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Microsoft Advertising

Microsoft Ads Has a Different Advantage

The Microsoft Search Network reaches tens of millions of users Google does not. The audience skews older, more professional, and higher income. Cost per click across most categories runs 20 to 35 percent lower than comparable Google campaigns. And the platform offers one capability that no other search engine provides: LinkedIn profile data layered directly onto search campaign targeting.

Why Microsoft Advertising Earns a Place in the Paid Search Mix

For brands with established Google programs, Microsoft Advertising is one of the most efficient expansions available. Setup draws from existing Google campaign structure. The audience is distinct. The inventory is less competed for. The incremental revenue comes at lower acquisition cost than pushing Google budgets further into diminishing returns.

The LinkedIn profile targeting capability deserves specific attention because it fundamentally changes what paid search can do for B2B brands. Job title, company, and industry can be layered onto search campaigns so ads appear for the keywords being targeted, but only to users matching defined professional criteria. For brands selling to specific roles or industries, this turns keyword intent into intent plus professional identity, which is a materially different capability than anything available on Google.

We manage Microsoft Advertising as a fully managed program with its own optimization cadence rather than a secondary account that gets attention when there is time left over after Google.
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How We Manage Microsoft Advertising

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We adapt existing Google Ads campaigns for Bing's distinct audience, bid dynamics, and platform-specific features rather than run a straight import that ignores how Microsoft Advertising actually performs. Account setup accounts for Bing's typically lower cost per click and different device and demographic mix.
We build campaign structure around Microsoft Advertising's lower-competition, often higher-intent search traffic, which frequently converts at a lower cost per lead than the equivalent Google Ads campaign. Bing campaign strategy captures incremental search volume Google Ads alone doesn't reach.
We tune keyword targeting and bid strategy specifically to Bing search behavior, which skews toward a different demographic and device mix than Google. Ongoing bid management on Microsoft Advertising runs independently of Google Ads bidding, never copied over as a default.
We layer LinkedIn profile data, including company, job function, and industry, onto Microsoft Advertising campaigns for B2B audience precision that Google Ads can't replicate. LinkedIn profile targeting is one of Microsoft Advertising's most underused features for B2B lead generation.
We extend reach beyond search results into MSN, Outlook, and partner sites through native and display placements across the Microsoft Audience Network. The Audience Network gives Microsoft Advertising a prospecting layer most advertisers overlook when they treat Bing as search-only.
We test ad copy against Bing-specific search behavior and competition, which often differs meaningfully from what performs on Google due to a different competitive set. Copy testing on Microsoft Advertising runs independently, since assuming Google-winning ad copy transfers directly leaves performance on the table.
We configure conversion tracking to measure true performance across the Microsoft ecosystem, including UET tag implementation and offline conversion import where applicable. Accurate Microsoft Advertising conversion tracking is what makes an apples-to-apples budget comparison against Google Ads possible.
We attribute revenue accurately to Microsoft Advertising alongside your other paid channels, correcting for the tendency to under-credit Bing traffic in a Google-centric attribution model. Revenue attribution shows Microsoft Advertising's actual contribution to pipeline, not just its share of ad spend.
We tie monthly performance reporting to cost per lead and revenue for Microsoft Advertising specifically, not fold it into a single blended paid search number. Separate Bing reporting makes it clear whether the channel deserves more or less of the paid search budget.

Microsoft Ads Pair Well With

Microsoft Advertising FAQs

Microsoft Advertising places search ads on Bing, Yahoo, and AOL through the Microsoft Search Network, and native ads on MSN, Outlook, and partner sites through the Microsoft Audience Network. The audience skews older, more professional, and higher income than Google’s average user. Average cost per click across most categories runs lower than comparable Google campaigns. LinkedIn profile targeting, available exclusively on Microsoft Advertising, allows professional identity signals to be layered onto search campaigns in a way Google cannot replicate.

For most brands with established Google programs, yes. The Microsoft Search Network captures search volume Google does not, at lower average cost per click, from an audience with above-average purchasing power. Setup draws from existing Google structure and the incremental investment is typically small relative to the additional revenue the channel generates.

Microsoft Advertising allows advertisers to layer LinkedIn professional attributes including job title, company, and industry onto search campaigns. Ads appear for the specific keywords being targeted but only to users matching the defined professional criteria. For B2B brands targeting decision-makers by role or company, this significantly improves paid search traffic quality without the CPM costs of LinkedIn’s own ad platform.