The Microsoft Ads campaign types inventory in 2026
Microsoft Advertising offers ten distinct campaign formats across search queries, conversational Copilot sessions, shopping feeds, and native business feeds. Here is the complete inventory and where each format earns its place.
Search and Performance Max foundations#
Standard Search campaigns remain the core engine of Microsoft Advertising. They capture high-intent users actively searching across Bing, Yahoo, AOL, and conversational Copilot interfaces, with additional options detailed in Microsoft Campaign Types, 2026. Unlike Google, desktop traffic accounts for a higher share of volume, creating exceptional efficiency for B2B and professional services.
Performance Max functions as Microsoft's unified cross-channel AI format. According to Microsoft Advertising Help, 2026, Performance Max distributes creative assets dynamically across Search, Copilot, the Microsoft Audience Network, MSN, Outlook.com, and Edge start pages from a single campaign entity.
Run standalone Search alongside Performance Max only when exact match brand terms are isolated to prevent automated asset cannibalisation.
Audience Ads and Multimedia placements#
The Microsoft Audience Network (MSAN) serves native display placements across premium environments including MSN, Outlook.com, and Microsoft Edge. These placements leverage first-party intent data from search history and LinkedIn profile graphs.
Multimedia Ads take visual search to an exclusive level. Winning the Multimedia Ad auction secures a prominent, large-format visual hero placement on the mainline search results page or right rail, completely blocking competitor text ads in that slot.
- MSN & Outlook: High-dwell native feeds for affluent professionals.
- Microsoft Edge: High-visibility new tab page tiles and prompt injection units.
- Mainline SERP: Exclusive image-rich banners commanding search results.
Shopping, Local Inventory, and Vertical feeds#
Retailers rely on Microsoft Shopping campaigns driven by Microsoft Merchant Center catalogue feeds. Product Ads display images, merchant reviews, and real-time prices directly on the Bing Shopping tab and search mainline.
Local Inventory Ads bridge digital search and brick-and-mortar storefronts, highlighting immediate store stock and curbside pickup availability on Bing Maps. For specific industries, Vertical Ads provide keywordless dynamic feed ads tailored for Automotive, Real Estate, Travel, and Professional Services.
Connected TV, App Installs, and Smart options#
Through Microsoft Invest and partnership infrastructure, Microsoft is the premier programmatic technology partner for Netflix's ad-supported tier. Connected TV (CTV) campaigns reach living room audiences alongside streaming partners like Roku and Discovery+.
App Install campaigns drive direct downloads across Windows Store and mobile ecosystems, while Smart Campaigns offer streamlined multi-platform distribution across Microsoft, Google, and Meta for time-constrained operators.
For complete campaign architecture audits, consult our Microsoft Ads Hub or explore our dedicated PPC management services.
Choosing the right campaign format#
Selecting the optimal format depends strictly on conversion tracking maturity, available feed assets, and commercial intent depth. The decision matrix below outlines the ideal primary format for common business models.
| Business Model | Primary Campaign Format | Secondary Expansion |
|---|---|---|
| B2B Enterprise Lead Gen | Search (with LinkedIn Targeting) | Audience Ads (MSAN remarketing) |
| E-Commerce Retail | Microsoft Shopping & PMax | Multimedia Ads & Free Listings |
| Local Multi-Location | Local Inventory Ads | Standard Search (radius targeted) |
| Brand Storytelling | Connected TV (Netflix / Streaming) | Audience Ads Native Feeds |
| Auto & Real Estate | Vertical Ads (Dynamic Feeds) | Standard Search (High-intent keywords) |
Frequently asked questions#
What are the main Microsoft Ads campaign types?
Microsoft Advertising supports ten primary campaign formats: Search, Performance Max, Audience Ads, Multimedia Ads, Shopping, Connected TV/Video, App Install, Smart, Local Inventory, and Vertical Ads.
How does Microsoft Performance Max differ from Google PMax?
Microsoft Performance Max accesses exclusive Microsoft inventory such as MSN, Outlook.com, Edge browser tiles, and Copilot conversational answers, while incorporating native LinkedIn profile audience signals.
Can I run Search and Performance Max together?
Yes, provided brand terms and negative keyword lists are tightly configured so automated PMax asset groups do not cannibalise exact match search efficiency.
What are Microsoft Vertical Ads?
Vertical Ads are dynamic, keywordless feed-driven formats tailored specifically for industries like automotive dealerships, travel booking, legal services, and real estate.
How do Netflix ad placements work in Microsoft Ads?
Microsoft Advertising manages programmatic connected TV inventory across Netflix's ad-supported tier via Microsoft Invest DSP and CTV campaign types.
Read more on this topic#
The Microsoft Ads Hub
Free tools, campaign guides and live news for every Microsoft Ads format.
Open the hubCampaign level settings and what each one controls
A thorough guide to Microsoft Advertising campaign settings, network distribution options, and location targeting rules.
Read the entryWhich campaign wins when two enter the same Microsoft auction
How Microsoft Advertising resolves internal auction competition between ad groups, match types, and Performance Max assets.
Read the entryPerformance Max variants and asset requirements
A complete technical specification of Microsoft Performance Max campaign variants, asset group requirements, and creative limits.
Read the entryNeed help structuring your Microsoft Ads portfolio?
folkfox designs clean, high-yielding campaign architectures that eliminate wasted spend across search and native networks.