Microsoft Ads Manager

By default, Microsoft Search campaigns expand to the Microsoft Audience Network (MSN, Microsoft Start, Edge, Outlook.com, and publisher partners) unless you opt out at the campaign level^[1]. Microsoft positions the Audience Network as a native solution comparable to the Google Display Network rather than search syndication, powered by Bing search intent plus Edge browsing data and LinkedIn profile signals^[2].

Treat the decision as a campaign-type question, not a budget question. For pure bottom-of-funnel Search with tight CPA targets, opt out of the Audience Network on that campaign and stand up a separate Audience campaign for native placements - the auction dynamics, creative requirements, and conversion latency differ enough that mixing them inside one bidder muddies optimization^[3].

If you do keep expansion on, use website exclusions to remove the long tail of low-quality publisher domains, and monitor the Audience Network segment in your placement report weekly^[4]. Performance Max behaves differently here: it always serves across the full Microsoft Advertising Network, and brand exclusions only apply to Search placements, not Audience placements^[5].

For lead-gen accounts targeting decision-makers, the strongest case for keeping Audience Network on is LinkedIn profile targeting as an audience signal - available on Search, Dynamic Search, Shopping, Audience, and Performance Max campaigns, and unique to Microsoft outside LinkedIn itself^[6]. The Cortex Microsoft Bidding Sentry will flag the campaign if Audience Network CPA drifts more than 30% above Search-only CPA over a rolling 14-day window^[7].