Capture the Search Traffic Google Ads Does Not Reach
Microsoft Advertising puts your ads on Bing, Yahoo, AOL, Edge and partner sites. Many advertisers find it a cost-effective way to add qualified search volume on top of Google.
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A Second Search Channel Most Competitors Ignore
Microsoft Advertising serves ads across the Bing search network, which includes Bing, Yahoo, AOL, DuckDuckGo and Microsoft Edge, plus Windows search experiences. Because many advertisers focus only on Google, competition on Bing can be lighter in a number of markets, and cost per click is often lower. Results vary by industry and keyword, so we measure rather than assume.
The audience also differs. Bing users skew toward desktop and work devices, and tend to be older and more established, which suits finance, professional services, B2B, home services and healthcare offers.
If you already run Google Ads, importing your campaigns is quick. The real work is adjusting bids, match types, audiences and tracking so the account performs on Bing's own terms.
Microsoft Advertising also connects with products many business users already have, which can make remarketing to professional audiences more practical.
We treat Bing as a measured test, not a guarantee. After a few weeks of data we compare cost per conversion and conversion volume with Google, then recommend whether to scale, hold or pause.
Budget discipline matters on a smaller network. We usually begin with your highest-converting Google campaigns, keep the structure simple, and add new themes only when the first ones produce enough data to judge. That avoids spreading a modest budget so thinly that nothing can be learned.
Reporting puts both networks side by side, showing spend, conversions and cost per conversion for each. If Bing proves efficient you will see it clearly, and if it does not you will see that too, which keeps the decision grounded in your own numbers.
Where Bing Fits Alongside Google
Bing tends to suit
- Desktop-heavy audiences and business hours traffic
- Older or higher-income demographics
- Advertisers wanting incremental search volume
- Accounts with proven Google Ads campaigns to import
Google remains the priority when
- You have no search ads running yet
- Your buyers are primarily on mobile
- Search volume in your niche is very small on Bing
Microsoft Advertising, Properly Set Up
Google Ads Import
We import selected campaigns, then review settings, targeting and keyword match behavior rather than leaving a straight copy running.
UET Tag and Conversion Goals
Universal Event Tracking installed through Google Tag Manager, with conversion goals that match your Google setup.
Bid and Audience Tuning
Device, location, time and demographic bid adjustments based on Bing's own performance data.
Microsoft Audience Network
Native and display placements considered only where they support your goals, with exclusions applied.
Remarketing
Remarketing lists and in-market audiences layered onto search campaigns where volume allows.
Reporting
Side-by-side Google and Bing reporting so you see where each dollar performs best.
Things That Behave Differently on Bing
Although Microsoft Advertising looks familiar to anyone who has used Google Ads, several details differ. Keyword match types follow similar rules, but close variants and phrase match have historically been interpreted differently, so an imported campaign can match searches you did not intend. We review the search terms report early and add negatives specific to Bing.
Targeting controls are also granular in useful ways. You can adjust bids by device, location, hour of day, and by demographic signals such as age or gender where the audience and offer justify it. LinkedIn profile targeting is available for search campaigns in some markets, letting you raise bids for users in particular industries or job functions, which can be valuable for B2B offers.
Finally, volume is smaller. Because Bing has a lower share of searches than Google, daily click counts are lower, and learning takes longer. We set expectations accordingly and avoid changing too many things before enough data has accumulated.
Features Worth Using
Multimedia and Image Extensions
Image assets can appear next to text ads, which can raise engagement on suitable searches.
Call and Location Assets
Call extensions and location details help local and service businesses convert desktop and mobile visitors.
Google Import Sync
Scheduled imports keep new Google campaigns flowing into Microsoft, with settings preserved only where we choose.
Where Bing Often Performs
Finance and Insurance
Research-heavy searches where an established audience compares options carefully.
Home and Professional Services
Repair, installation and consulting searches that happen largely on desktop.
B2B and Software
Work-hour searches from office computers, backed by optional LinkedIn profile bid adjustments.
Healthcare
Practice and treatment searches, run within advertising policy restrictions.
From Import to Ongoing Optimization
Review Your Google Account
We choose which campaigns are worth testing on Bing and flag anything that should not be imported.
Set Up Tracking
UET tag, conversion goals and Google Ads linking are configured and tested first.
Launch With Controls
Budgets, bids and device settings are set conservatively while data builds.
Optimize and Compare
We review search terms, adjust bids and compare cost per conversion against Google.
What You Get
Questions We Hear Often
Often yes as an additive channel. Bing volume is smaller, but conversions can be competitively priced. We test it with a controlled budget and judge it on cost per conversion.
Yes. We can import campaigns and then tune them, since settings and match type behavior differ between platforms.
In many markets average CPCs are lower on Bing, but this varies by industry, keyword and location. We do not promise a specific saving.
The Universal Event Tracking tag is Microsoft's version of conversion tracking. It records visits and goal completions so campaigns can optimize toward results.
Bing runs on its own budget in a separate account. You decide how much to allocate, and we report on it independently.
It can, particularly for services with an older customer base. Location targeting works similarly to Google, and we check search volume for your area before committing budget.
Add Bing to Your Search Strategy
Request a free Microsoft Advertising consultation and see whether Bing can add qualified volume to your current search results.