Bing Ads Reporting Software
Automated Bing Ads reports that track every campaign, every conversion and every dollar, delivered white-labelled, on schedule, for every client.
Microsoft Advertising, formerly Bing Ads, reaches over 724 million unique monthly searchers globally and offers lower average CPCs than Google
Ads in most categories. For agencies whose clients want to maximise paid search coverage, or who are looking for more cost-efficient acquisition channels, Microsoft Advertising is an increasingly important platform. And that means Bing Ads reporting needs to be part of your standard PPC reporting suite.
Umbrella Reporting connects directly to Microsoft Advertising to pull campaign data automatically, generating white-label Bing Ads performance reports on your schedule, alongside Google Ads and every other paid channel you manage for clients.
How Umbrella automates your Microsoft Advertising reporting
Connect Microsoft Advertising
Umbrella connects to Microsoft Advertising via API using OAuth authentication. Authorise access once per client account, or connect via a manager-level account to handle multiple clients simultaneously and your Bing Ads campaign data begins syncing immediately. Full historical campaign data is available from the first connection.
Microsoft Advertising data synced by Umbrella includes: campaign spend, impressions, clicks and CTR; ad group and keyword performance; conversion tracking data and CPA; quality score and ad relevance; audience and demographic segmentation; device and location performance breakdown; and shopping campaign reporting (for retail clients).
Automate Bing Ads Performance Reports
Set your Bing Ads reporting template and schedule once and Umbrella generates automated PPC performance reports on your behalf, weekly, monthly, or at any custom frequency. Every report is built from live Microsoft Advertising data, formatted in your agency’s branding and delivered to clients automatically.
Automated Bing Ads performance reports include: total spend vs budget; impressions, clicks and CTR by campaign; conversion volume, CPA and conversion rate; ROAS and revenue attribution (where conversion value tracking is enabled); campaign and ad group breakdowns; and period-over-period trend analysis.
Build a Bing Ads Dashboard for Client Visibility
Umbrella’s Bing Ads dashboard gives clients a clear, visual overview of their Microsoft Advertising performance, without needing to log into the Microsoft Advertising interface themselves. Performance charts, spend gauges and conversion summaries give clients the high-level view, while your team has access to full campaign detail underneath.
Share the dashboard as a permanent link that updates automatically, giving clients on-demand access to their PPC performance between monthly reports, reducing inbound queries and increasing transparency.
Report Across Google Ads and Bing Ads Together
One of Umbrella’s most powerful capabilities for PPC agencies is cross-channel reporting. Rather than delivering separate Google Ads and Bing Ads reports, you can build a unified PPC performance report that includes both, with platform-level breakdowns alongside a combined overview.
This gives clients a complete picture of their paid search investment in a single document: total spend, total conversions, blended ROAS across platforms and channel-by-channel comparisons. It’s more efficient to produce and more valuable for clients to receive.
White-Label Bing Ads Reports for Your Agency
Every Microsoft Advertising report in Umbrella is fully white-labelled. Apply your agency’s branding, logo, colour palette, report name and deliver reports from your domain. Clients receive a premium PPC reporting experience that’s entirely your agency’s. No third-party tool branding, no generic templates, no additional admin.
Microsoft Advertising Reporting
In most agency conversations about paid search, Google Ads gets all the attention. And with good reason, Google dominates search globally and represents the majority of paid search investment for most clients. But for agencies serious about delivering comprehensive PPC reporting and for clients who want to maximise their paid search coverage, overlooking Microsoft Advertising is a missed opportunity.
Here’s the business case for making Bing Ads reporting a standard part of your PPC reporting suite and why automation makes it cost-effective to do so.
The Microsoft Advertising opportunity
Microsoft Advertising reaches over 724 million unique monthly searchers through a network that extends beyond Bing Search to include Yahoo, AOL, Microsoft Edge and partners like MSN. The platform’s user demographic skews older, more educated and more financially established than Google’s average user, making it particularly valuable for clients in finance, insurance, healthcare, legal services and B2B.
Average cost-per-click on Microsoft Advertising is typically 20–35% lower than equivalent Google Ads campaigns in the same category. For clients with tight acquisition budgets, this cost efficiency can make Bing Ads the difference between a profitable and a borderline paid search programme.
And it’s a story your agency can tell, but only if you’re tracking the data.
What Bing Ads reporting tells you that Google can’t
Even for clients running identical campaigns on both platforms, Microsoft Advertising data reveals different insights. Audience composition differs, the users clicking on Bing Ads are not the same users clicking on Google Ads. Keyword performance varies, terms that are expensive and competitive on Google can be cost-effective on Bing. Ad formats and their performance differ between platforms.
