White Glove PPC

You know what’s funny?

Most businesses think Google Ads is the only way to run PPC.
But there’s a hidden gem a lot of marketers overlook: Microsoft Ads.

It’s cheaper.

It targets professionals who actually buy.

And you can literally copy your Google campaigns over in minutes.
You won’t get the same volume - but you’ll often get better quality leads for less money.

If you’ve ever felt like Google Ads clicks are getting too expensive, Microsoft might be your best-kept secret.

Most advertisers only focus on Google Ads.

It makes sense - it dominates search.
But Microsoft Ads quietly delivers some of the cheapest, highest-quality leads in PPC.
Here’s why:
Microsoft’s audience skews older, higher-income, and more professional.

CPCs are often 20–35% lower than Google’s.

Less competition = higher ROI.

If you’re in B2B, professional services, or home improvement - test Microsoft Ads.

You’ll reach decision-makers searching from desktops during work hours - the people who actually buy.

The best advertisers don’t pick sides.
They use Google for volume and Microsoft for efficiency.

Running Google Ads isn’t hard.

Running them profitably? That’s where most advertisers slip up.

I audit a lot of accounts, and most of the problems I see come down to the same small mistakes:

No keyword intent research
Messy ad group structure
Overusing broad match
No negative keywords
Weak or generic ad copy
Zero conversion tracking
Blind trust in automation

The good news?
You don’t need a bigger budget - just better habits.

Tighten your structure, check your Search Term Reports weekly, and measure what actually matters.

You’ll be surprised how much ROI is hiding in the basics.