Choosing the right agency to manage your Microsoft Advertising campaigns can significantly impact your ROI. One key differentiator to look for is whether an agency holds official Microsoft Advertising Partner status. This certification signals that an agency has met Microsoft's standards for expertise, performance, and client results.
In this guide, we break down what the Microsoft Advertising Partner Program is, the different partner tiers, and why working with a certified partner—whether you call them a Bing Ads agency or Microsoft Ads agency—benefits your business.
What Is a Microsoft Advertising Partner?
A Microsoft Advertising Partner is an agency or marketing professional who has been recognized by Microsoft for demonstrating expertise in managing Microsoft Ads campaigns. Partners must meet specific requirements around certification, campaign performance, and advertising spend to earn and maintain their status.
The Microsoft Advertising Partner Program, managed through the Microsoft Advertising Agency Center, provides agencies with resources, training, and support to deliver better results for their clients. In return, Microsoft verifies that partner agencies have the skills and track record needed to manage campaigns effectively.
Key Requirements for Partnership
To become a Microsoft Advertising Partner, agencies typically need to:
- Pass certification exams covering Microsoft Advertising platform features and best practices
- Manage a minimum level of ad spend across client accounts
- Demonstrate consistent campaign performance meeting Microsoft's benchmarks
- Maintain active certification status through ongoing education
These requirements ensure that certified partners stay current with platform updates and maintain high standards.
Channel Partner vs. Technology Partner
The Microsoft Advertising Partner Program distinguishes between two partner types. Channel Partners are agencies and media companies that manage advertising campaigns on behalf of clients. They earn partner status by meeting spend thresholds, passing certifications, and delivering measurable campaign results. Technology Partners, on the other hand, are software and platform companies that integrate with the Microsoft Advertising API to build tools, dashboards, or automation solutions. When evaluating an agency for your campaigns, you are looking for a Channel Partner—an organization with hands-on campaign management expertise and direct Microsoft support access.
Partner Tiers
Microsoft Advertising organizes its partner program into distinct tiers, each representing different levels of expertise and client engagement. As of 2026, the primary tiers include:
Select Partner
Select Partners represent agencies that have met the foundational requirements of the program. They have demonstrated proficiency in campaign management and maintain active certifications. Select Partners receive:
- Access to partner resources and training materials
- Microsoft Advertising support channels
- Partner badge for marketing use
- Early access to beta features
Elite Partner
Elite Partners are the highest tier in the Microsoft Advertising Partner Program. These agencies manage significant advertising budgets and consistently deliver exceptional results. According to the 2025 Microsoft Advertising Partner Awards, Elite Partners are recognized for leveraging Microsoft Advertising solutions to drive transformative results and business growth.
Elite Partner benefits include:
- Dedicated account management and support
- Priority access to new features and beta programs
- Co-marketing opportunities with Microsoft
- Invitations to exclusive partner events
- Enhanced visibility in Microsoft's partner directory
The Microsoft Advertising Partner Awards celebrated its 10th anniversary in 2025, honoring Select and Elite partners for outstanding achievement in delivering client results.
Benefits for Advertisers
Working with a Microsoft Advertising Partner provides tangible advantages for your campaigns. Here's what you gain:
1. Verified Expertise
Partner agencies have passed rigorous certification exams covering all aspects of the Microsoft Ads platform. This includes search advertising, audience targeting, shopping campaigns, and the LinkedIn Profile Targeting feature unique to Microsoft. Understanding different types of search engine marketing helps ensure your partner can leverage the full platform effectively.
2. Access to Resources
Partners receive early access to new features and beta programs. This means your campaigns can leverage the latest tools—like Copilot in Microsoft Advertising—before they're widely available.
3. Direct Microsoft Support
When issues arise, partner agencies have direct lines to Microsoft support teams. This translates to faster resolution times and less campaign downtime for you.
4. Performance Track Record
Microsoft only grants and maintains partner status for agencies that meet performance benchmarks. Choosing a partner means choosing an agency with a proven track record. Similar to how a Google PPC agency demonstrates expertise through certifications, Microsoft partners must maintain consistent performance standards.
5. Lower Costs, Better ROI
Microsoft Advertising typically delivers 33-70% lower CPCs than Google Ads for similar keywords. A skilled partner knows how to maximize this cost advantage while maintaining strong conversion rates. When evaluating your options, it's worth comparing Microsoft Ads vs Google Ads to understand which platform best fits your goals.
6. Expanded Ad Network Reach
Microsoft Advertising extends well beyond Bing search results. Your ads can appear across an expanding network of partner properties including Netflix, DuckDuckGo, Ecosia, and Yahoo. This broader reach means your campaigns tap into audiences that Google Ads cannot access directly, giving a certified Microsoft Ads agency a wider canvas for driving conversions and brand visibility.
