Do my Microsoft Ads show in Copilot, and can a B2B advertiser opt out or see how Copilot placements perform?
Yes, if they're eligible, and you can't opt out. Microsoft's help says eligible campaigns and ad types are opted in to Copilot automatically: multimedia ads, product ads, two vertical ad types and search ads that have a logo, including Performance Max ads in those formats. Your negative keywords apply in Copilot the same way as in web search. Microsoft offers no Copilot-specific metrics, so no report shows Copilot results on their own. For B2B, keep negatives tight and judge campaigns on qualified leads.
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- Which negative keywords should a B2B SaaS account add at the Microsoft Ads account level?
- Which of my Microsoft Ads search campaigns have a logo and can serve in Copilot?
- Should I test Performance Max in Microsoft Ads for B2B lead generation?
- Send my CRM's qualified leads back to Microsoft Ads as offline conversions
- Did my Microsoft Ads lead quality change since AI Max turned on in my search campaigns?
As of November 2026.
Which Microsoft Ads campaigns and ad types can show in Copilot?
Four groups, according to Microsoft's help article "About ads in Copilot":
- Multimedia ads.
- Product ads, including Shopping campaigns and Performance Max campaigns serving product ads.
- Search ads with a logo extension or an automated business logo extension. This covers Responsive Search ads, Dynamic Search ads and Performance Max ads in search placements.
- Two vertical ad types: Property promotion ads, and Tours and Activities ads.
Microsoft builds the Copilot versions automatically from your existing text and images. Being eligible doesn't mean your ads will show: Microsoft says "there's no guarantee."
Most B2B search ads probably qualify already. Microsoft said that starting March 17, 2025, it would add one account-level logo extension to new and existing accounts. The exceptions are pharmaceutical, financial services and adult advertisers, accounts that opted out of automated business logos, and accounts that already had logo extensions. Automated business logos are on by default too. Image extensions can also serve in Copilot.
Can I opt out of Copilot?
No. Microsoft's help says "Advertisers cannot opt out of serving ads" in Copilot. It lists no setting, exclusion or campaign type that keeps eligible ads out. Search campaigns are in a similar spot with the Microsoft Audience Network, which also has no off switch (see how to keep B2B search ads off the Microsoft Audience Network).
What you can control is what your ads match to. Negative keywords apply in Copilot, as the next answer explains.
Do negative keywords keep my ads out of Copilot conversations?
Yes, Microsoft says so. Negative keywords you've added to your account, campaigns or ad groups apply in Copilot and work "the same as it does for web searches" on its network. Microsoft also says its AI models flag potentially harmful content, and "ads are not shown in any flagged conversations."
One gap: Microsoft says it picks ads using "the context of the entire conversation, not only the last prompt." Its help doesn't say which text your negatives are matched against. So keep your usual B2B negatives (such as jobs, salary, free, student and course) at the account level, where they cover your Search, Shopping and Performance Max campaigns, and check your search terms reports as usual.
Can I see how my ads perform in Copilot?
No. Microsoft's help says it "does not currently support specific metrics for ads served in Copilot." So no report shows how your ads did in Copilot on their own.
What you have instead are Microsoft's own averages, which you can't check against your account:
| Date | What Microsoft reported | Its data |
|---|---|---|
| August 6, 2025 | Compared with traditional search, Copilot users drove "73% higher click-through rates and 16% stronger conversion rates" | Microsoft first-party data, its own search properties, global, February to May 2025 |
| August 27, 2026 | Ads within Copilot experiences drove "101% higher engagement relative to traditional Search ads" | Microsoft first-party data, global, June to August 2025 |
For B2B, judge each campaign as a whole on leads that turn into pipeline. Track form fills with UET and send CRM stages back to Microsoft Ads, as our page on sending CRM conversions to Microsoft Ads explains. If a campaign's lead quality shifts, Copilot is one possible cause, but Microsoft's reports can't confirm it.
How does Microsoft decide which ads show in Copilot?
It looks at the whole conversation. Microsoft says that after Copilot has answered the first question, it uses "user information" to show relevant ads "while reaching the audiences that the advertisers are targeting." So your targeting settings still shape who sees the ads.
For restricted categories such as financial services, Microsoft says "If an ad can serve on Microsoft Bing, it can also serve in Copilot," and that ad copy isn't truncated there, so disclaimers you're required to show still appear.
Should a B2B advertiser try to show up more in Copilot?
Only with campaigns that bid on qualified leads. Microsoft's advice for more Copilot exposure is Performance Max (which it calls "the best way"), broad match, auto-generated assets, Dynamic Search ads, higher bids, a better quality score, multimedia ads and image extensions. Most of these widen what your ads match to or raise what you pay.
If your account counts every form fill as a conversion, that can mean more cheap leads that never become pipeline. Microsoft said on August 27, 2026 that AI Max, which also widens matching, is on by default for new Search campaigns; see predictive matching and AI Max for when to keep it on. If you test Performance Max, see customer exclusions and desktop targeting in Performance Max first.
Will buyers using Copilot at work see my ads?
Microsoft's ads help doesn't say. "About ads in Copilot" describes Copilot in Bing, without saying whether ads show to people signed in with a work account. Microsoft's privacy page for Copilot Chat with work accounts says the web searches it generates "aren't shared with advertisers," but it doesn't say whether ads appear. So don't plan a B2B campaign around reaching buyers inside Copilot at work.
Sources
- About ads in Copilot (Microsoft Learn copy of the Microsoft Advertising Help article, last updated June 19, 2026), checked November 6, 2026 (without JavaScript, the Microsoft Advertising Help version shows an error page instead of the article, and we couldn't find its article ID on Microsoft's own pages)
- Logo extensions: Add a logo to your ad (Microsoft Learn, last updated June 11, 2026), checked November 6, 2026
- Enhance ads with automated extensions (Microsoft Learn, last updated June 19, 2026), checked November 6, 2026
- Add images to your ad with image extensions (Microsoft Learn, last updated June 11, 2026), checked November 6, 2026
- 73% higher CTRs: Why advertisers need to pay attention to conversational AI (Microsoft Advertising blog, August 6, 2025), checked November 6, 2026
- Reimagining Search campaigns for the AI era with AI Max (Microsoft Advertising blog, August 27, 2026), checked November 6, 2026
- Microsoft Copilot Chat Privacy and Protections (Microsoft Learn, last updated November 3, 2026), checked November 6, 2026
- Manage Copilot Chat (Microsoft Learn, last updated November 3, 2026), checked November 6, 2026
- Learn about using negative keywords to get to the right customers (Microsoft Learn, last updated June 19, 2026), checked November 6, 2026
