Every month we run through a series of questions to help you run your freelance business like a bigger business—“self-coaching” your way to better results and a better life. 

Hey!

We’re switching things up this month because I wanted to share a new tactic I’m seeing some nice success with, and that’s Microsoft ads. I’ve talked about LinkedIn ads before but these? They’re performing at an entirely different level for me at a really good price. 

You won’t see many freelancers using ads, but they’re something everybody should consider—especially after you’ve got a good feel for your market, your primary buyer, and the kind of things they’re looking for online. 

So this month, I’m going to introduce you to Microsoft Advertising (Formerly Bing Ads), why they’re working for me as a freelancer, and why you might want to consider them yourself. 

Why Microsoft Ads?

LinkedIn ads really do have their place. They’re great and you won’t find a better way to target by organization or job title. 

The thing about Microsoft is that it works at a level above that. 

The main inherent weakness of LinkedIn is that you’re missing all the people who aren’t signed up for the platform or who aren’t using it regularly. (Almost half are only using it monthly, which means you’re cut off from a significant number of eyeballs.) 

Microsoft can help fill in that gap. 

Their ads pop up in search queries via Bing. Now I’ve joked about Bing for years, but their users tend to be older, more educated, and have more money than people on Google. (I’ve backed away from Google partly because so much of my traffic was under 24 and coming from games…not people likely making marketing decisions at an enterprise tech company.) They’re a strong choice for B2B paid search advertising. 

Microsoft Advertising also shows up in Outlook—a huge bonus for B2B workers like freelancers. So if you want to get started in search ads, I’d definitely recommend Microsoft first. 

Megan

Want some help figuring out which paid platform could work for you? Stop by the BlackFreelance Mastermind Discord.