Device bid adjustments: *desktop*, *mobile*, and tablet
Microsoft Advertising provides independent bid controls for desktop, mobile, and tablet devices. Here is how to segment traffic and optimize for workstation audiences.
The Microsoft desktop audience advantage#
Unlike mobile-first search platforms, Microsoft Advertising maintains an exceptionally high share of desktop traffic. Windows enterprise workstations with default Microsoft Edge installations account for over 65% of search queries in commercial sectors.
According to Microsoft Device Targeting Docs, 2026, desktop users exhibit longer average session durations and higher conversion rates for complex B2B offerings and financial services.
Configuring separate modifiers across device tiers#
Microsoft Advertising allows independent bid modifiers ranging from -100% (complete exclusion) to +900% across three discrete hardware categories:
- Computers (Desktop & Laptop): High-converting professional traffic.
- Smartphones: Mobile search queries and on-the-go commercial intent.
- Tablets: Casual browsing and evening e-commerce research.
Isolating desktop traffic for enterprise campaigns#
For enterprise B2B lead generation with complex demo forms, applying a -100% mobile bid modifier completely eliminates mobile traffic, focusing 100% of budget on high-converting desktop workstation users.
Campaign level versus ad group level adjustments#
Device bid adjustments set at the ad group level override campaign-level settings as detailed in Microsoft Campaign Management API, 2026, enabling granular device segmentation for specific product categories.
Explore our Microsoft Ads Hub for complete device segmentation strategies.
Device performance analysis checklist#
Run this monthly analysis to calibrate device bid adjustments against actual conversion rates.
- Step 1: Segment Report Run an ad performance report segmented by Device Type.
- Step 2: CPA Comparison Calculate CPA and Conversion Rate separately for Computers, Phones, and Tablets.
- Step 3: Modifier Calculation Set modifier percentage equal to ((Device CVR / Average CVR) - 1) * 100.
- Step 4: Tablet Review Consider setting tablet to -50% or -100% if volume is low and CPA is elevated.
Frequently asked questions#
How do I exclude mobile traffic on Microsoft Ads?
Set the Smartphone device bid adjustment to -100% at the campaign or ad group level to completely exclude mobile impressions.
Can I set separate bid adjustments for tablets on Microsoft Ads?
Yes, Microsoft Advertising treats tablets as a distinct device category with independent bid modifiers from -100% to +900%.
Do ad group device adjustments override campaign settings?
Yes, device bid adjustments configured at the ad group level take precedence over campaign-level device settings.
Why does Microsoft have a higher desktop share than Google?
Microsoft Edge is the default browser on Windows operating systems widely deployed across corporate enterprise networks and office workstations.
How do device bid adjustments work with Smart Bidding?
Under Target CPA, positive device adjustments increase the CPA target for that device, while -100% completely excludes device traffic.
Read more on this topic#
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