Microsoft Ads, the Channel Most Toronto Businesses Skip
Microsoft Ads is the paid search channel Toronto businesses leave on the table while paying more on Google than they have to. Stratezik runs Microsoft Ads campaigns that pick up qualified clicks at a fraction of the cost, especially for B2B and professional services audiences over-indexed on the Microsoft ecosystem.
Measured over an 11-month Toronto engagement, sourced from Google Ads, Search Console, and GA4. See the full Insectica case study.
What you get
A second source of qualified search traffic that complements your Google account.
Lower average cost per click in most categories than the equivalent Google campaign.
Honest sizing of how much volume actually exists for your business in Canada.
Import-and-improve campaign builds that start from your Google work, not from scratch.
Reporting that combines Google and Microsoft so you see the full paid search picture.
How we run it
We start by sizing the opportunity. Microsoft's share is smaller than Google's in Canada, so the channel earns or fails to earn its place on volume, not just CPC. Where the math works, we import the strongest Google campaign as a starting structure, then optimise specifically for Microsoft's audience and bidder. Where it does not, we tell you the channel is not worth it, instead of running it anyway.
Most clients pair this with Google Ads. Both sit under our Paid Search parent service.
Proof
Microsoft Ads benefits from the same operator running our Google Ads work, a founder with $10M+ in annual ad spend behind them and a Google Search Honours Award. The same discipline travels across paid search platforms.
Common questions
Is Microsoft Ads worth it in Canada?
Sometimes. Volume is smaller than Google, but cost per click is often lower and the audience skews older and more professional. We size it first; if the math does not work, we say so.
Can I just copy my Google account to Microsoft?
The import tool gets you started, but the platforms behave differently. Treating it as a copy-paste account underperforms; treating it as a related but distinct channel works.
Should I run Microsoft instead of Google?
Almost never. For most Toronto businesses, Google is primary and Microsoft is complementary.
They built it like a product, not a one-off campaign. We went live with a new site and zero ad history, basically invisible in one of the toughest local markets in the country. Eleven months later we had north of seven hundred paid conversions at a cost per lead most competitors cannot touch, and organic finally woke up behind it.
Insectica Pest Control Inc.Residential & commercial · GTARead the full story
Paraphrased from leadership feedback during the engagement; metrics align with Google Ads, Search Console, and GA4 reporting in the portfolio case study.
Ready to add a cheaper paid search channel?
Send us your Google account, and we will tell you, honestly, whether Microsoft is worth running alongside it. Email dave@stratezik.com or request a quote.