Microsoft Bing Expert
This is a remote position.
We're looking for a Microsoft Bing Expert who knows the Microsoft Advertising ecosystem inside and out and can turn search intent into consistent, qualified leads. You’ll own Bing/Microsoft Advertising campaigns end-to-end—from strategy and account structure to optimization, testing, tracking, and reporting. The ideal candidate has strong experience managing campaigns for US-based businesses, particularly home service companies, and knows how to scale performance while maintaining efficient CPL and ROAS.
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Plan, build, and manage full-funnel Microsoft Advertising (Bing Ads) campaigns from strategy through execution, including keyword research, campaign structure, ad copy, targeting, bidding, and budgets.
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Analyze CPL, CPA, ROAS, CTR, CPC, conversion rates, impression share, search terms, and quality metrics to identify inefficiencies and growth opportunities.
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Conduct ongoing keyword research and optimization, including search-term analysis, negative keyword management, match-type strategy, and competitor research.
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Create and optimize Responsive Search Ads (RSAs) and other Microsoft Advertising formats to improve click-through and conversion performance.
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Manage audience targeting, remarketing, in-market audiences, customer lists, and other Microsoft Advertising audience solutions.
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Design and execute structured A/B tests across ad copy, landing pages, keywords, audiences, bidding strategies, and campaign structures.
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Optimize campaigns for qualified lead volume, incorporating feedback from CRM and sales teams to improve lead quality—not just lead quantity.
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Manage and allocate significant advertising budgets efficiently, scaling high-performing campaigns while maintaining target CPL, CPA, and ROAS.
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Monitor account health, search trends, disapprovals, policy issues, tracking accuracy, and other factors that may negatively impact campaign performance.
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Implement and troubleshoot Microsoft UET (Universal Event Tracking), conversion goals, remarketing tags, and conversion tracking in coordination with development and analytics teams.
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Work with landing page and creative teams to improve conversion rates and ensure ad messaging aligns with the user journey.
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Translate campaign performance into clear, actionable reports for clients and internal stakeholders, including insights, recommendations, and next-step strategies.
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Stay current with Microsoft Advertising platform updates, AI-powered features, audience solutions, bidding technologies, and search advertising best practices.
Requirements
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4+ years of hands-on experience managing Microsoft Advertising/Bing Ads campaigns, preferably within a digital marketing or performance agency.
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Proven track record managing lead generation campaigns for US-based businesses.
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Strong experience running Microsoft Advertising campaigns for US home service companies, including HVAC, plumbing, roofing, electrical, landscaping, pest control, remodeling, and similar industries.
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Experience managing campaigns across multiple accounts and verticals simultaneously in an agency environment is highly preferred.
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Demonstrated ability to manage substantial monthly ad budgets while consistently meeting CPL, CPA, or ROAS targets.
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Advanced knowledge of Microsoft Advertising, Microsoft Advertising Editor, Microsoft Clarity, and Microsoft UET.
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Strong understanding of keyword research, search intent, match types, negative keywords, search terms, quality metrics, impression share, and competitor analysis.
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Advanced experience with Responsive Search Ads, audience targeting, remarketing, in-market audiences, customer match, and Microsoft Audience Network.
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Strong understanding of automated bidding strategies and when to use Maximize Clicks, Maximize Conversions, Target CPA, Target ROAS, and other available bidding approaches.
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Experience with Microsoft Merchant Center and Shopping Campaigns is a plus.
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Experience