How to Set Up a Microsoft Advertising (Bing Ads) Account: A Detailed Step-by-Step Guide

Microsoft Advertising, formerly known as Bing Ads, is a powerful pay-per-click (PPC) platform that allows businesses to reach audiences on Bing, Yahoo, AOL, and other Microsoft-owned properties like MSN, Outlook, and LinkedIn. With lower competition than Google Ads and access to a unique audience, it’s an excellent tool for boosting your online presence. This comprehensive guide will walk you through setting up a Microsoft Advertising account, linking a Gmail account, adding a credit card, providing proof of business (if required), and granting access to an advertising specialist. Designed for your blog’s readers, this guide is clear, beginner-friendly, and packed with practical steps to ensure a smooth setup process.

Step 1: Prepare for Account Creation

Before you begin, gather the necessary components: a Gmail account (or another email address), a valid payment method (e.g., credit/debit card, PayPal, or bank account), a business website or landing page to promote, and your business details (legal name, address, phone number). If you plan to work with an advertising specialist, have their email address ready for granting access. Visit ads.microsoft.com and click “Sign Up Now” to start. Review Microsoft’s advertising policies (available at about.ads.microsoft.com) to avoid account issues. If you have a Google Ads account, you can import campaigns later, but avoid doing so during initial setup to prevent configuration errors.

Step 2: Create or Link a Gmail-Based Microsoft Account

Microsoft Advertising requires a Microsoft account to sign in, but you can use a Gmail address to create one:

1. Go to the Microsoft Advertising sign-up page (ads.microsoft.com) and click “Sign Up Now.”
2. In the login window, enter your Gmail address (e.g., yourname@gmail.com) and click “Next.”
3. If you don’t have a Microsoft account tied to this email, click “Create one!” below the password field.
4. Set a password, enter your first and last name, and click “Next.” Microsoft may prompt for additional verification, such as a phone number or the Microsoft Authenticator app—follow the prompts to complete.
5. Check your Gmail inbox for a verification email and click the link to confirm your account. Using a Gmail-based Microsoft account simplifies integration with other Google services (e.g., Google Analytics) for tracking ad performance. If you already have a Microsoft account (e.g., for Outlook or Xbox), sign in with those credentials to streamline the process.

Step 3: Set Up Your Microsoft Advertising Account

After signing in, you’ll begin creating your ad account:

1. On the Microsoft Advertising setup page, enter your business details:
   • Legal Business Name: Use the exact name registered with your business (e.g., “Jane’s Bakery LLC”) to avoid verification issues.
   • Business Website: Input your website URL (e.g., www.janesbakery.com). If you don’t have a website, you can create a landing page later or skip campaign creation.
   • Business Location: Provide your physical business address and phone number.
   • Time Zone: Select your preferred time zone, which affects ad scheduling and reporting. This cannot be changed later.
   • Currency: Choose your currency (e.g., USD, EUR). This is permanent and impacts billing, so select carefully.
2. Optionally, check the box to receive promotional offers and tips from Microsoft Advertising.
3. Click “Next” to proceed. You’ll see a summary of your account details—review and edit if needed. Microsoft may prompt you to choose between a “Streamlined, simple experience” (guided setup) or “Take full control” (Expert Mode). Select “Expert Mode” and click “Skip campaign creation” to set up the account without creating ads immediately, giving you or your specialist more control later.

Step 4: Add a Credit Card for Billing

To activate your account and run ads, you must add a payment method:

1. In the Microsoft Advertising dashboard, click “Tools” (wrench icon) > “Billing & Payments” > “Payment Methods.”
2. Select “Add Payment Method” and choose “Credit or Debit Card” (Microsoft accepts Visa, Mastercard, American Express, and Discover in most regions).
3. Enter your card details (card number, expiration date, CVV) and billing address. Ensure the address matches your business details to avoid verification flags.
4. Choose a payment setting:
   • Postpay: Run ads and get invoiced later (e.g., every 30 days or after reaching a threshold). A credit check may be required; if you have poor or no credit, you may be ineligible.
   • Prepay: Add funds upfront, with a 5% bonus on deposits of $25 or more. This is ideal for budget control.
5. Optionally, add a backup payment method (e.g., PayPal or bank transfer, if available in your region) to prevent campaign pauses if your primary method fails.
6. Click “Save” to link your card. Set it as the primary payment method by clicking “Details” > “Make Primary.” If PayPal is available, select “Add PayPal account” in the “Payment Methods” tab and follow the prompts to link it. Payments process instantly, but PayPal may require verification, which can take up to 72 hours. Monitor billing in the “Billing & Payments” tab to track spending and update details if your card changes.

Step 5: Provide Proof of Business (If Required)

Microsoft may require verification to confirm your business’s legitimacy, especially for new accounts, high ad spend, or non-business domain emails (e.g., Gmail):

1. Check the “Security Center” in the Microsoft Advertising dashboard for verification prompts.
2. Submit documents like a business license, tax ID, or utility bill showing your legal business name and address. Redact sensitive information before uploading.
3. If advertising in the EU, complete the Advertiser Identity Verification (AIV) Program, which may require personal identification documents.
4. For faster verification, use a business email (e.g., info@janesbakery.com) instead of Gmail, or link a verified Microsoft Merchant Center or Bing Webmaster Tools account. Verification typically takes 7–14 days via postcard or document review. Failure to verify can pause your account, so address requests promptly. Contact Microsoft support at help.ads.microsoft.com if issues arise.

