"By default, Microsoft pushes your ads to its "Audience Network" (display/native ads). To get as close to "Search Only" as possible, you need to restrict where your ads show. Ad Distribution: Select "Microsoft sites and select traffic". Never use "The entire Microsoft Advertising Network." Website Exclusions: Go to your Campaign Settings > Exclusions and block these domains to stop low-quality native placements: msn.com outlook.live.com outlook.com"
"Don't Overpay for Multimedia Ads Multimedia ads are great because they get you the exclusive right-sidebar slot on search results. However, Microsoft often adds a hidden +40% bid adjustment by default. The Fix: Go to Settings > Bid Adjustments and lower the Multimedia ads modifier to 0%. This gives you the visibility without the premium price tag. Set Up B2B Conversion Goals Correctly"
"When tracking leads (like a "Contact Us" form), avoid the "Simplified" setup. Use Manual setup and apply these settings to ensure you are tracking people, not bots. Count: Select Unique. (If one person fills out your form 3 times, it's still only 1 lead). Window: Set to 90 Days. B2B sales cycles are long; don't lose credit for a lead that converts months later. Include in Conversions: Yes."
Restrict ad distribution to "Microsoft sites and select traffic" and exclude msn.com, outlook.live.com, and outlook.com to avoid low-quality Audience Network placements. Reduce the Multimedia ads bid modifier to 0% under Bid Adjustments to avoid the default hidden +40% premium while retaining right‑sidebar visibility. Configure B2B lead goals with Manual setup: count unique leads, set a 90‑day conversion window, and include the goal in conversions to credit long sales cycles. Add a secondary Session Duration goal (>20 seconds) for quality monitoring and leave it excluded from conversions so the algorithm does not optimize toward short-term engagement metrics.
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