Microsoft Ads (Bing): Why and How to Use It

Google is not the only search engine where you can advertise. Microsoft Ads (formerly Bing Ads) shows ads on Bing search, Yahoo and the Edge browser. For many businesses it is an overlooked opportunity with strong returns.

What Microsoft Ads is

It is Microsoft's advertising system, working much like Google Ads — the same keyword principle, auction and targeting. Ads appear across Bing search and partner sites.

Who its audience is

Bing has a smaller market share than Google, but its users tend to be older, higher-income and often from corporate environments (Edge is the default browser on Windows). For B2B and higher-priced products it can be a valuable audience.

Why it is often cheaper

Lower competition usually means a lower cost per click than Google for the same keywords. You can get more clicks for the same budget — and sometimes a better conversion rate too.

How to import campaigns

Microsoft Ads can import campaigns straight from Google Ads, so launch is fast. After importing, it is worth fine-tuning targeting and budgets for the different audience.

When it pays off

• You already run Google Ads and want to expand reach cheaply.
• You target B2B or an older, wealthier audience.
• You want to diversify your lead sources.

Want to test Microsoft Ads risk-free? We will import and optimise campaigns for you — see our services or request a free sample. Get in touch via our contact page.