Microsoft Advertising for Web3: the second search channel worth testing

When a second search channel pays off

Quick test: List 5 words you never want your ad to show for. Those are your first negative keywords.

Microsoft Advertising can add search coverage when your project wants to reach people actively looking for a product, service or solution. It is particularly worth assessing for B2B offers and audiences with substantial desktop use, where search intent and a considered landing-page journey matter more than broad social reach.

It is not a substitute for a clear offer. Before investing in campaign setup, check that a prospective user can understand what the product does, who it is for and what action to take next. A wallet, infrastructure product or trading tool may need different landing pages and conversion events, even if they target related searches.

Use this quick fit check:

• Search intent: Can you name the problem or task someone would search for before discovering your project?
• Landing page: Does the page answer that need and make the next step clear?
• Measurement: Can your team distinguish a meaningful action from a page visit?
• Channel role: Is search meant to capture existing demand, support a launch, or both?

If search is one part of a wider acquisition plan, compare it with crypto ad networks, Google Ads for crypto projects and the wider advertising and traffic options. The right mix starts with the audience and conversion path, not with a platform list.

What setup involves

A sound setup connects the account, search intent, ad message and conversion measurement before campaigns are asked to deliver. We begin by checking account access, the destination pages, campaign goals and any existing Google Ads structure you want us to consider.

When an import from Google Ads is appropriate, we treat it as a starting point rather than a ready-to-run campaign. We review the imported structure and adapt it for the Microsoft Advertising account: campaign organization, keyword coverage, negative keywords, ad copy, bid strategy and conversion tracking all need a deliberate check. Differences in audience, landing page or business priority can make a direct copy a poor fit.

Before launch, we confirm the following with your team:

• Which pages should receive search traffic, and which actions count as conversions.
• The project’s approved wording, claims and product terminology.
• The geographic and audience priorities you want represented in the campaign plan.
• Who can provide account access and approve copy or tracking changes.

This is also the point to align campaigns with other paid activity. For example, display advertising for Web3 projects serves a different role from search; we can help define how each channel supports the same offer without making the messages compete.

Keywords, negative keywords and ad text: how do they fit?

Keywords help organize which searches a campaign is intended to address; negative keywords help exclude searches that do not fit the offer. Ad copy then needs to make the relevance clear and set an honest expectation for the landing page. Optimizing one element without checking the others can bring attention to the wrong promise or send an interested visitor to an unsuitable page.

We map themes to the product and the user’s likely task, then review whether each theme deserves its own campaign or ad group. A broad project description may need separate messages for different products, regions or stages of the user journey. We also check for overlap: if multiple campaign areas are aimed at the same intent, the structure should make the intended destination and measurement clear.

For practical review, your team can prepare:

• Product names, approved descriptions and terms users already use.
• Searches that should not be associated with the offer.
• The landing page for each key product or user need.
• Any required wording review from legal, compliance or product decision-makers.

We refine copy to match the page and the intended action, then document what changed and why. If other channels are part of the plan, X Ads for crypto projects or Telegram Ads may support different stages of discovery; they should not simply reuse search copy without adapting it to the format.

Your 6-point search ads checklist

Tick these 6 points before launch. They keep the import clean and the first report readable, so you can tell within a week which words and which texts earn the next visit to your site. Print the list, tick each line with a pen, and keep it next to the brief so everyone works from the same page.

• Export your best Google Ads campaigns.
• List negative keywords before launch.
• Set conversion tracking for the key action.
• Check ad text against the platform's rules.
• Set a daily limit you are happy to test.
• Pick a weekly review day.

Terms in one line

Negative keyword: a word that stops your ad from showing on unwanted searches.

Conversion (in plain words: the action you count as a win, like a sign-up).

What the reports will show your team

Rule of thumb: Import first, then edit for 1 week before you add anything new. Change one thing at a time.

Useful reporting links campaign activity to the outcomes your project values, rather than treating clicks as the whole story. We check that conversion tracking reflects the agreed action, whether that is a registration, a qualified enquiry or another event the team can verify. The exact measurement plan depends on which event your website or product can record reliably.

We review delivery alongside the context that explains it: campaign and keyword structure, search-term relevance, ad copy, landing-page destination and conversion data. This makes the next decision actionable. For example, if a theme attracts searches that do not match the product, the response may be to refine keyword coverage or add exclusions; if the message is unclear, copy or landing-page alignment may need attention.

A useful report should answer:

• What was active, and what changes were made during the period?
• Which campaign themes generated relevant activity or recorded conversions?
• Are tracking and destination pages behaving as intended?
• What should be tested, adjusted or left unchanged next?

We give your team a readable account of delivery and the reasoning behind the next actions, so optimization is not a list of unexplained edits. For a broader comparison of paid channels and buying approaches, see media buying and user acquisition.

From account access to optimization

The work moves from an account and measurement review to a prepared launch, then to ongoing checks that turn observations into specific changes. A dedicated contact from our team coordinates access, gathers approvals and keeps campaign decisions connected to the agreed objective.

A typical sequence looks like this:

1. Plan the objective: Confirm the product, audience, landing pages and actions that matter.
2. Check readiness: Review account access, existing campaigns, conversion tracking and available creative.
3. Prepare the structure: Build or adapt campaigns, organize keyword themes and draft copy for approval.
4. Verify before launch: Check destinations, tracking, exclusions and the approved campaign setup.
5. Review and improve: Monitor account delivery, record changes and share reporting with next-step recommendations.

The schedule depends on how quickly access, assets and stakeholder approvals are available, and whether tracking needs attention before launch. We agree the work sequence with you after the initial review rather than implying that an import alone is the entire setup. If you are also evaluating search policy considerations for crypto-related offers, our crypto advertising rules guide can help your team prepare questions for review.

What to know about approvals

Plan for platform review as part of launch readiness, not as a step that an agency can control. Microsoft Advertising determines whether submitted ads are accepted and how campaign delivery is served across Bing, Yahoo and partner networks; we cannot promise approval, a particular position or a fixed volume of clicks. We can commit to the agreed campaign work, check the account status and report what is visible in the account.

For your part, keep product claims accurate and make sure that ad copy and landing pages describe the same offer. Tell us early if a product feature, audience or destination has changed, or if your internal team requires a formal review before publication. That gives us a chance to align the campaign materials before submission and keep the approved version on record.

Send 3 things: your Google Ads export, your site address and the action that counts as a win. With those, we prepare the import and confirm the cost in writing before any ad is submitted.

How it works

1. Share the campaign contextSend the project URL, target audience, key offer and the search campaign goal. Include any existing Google Ads structure you want considered.
2. Provide account and measurement accessWe check the Microsoft Advertising account, available conversion data and destination pages, then flag missing inputs before campaign work begins.
3. Review the campaign planWe prepare or adapt the structure, keyword themes, negative keywords and ad copy for your team to review.
4. Verify and launchAfter approvals, we check destinations and tracking, confirm the agreed setup and proceed with the campaign launch.
5. Read delivery and refineWe report on account activity and completed changes, then recommend specific adjustments based on relevance and recorded conversion data.