Bing Ads Management by Chat: Microsoft Ads, No Dashboard

Selin runs an e-commerce brand and had been pulling steady conversions from Google Ads for months. The numbers were predictable, which was the good part. The nagging part was that cost-per-click on her best search terms kept creeping up. A friend who works agency-side asked her offhand the other day, "Have you tried Bing?" She hadn't. In the back of her head was always the same drag: learn another interface, set up another account, babysit another dashboard. This is the story of how she moved into microsoft ads without getting lost in a single panel, working entirely by conversation.

Why Microsoft Advertising? What the industry already knows

Microsoft Advertising isn't just advertising on Bing. The Microsoft Search Network spans Bing, Yahoo, DuckDuckGo, AOL, and Microsoft properties like Outlook.com, MSN, and the Edge browser. So when people say bing ads, what they're really pointing at is a broad search network that gets heavy use on desktops and inside work environments.

There are a few general observations the industry has repeated for years. The Microsoft/Bing audience tends to skew slightly older, a bit more desktop-oriented, and toward higher income. Because competition is often thinner than on Google, cost-per-click frequently comes in lower. None of that is a guaranteed outcome — these are well-established patterns, not promises. And it's exactly why so many advertisers mirror their Google search campaigns onto Microsoft to pick up cheaper incremental conversions. That was precisely what Selin wanted to do.

If you already have a search strategy that works on Google, rebuilding the same logic on Microsoft is one of the lowest-cost growth moves on the table.

What does it mean to manage ads by chatting?

Opus Growth is a "Conversational Ad Operations" platform. You don't log into a separate ad dashboard. You add a single connector (mcp.opus-growth.com) to your own Claude or ChatGPT account and manage your ads by talking. Google Ads, TikTok, LinkedIn, and Microsoft Advertising, plus Search Console, GA4, YouTube, and Tag Manager — all in the same conversation, across 100+ tools. Meta Ads (27 tools) and Google Business Profile (7 tools) are built but not live yet, pending platform approval; they will be included at no extra cost once they open. Microsoft Advertising is a fully live part of that toolkit. It's not behind a waitlist or a preview gate; it's open on every plan.

For Selin, that meant there was no interface to learn. She said what she wanted in plain sentences, the AI called the right tool, and it showed her what it was about to do before doing it.

Step by step: connecting the account

Selin typed her first message: "I want to connect my Microsoft Advertising account." The system called connect_microsoft_ads and generated a one-time authorization link. She clicked it, approved with her Microsoft account, and that was that. Then she asked, "Which accounts are connected?" and list_microsoft_accounts returned the linked account. The first rule of managing microsoft ads with ai came into focus right there: everything ran off the real data in an account it could actually see. No guessing.

Building the first campaign — and the safety net

This is where bing ads management stopped being abstract. Selin asked for something specific: "Open a search campaign with a daily budget of 300." The system used create_microsoft_campaign to show her a preview first — campaign name, daily budget, settings. Once she confirmed, the campaign was created. One detail that matters: new campaigns and ad groups start Paused by design. Nothing quietly goes live and burns budget by accident. Every write action previews first and only applies on explicit confirmation.

The ad group came next. "Add an ad group to this campaign with a default CPC bid of 4," she said. create_microsoft_ad_group showed the preview, she approved it, and the group was created — paused, like the campaign.

Ad copy and keywords

Selin remembered which headlines pulled best on the Google side. Using those as a starting point, she said, "Create a responsive search ad with 3 to 15 headlines and 2 to 4 descriptions." create_microsoft_responsive_search_ad assembled the RSA. Then keywords: "Add these terms in Phrase and Exact match." add_microsoft_keywords supports Broad, Phrase, and Exact match types, so Selin kept full control based on her intent.

She also wanted to cut waste from day one. "Add free and job-listing type terms as negatives," she said, and add_microsoft_negative_keywords defined those at the campaign level. It was the most practical way to keep her microsoft advertising account clean from the first day.

