Microsoft Ads
Reach people searching for your offer. Their search terms inform your pages, Google Ads and SEO.
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ONE TEAM
4 channels working together for your next lead
Landing Pages
Turn ad visits into enquiries. Conversion data shows both paid channels which traffic delivers leads.
Google Ads
Reach more searchers. Its search and lead data informs Microsoft targeting and page improvements.
SEO & AI Search
Make your business easier to find in organic and AI search. Paid search insights guide page content.
THE FAST LANE
Microsoft Ads management in Canada without the wait
Get your free account audit
We examine your ads, spend, landing pages and lead tracking for gaps.
Find problems faster
Our QUIQ Pixel finds technical SEO problems in hours, not weeks.
Get changes out the door
Scripts and AI tools speed up the fixes and pages your campaigns need.
Put qualified leads first
We use qualified-lead data to sharpen bidding when that data is available.
See what your agency did
Your Glass Box Portal lists leads, spend, rankings and a record of changes.
Case study
10 to 76 qualified Microsoft Ads leads a month
A Toronto renovation contractor took monthly site consultations from 5 to 38 in 12 months. See what your audit uncovers.
PPCKitchen, bathroom and basement renovationsToronto, ON12 months
Toronto home renovation contractor
10→76Qualified Microsoft Ads leads / month+660%; $5,000 CAD monthly spend at both endpoints; CRM-deduplicated forms + calls
Increased qualified Microsoft Ads leads 10 → 76 through renovation-specific landing pages, search-term exclusions, remarketing and offline qualified-lead bidding.
Qualified Microsoft Ads leads / month2025–2025 year before
- 13 renovation pages
- 2142 negatives
- 312 partner exclusions
- 43 campaigns: qualified-lead bidding
Qualified Microsoft Ads leads / month10 → 76+660%
Paid sessions / month500 → 1,000+100%
Qualified leads / paid session2% → 7.6%+280%
Qualified leads / $1,000 CAD2 → 15+650%
Site consultations / month5 → 38+660%
Renovation quotes / month4 → 30+650%
- 10 qualified December leads from 500 paid sessions; 2% conversion rate.
- $5,000 CAD December spend; 2 qualified leads per $1,000.
- 28% of audited spend reached jobs, supplies and DIY searches.
- 3 renovation services shared 1 generic landing page.
- 2 UET goals counted identical submissions; baseline rebuilt from CRM records.
Form navigation counted twice
UET automatic page tracking overlapped manual SPA events; retained 1 submission event with a unique enquiry ID.
2 goals became 1Redirects erased Microsoft click IDs
Canonical redirects discarded msclkid parameters; preserved query strings and stored click IDs with CRM enquiries.
15 test journeys attributedGoogle imports restored excluded searches
Scheduled imports overwrote Microsoft-specific negatives; disabled recurring imports and versioned 1 account-level exclusion list.
142 exclusions protected| Jan ’25 | 2 | UET goals reconciled; msclkid capture and offline qualification imports validated |
| Feb ’25 | 3 | renovation landing pages launched with scope, budget and ownership fields |
| Mar ’25 | 18 | responsive search ad variants tested across kitchens, bathrooms and basements |
| Apr ’25 | 142 | negative keywords added; jobs, supplies and DIY intent excluded |
| May ’25 | 3 | remarketing audiences added in observation; converted enquiries excluded |
| Jun ’25 | 12 | syndicated search partner sites excluded after lead-quality review |
| Jul ’25 | 3 | campaigns switched to qualified-lead bidding after offline import validation |
| Aug–Dec ’25 | 6 | landing-page tests refined scope selection, consultation forms and mobile calls |
CabbagetownHeritage conservation district properties may require heritage permits for exterior alterations.
1 intake question flagged exterior work requiring heritage review
The AnnexStructural alterations generally require Toronto building permits; cosmetic renovations have different requirements.
1 kitchen-page section distinguished cosmetic work from structural scope
East YorkBasement underpinning requires a building permit; excavation scope needs site-specific assessment.
2 form options separated basement finishing from underpinning
ScarboroughMost residential electrical work requires an ESA notification, separate from municipal building permits.
1 bathroom-page checklist identified electrical work for contractor review
Want the same breakdown for your site? It starts with a free audit.
Get A Free AuditMarket data
900K Canadian searches. Is your ad there?
Microsoft Advertising Keyword Planner counted monthly searches across 6 advertiser segments. Find your gaps with a free audit.
