---
title: AHS Microsoft Ads Account Audit
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-10-ahs-marketing-meeting-128739994.md
tags:
- microsoft-ads
- google-ads
- client:madison-asbestos
- audit
- paid-search
layer: 2
client_source: null
industry_context: null
transferable: true
---

# AHS Microsoft Ads Account Audit

## Overview

During a March 2026 marketing review, Gina Richardson (Madison Asbestos & Hazardous Services) flagged an active Microsoft Ads account that had been running unmanaged for an extended period. The account was originally set up under a former office manager (Kristen) and had never been reviewed or updated by the current team. It was billing approximately **$200/month** with no active oversight.

Sebastian Gant committed to auditing the account, exporting a performance report, and realigning campaigns with the current Google Ads strategy.

## Problem

- Account was dormant from a management standpoint — no logins, no optimizations, no awareness of what was running
- Billing was going to a former employee's contact information
- Campaigns may be stale or misaligned with current service offerings and messaging
- No visibility into whether the spend was generating any leads or value

## Planned Remediation

1. **Audit the account** — log in, review active campaigns, ad groups, keywords, and spend
2. **Export a performance report** — share findings with Gina so she has visibility into what the $200/mo has been doing
3. **Sync with Google Ads strategy** — the standard approach is to mirror Google campaigns in Bing/Microsoft Ads; if campaigns have drifted, re-import live Google campaigns to realign
4. **Update billing and account ownership** — implied need to transfer account contact away from the former office manager

## Context & Notes

- The standard Asymmetric workflow for Microsoft Ads is to open the account in Bing and copy the Google Ads campaign structure. This keeps both platforms consistent with minimal additional overhead.
- The account was likely set up this way initially but has since diverged as Google campaigns were updated without corresponding changes in Microsoft Ads.
- At $200/month, the account is not a major budget item, but unmanaged spend with no reporting is a liability regardless of dollar amount.
- AHS already has strong AI citation performance (noted as above average vs. other clients), so paid search on both platforms is worth maintaining if campaigns are properly configured.

## Action Items

- [ ] Audit Microsoft Ads account — review campaigns, keywords, ad groups, and spend history (@Sebastian Gant)
- [ ] Export performance report and share with Gina Richardson (@Sebastian Gant)
- [ ] Re-import current Google Ads campaigns into Microsoft Ads if needed to realign strategy (@Sebastian Gant)
- [ ] Update account billing contact away from former office manager (Kristen) — confirm with Gina

## Related

- [[clients/madison-asbestos/index]]
- [[knowledge/google-ads/google-ads-to-microsoft-ads-sync]]