Bid strategy, location, and audience settings

Wanting to start cautiously, Selin went manual first, then said, "Switch to Enhanced CPC." set_microsoft_bid_strategy offered options like ManualCpc, EnhancedCpc, MaxClicks, and MaxConversions. On location, she said, "Target Istanbul." microsoft_location_search found the right location, add_microsoft_location_target added it, and she applied an optional bid adjustment.

Remembering those industry patterns, she fine-tuned demographics and devices too. With add_microsoft_demographic_target she set age and gender bid adjustments, and with add_microsoft_device_target she defined separate bid modifiers for computers, phones, and tablets. Since she expected a more desktop-heavy audience, nudging the computer bid up a little made sense.

No advertising without conversion tracking

This was the most critical step. "I need to measure conversions," Selin said. The system created a UET tag with create_microsoft_uet_tag. Once that tag's script is placed on the site, conversion goals and remarketing unlock. Next, create_microsoft_conversion_goal defined a URL-based conversion goal on the order-confirmation page. Selin also built a remarketing list from visitors to her pricing page with create_microsoft_remarketing_list. When she wanted to review what she already had, list_microsoft_conversion_goals, list_microsoft_audiences, and list_microsoft_uet_tags laid everything out one by one.

Going live and reporting

Everything was ready. Selin gave the final green light: "Activate the campaign and the ad group." update_microsoft_campaign_status and update_microsoft_ad_group_status flipped the status to Active. The campaign was live.

A few days later she asked, "How's it going?" microsoft_performance_report returned spend, impressions, clicks, CTR, and conversions. One term came in pricier than she'd expected, so she lowered its bid with update_microsoft_keyword. Another keyword wasn't converting at all, so she paused it. When she wanted to widen the budget, update_microsoft_campaign_budget was all it took. All of it happened inside the same conversation, without opening a panel, just by stating her intent.

What Selin took away

Managing bing ads didn't call for a separate specialty or a marathon inside yet another dashboard. She carried the logic she already knew from Google over to Microsoft, by talking. Thanks to the preview-and-confirm safety model, nothing went live blind. More to the point, she now runs Google and Microsoft in the same conversation. Comparing the two networks, or pulling a lesson from one into the other, is a single sentence away.

If you already have a search program that works on Google, the thinner competition and generally lower click costs on the Microsoft side can be a growth lever worth testing. And the only skill it takes to pull it off is saying what you want in plain language. That's really the whole difference in the microsoft ads vs google ads question when you manage both by chatting: one conversation, two networks, no new interface.

Frequently Asked Questions

Is Microsoft Ads (Bing) actually live on Opus Growth, or is it a waitlist?

Microsoft Advertising is fully live and open on every plan. There's no waitlist and no preview gate. Once you add the connector to your Claude or ChatGPT account, you can link your account and start building campaigns right away.

How do I use Bing Ads — do I need technical skills?

No. On Opus Growth you manage ads by talking. You write sentences like "Open a search campaign with a daily budget of 300" or "Add this keyword in Exact match." The system calls the right tool, previews what it's about to do, and applies it once you confirm.

If I set up a new campaign, could I accidentally burn budget?

You won't. New campaigns and ad groups start Paused by design. On top of that, every write action previews first and only applies with your explicit confirmation. When you're ready, you flip the status to Active to go live.

How do I measure Microsoft Ads conversions?

First you create a UET tag. Once its script is placed on your site, conversion goals and remarketing unlock. Then you define your URL-based conversion goal and, if you want, a remarketing list from people who visited a specific page. To track performance, you use the performance report, which returns spend, impressions, clicks, CTR, and conversions.

Why Microsoft Advertising in addition to Google rather than instead of it?

The Microsoft Search Network covers Bing, Yahoo, DuckDuckGo, AOL, and properties like Outlook.com, MSN, and Edge. Well-established industry observations suggest this audience often skews slightly older, more desktop-oriented, and higher-income, with thinner competition and frequently lower click costs. These are patterns, not guarantees. That's why many advertisers mirror their Google campaigns onto Microsoft to capture cheaper incremental conversions.