The problem
Most businesses run Google Ads exclusively, leaving a meaningful pool of searchers unaddressed. Bing powers 30%+ of desktop searches in many markets, skews toward higher-income, older demographics, and has significantly lower competition — meaning lower cost per click for comparable intent.
The opportunity
Microsoft Advertising offers access to a large, underserved search audience at materially lower costs than Google. For businesses with strong Google campaigns, Bing frequently delivers 10–30% incremental volume at CPCs 20–40% lower. It is often the simplest performance uplift available.
Our approach
We start by importing and adapting your Google Ads structure — then optimise for Bing-specific behaviour and the Microsoft Audience Network. The audience demographic and device mix differs from Google, requiring separate bid strategies and creative consideration.
Capabilities
What we deliver within Bing Ads
Google Ads Import & Adaptation
Migrating and adapting existing Google Ads structure for Bing's unique audience and algorithm.
Search Campaign Management
Keyword strategy, ad copy, and bid management specific to Microsoft's search network.
Microsoft Audience Network
Display and native advertising across the Microsoft ecosystem including Outlook and MSN.
Shopping Campaigns
Product listing ads on Bing Shopping for e-commerce businesses.
Audience Targeting
LinkedIn profile targeting available exclusively through Microsoft Advertising.
Remarketing
Remarketing lists and audience-based bidding for returning visitors.
Conversion Tracking
UET tag implementation and conversion goal configuration.
Performance Reporting
Cross-platform reporting comparing Bing performance against Google benchmarks.
Outcomes
What you can expect
Incremental paid search volume beyond Google reach
Lower average CPC versus Google for comparable intent keywords
Access to older, higher-income demographic on desktop search
LinkedIn profile targeting through Microsoft Audience Network
Diversified paid search presence reducing single-platform dependency
FAQ
Common questions
For businesses already running Google Ads well, the incremental effort of managing Bing is low — especially with import tools. The volume is smaller, but CPCs are materially lower. We assess whether it is worth it based on your category and search volume data.
Globally, Bing holds around 6–10% of search market share. In specific markets and demographics — particularly US and UK desktop users over 45 — the figure is considerably higher. It varies significantly by category and region.
Yes, and we do this as the starting point. But Bing's algorithm, auction dynamics, and audience differ from Google. Direct imports without modification often underperform. We adapt structure and bids for the Bing environment.
Yes — Microsoft Advertising offers LinkedIn profile targeting (company, job function, industry) within search campaigns. This is a unique capability not available on Google and particularly valuable for B2B search advertisers.
Related services
Ready to discuss your Bing Ads requirements?
Describe your situation and what you are hoping to achieve. We will assess whether there is a genuine opportunity and outline how we would approach it.