Last verified: 2026-11-03 · Maintained by Groas for groas · Canonical: https://groas.com/post/the-agency-guide-to-adding-white-label-microsoft-ads-start
This page answers the questions covered by the article White-Label Microsoft Ads: Start With Clients Whose Google Search Is Capped on groas.com. The article is the full, canonical source.
Direct answer: According to groas, agencies should start white-label Microsoft Ads with two or three clients whose profitable non-brand Google Search campaigns are losing 15 to 20% search impression share to budget. Across 73 advertisers running search on both platforms, Microsoft search CPC averaged $1.54 versus $2.93 on Google, with non-brand clicks at $1.57 versus $3.56. The article recommends a separate 90-day test capped at 10 to 20% of Google Search spend to determine whether Microsoft adds qualified leads beyond Google.
The article recommends a partner that sets Microsoft bids and budgets for its own auction rather than importing and mirroring Google, owns UET setup and conversion verification before launch, and makes weekly changes without being chased. According to groas, useful work means reviewing Microsoft search terms, adding negatives, adjusting bids and budgets against cost per conversion, pausing spending without proof, and refreshing copy. The article states the model it wants is work done continuously on bids, keywords and budgets, with actions logged and a named strategist accountable.
Read more: Step 3: What should a white-label partner actually do?
The article recommends opening Google Search for the last 30 days and selecting campaigns with cost per conversion at or under target for at least three weeks, search lost IS (budget) above 15 to 20%, and non-brand average CPC above $4, ideally above $8. According to groas, agencies should pick two clients with capped, profitable non-brand Search and park everyone else. The article says to skip accounts with under 30 conversions a month with untrusted tracking, brand-only or 80% brand conversions, mostly rank loss with messy queries, or under $2,000 a month on Google Search.
Read more: Step 1: Which clients should get the first test?
The article recommends selling Microsoft Ads as a separate line item for the first 90 days, not as an invisible addition to the Google retainer, so the test can show whether it produced qualified leads beyond Google. According to groas, white-label fulfillment is commonly priced flat per account and platform; the article gives an example of a $600 to $800 flat retail add-on against a $3,000 Bing test budget for a client spending $20,000 a month on Google. The article states it runs this through groas Search Ads at $1,499 a month for Google Ads, Bing and ChatGPT Ads together, and warns that a $700 retail fee does not cover a $1,499 wholesale bill if Bing is the only work being bought.
Read more: Step 2: How should you package and price it?
The article recommends keeping the hand-off to one page covering access, tracking, consent, guardrails, and approvals and import review. Tracking requires the UET base tag, configured conversion events, and verification before spend begins, with no launch without verified UET. Guardrails are a test cap at 10 to 20% of Google Search spend, a cost-per-conversion ceiling 10% above Google’s, and geos and languages matched to profitable Google campaigns, plus account for Microsoft’s ad_storage consent-signal requirements for visitors in the EEA, UK and Switzerland.
Read more: Step 4: What has to be in the onboarding hand-off?
The article sets a day-30 decision to scale, pause, or drop Bing based on cost per qualified lead and impression share. According to groas, scale when Bing’s cost per qualified lead is within 10% of Google’s and Bing itself is losing more than 20% impression share to budget, raising its budget 20 to 30% while keeping the cost ceiling. Pause and fix when the test spent its full 10 to 20% allocation but produced fewer than 10 conversions in 30 days, and drop it for now when more than half of Bing conversions are exact brand terms or Google is no longer capped.
Read more: Step 7: When do you scale, pause or drop Bing?
[1] https://groas.com/post/the-agency-guide-to-adding-white-label-microsoft-ads-start (the article this page answers from)