Finding a Bing Ads Agency (Microsoft Ads Agency)
Many advertisers still search for a "Bing Ads agency" when looking for help with Microsoft Advertising. While Microsoft rebranded Bing Ads to Microsoft Advertising in 2019, the underlying platform powers the same search inventory across Bing, Yahoo, DuckDuckGo, and AOL. A qualified Bing Ads agency is simply a Microsoft Ads agency that manages campaigns on this network.
When evaluating a Microsoft Ads agency, look for the following:
- Official partner status — Confirm the agency holds Select or Elite Partner certification through the Microsoft Advertising Agency Center
- Platform-specific experience — Ask for case studies showing results on Microsoft Advertising specifically, not just Google Ads
- Certified team members — Verify that account managers (not just leadership) hold current Microsoft Ads certifications
- Cross-platform strategy — A strong Bing Ads agency understands how to allocate budget between Microsoft and Google to maximize overall ROI
- Audience targeting expertise — Microsoft's unique LinkedIn Profile Targeting and in-market audiences require platform-specific knowledge
Whether you call it Bing Ads management or Microsoft Advertising management, the key is finding an agency with verified credentials and a track record on the platform. If you are also exploring Google paid search, compare how a Google PPC agency approaches campaign management alongside Microsoft Ads.
Microsoft Ads Certification: What It Covers
Microsoft Ads certification validates that an individual or agency has demonstrated proficiency across the Microsoft Advertising platform. The certification program, available through Microsoft Learn, covers several core competency areas:
- Search advertising fundamentals — Campaign structure, keyword strategy, match types, and bid management on the Microsoft Search Network
- Audience targeting — In-market audiences, custom audiences, remarketing lists, and LinkedIn Profile Targeting setup
- Shopping campaigns — Product feed management, Merchant Center setup, and shopping ad optimization
- Performance measurement — Conversion tracking with UET tags, attribution models, and reporting dashboards
- Microsoft Advertising policies — Ad approval guidelines, editorial standards, and compliance requirements
Certification exams are free to take and must be renewed periodically to ensure practitioners stay current with platform updates. For agencies seeking partner status, having multiple certified team members is a program requirement. When you hire a certified Microsoft Ads agency, you are working with professionals who have proven their knowledge of the platform's features, targeting capabilities, and optimization levers. This is especially important given the platform's expanding reach across Bing, Yahoo, DuckDuckGo, Ecosia, and Netflix ad placements.
How to Verify Partner Status
Before hiring an agency, verify their Microsoft Advertising Partner status. Here's how:
Check for the Partner Badge
Legitimate partners display the official Microsoft Advertising Partner badge on their website. The badge indicates their tier level (Select or Elite).
Ask for Documentation
Request certification documentation directly. A reputable agency will readily share:
- Current certification credentials
- Partner tier confirmation
- Relevant case studies demonstrating Microsoft Ads expertise
Use Microsoft'S Partner Directory
Microsoft maintains a directory of certified partners. Search by location and specialty to find verified agencies in your area. You can also check the Microsoft Advertising Agency Center for official program information and partner lookup tools.
Verify Certifications
Ask which team members hold Microsoft Advertising certifications. Ideally, the people managing your account—not just agency leadership—should be certified.
Request References
Ask for references from current clients running Microsoft Ads campaigns. Speaking with existing clients provides real-world validation. Whether you're exploring Bing ads strategy or broader paid search approaches, client testimonials offer valuable insights.
Frequently Asked Questions
What'S the Difference Between a Microsoft Advertising Partner and a Regular Agency?
Microsoft Advertising Partners have passed certification exams and met performance requirements set by Microsoft. Regular agencies may have experience with the platform but lack official verification of their expertise.
How Much Does It Cost to Work with a Microsoft Advertising Partner?
Partner agencies use various pricing models, including percentage of ad spend (typically 10-20%), flat monthly retainers, or performance-based fees. The cost depends on your budget and campaign complexity.
Can I Verify an Agency'S Microsoft Partner Status Myself?
Yes. Check for the official partner badge on their website, ask for certification documentation, and search Microsoft's partner directory. Reputable agencies are transparent about their credentials.
How Do I Become a Microsoft Advertising Partner?
Start by creating an account on the Microsoft Advertising Agency Center. From there, complete the required Microsoft Ads certification exams through Microsoft Learn, meet the minimum ad spend thresholds across your managed accounts, and demonstrate consistent campaign performance. Once you meet all program requirements, you can apply for Select Partner status and eventually work toward Elite Partner recognition.