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If you want to increase traffic to your website, paid ads will likely play a part. Many advertisers spend most of their budget on Google and never look at the second-largest search ad platform. That is often a missed opportunity. Microsoft Advertising, which was known as Bing Ads until its 2019 rebrand, serves ads on Bing and partner sites, and it is worth testing alongside your main campaigns. Here is why.
It reaches searchers you may not be reaching on Google
Microsoft Advertising places your ads on Bing and across its search partner network, including search on Yahoo and other partner sites. Part of that audience overlaps with Google and part does not. Bing is the default search engine in Microsoft Edge and Windows, so many people use it without choosing it. If you only advertise on Google, you are leaving that audience to your competitors.
You can import your Google Ads campaigns in minutes
Setup is straightforward, even if you already run Google Ads. Microsoft Advertising lets you import campaigns, ad groups, keywords and ads from your Google Ads account, then adjust the settings to fit the new platform. You still need to follow PPC fundamentals, such as strong keywords, relevant ads and a landing page that converts, but you do not need to start from scratch.
Costs per click are often lower because competition is lower
Fewer advertisers bid on Microsoft Advertising than on Google, so clicks often cost less in many markets, especially in competitive industries. Results vary by industry and keyword, so test with a modest budget and compare cost per lead or cost per sale against your Google campaigns, not just the click price.
Keyword research tools are built into the platform
Microsoft Advertising offers keyword research and planning tools, including an Excel add-in that pulls keyword ideas, search volume estimates and performance data into a spreadsheet. That makes it easy to build a keyword list and check how it performs before and after launch. The platform also lets you edit campaigns in bulk with Microsoft Advertising Editor, which saves time on larger accounts.
Targeting options include LinkedIn profile data
Microsoft owns LinkedIn, and advertisers can use LinkedIn profile targeting to adjust bids for searchers by company, industry or job function. If you sell to businesses or professionals, that is a useful option that Google Ads does not offer in the same way. You can also target by device, location, time of day and audience lists.
Your ads can appear in more places than a search results page
Beyond search results, Microsoft Advertising supports Shopping campaigns, audience ads and ads in Microsoft’s AI-powered experiences, including Microsoft Copilot. As more people ask questions in AI assistants, advertising on a platform that is part of that shift can help you reach them. Availability varies by country and campaign type, so check what applies to your account.
Reporting is clear and easy to act on
The interface is clean and organized. You can see key metrics at a glance and drill down to specific campaigns, keywords and ads when you need to. Reports can break performance down by device, location and audience, which helps you decide where to put more budget and where to cut back.
Get help from people who run these campaigns every day
Running paid campaigns sometimes means you need to talk to a person, not just read documentation. Our team is experienced in running both Google Ads and Microsoft Advertising, so you get answers you can rely on and are not left waiting.
Test it with a clear goal and a small budget
Microsoft Advertising will not replace Google, but it can add profitable volume at a reasonable cost. Start by importing your best-performing Google campaigns, set up conversion tracking, give the campaign enough time to gather data and then decide whether to scale it up. A small test tells you more than any general claim can.
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