900K
monthly Canadian searches across 6 advertiser segments
1,200 commercial keywords; search volume, not available ad impressions
Microsoft Advertising Keyword Planner$4.80
aggregate search-ad CPC across 12 client accounts
$288,000 spend ÷ 60,000 clicks; search partners excluded
QliqQliq Microsoft Advertising accounts2.8
text ads above organic results per desktop search
560 ads across 200 Canadian commercial search results
QliqQliq SERP capture30%
of audited accounts lacked working lead-conversion tracking
72 of 240 accounts failed a test conversion
QliqQliq Microsoft Advertising account audits| Advertiser segment | Searches / mo | Avg CPC | Cost per lead | Impression share | Ad CTR | Click-to-lead rate |
|---|---|---|---|---|---|---|
| Home services | 180,000 | $4.80 | $60 | 62% | 4.8% | 8% |
| Legal services | 120,000 | $9.60 | $120 | 48% | 3.6% | 8% |
| Financial services | 160,000 | $6.00 | $100 | 54% | 4.1% | 6% |
| B2B software | 100,000 | $7.20 | $120 | 58% | 3.8% | 6% |
| Retail enquiries | 220,000 | $1.20 | $30 | 71% | 5.2% | 4% |
| Health clinics | 120,000 | $3.60 | $45 | 65% | 4.6% | 8% |
6 segments total 900,000 monthly searches. CPC and CPL use spend-weighted account data; leads exclude purchases and duplicate enquiries. Impression share covers eligible search impressions. Source: Microsoft Advertising Keyword Planner; QliqQliq Microsoft Advertising accounts
Competitive commercial queriesAll sampled advertiser queries
10 observed paid positions, top to bottom; values are percentages. Matched desktop captures include bottom ads. Position 1 commercial CTR trails baseline by 1.4 percentage points. Source: QliqQliq SERP capture matched to Microsoft Advertising impression and click logs
Canadian city ad reviews and advertiser counts
reviews = search-ad observations reviewed; firms = distinct advertisers within each city sample. 1,890 observations total; advertisers may appear in multiple cities. Montréal includes English and French queries. Source: QliqQliq city-targeted Bing ad capture
900K
monthly searches across 6 advertiser segments
Microsoft Advertising Keyword Planner68%
of client search-ad clicks came from desktop devices
QliqQliq Microsoft Advertising accounts, 12 clients24%
of client search-ad clicks came from mobile devices
QliqQliq Microsoft Advertising accounts, 12 clients8%
of client search-ad clicks came from tablets
QliqQliq Microsoft Advertising accounts, 12 clients18%
of sampled keyword volume came from French-language searches
Microsoft Advertising Keyword Planner, 1,200 keywords$288K
search-ad spend across 12 client accounts over 12 months
QliqQliq Microsoft Advertising accounts60,000
search-ad clicks generated by $288,000 spend
QliqQliq Microsoft Advertising accounts60%
aggregate search impression share across 12 accounts
QliqQliq Microsoft Advertising accounts25%
of eligible search impressions lost to ad rank
QliqQliq Microsoft Advertising accounts15%
of eligible search impressions lost to budget
QliqQliq Microsoft Advertising accounts30%
of 240 audited accounts lacked working lead-conversion tracking
QliqQliq Microsoft Advertising account audits45%
of 240 audited accounts lacked a shared negative-keyword list
QliqQliq Microsoft Advertising account audits20%
of 240 audited accounts counted page views as primary leads
QliqQliq Microsoft Advertising account audits15%
of 240 audited accounts imported campaigns without location-setting checks
QliqQliq Microsoft Advertising account audits12%
of audited spend matched search terms without commercial intent
QliqQliq search-term review, 240 accounts3,900
deduplicated leads from 60,000 paid-search clicks
QliqQliq CRM reconciliation and call tracking, 12 clients6.5%
aggregate click-to-lead conversion rate across 12 client accounts
QliqQliq Microsoft Advertising accounts and CRM reconciliation$73.85
aggregate CPL from $288,000 spend and 3,900 leads, rounded
QliqQliq Microsoft Advertising accounts and CRM reconciliation60/35/5
percentage of 3,900 leads by call, form and chat
QliqQliq call tracking and CRM reconciliation72%
of 3,900 leads met client qualification criteria
QliqQliq CRM reconciliation, 2,808 qualified leadsMethod: 1,200 keywords · 200 search results captured · 240 accounts audited · 12 client accounts analysed over 12 months · CAD throughout · Updated Q3 2026
BUILT FOR SPEED
4 ways our scripts and AI tools move work along
Spot site problems in hours
The QUIQ Pixel finds technical SEO problems quickly, giving your team a faster starting point for fixes.
Get landing pages live faster
Our in-house scripts and AI tools speed up page production, so your ads have a stronger place to send buyers.
Cut the wait for changes
Our team uses proven scripts and AI tools to ship changes in hours or days, not the weeks ordinary agencies take.
See the work, not excuses
Your Glass Box Portal puts rankings, leads, spend and the change log at your fingertips, day or night.
Who does the work
1 team. Your calls and revenue in focus.
Founder Anton Kovalchuk and Lena, head of social media, work with a CMO, developers and SEO and PPC specialists. You get a team focused on calls, qualified leads and revenue—not a pile of jargon.
Toronto office, 123 Edward StSEO, PPC, dev in one team
Anton KovalchukFounder
LenaHead of social media
6 straight answers before your audit
What does Microsoft Ads management in Canada include?
We manage targeting, ad copy, bids, search-term exclusions and lead tracking. We improve landing pages too, linking what we learn to your other marketing channels.
What does a Microsoft Ads click cost?
Across 12 QliqQliq Microsoft Advertising accounts, the aggregate search-ad cost per click was $4.80 CAD. Your costs depend on your market and competition. Your free audit examines where your budget goes.
When will I see results?
Our AI tools and scripts ship changes in hours or days. Lead growth varies with your market, budget and competition. We don't guarantee rankings or a lead timeline.
How do you focus bidding on qualified leads?
We track enquiries and use offline data on qualified leads for bidding when available. In the Toronto renovation case, qualified leads rose from 2 to 15 per $1,000 CAD over 12 months.
Will you work with my direct competitor?
No. We take on one major client in a niche within a region, so we don't work for your direct competitors there.
How do I know what you're doing with my budget?
Your Glass Box Portal is available 24/7. It shows spend, leads, rankings and a log of changes, so you don't have to wait for an agency update.
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Written and reviewed by Anton Kovalchuk, Founder of QliqQliq · Updated November 2026Stop paying for silence
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