How to Open a Buy Bing Ads Account A Guide to Verified Account Setup

Use a manager account

Agencies overseeing multiple advertising accounts

Access and linking must be configured correctly

Hire a setup consultant

Advertisers who need help with configuration

The consultant should not need your password

Work with an established agency

Businesses outsourcing campaign management

Fees, responsibilities, reporting, and account ownership should be agreed in advance

Option 1: Create Your Own Account

Creating your own account is usually the clearest option when you are advertising your own products, services, or website.

You control the registration information, verification process, billing configuration, and access permissions. You also have a direct record of the decisions made during setup.

This approach does not eliminate the possibility of verification requests, policy reviews, or billing issues. It does, however, reduce uncertainty about who originally registered the account and which business the information represents.

Option 2: Request Authorized Access to a Client's Account

Agencies and freelancers often do not need to purchase an account at all. They need permission to manage campaigns for a client.

In this situation, the client can retain ownership of the advertising account and grant the appropriate level of access through Microsoft's supported account-management process.

Before beginning work, agree on the scope of access, campaign responsibilities, reporting requirements, billing arrangements, and procedures for ending the engagement.

For example, a marketing agency managing search campaigns for a local retailer should have the permissions needed to perform its work without taking ownership of the retailer's Microsoft account or personal email credentials.

This structure makes it easier for the business to retain control if it changes agencies.

Option 3: Use Manager Account Functionality

Manager accounts can help agencies organize and manage multiple advertising accounts. They are particularly useful when employees or contractors need to work across several client relationships.

However, account linking is a permission-based process, not a substitute for verifying the advertiser's identity.

Microsoft announced additional identifier requirements for new account-linking requests in August 2026. Its published update describes requirements involving a manager account number and a second identifier, depending on the type of link being created. Advertisers should consult the current linking instructions before attempting to connect accounts.