Microsoft Ads: The Underrated Search Platform
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Microsoft Ads reach audiences that Google cannot.
The Bing network powers search on Microsoft Edge, Yahoo, and DuckDuckGo. That is a significant chunk of the internet that most advertisers ignore.
Microsoft Ads CPCs are typically 30 to 50 percent lower than Google for the same keywords.
Who Uses Bing
The demographic skews older and wealthier. Desktop usage dominates.
This makes Microsoft Ads particularly effective for:
- B2B services targeting enterprise buyers
- Financial services reaching high net worth individuals
- Legal services where desktop research is common
Import from Google Ads
The fastest way to start is importing your existing Google campaigns.
Microsoft offers a direct import tool that copies campaigns, ad groups, keywords, and ads.
| What Imports | What Does Not |
|---|---|
| Campaign structure | Performance Max |
| Keywords and bids | Smart Bidding history |
| Ad copy | Audience lists |
| Extensions | Conversion data |
Audience Network
Microsoft Audience Ads extend your reach beyond search into native placements across MSN, Outlook, and partner sites.
For SaaS companies, this can be a strong prospecting channel.
Start Today
Explore Microsoft Ads for B2B or book your free audit.
Next Best Step
Where to go from here
Microsoft Ads Management
Explore our professional Microsoft Ads management services.
Microsoft Ads Guide
Master Microsoft Ads with our free, comprehensive educational curriculum.
Marketing Tools
Analyze and optimize your campaigns with our suite of free advertising tools.
About the Author
Kiril Ivanov is a digital marketing specialist with experience managing local, national and international campaigns for businesses ranging from growing independent companies to major consumer brands. His background includes leading advertising automation work for Michael Kors and working on campaigns involving Canon, Dormeo, esure, DLG Group, Village Gym, Cameron House, Crerar Hotels, Cromlix Hotel, Harrison Fund and the Advertising Standards Authority. His experience spans paid search, paid social, advertising automation, SEO, conversion optimisation and wider digital strategy across hospitality, retail, financial services, professional services and other competitive sectors.
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