Microsoft Advertising: Why Bing Ads Deserve a Spot in Your Paid Search Strategy

So, you’ve set up your Google Ads strategy, optimized your campaigns, and think you can call it a day? Not quite. While Google Ads continues to be the backbone of any paid search strategy, it’s far from the only player in the game.

Enter Microsoft Advertising—a powerful PPC platform that many marketers still underestimate. According to Microsoft, Bing’s advertising network reaches more than 1 billion engaged, high-spending consumers worldwide. In the U.S., Bing commands around 7% of the search engine market, and globally, it captures roughly 4%. When you factor in Yahoo (which runs on Bing’s network), that reach expands even more.

If your PPC efforts focus solely on Google, you could be leaving significant opportunities—and profits—on the table. Let’s explore what’s new with Microsoft Advertising and why it deserves a place in your paid search strategy.

What Is Microsoft Advertising?

Microsoft Advertising is a pay-per-click (PPC) ad platform that lets businesses promote their products or services across Bing’s Search Engine Results Pages (SERPs), partner sites, and Microsoft-owned platforms such as MSN, Outlook.com, and LinkedIn.

This powerful ecosystem enables brands to reach relevant audiences, drive quality traffic, and generate higher conversions—often at a lower cost than Google Ads.

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Key Features of Microsoft Advertising

Microsoft has redefined its ad platform over the years to compete with Google Ads. In 2019, Bing Ads rebranded as Microsoft Advertising, signaling not just a new name but a stronger suite of features designed to enhance campaign performance.

Here are six standout features that make Microsoft Advertising a serious contender:

1. Experiments Functionality

Small tweaks can drive big results. Microsoft’s Experiments feature lets marketers run A/B tests within a campaign to evaluate changes—like ad copy or landing page URLs—without affecting the original setup. It’s an easy, low-risk way to optimize performance.

2. Ad Customizers

Like Google, Microsoft Advertising supports ad customizers—but with a twist. You can personalize ads not only by keyword, location, or campaign but also by audience, something Google Ads doesn’t currently offer. Customizations can also be based on device, time, or search queries.

3. Prominence Metrics

Previously called “share of voice,” prominence metrics help advertisers understand exactly where their ads appear on SERPs. These include:

• Top impression share
• Top share lost to rank
• Absolute top impression share
• Absolute top impression share lost to budget
• Unlike Google (which retired “average position”), Microsoft continues to provide this visibility metric for better bid optimization.

4. LinkedIn Data Integration

Microsoft Advertising’s LinkedIn integration is a game-changer for B2B marketers. You can target users based on company, industry, or job title—ideal for account-based marketing (ABM) campaigns. For instance, if you’re promoting enterprise software, you can specifically reach decision-makers like CTOs or CIOs.

5. Eye-Catching Video Extensions

Microsoft allows you to add video extensions to your search ads, making them more interactive and visually engaging. Videos can include audio and captions, increasing accessibility and boosting engagement—perfect for brands that want to stand out from static text ads.

6. ChatGPT Integration with Bing

With ChatGPT and Copilot AI integrated into Bing Search and Edge, Microsoft is pioneering conversational search experiences. While paid ad placements in AI chat are still evolving, early tests show promising opportunities for blending AI-driven engagement with traditional search advertising.

Advantages of Microsoft Advertising Over Google Ads

Google may dominate the search world, but Microsoft Advertising offers several unique benefits that make it a valuable addition to your marketing mix.

1. Access to an Older, Wealthier Audience

Bing users tend to be older (35–65 years) and more affluent. Over one-third have household incomes exceeding $100K, and they spend on average 22% more online than the average searcher.

Better yet, Microsoft reports there are at least 66 million users you can’t reach on Google—a valuable audience segment for many businesses.

2. Lower CPCs and Higher ROAS

Microsoft Advertising often delivers significantly lower cost-per-clicks (CPCs)—up to 70% less than Google Ads for some industries. Studies show CPCs in the automotive sector are 32.5% lower, and in insurance, they’re 59% lower.

These savings translate into stronger returns. In one case, Bing campaigns representing just 12% of total ad spend achieved an impressive 487% return on ad spend (ROAS), compared to 334% on Google.

3. Broader Network Reach

Advertising on Microsoft means your campaigns also appear across Yahoo and AOL networks, along with partners like Amazon, Wall Street Journal, and CBS Interactive. This extended reach helps you tap into non-Google audiences—particularly valuable if your target demographic skews older or less tech-oriented.

Disadvantages of Microsoft Advertising

Despite its advantages, Microsoft Ads has a few limitations to consider:

Smaller Market Share: With just around 7% of global search share, Bing’s audience is smaller than Google’s 92%.

Fewer Ad Formats: Microsoft offers fewer creative ad types compared to Google.

Limited Integrations: Google Ads integrates with a wider range of third-party tools and analytics platforms.

Narrower Targeting Options:

While LinkedIn integration is powerful, other targeting parameters aren’t as extensive as Google’s.

Still, the platform continues to evolve rapidly—and many advertisers find the trade-offs well worth the lower CPCs and unique audience access.

Easy Integration with Google Ads

Good news for marketers: if you already run Google Ads campaigns, setting up Microsoft Advertising is a breeze. The platform lets you import campaigns directly from Google Ads and even synchronize updates automatically with recurring imports. This seamless setup makes it easy to test and scale across both networks.

Step-by-Step Guide to Launching a Microsoft Ads Campaign

Ready to get started? Here’s a quick guide to launching your first Microsoft Ads campaign:

Visit the Microsoft Advertising Website
Go to ads.microsoft.com
. New users can click “Sign Up” to create a free account; existing users can simply sign in.

Set Your Goal
Choose what you want to achieve—website visits, calls, app downloads, or sales. Your selection will shape your campaign setup.

Add Business Details
Provide your company information and describe your products or services. The more accurate your details, the better Microsoft can match you with the right audience.

Define Your Audience
Select target locations, demographics, and devices. You can even create custom radiuses or choose multiple countries if you’re marketing globally.

Choose Keywords
Use relevant keywords customers might search for. Microsoft’s Keyword Planner can help you discover high-performing options.

Write Your Ad Copy
Craft engaging ad text that highlights your unique value. Use the preview tool to see how your ad looks in search results.

Add a Phone Number (Optional)
Include your number to drive direct calls. To track phone leads, you can integrate with Invoca for call attribution insights.

Set Your Budget
Decide how much you want to spend daily or monthly. Use the Estimated Performance panel to see how your budget impacts visibility and clicks.

Enter Payment Information
Provide billing details to activate your campaign.

Launch Your Ads
Hit “Submit” and wait for approval—usually under 24 hours. Once live, monitor your performance metrics and adjust as needed.

Final Thoughts

While Microsoft Advertising can’t replace Google Ads entirely, it’s an essential addition to any comprehensive PPC strategy. With access to a wealthier audience, lower CPCs, and unique targeting options via LinkedIn, it’s an untapped opportunity for marketers aiming to expand reach and boost ROI.

So don’t stop at Google—diversify your paid search with Microsoft Advertising and watch your campaigns reach new heights.

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