Ask most businesses about their PPC and they’ll talk about Google Ads, and maybe Meta. Microsoft Advertising (formerly Bing Ads) rarely gets a mention. That’s exactly why it can be such a good source of leads.
Who uses Microsoft search?
Microsoft’s search ads appear on Bing, Yahoo, DuckDuckGo and AOL, as well as in the Edge browser and across Windows. A large share of that traffic comes from desktop users, including a lot of people searching on work computers where Edge and Bing are the default.
In practice, that means the Microsoft audience often skews:
- Older, with more people in established careers
- Higher income on average
- More B2B, with more searches made during working hours on work devices
For many service businesses and B2B companies, that’s a very attractive audience.
Why Microsoft Ads can deliver cheaper leads
Fewer advertisers compete in Microsoft auctions, and many who do just import their Google campaigns and never touch them again. Less competition often means lower cost per click, and a well-managed account can pick up leads your competitors simply aren’t bidding on properly.
The trade-off is volume. Microsoft search traffic is a fraction of Google’s, so it’s best seen as an extension of your search strategy rather than a replacement.
LinkedIn targeting: Microsoft’s secret weapon for B2B
Because Microsoft owns LinkedIn, Microsoft Ads lets you layer LinkedIn profile targeting onto your campaigns. You can adjust bids, or restrict targeting, based on:
- Company
- Industry
- Job function
For B2B lead generation, that’s powerful. You can bid more for searches from people in your target industries and job functions, which Google Ads simply can’t offer in the same way.
How to launch Microsoft Ads without wasting budget
- Import from Google Ads, but don’t stop there. Review the import, remove anything that isn’t working on Google, and check that settings like location targeting came across correctly.
- Install the UET tag and set up conversion goals that match your Google Ads tracking, so you can compare like with like.
- Review the search terms report early. Microsoft’s matching behaves differently from Google’s, so expect to add negatives in the first few weeks.
- Adjust bids for devices and schedules. Desktop and weekday working hours often perform best for B2B.
- Write Microsoft-specific ad copy where it makes sense, with a tone that suits an older, more professional audience.
- Turn off the Audience Network at launch if you want search-only traffic, then test it later on its own.
Is it worth it for your business?
Microsoft Ads tends to work best for:
- B2B services and software
- Professional services such as legal, finance and consultancy
- Home improvement and higher-value trades
- Any business already getting good results from Google Search
If Google Search works for you, Microsoft Ads is usually worth a structured test. Give it two or three months of proper management before judging it.
Want help setting it up? See Microsoft Ads management or get in touch.
Frequently asked questions
Is Microsoft Ads cheaper than Google Ads?
Often, yes. Because fewer advertisers compete on Microsoft Ads, cost per click is frequently lower than Google for the same keywords. Search volume is also lower, so it works best as an addition to Google Ads rather than a replacement.
What is the difference between Bing Ads and Microsoft Ads?
They are the same platform. Bing Ads was renamed Microsoft Advertising in 2019, and its ads still appear on Bing alongside other Microsoft properties and partner sites.