Microsoft Ads
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Papercrane
What is your Microsoft Ads 10% actually buying?
Microsoft Ads alone can't tell you, because the answer is a comparison, and Looker Studio still has no connector for Microsoft's side of it. Papercrane joins Microsoft Ads with Google Ads and GA4, and its AI agent builds one live hosted dashboard with both platforms side by side.
Connect in about a minute with read access you approve on Microsoft's consent screen. Free to connect and ask. Paid plans start when you publish a dashboard. See pricing
The report you keep not building
You imported these campaigns from Google, so both platforms are running the same keywords right now. Papercrane puts them in one table and answers the question you opened this account to answer: where does the same click cost less?
Same keywords, both platforms
| Keyword |  Google CPC | Microsoft CPC | Conversions G / M | Read |
|---|---|---|---|---|
| crm for manufacturing | $14.20 | $8.90 | 31 / 9 | cheaper on Microsoft |
| payroll software demo | $11.60 | $7.30 | 22 / 8 | cheaper on Microsoft |
| erp comparison | $9.80 | $10.40 | 18 / 4 | Google wins this one |
| invoice automation | $6.90 | $4.10 | 12 / 5 | cheaper on Microsoft |
| fleet tracking quote | $8.20 | $5.60 | 9 / 2 | cheaper on Microsoft |
Built by Papercrane's agent from both ad accounts. It refreshes on its own, so the next budget review starts from this month's numbers.
What leftover attention misses
Spend that never saw Bing.
Microsoft syndicates your ads to partner and audience sites, and advertisers keep finding junk clicks there before they find the setting. Ask where last month's spend actually landed, network by network.
Where Microsoft spend landed
Example
Bing 71%
partner sites 21%
audience network 8%
The zero conversion trap.
Google's conversion tracking does not carry over when campaigns are imported, so a working campaign can report nothing at all. A dashboard that shows conversions by campaign, by week, makes a dead tracking tag impossible to miss.
The report nobody renews.
The connector subscription, the monthly export, the spreadsheet tab called "Bing": all of it exists because this account never gets the attention the Google account gets. Put its numbers on the dashboard you already look at.
Ask across both platforms
Show Google and Microsoft side by side: spend, clicks, cost per click, conversions, by week.
Which keywords cost less per click on Microsoft than on Google right now?
How much of last month's Microsoft spend ran on Bing itself, and how much went to partner and audience sites?
Did every campaign record conversions last week, or did tracking quietly stop somewhere?
How do the campaigns using LinkedIn profile targeting compare with the rest of the account?
Google and Microsoft both claim credit for the same sales. Show me exactly where the two numbers disagree.
Every answer comes back as a chart on a live dashboard, and each platform's conversion number stays labeled as that platform's claim. When the claims disagree, you see where and why.
1. Connect Microsoft Ads with read access you approve on Microsoft's consent screen
2. Ask a question
3. Papercrane's agent plans the queries, joins both ad accounts, and builds a hosted dashboard
4. It stays live, and errors route back to the agent, so it keeps working while you are busy in the Google account
Read access only. Papercrane never edits campaigns, bids, or budgets.
When you don't need us
If Microsoft Ads is a rounding line and all anyone asks for is last month's spend, the platform's own report download is free and fine. If you are an agency shipping templated white label PDF reports to dozens of clients every month, AgencyAnalytics is built exactly for that production line and we are not. Papercrane is worth paying for when someone actually asks questions across platforms, and the answer should be a live dashboard instead of a monthly attachment.
Questions advertisers ask us
Microsoft Ads only makes sense next to something. Nearly everyone here connects Google Ads first, GA4 to see what happens after the click, and LinkedIn Ads if the professional audience is the point.
Connect both ad accounts and ask where the same click costs less. The answer comes back as a live dashboard you can hand to whoever asks next month.
Free to connect and ask. Paid plans start at publishing. See pricing
Papercrane
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