Automated Bing Ads reporting surfaces these differences. When you put Google Ads and Microsoft Advertising data side by side in a single PPC performance report, clients can see where each platform is delivering value, understand the audience differences and make informed decisions about where to allocate budget, decisions your agency can guide based on real data.
The case for automated PPC reporting across both platforms
The reason most agencies don’t report on Microsoft Advertising isn’t that they don’t see the value, it’s that adding another reporting platform feels like adding hours to an already time-consuming process. If you’re manually building PPC reports for twenty clients, adding Bing Ads data to each report isn’t a minor addition.
This is precisely where Bing Ads report software like Umbrella changes the calculus. Once Microsoft Advertising is connected, Umbrella pulls campaign data automatically alongside your Google Ads data. Adding Bing Ads to a client’s report template takes minutes. From that point on, the data syncs automatically, the report builds itself and delivery happens on schedule, without any additional manual work.
The time cost of comprehensive cross-platform PPC reporting drops from hours to near zero. The value delivered to clients increases significantly.
Cross-platform PPC reports
The most valuable evolution in PPC reporting for agencies is the ability to deliver a single, unified paid search report that covers Google Ads and Microsoft Advertising together. Rather than clients receiving two separate reports they need to mentally synthesise, a cross-platform PPC performance report from Umbrella shows them the complete picture: total spend, blended ROAS, combined conversion volume and platform-by-platform breakdowns in a single, cohesive document.
This approach demonstrates more sophisticated reporting capability, reduces the cognitive load on clients and positions your agency as a full-service paid search partner rather than a single-platform specialist.
White-label Bing Ads reporting: seamless client experience
Clients shouldn’t need to know or care which tools you use to produce their reports. What they care about is receiving accurate, timely, professional PPC reports that demonstrate the value of their investment. Umbrella’s white-label Bing Ads reports ensure the entire client experience, the report document, the live dashboard, the delivery email, carries your agency’s branding.
Adding Microsoft Advertising to your reporting suite with Umbrella doesn’t mean adding a new tool to your clients’ experience. It means adding more data to the same professional reports they’re already receiving, automatically, on schedule, with no additional effort from your team.
What is Bing Ads reporting software?
Bing Ads reporting software (now Microsoft Advertising reporting software) is a platform that connects to Microsoft Advertising accounts, pulls campaign performance data automatically and generates formatted PPC reports. The best Microsoft Advertising reporting tools, like Umbrella, automate the entire reporting process, from data syncing to branded report delivery, saving agencies the hours spent manually building PPC reports each month.
Why should my agency report on Microsoft Advertising?
Microsoft Advertising reaches unique audiences that don’t overlap heavily with Google Search, particularly enterprise and professional users via Microsoft 365, Edge browser users and older demographics. Average CPCs are typically 20–35% lower than equivalent Google Ads campaigns. For clients where cost-efficiency and audience breadth matter, Microsoft Advertising is a legitimate paid search channel that deserves the same reporting rigour as Google Ads.
How does Umbrella connect to Microsoft Advertising?
Umbrella connects to Microsoft Advertising via the Microsoft Advertising API using OAuth authentication. You authorise Umbrella to access the client’s account (or a manager account to handle multiple clients) and campaign data begins syncing immediately. The connection takes under two minutes and data refreshes automatically on a daily basis.
Can I combine Bing Ads and Google Ads data in one report?
Yes and this is one of Umbrella’s strongest capabilities for PPC agencies. You can build a single PPC performance report that includes both Microsoft Advertising and Google Ads data, with platform-level breakdowns and a combined performance overview. Clients see their total paid search investment and its results in one document, rather than receiving separate reports for each platform.
What PPC metrics does Umbrella track for Microsoft Advertising?
Umbrella tracks spend, impressions, clicks, CTR, average CPC, conversion volume, conversion rate, CPA, quality score and ROAS for Microsoft Advertising campaigns. You can segment all metrics by campaign, ad group, keyword, device, location and time period. Shopping campaign performance is also tracked for retail clients using Microsoft Shopping Ads.
Can Umbrella generate white-label Bing Ads reports?
Yes. Every Microsoft Advertising report and dashboard in Umbrella is fully white-labelled. Apply your agency logo, colour scheme and report naming. Reports are delivered from your domain with no mention of Umbrella, clients receive a premium reporting experience that’s entirely your agency’s brand.
Is Microsoft Advertising worth reporting on separately from Google Ads?
For most agencies, the answer is yes, but the effort should be minimal. That’s exactly what Umbrella provides: once connected, Bing Ads reporting is fully automated alongside your Google Ads reporting. You’re not adding hours to your process; you’re adding completeness to your service. Clients with active Microsoft Advertising campaigns should see their data. Clients who aren’t running Bing Ads yet might be persuaded to once they see what competitors are doing there.