Microsoft Ads for B2B: LinkedIn targeting on search

Microsoft Ads is the only ad platform outside LinkedIn that lets you target people by their LinkedIn profile: company, industry and job function. For B2B, that means you can show search ads only to, say, finance people at your target accounts, or raise bids when they search. It's available in the US, Canada, the UK, Australia, France and Germany. For most B2B teams it's a low-effort addition to Google Ads, not a replacement.

TL;DR

• LinkedIn profile targeting covers company, industry and job function on search, dynamic search, shopping, audience and Performance Max campaigns.

• It's available for campaigns targeting the US, CA, UK, AU, FR and DE.

• You can target up to 1,000 companies per campaign or ad group, and set a bid adjustment for each target.

• Start by importing your Google Ads campaigns, then layer LinkedIn targeting on your best keywords.

What LinkedIn profile targeting does

Microsoft says it's the only ad platform, other than LinkedIn itself, that lets you target people based on their LinkedIn profile information (Microsoft Advertising help). You can target by:

• Company: for example, a named list of your target accounts.

• Industry: such as finance, broadcast media or law enforcement.

• Job function: such as sales, accounting or purchasing.

It works on search, dynamic search ad, shopping, audience and Performance Max campaigns (Microsoft Learn). Microsoft has described the dataset as covering 80,000 companies, 148 industries and 26 job functions (Microsoft Advertising blog).

Two limits to know: it's only available for campaigns targeting the US, CA, UK, AU, FR and DE, and you can't target more than 1,000 companies in one ad group or campaign (Microsoft Advertising help).

Why it matters for B2B

On Google, a search for "expense management software" could come from a student, a freelancer or a CFO. With LinkedIn profile targeting on Microsoft Ads, you can raise your bid when the searcher works in finance at a company on your target list, or reduce it for everyone else. That makes search ads behave more like account-based marketing.

It also reaches people searching at work. Microsoft's search network runs through Bing and Microsoft products that many companies use on work devices.

Two ways to use it

• Bid adjustments (observe): keep your campaign open to all searchers but bid higher for target companies, industries or functions. Best when volume is low.

• Targeting (restrict): show ads only to people matching your profile targets. Best for tight ABM campaigns with a clear account list.

Start with bid adjustments. Restricting too early can starve campaigns of volume.

How to set up a B2B Microsoft Ads campaign

1. Import from Google Ads. Microsoft Ads can import campaigns, keywords and ads, which saves most of the setup.

2. Choose your best keywords. Start with high-intent terms that already convert on Google.

3. Add LinkedIn profile targets. Company list, industry and job function, set as bid adjustments.

4. Write B2B-specific ads. Name the role or industry in the copy.

5. Review after 30 days. Compare cost per qualified lead by LinkedIn segment, then tighten.

For Google-side strategy, see our Google Ads playbook for B2B SaaS and B2B Google Ads CPC benchmarks. For where search fits against other channels, see best paid ads channels for B2B and our LinkedIn ads playbook.

When Microsoft Ads isn't worth it

• Your buyers aren't in one of the six supported markets.

• Search volume for your category is very low even on Google.

• You don't have conversion tracking in place to judge results.

FAQ

Can you target LinkedIn profiles in Microsoft Ads?

Yes. You can target by company, industry and job function from LinkedIn profiles on search, dynamic search, shopping, audience and Performance Max campaigns.

Which countries support LinkedIn profile targeting?

Campaigns targeting the US, Canada, the UK, Australia, France and Germany.

How many companies can I target?

Up to 1,000 companies in a single ad group or campaign.

Is Microsoft Ads good for B2B?

It can be, especially with LinkedIn profile targeting on high-intent keywords. It works best as an addition to Google Ads rather than a replacement.

Should I use targeting or bid adjustments?

Start with bid adjustments to keep volume, then restrict targeting for tight account-based campaigns once you have data.

About this guide

We are GROU, a B2B pipeline agency that runs lead generation, outbound, and LinkedIn content for clients across manufacturing, fintech, iGaming, software, and professional services. Platform details come from Microsoft Advertising's own documentation, checked September 2026.

Microsoft updates targeting options often. Check the help pages in your account before launching.