Many financial brands put their whole search budget into Google and stop there. Microsoft reaches people who search on Bing and inside its own products. The intent is the same, and there are often fewer advertisers bidding for the click.
What Microsoft ads are good for in finance
Microsoft suits products people search for by name or by need. A broker, a savings account, a loan and an insurance quote are all good examples. The search ads look and work much like Google’s, so a tested Google account gives you a head start.
- Brokers and investment platforms that already buy search ads on Google
- Banks, lenders and insurers with clear product pages and the required disclosures
- Licensed crypto exchanges in markets where Microsoft has approved the category
Microsoft is a poor fit for affiliate and review sites in crypto and prop trading. Only the exchange itself may advertise a crypto exchange. Affiliate, review and signal sites that promote prop trading can’t advertise at all.
What Microsoft allows for financial ads
Microsoft asks every financial advertiser to follow local law and hold the licenses each market requires. Some products carry extra rules. The table shows the ones that matter most to trading, crypto and prop firm brands.
| Product | Status | What Microsoft asks for |
|---|---|---|
| Brokerage and investment services | Allowed with extra rules | Local law followed and licenses held. Extra disclosure rules apply. |
| Crypto exchanges | Search ads only, with pre-approval | Approval for each market through Microsoft’s crypto program. The risks of crypto disclosed in the ad or on the page. No display or video ads. |
| Prop trading platforms | Allowed within strict limits | No leveraged trading, derivatives trading or execution services for customers. No user deposits. Fees, profit share, loss rules and withdrawal limits disclosed. |
| Binary options | Regulated products only | A review by Microsoft first. Not allowed in the European Union. |
| Offers that guarantee a return | Never allowed | Nothing. Microsoft rejects them. |
Prop firms get the closest reading. Ads and pages can’t present profits, payouts or pass rates as typical. They can’t use payout screenshots or trader success stories to imply a typical result. They can’t state or imply that trades reach a live market.
How we run Microsoft ads
We start from what already works in your Google account. Microsoft has an import tool for campaigns, keywords and ads, and we use it as the first draft. Then we tune bids, match types and audiences, because the two platforms don’t behave the same way.
Every ad gets a policy check for each market before launch. Where Microsoft asks for pre-approval, we prepare the application with you. We track results with Microsoft’s UET tag and offline conversion import, so a funded account that closes after the click goes back into the platform.
What we report
The headline number is cost per funded account, cost per FTD or cost per qualified lead. We pick the one that maps to your revenue and report on it every week. Clicks and views are checks along the way.
Prices
Plans start at $2,500 a month, plus ad spend. You pay Microsoft directly. See our prices for what each plan includes, or ask for a free audit and get three written fixes within two business days.
Sources
- Microsoft Advertising, Financial Services policy, checked 12 November 2026
- Microsoft Advertising, Restricted content policies, checked 12 November 2026
B2B marketing commentary. Not legal or investment advice. Platform rules change, so read the linked policy before you launch.