Microsoft Ads (Bing Ads) — advertising on Bing

Microsoft Ads (formerly Bing Ads) is Microsoft's advertising platform for displaying ads in the Bing search engine, on Yahoo sites and across the Microsoft Audience Network — covering MSN, Outlook.com and the Edge browser. Campaigns work much like Google Ads: the advertiser selects keywords and pays per click (CPC) or per impression, and the ads reach users actively searching for products or services.

Our experience shows that Microsoft Ads works particularly well as a complement to Google campaigns. The platform reaches a segment of users who do not rely exclusively on Google — while offering a lower CPC and less auction competition. In many industries, the cost of acquiring a customer through Bing is noticeably better than through Google, which improves your overall ROAS.

Why Bing — lower CPC and an older, affluent audience

Users of the Bing search engine are a statistically older and more affluent demographic than the average Google user. This means that in B2B, finance, premium and adult-consumer products, a Microsoft Ads campaign hits a highly valuable segment. At the same time, the average cost per click on Bing is lower than in Google Ads — even at comparable user purchase intent. In practice, it is one of the most accessible ways to diversify paid channels while maintaining a healthy CPA.

• Lower CPC — less auction competition translates into a better cost per click in most industries.
• An older, more affluent demographic — Bing users are often company decision-makers or affluent 35+ consumers.
• Campaign import from Google Ads — your existing campaign structure can be moved to Microsoft Ads in a few steps, shortening implementation time.
• LinkedIn Audience Targeting — the only search platform that can narrow delivery by job title, industry and employer using LinkedIn data.
• Microsoft Audience Network — display and native campaigns on MSN, Outlook.com and Edge — advertising in a premium context.
• UET — Universal Event Tracking — a single tag tracks all conversions, remarketing and custom events in Microsoft Advertising.

LinkedIn targeting — a unique B2B advantage

Microsoft Ads is the only search advertising platform that integrates with LinkedIn data, enabling targeting by job title, industry and employer name. A B2B campaign aimed at procurement managers in manufacturing, or at IT directors in companies with over 500 employees — that is possible only in Microsoft Advertising. The result is a noticeably higher conversion rate in B2B campaigns and a lower cost of acquiring a valuable lead. These efforts perfectly complement Google Ads search campaigns and close the funnel together with conversion optimization.

Google Ads import and consistent conversion tracking

If you already run Google Ads campaigns, launching Microsoft Ads is faster than you think. Microsoft provides a built-in import tool that transfers the campaign structure, ad groups, keywords and ad copy. We then adjust bids, extensions and settings to the specifics of the Bing platform. We finish by installing UET via Google Tag Manager or directly through GTM, so conversion tracking works exactly the same as in Google Analytics 4.

Which businesses benefit from Microsoft Ads

Microsoft Ads is a particularly effective channel for companies in B2B, finance, insurance, real estate, automotive and premium e-commerce. It also works well wherever Google Ads is already heavily saturated and CPC keeps rising — entering Bing delivers additional conversion volume at an acceptable cost. You will find the results of campaigns run by ICBM Polska in the section below.