Bing Ads is now called Microsoft Advertising. It lets you run search ads on Bing and partner networks, and many businesses overlook it because Google gets most of the attention. For some audiences and budgets, that gap is an opportunity.
- Bing Ads is now Microsoft Advertising and works much like Google Ads.
- It usually adds volume to a profitable Google account rather than replacing it.
- You can import Google campaigns, then review and adjust them.
- Judge it on cost per lead, not just cost per click.
What Microsoft Advertising is
Microsoft Advertising is a pay-per-click platform that places ads on Bing search, partner sites and Microsoft products. It works much like Google Ads: you bid on keywords, write ads and pay when someone clicks.
Bing Ads vs Google Ads
The two platforms are similar in structure, with some important differences:
- Volume: Google usually delivers far more search traffic, so Bing is a supplement rather than a replacement.
- Competition: fewer advertisers on Bing can mean lower costs per click in some industries.
- Audience: Bing users skew toward desktop and Windows users, which can suit certain B2B and older-demographic markets.
- Setup: you can import campaigns from Google Ads, which makes testing quick.
When it is worth adding Bing
Bing is worth testing when your Google Ads account is already profitable and you want extra volume, when your target audience uses desktop heavily, or when competition on Google has pushed costs up. It is less useful as a first channel for a brand-new account with a small budget.
Setting up a Bing campaign
Import your best-performing Google Ads campaigns, then review keywords, bids and ad copy before launch, because audiences and match behaviour differ. Install Microsoft's conversion tracking tag, set a modest budget and track Bing separately so you can judge it on its own results.
How to judge the results
Compare cost per lead or return on ad spend against Google, not just click cost. Cheaper clicks only help if they convert. If Bing performs well, scale it gradually; if it does not, you have lost little and learned something.
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