Why Microsoft Ads Converts Better for B2B (And How to Use It)
Leverage Bing's older, higher-income user base and LinkedIn targeting for B2B campaigns that outperform Google.
Why This Matters
Bing's user base skews older (35-65), has higher household income, and includes more corporate users (Edge is default on Windows corporate machines). For B2B, this means higher-intent prospects.
How To Implement
1. Import your best Google B2B campaigns using the Import tool.
2. Increase bids by 15-25% - Microsoft typically has higher CVR and can support it.
3. Enable LinkedIn Profile Targeting and layer on job function + company size.
4. Exclude ages 18-24 if your product isn't relevant to entry-level roles.
5. Use Automated Bidding with a 10-20% higher target CPA than Google.
6. Monitor Search Partners - unlike Google, Microsoft partners often perform well for B2B.
Pro Tip
Check the 'Age' and 'Gender' demographic reports monthly. Microsoft's audience data is often more accurate than Google's for professional users.
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