Step 6: Create or Link a Microsoft Merchant Center (Optional for Shopping Ads)

If you plan to run Shopping campaigns (similar to Google Shopping), set up a Microsoft Merchant Center:

1. In the dashboard, go to “Tools” > “Microsoft Merchant Center” > “Create Store.”
2. Enter your store name, business details, and website URL. Verify your domain via Bing Webmaster Tools by adding a meta tag or uploading a file to your website.
3. Import a product feed from your website or sync with a Shopify store using apps like Simprosys. You can also import from Google Merchant Center by signing in with your Gmail-based Google account and selecting the ad group to transfer.
4. Wait 24 hours for products to appear in your catalog. Avoid changing settings until products are synced to prevent errors. This step is optional but necessary for e-commerce businesses advertising product listings.

Step 7: Grant Access to an Advertising Specialist

To allow an advertising specialist or agency to manage your campaigns without sharing your login credentials:

1. Log into your Microsoft Advertising account and go to “Tools” > “User Management.”
2. Click “Invite User” and enter the specialist’s email address (preferably a Gmail or Microsoft email).
3. Assign a role:
   • Super Admin: Full control, including billing and user management (use cautiously).
   • Standard User: Manage campaigns, view billing, but cannot alter payment methods or user access.
   • Viewer: View-only access for reporting.
   • Advertiser Campaign Manager: Manage specific campaigns assigned by the Super Admin, with limited financial access.
4. Click “Send.” The specialist will receive an email invitation to accept access. For agencies, use a Manager Account for streamlined access:
5. The agency provides their Microsoft Advertising Manager Account ID (8-digit number/letter combination).
6. Go to “Tools” > “Accounts” > “Accounts Summary” > “Requests” > “Link to Accounts.”
7. Enter the agency’s account number, set a start date (usually immediate), and choose “Leave current billing settings unchanged” unless the agency is handling billing. Add a note for clarity (e.g., “Access for campaign management”).
8. Click “Send Request.” The agency accepts the request via their Manager Account. Tools like Leadsie can simplify this by generating a secure link for access in two clicks. Always maintain Super Admin access to retain control over your account.

Step 8: Set Up Two-Factor Authentication (2FA)

Secure your account with 2FA to prevent unauthorized access:

1. Go to your Microsoft account settings (account.microsoft.com) via the profile icon in the Microsoft Advertising dashboard.
2. Click “Security” > “Advanced Security Options” > “Turn on” under “Two-Step Verification.”
3. Choose a method (e.g., Microsoft Authenticator app, SMS to your phone) and follow the prompts to verify.
4. Save backup codes in a secure place. This protects your ad account and billing information from unauthorized changes.

Step 9: Import Campaigns or Set Up Tracking (Optional)

To leverage existing campaigns or track performance:

1. Import from Google Ads: Go to “Import” > “Import from Google Ads.” Sign in with your Gmail-based Google account, select the account to import, and choose “Start Import” for a direct transfer or “Advanced Import” to customize settings (e.g., budgets, bids). Let your specialist handle this to avoid errors, as differences in ad scheduling can cause issues.
2. Set Up UET (Universal Event Tracking): Go to “Tools” > “UET Tag” to create a tracking tag. Add the code to your website to monitor conversions, similar to Google’s conversion tracking. Link to Google Analytics via your Gmail account for deeper insights. These steps enhance campaign performance and reporting but can be configured later by you or your specialist.

Step 10: Create Your First Campaign (Optional)

If you’re ready to advertise:

1. In the dashboard, click “Create Campaign” and select a goal (e.g., Website Visits, Conversions).
2. Choose a campaign type (e.g., Search Ads, Display Ads, Shopping Campaigns).
3. Set your budget (daily or monthly), bidding strategy (e.g., Enhanced CPC), and target audience (location, language, demographics).
4. Use the Keyword Planner under “Tools” to select relevant keywords with commercial intent. Write ad copy with a headline (up to 30 characters), description (up to 90 characters), and a final URL.
5. Submit your campaign for review, which typically takes 24 hours. Ensure ads comply with Microsoft’s policies to avoid rejections. If your specialist is managing campaigns, they can handle this step using their assigned permissions.

Additional Tips for Success

• Own Your Account: Always retain Super Admin access to control billing and user permissions. Avoid letting agencies create accounts under their Manager Account to prevent data loss.
• Monitor Limits: Each ad account supports up to 5,000 campaigns, ad sets, and ads. Delete old campaigns to stay within limits.
• Use Support: Contact Microsoft Advertising support at help.ads.microsoft.com for issues with payments, verification, or suspensions. Have your Account ID (found in “Accounts & Billing”) ready.
• Leverage Tools: Use Microsoft’s Keyword Planner, Clarity for site analytics, and Copilot for AI-assisted ad creation to optimize campaigns.
• Check Policies: Review Microsoft’s advertising guidelines to avoid rejections, especially for sensitive industries like finance or healthcare. By following these steps, you’ll have a secure, fully functional Microsoft Advertising account ready to reach new audiences. Whether you manage campaigns yourself or with a specialist, this setup ensures flexibility, compliance, and control. Start advertising on Bing and grow your business today