How to advertise in Microsoft Copilot

How ads get into Copilot

In Microsoft's words: "Ads in Copilot are automatically created using your campaign's existing assets, including text and images. All eligible campaign and ad types are automatically opted in to serving in Copilot. Advertisers cannot opt out of serving ads, and there's no guarantee that their ads will be displayed in Copilot."

Your negative keywords apply in Copilot as they do in search. And "Microsoft Advertising does not currently support specific metrics for ads served in Copilot."

Which ads are eligible

• Multimedia ads.
• Product ads, from Shopping campaigns and from Performance Max campaigns serving Product ads.
• Search ads with a logo, from a logo extension or a business logo automated extension. This includes Dynamic Search ads, Responsive Search ads, and Performance Max ads in search placements. "Search ads must include a logo to be eligible to show in Copilot."
• Two vertical formats: Property promotion ads and Tours and Activities ads.

Microsoft calls Performance Max "the best way to increase exposure in Copilot", because it gives Copilot the most assets to match. It also suggests higher bids and a better quality score.

Where Copilot ads run

On 5 March 2025 Microsoft said ads in Copilot "have now fully ramped in all English, French, and German speaking markets", with Spanish and Japanese to follow that month and "other languages to follow". It has published no full list of countries since.

How ads are chosen

Microsoft says it considers "the context of the entire conversation, not only the last prompt." Ads are not shown in conversations its AI models flag as potentially harmful. "If an ad can serve on Microsoft Bing, it can also serve in Copilot", so restricted categories such as financial services follow the same rules as on Bing. Prescription drug ads do not show unless specific disclaimers are used.

Newer formats

To join a pilot, Microsoft says to contact your account team or sign in to Microsoft Advertising.

How you pay

Copilot has no price of its own. Ads there come from your campaigns, so you pay what those campaigns bid, within your budgets. Microsoft's Copilot page names no minimum spend.

Before you start

• Add a logo to your Search ads, or use a business logo automated extension. Without one they cannot show in Copilot.
• Consider Performance Max, Multimedia ads or Product ads, which Microsoft says give Copilot the most to work with.
• Check your negative keywords: they are your only lever on where in Copilot your ads appear.
• Plan without separate numbers: Copilot results are counted with the rest of your campaign.
• Being named in Copilot's answers is free and separate: see how to get cited by Copilot.
• Other engines that sell ads in answers: ChatGPT and Google AI Overviews and AI Mode. Perplexity sells none publicly.

Sources

Every page below is Microsoft's own, checked on 24 October 2026. The date after each is the one the page carries.

1. Microsoft Advertising, About ads in Copilot, 18 June 2026 learn.microsoft.com
2. Microsoft Advertising, Win across all three eras of the web, 21 April 2026 about.ads.microsoft.com
3. Microsoft Advertising, Transforming the future of audience engagement, 5 March 2025 about.ads.microsoft.com