I make your tracking reliable and send your real sales back to the ad platforms. I recommend starting here, because every other lever builds on it.
Behind every click there is a human being, with emotions and mental shortcuts. Many of our choices come from intuition, and reason comes afterwards to justify them.
My role: I start from your customer's buying psychology: what reassures them and what makes them act. I use proven mechanisms, such as social proof or the way an offer is framed, in your ads and on your page.
The click is bought, the page converts. Your page is a salesperson talking to all your visitors at once: every friction you remove makes your whole budget more profitable.
My role: I rank the friction points on the page that receives the click by what they cost. My recommendation starts with the first one to fix, the one that pays back fastest.
Advertising and AI tools change every month. Well chosen, they save hours and give you an early edge in your market.
My role: I explore for you. I test new features as soon as they ship, and your campaigns adopt the ones that have proven themselves. You get the right choice, with the reason behind it.
A good decision made once gives one result. Turned into a system, it runs every month and improves each time, like compound interest.
My role: I turn what works into a repeatable routine, with automated checks and regular reports. Your growth then rests on a method.
Pick a lever to see how I work on it.
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.
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.
My Stack
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.
A 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.
Commitment
I offer to work with or without a commitment, because each option has its advantages depending on the moment.
The work continues as long as it makes sense for you.
The Benefits
Good To Know
Visibility builds month by month, with a strategy planned in shorter cycles.
We set a length together from the start, for more stability.
The Benefits
Good To Know
The agreed term runs to its end, with less room to change course if your priorities shift along the way.
Each option has its moment. I am open to both, and we discuss it together at the quote stage.
Either way, for a first launch or a first campaign test, I recommend 2 to 3 months minimum, to gather as much data as possible before judging how well an account or a campaign performs.
FAQ
What businesses ask me before opening Microsoft Advertising.
Microsoft Advertising is Microsoft’s advertising platform, formerly Bing Ads: your search ads can show on Bing and, according to Microsoft, on partner search engines such as AOL, Yahoo, DuckDuckGo or Ecosia.
To me, it extends what already works on Google Ads: before opening it, I recommend waiting until your Google account has found the keywords and messages that convert.
Bing Ads, now Microsoft Advertising, runs on a different network from Google: your ads can show on Bing and on Microsoft’s partner sites. Depending on your market, it adds LinkedIn profile targeting: company, industry, job function, as a bid adjustment. Microsoft presents itself as the only ad platform offering it outside LinkedIn.
Importing from Google Ads copies a structure, but the volume and the bid and budget minimums differ. So I judge Microsoft Ads on its cost per conversion and on what it adds to your total.
Microsoft Advertising shows your search ads on Bing and on partner engines such as Yahoo, DuckDuckGo or Ecosia, with its own auctions. It complements Google: I recommend opening it once your Google account has found the keywords and messages that convert. I start by reading your Google account to decide whether the time has come.
The import brings over campaigns, ad groups, ads and extensions, and it can be scheduled to keep both accounts in sync. My rule: import the structure, then review the settings within the following week (bids, budgets, distribution network, measurement), because they were designed for another engine.
Depending on the market, Microsoft Advertising offers LinkedIn profile targeting: company, industry, job function. It works as a bid adjustment without restricting delivery, and it is the only place where a search meets a professional profile. I check its availability on your account before building on it.
It’s often an account running on settings designed for Google. During the import, Microsoft only raises the bids and budgets that fall below its minimums: above them, everything arrives as is, even though the platform’s volume is different. I reset bids, budgets and the distribution network to the volume actually measured on Microsoft, and I review search terms with exclusions specific to the platform.
The first thing to check is the UET tag and its consent signal. Microsoft requires it for visitors from the EEA, the UK and Switzerland, through its Consent Mode or the TCF framework: without it, conversion tracking stops and remarketing lists stop filling up. I check the tag, the conversion goals and consent before letting an automated bid strategy take over.
That’s normal: the platform’s volume is different from Google’s, and comparing numbers of clicks or conversions says little about the channel. My recommendation is to judge Microsoft Ads on its cost per conversion and on what it adds to your total, over a period long enough for the numbers to mean something.
The answer starts in 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. Once it’s open, you know each month what it adds to your total.
A short form: your website, your budget, your goal. Two minutes is all it takes.
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
We start building your strategy from everything you have shared with me.
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Growth partner
Positioning, acquisition, innovation: together we build a lasting growth system.
Théo MaupiléFreelance Paid Media
Google PartnerSuperMalter
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