# Microsoft Advertising, including LinkedIn profile targeting

> Search and Audience campaigns on Microsoft Advertising, with LinkedIn profile targeting by company, industry and job function, radius targeting around offices and offline conversions matched by click id.

Demander builds Microsoft Search campaigns from your keywords and messages, and Audience campaigns that reach people by the company, industry and job function on their LinkedIn profile. Opportunities from your CRM go back to Microsoft as offline conversions, matched by click id.

## Two campaign types

**Search** campaigns get keywords, negative keywords and responsive search ads with 3 to 15 headlines of 30 characters and 2 to 4 descriptions of 90. **Audience** campaigns run responsive image ads on Microsoft’s audience network, with up to 15 short headlines, 5 long headlines of 90 characters and 5 descriptions.

Both are created paused through the REST version of Microsoft’s Campaign Management API (v13); Microsoft retires its SOAP API on 31 January 2027. Location ids are resolved when a campaign is published. Microsoft delivers reports asynchronously, so Demander requests them, waits for the file and reads it, which puts metrics a little behind the platform’s own screens.

## LinkedIn profile targeting for account-based campaigns

- **Company, industry and job function.** Audience campaigns can limit reach to people whose LinkedIn profile names a target company, industry or job function. Demander matches the names to Microsoft’s profile ids at publish; names it cannot match are left out, so the audience narrows and never widens.
- **Audience campaigns only.** On Search campaigns Microsoft accepts profile data only as a bid adjustment, so Demander refuses profile targeting there and points you to an Audience campaign.
- **Buying-committee roles.** ABM plans compile the target companies and each committee role’s job functions as profile criteria on an Audience campaign, set to target and bid. See [account-based marketing](https://demander.to/use-cases/account-based-marketing/).
- **Radius around offices.** Circles in whole kilometres from 1 to 800 around the offices of target accounts, always combined with a people layer such as profile criteria or in-market audiences.

## Bid strategies Demander sets

| Goal | Bid strategy |
| --- | --- |
| Leads, conversions, retargeting | Maximise conversions, with your target CPA when you set one |
| Awareness on Search | Target impression share: 50 percent, anywhere on the page |
| Traffic and engagement | Maximise clicks |
| Demander-managed bids | Manual CPC per ad group within Microsoft’s range for the currency (0.05 to 1,000 for EUR, USD and GBP). Clearing them restores Maximise conversions. |

## Conversions and consent

Pipeline events (an account moving into sales, a new opportunity, a won deal) and any conversion you mark for ad platforms go to Microsoft’s offline conversion API every hour in live mode, matched by the msclkid the tracker stored from a consented visit.

For conversions measured on your own site Microsoft relies on its UET tag. Since 5 May 2025 UET needs Consent Mode for traffic from the EEA, the UK and Switzerland; without a valid consent signal Microsoft suspends conversion tracking and remarketing for that traffic, and it does not model the gap.

## Access and approvals

- **What you do.** Sign in with Microsoft and pick the account; Demander reads its currency. Personal Microsoft accounts work as well as work accounts. The grant asks for Microsoft Advertising management and offline access only.
- **The developer token.** Microsoft requires a developer token on every API call. Demander uses one universal token for all customers, requested by a Super Admin in Microsoft’s developer portal, with no app review. The token gives no access by itself: your own user role decides what Demander can reach.
- **Organisations that restrict consent.** If your Microsoft tenant blocks user consent to apps, an administrator approves Demander once for the organisation.

> **Limits on Microsoft.** Audience ads need their landscape image uploaded to Microsoft beforehand: Demander references an image media id from the connection settings and does not upload it for you. Demander’s stage lists, customer exclusions and lookalikes do not sync to Microsoft, so retargeting by stage runs on LinkedIn, Meta and Google. Shopping and Performance Max campaigns on Microsoft are not built.

## Questions

**Is LinkedIn profile targeting on Microsoft the same as running LinkedIn Ads?**

No. Microsoft lets advertisers reach people on its own audience network by the company, industry and job function on their LinkedIn profile. Seniority, Matched Audiences, Lead Gen Forms and Conversation Ads are on [LinkedIn](https://demander.to/platforms/linkedin/).

**Do I need a Microsoft Advertising developer token?**

No. Demander uses its own universal token, and you connect with your normal Microsoft sign-in.

**Can I keep Microsoft’s automated bidding?**

Yes, that is the default. Demander-managed manual CPC is an option per campaign, and clearing it returns the campaign to Maximise conversions.

**What does the EU consent rule mean for my Microsoft conversions?**

Conversions measured by UET in the EEA, the UK and Switzerland need Consent Mode, or Microsoft drops them. Offline conversions from Demander use click ids only from visits where the person gave marketing consent.

## Related

- [Google Ads](https://demander.to/platforms/google-ads/)
- [LinkedIn Ads](https://demander.to/platforms/linkedin/)
- [Account-based marketing](https://demander.to/use-cases/account-based-marketing/)
- [Paid campaigns](https://demander.to/features/paid-campaigns/)
- [Offline conversions](https://demander.to/resources/offline-conversions/)

---
Source: https://demander.to/platforms/microsoft-advertising/ · Demander · reviewed 2026-10-02