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Microsoft Advertising Partner: Why It Matters
Quick answer
A Microsoft Advertising partner badge shows an agency's tier and year, which makes it a useful starting point, not a guarantee. The tiers are Partner, Select Partner and Elite Partner, reviewed yearly. Ask which tier, who is certified, what industry experience they have and how Microsoft will work alongside Google.
Many agencies display a Microsoft Advertising partner badge on their websites. It can be a useful signal when choosing who manages your paid search, but only if you know what it means. Microsoft's program has three tiers, and a badge is a starting point for questions, not a guarantee.
Key Takeaways
- Microsoft Advertising reaches searchers on Bing and Microsoft's network.
- Microsoft's partner program has three tiers: Partner, Select Partner and Elite Partner.
- Tiers depend partly on the advertising an agency manages, plus other requirements.
- Badges show a tier and a year, and tier status is reviewed yearly.
- A badge doesn't guarantee results for your business or industry.
- Ask about tier, certified team members, relevant experience and reporting.
Published: October 17, 2026 | Reading Time: ~8 minutes | Category: Pay-Per-Click Advertising
This guide covers Microsoft Advertising partner status: why the network matters, the three tiers, what a badge tells you, what it doesn't, questions to ask an agency, running Microsoft and Google together and what to measure. Put plainly: treat the badge as a starting point, then ask about tier, certified people and results.
In This Playbook
- Why the network matters
- The three tiers
- What a badge tells you
- Does a higher partner tier mean better results?
- Questions to ask an agency
- Running Microsoft and Google together
- Local businesses
- Starting point, not end point
- What to measure
- The first three months
Why the network matters
Searchers beyond Google. Bing and Microsoft's network reach people Google ads may miss.
Often lower competition. Fewer advertisers bidding on some searches.
Campaigns can be imported. Starting from existing Google Ads campaigns, then adjusted.
Part of a full search plan, as in Google Ads for service businesses.
The three tiers
Partner. The entry tier, open to qualifying agencies year-round.
Select Partner. A higher tier with more requirements.
Elite Partner. The top tier.
Based on investment and more. Tiers reflect the advertising an agency manages, plus other requirements.
What a badge tells you
The agency is in the program. At a stated tier.
The year. Badges are issued for a specific year.
Ongoing commitment. Tier status is reviewed each year.
Does a higher partner tier mean better results?
Results for your business. Tier doesn't guarantee performance.
Industry experience. A large agency may not know your market.
Who works on your account. The badge belongs to the agency, not the person.
Size isn't skill. Tiers partly reflect spend managed, not just expertise.
Questions to ask an agency
Which tier, and which year? Ask to see the current badge.
Who is certified? Individual team members, in which areas.
Experience in your industry? With examples.
How will Microsoft fit with Google? Budgets and testing.
What will you report? Leads and cost per lead, not just clicks.
Similar due diligence appears in choosing an ML partner and choosing a web design partner.
Running Microsoft and Google together
Shared landing pages. Matched to each ad, as covered in message match.
Separate budgets and tests. Each network performs differently.
Calls tracked by source. As covered in call tracking.
Budget across channels, as weighed in paid, organic and AI budgeting.
Local businesses
Local searches on Bing too. Service businesses can reach nearby customers.
Local landing pages. As covered in landing pages for local service businesses.
Regional examples. As in Google Ads for Tampa Bay service companies.
Starting point, not end point
Paid or organic first? As weighed in PPC vs SEO.
Test with a budget limit. Prove Microsoft's value for your business.
What to measure
Leads from Microsoft Advertising. Calls, forms and bookings.
Cost per lead. Compared with Google.
Lead quality. Do these leads become customers?
Share of total leads. From each network.
Agency reporting. Clear and regular.
The first three months
Month one: check fit and partner
Decide whether to test Microsoft Advertising, and ask any agency about tier, certified people and relevant experience.
Month two: launch
Import or build campaigns, match landing pages and track calls and forms by source.
Month three: compare
Compare cost per lead and lead quality with Google, and adjust budgets.
How Astra approaches Microsoft Advertising
Astra Results Marketing helps businesses decide whether Microsoft Advertising belongs in their search plan, set up tests with clear budgets and compare results with Google by cost per lead and lead quality.
Engagements begin with a search review through our pay-per-click advertising team.
Related reading
Frequently asked questions
What is a Microsoft Advertising partner?
An agency enrolled in Microsoft's partner program, at one of three tiers: Partner, Select Partner or Elite Partner.
How are partner tiers decided?
Partly by the advertising an agency manages on Microsoft, plus other requirements, with status reviewed yearly.
Does a partner badge guarantee results?
No. It's a starting point. Ask about certified team members, industry experience and reporting.
What should we ask an agency about its badge?
Which tier, which year, who is certified and how Microsoft Advertising will fit with Google.
Why advertise on Microsoft at all?
It reaches searchers Google ads may miss, sometimes with less competition, and campaigns can start from Google imports.
What should we measure?
Leads, cost per lead and lead quality compared with Google, plus each network's share of leads.
Wondering if Microsoft Advertising belongs in your plan? Astra Results Marketing helps you test Microsoft Advertising with clear budgets and compare its leads and costs with Google before you commit. ▸ CALL (786) 321-2866 · ▸ REQUEST YOUR CONSULTATION
