Company targeting
Your target accounts go into the campaign as companies, up to 1,000 per campaign, matched by Microsoft to professional profiles.
Microsoft Ads
Microsoft Ads for B2B,
targeted by company and job function.
Microsoft Advertising is the one major ad platform that lets you reach people by the company they work for, their industry and their job function, on Bing search and across the Microsoft Audience Network. IntentBid turns your target account list into Microsoft campaigns in your own account and reports impressions company by company.
14 days free · From $79 a month · Cancel anytime · No media markup
Engaged accounts+42% vs last month
191accounts
39 / 70target list
29hot
Industry and job function
Reach finance, IT or operations roles in the industries you sell to, with or without a company list.
Search and Audience Network
Bing search plus native and display placements on MSN, Outlook, Microsoft Edge and partner sites.
Impressions by company
Microsoft reports delivery per company; IntentBid puts it next to visits and the engagement score of each account.
What Microsoft Advertising can target for B2B
Microsoft offers professional targeting based on the work profile people keep with Microsoft: company, industry and job function. It is available on Search, Dynamic Search, Audience and Performance Max campaigns.
| Targeting | What it does | Typical B2B use |
|---|---|---|
| Company | Matches people who work at the companies you list (up to 1,000 per campaign or ad group) | Your tier 1 and tier 2 accounts |
| Industry | Matches people by the industry of their employer | A vertical you are entering |
| Job function | Matches people by their role family, for example IT, finance or marketing | The buying committee for your product |
| Location, device, time | Standard Microsoft settings | UK, EU or US, desktop in working hours |
On search, professional targeting works as a bid adjustment: it raises or lowers your bid for the people who match, it does not hide your ad from everyone else. On the Audience Network you can use it to decide who sees the ad at all.
How IntentBid runs Microsoft Ads ABM
- Build the list. The TAL Generator returns the companies in your market with the number of decision-maker positions per company and their main role. Those companies become the company targeting of the campaign.
- Create the campaign paused. IntentBid creates it in your own Microsoft Advertising account: companies, job functions, industries, locations, budget, frequency and ads, checked step by step against Microsoft limits (headline length, image sizes, editorial rules).
- You switch it on. Nothing spends until you activate it in the campaign window. You pay Microsoft directly, with no media markup.
- Report by account. Microsoft's company report lands next to every target account: impressions and clicks, plus the visits and pages the IntentBid pixel ties to the same company.
Microsoft Ads and Google Ads: which does what
| Microsoft Advertising | Google Ads | |
|---|---|---|
| Target companies by name | Yes | No |
| Target by job function or industry | Yes | No (custom segments approximate it) |
| Retarget visitors from target accounts | Yes | Yes, through company audiences after a visit |
| Impressions per company | Yes, in the company report | No, per campaign only |
| Reach | Bing, Copilot, MSN, Outlook, Edge | Search, Display, YouTube, Gmail |
Most B2B programmes use Microsoft for cold reach by company and Google for retargeting and new reach through ICP segments and lookalike companies. IntentBid runs both from the same target account list.
What we never do
No contact data is uploaded to Microsoft. Company targeting uses company names only; Microsoft does the matching on its side. IntentBid never shows you individual people or emails: you see companies, roles and counts. If you use Customer Match, it only ever uses your own first-party contacts.
How to start
- 1Connect Microsoft Advertising
Sign in with your own account; IntentBid reads and creates campaigns there.
- 2Pick the accounts
Use a TAL, a tier or the companies that already visit your site.
- 3Review the paused campaign
Companies, job functions, ads, budget and frequency, with every compliance check shown.
- 4Read impressions by company
See which target accounts saw the ads, clicked and visited.
Pricing
Two plans, every feature. Start free for 14 days, no card.
Your own ad accounts, no media markup. Ads and reports never use credits. Standard includes $25 of credits a month.
Straight answers.
Can Microsoft Ads target specific companies?
Yes. Microsoft Advertising matches the companies you list to the professional profiles of people who work there, up to 1,000 companies per campaign or ad group. Google Ads cannot target companies by name.
Does company targeting work on Bing search?
Yes, as a bid adjustment: you bid more when someone from a target company searches your keywords. It does not stop other people from seeing the ad, so keyword choice still matters.
Where do Microsoft Audience Network ads appear?
On MSN, Outlook, Microsoft Edge (new tab and start pages) and partner sites, as native and display ads.
Do I see impressions per account?
Yes. Microsoft reports impressions and clicks by company, and IntentBid adds visits, pages read and an engagement score for each account.
Who owns the campaigns and the spend?
You do. Campaigns live in your own Microsoft Advertising account and you pay Microsoft directly. IntentBid adds no media markup.
Can I try it before paying?
Yes. Every plan starts with a 14-day free trial, no credit card, and free credits to build your first target account list.
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