We’re A Demanding Bunch, An Award-winning Bing Ads Agency Based In London

A Bing Ads Agency With A Difference.

We’re a demanding bunch. It’s in the name, whether it’s better results for our clients, or more biscuits at meetings. Settling is boring, predictable and easy. That’s not us.

We’ve cut out the fluff, giving brands direct access to senior Bing Ads strategists, without the baggage you get at a network agency.

Anna Bermel, Head of paid media at DemandMore

Meet Anna, Our Head of Paid Media, Just A Slack Away

“Having spent 10 years running the high-performance teams behind some of the world’s biggest advertisers, I’m putting that to use at DemandMore. Driving innovation from our team to get more out of the platforms, more out of the data and more for our clients.”

Anna’s Experience

Our Bing Ads Services

DemandMore offers a wide range of Bing Ads services across different search platforms and channels


We work with you to understand your business and goals to create a set of tailored KPIs to work towards. We help you create a media plan ensuring that we’re getting the right balance between the different channels within Bing Ads, across search, shopping and display.

Audiences and targeting

We help identify the right keywords using keyword planner along with relevant third-party competitor intelligence platforms. We work with you to organise your first-party data, creating relevant customer segments and importing them into the platform.

Creative & Copy

We create compelling copy across the search network ensuring relevance between the search term and the ad copy. We can also help you build eye-catching creative that can be used across the Microsoft Display Network.

Bid & Budget Management

Adhering to your budget and making it go further are key tenets of our Bing Ads management service. We set up daily budget trackers to keep on top of what we’ve spent and deploy a range of bid strategies to help you reach your goals.


Using Funnel, we help you connect the dots to visualise and report on performance. It allows us to bring in data from Bing Ads as well as other paid media channels as well as your CRM or e-commerce data to give you end-to-end reporting.

Microsoft Shopping

Bings shopping gives you another channel to sell your products online. We can help you optimise your feed, manage the Bing Merchant Center and run effective shopping campaigns inside Microsoft Ads.

Our Bing Ads Methodology

Our unique Bing Management methodology is called M.A.D.S. It stands for Measurement data, Audience Data, Data feed and Structural consolidation. 

From our extensive testing and experience, we have found that these are the 4 areas that have the biggest impact on performance in Bing Ads and allow us to get the most out of the machine-learning features within the platform. One thing you’ll notice is that 3 out of these 4 factors aren’t even optimised within the platform itself. 

To get the most out of the bidding within the Bing Ads platform you need good data. Good data > good bidding directions > good outcomes. That’s why we focus on measurement data, making sure you’re tracking conversions both online like purchases and leads, but also offline including store visits, phone calls, contracts being signed. When the platform understands the impact it’s having it can optimise it more efficiently.

Secondly, audience data is a key signal for machine-learning-driven features. We help you organise your customer data, segment it and feed it into the platforms to drive the best results.

Thirdly, if you’re in the retail space we help you improve your product feed, ensuring the titles are optimised for the search terms for which you want to appear. There are no missing GTINs or MPNs. The products are in the right Google Product Categories and we’ve filled in any missing attributes like colour, size, material etc.

Finally we focus on structural consolidation within Bing Ads, This helps us drive the most volume through bid strategies and dynamic ad units, delivering the best results 

Microsoft Ads Partners

Microsoft has recognised DemandMore as a partner due to the quality of work that we produce for our clients and the significant level of spend that we manage across the Microsoft Ads network.

This partnership brings several benefits to our clients:

  • Access to Beta feature trials, allowing you early access to Microsoft Ads latest features
  • Industry insights, benchmarks and competitors analysis reporting from Microsoft Ads
  • Fast resolutions to in-platform issues, such as getting ads approved.
  • Our team have the most up to date knowledge on the platforms.

We keep our teams knowledge up to date through re-certification each year with Bing.

team has earned the full range of certifications across Search, Shopping, Display, Mobile and Video.


What Our Clients Said

“DemandMore has improved lead flow by close to 30%, whilst reducing our CPL by 40%. Unlike other Bing Ads agencies, the team are not smoke and mirrors. They work hard to ensure we understand what they are doing”

Shirley Whyte
Harvey Jones Kitchen

Our Reporting

We pride ourselves on our reporting as a Bing Ads agency. We’ve partnered with the eminent data connector Funnel to allow us to import data from Bing Ads and Google Ads, as well as relevant first-party data sources, such as your CRM, to build end-to-end reporting for clients.

This powerful tool allows us to consolidate and transform data from over 1000 connectors. This allows it to be exported into live dashboards (including Looker and Tableau), into your data warehouses (such as BigQuery or Snowflake), and into detailed monthly, weekly and quarterly business review reports.

Our Onboarding and Immersion

We know understanding your business and setting clear expectations of how we work is key to a great agency-client partnership. That’s why we take onboarding very seriously.

Here is how our onboarding process typically works:

We start with detailed onboarding documentation, to make sure that we catch all of the key KPIs, competitors and requirements all in one place for the team to reference.

If we’ve not done an audit as part of the pitch process, or there has been some time between our audit and getting started, then we will do one as part of the onboarding to create our roadmap of changes to be implemented.

Immersion session

As part of the onboarding process we like to do an immersion session in person. This is where we get together and speak to people both in the marketing team as well as the wider company to ensure that we have a holistic understanding of your business.

Once we’re happy we have a clear understanding of the business and what needs to be done we will create a detailed Gantt chart that we will review together, before getting sign-off. After executing the roadmap of the changes we will then smoothly transition into BAU activity.

Our Commercial Models

When it comes to Bing Ads services, Bing Ads agencies tend to price on either a day rate or a percentage of spend model. Although we have clients on almost every commercial model, the vast majority of our clients work on a day rate.

We think the model is fair for clients, because in most cases an increase in spend doesn’t necessarily mean an increase in management time. In general, the only exception is when seasonal spend jumps are significant or a lot of new activity is commenced.

It’s also very transparent. We benchmark our rates annually a benchmarking report that an independent accountant firm put together each year, looking at agency day rates for digital and creative businesses.


How much do Bing Ads Agencies charge?

Bing Ads agencies typically charge based on either a day rate or percentage of media. We work with clients on a range of commercial models. However the vast majority work with us on a day rate that we benchmark annually to ensure we provide good value to our clients. 

Should I pay my Bing Ads agency a percentage of media?

While percentage of media is still a popular pricing model in the agency space, there are pros and cons. When you increase spend it doesn’t necessarily result in more work meaning that you may overpay compared to a Bing Ads agency that works on a day rate. However, if you have an account where all the spend is focused on a few months of the year it can provide good value for money.

How will my Bing Ads Agency report to me?

Agencies will typically provide weekly and monthly reporting. We also provide live dashboards, quarterly business reviews and slack channels for our clients to give them a good overview of the work that we’re doing as well as giving them direct communication with the senior specialists that are working on their accounts. 

What should you ask a Bing Ads agency before you hire them?

If we were looking to hire a Bing Ads agency we would want to understand how big their team is, what percentage of their billings we would be, how many people within their team specialise in Bing Ads, what technology partners they have to deliver feed management, reporting and bidding, what their methodology is and the pros and cons of it.

What certifications should a good Bing Ads agency have?

You’d expect any reputable agency to be a Bing Ads / Microsoft Ads partner. This is achieved through managing a considerable amount of media spend and having a number of your team certified in Microsoft Ads.