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

• ^[1]
• ^[2]