Always-on monitoring of the 12 confirmed quality signals Microsoft Advertising uses to decide which ads win across Bing, Copilot, Yahoo, and DuckDuckGo. Sentry catches Smart Bidding starvation, UET signal loss, Microsoft Audience Network drift, and Google import gaps before they cost you Ad Rank. Cortex handles the fix.
Continuous audits of your Microsoft Advertising account against the 12 quality signals MS Advertising's documentation names as inputs to Quality Score, Smart Bidding, Ad Rank, and Microsoft Audience Network delivery. Each rule maps to a primary about.ads.microsoft.com or help.ads.microsoft.com doc. Sentry catches what fails. Cortex fixes it.
All eligible Search and Microsoft Audience Network campaigns use a Smart Bidding strategy - Max Conversions, Max Conversion Value, Target CPA, Target ROAS, or Max Clicks. Manual CPC underperforms vs Smart Bidding once UET conversion volume is sufficient, per Microsoft's bid-strategy guidance.
The Universal Event Tracking tag has captured at least 15 conversions over the last 30 days at the account, campaign, or strategy level. Below Microsoft's documented Smart Bidding minimum, the bidder lacks the signal density to honor a CPA or ROAS target.
Active campaigns spend between 80% and 100% of allocated daily budget. Under 80% = bids aren't competitive in eligible auctions (raise bids or loosen targets). Over 100% = campaigns cap before end of day, surfacing as Lost IS (budget) and leaking late-day high-intent Bing/Copilot traffic.
Microsoft Advertising Editor + Account Status report show no ads, extensions, or assets in Disapproved. Disapprovals throttle delivery on the affected ad immediately. Concentrated disapprovals trigger account-level editorial review.
Impression Share is at least 50% on brand campaigns and 35% on non-brand. Bing + Copilot + Yahoo + DuckDuckGo's combined search market is smaller than Google's, so the documented healthy IS threshold runs lower - but every IS point lost is a competitor capturing a query Microsoft already qualified you for.
Microsoft Advertising Quality Score across active keywords averages at least 6/10 weighted by impressions. Like Google's, MS Ads Quality Score is an Ad Rank input that scales CPC inversely - low QS keywords pay more per click for the same auction position.
Search Lost Impression Share (rank) is no more than 25%. High rank-lost-IS means your bid + Quality Score combination isn't competitive enough to clear the Ad Rank threshold in auctions you're eligible for. Threshold runs slightly looser than Google due to Microsoft's lighter auction depth.
Search Lost Impression Share (budget) is no more than 20%. High budget-lost-IS means campaigns hit daily caps before the auction day ends - leaving late-day high-intent Copilot and Bing traffic to competitors who didn't cap.
B2B campaigns layer LinkedIn Profile Targeting (industry, job function, company, company size) on top of keyword targeting. Microsoft owns LinkedIn - this is a Microsoft Advertising-only audience layer that Google cannot match, and Microsoft documents 21% conversion-rate lift on layered LinkedIn audiences vs unlayered.
Microsoft Clarity (free heatmap + session-recording tag) is installed on landing pages connected to Microsoft Advertising. Clarity is Microsoft-only; the data feeds back into Microsoft Advertising for landing-page-experience scoring and Audience-Network optimization signal that Google's tools cannot supply.
Microsoft Audience Network inclusion is an intentional decision - either ON for awareness-heavy campaigns (display + Outlook + MSN + LinkedIn audiences) or explicitly EXCLUDED for pure-search conversion campaigns. The default-on behavior leaks budget on the wrong campaign type.
Google Ads → Microsoft Advertising import is either running on auto-sync (recommended for parity) or explicitly disabled with a documented reason. Skipping import while running both platforms means budget and copy drift between the two over time.
Paste your landing-page URL for a free pre-check of the Landing Page Experience component Microsoft Advertising scores into Quality Score. Sentry runs PSI and parses the HTML against the same 8 documented LPE inputs Bing uses. The full 12-signal account monitor requires Cortex connection to Microsoft Advertising.
Sentry fetches your site, runs every BING ADS rule, and renders the full result page before your next sip of coffee.
Each failed rule ships with a prescription paragraph. Hand it to engineering and the gap is closed before lunch.
Add your site to the daily Sentry sweep with one click. New regressions get caught the next morning.
12 rules in the BING ADS Sentry. Daily 3:30 AM ET sweep.
One brain. Thirty-six pairs of eyes. Sentries monitor every visibility signal that decides whether search engines, AI engines, and ad platforms show you. Cortex reads what they see, weighs it against a unified corpus of platform documentation, and acts. Every move follows a defined decision protocol: action stated, reason given, impact named.