The verdict
If Google Ads already works, test Microsoft Advertising with the Google Import tool and a modest budget. It is a copy of what works, not a new strategy. Judge it on cost per lead after a few weeks.
If you run campaigns on several platforms and checking each by hand does not scale, add Adzooma. Its free plan lets you try it without commitment.
I would not look at Adzooma before you have campaigns, and I would not expect Microsoft Advertising to scale a business alone. Set up conversion tracking before you spend on either.
Side by side
| 6 points compared | ||
|---|---|---|
| Starts at | $58.33/mo | |
| Free plan | Yes | |
| API | Yes | Yes |
| MCP server | No | Yes |
| Multi-account management | Yes | Yes |
| Sells its own search ad inventory | No | Yes |
| Links |
Plans and pricing
Adzooma
- FreeFree
- Silver$69/mo
- Gold$179/mo
Microsoft Advertising
Pricing not in our catalogue yet.
Who each is for
Choose Adzooma if…
Pick Adzooma if you advertise on more than one platform and want audits, alerts and reports out of the box. You see broken tracking, budget overspend and disapproved ads across Google, Microsoft and Meta in one place.
It suits agencies, freelancers and in-house marketers who want findings in plain language. The free plan is limited, and reporting frequency and branded reports sit on paid plans.
It is not a bid engine. If you only need to buy clicks, there is nothing here for you yet.
Choose Microsoft Advertising if…
Pick Microsoft Advertising if you already run Google Ads and want a second source of search intent. It suits B2B and e-commerce advertisers, and importing campaigns turns setup into an afternoon.
There is no subscription and no minimum spend. You set your own budgets and bids. An API and an official MCP server let you pull reports with your own tools.
The audience is smaller than Google's, so it complements rather than replaces it. If you build on the API, ask which version a tool uses, because it is moving from SOAP to REST.
Other options worth a look
Automates and optimises paid search campaigns across Google, Microsoft, Amazon, Meta and LinkedIn.
Audits and optimises Google and Microsoft Ads accounts with automated testing and performance alerts.
Manage paid search and display advertising campaigns, tracking spend, clicks, and conversions by account.
Look up the ads any advertiser has shown on Google, with their creatives, formats and regions.