Most paid search conversations begin and end with Google. Google Ads dominates the market, the tools are familiar, and the volume is unquestionable. But there is a second paid search channel that many businesses ignore entirely, and in doing so they leave qualified traffic and profitable conversions on the table at a lower cost per click than they are paying on Google.
Microsoft Advertising, formerly known as Bing Ads, serves paid search ads across Bing, Yahoo, DuckDuckGo, and the Microsoft Audience Network. It represents roughly 6 to 9% of US desktop search volume, but its audience demographics make that percentage worth far more than the number suggests for the right business types.
This guide explains what Microsoft Ads is, who uses it, when it outperforms Google, how the cost compares, and what a Microsoft Ads agency does to manage campaigns effectively on the platform.
What Is Microsoft Advertising (Bing Ads)?
Microsoft Advertising is the paid search platform operated by Microsoft. Ads placed on the platform appear across Bing (Microsoft’s search engine), Yahoo (which uses Bing’s search results), DuckDuckGo (which uses Bing for a portion of its results), and the Microsoft Audience Network, which extends display and native ad placements across MSN, Outlook, and Microsoft partner sites.
The platform uses the same basic auction model as Google Ads: advertisers bid on keywords, quality scores influence ad rank, and you pay per click. Campaigns on Microsoft Ads can be imported directly from Google Ads, which reduces the setup time for businesses that are already running paid search on Google.
Who Uses Microsoft Ads? The Bing Audience Demographics
The Microsoft Advertising audience is not a scaled-down version of Google’s audience. It is a meaningfully different user profile that skews in ways that are commercially valuable for specific business types:
- Older: Bing users skew 35 and older, with a significant proportion aged 45 to 64. Google, by contrast, skews younger. For businesses targeting decision-makers, established professionals, or consumers with disposable income, this age skew is an advantage.
- Higher income: Bing users index above average for household incomes over $75,000 annually. This is particularly relevant for high-ticket products, financial services, luxury goods, and premium B2B services.
- Business users: Microsoft’s integration with Office 365 and Windows means a significant share of Bing searches happen on workplace computers during business hours. For B2B companies targeting professionals researching tools or services during the workday, Bing provides a direct channel to that behavior.
- Desktop-weighted: Bing usage is disproportionately desktop versus mobile, which is important for industries where desktop users convert at higher rates (B2B, financial services, legal, complex purchases).
For consumer brands targeting Gen Z or younger millennials on mobile, Microsoft Ads may have limited incremental value. For B2B businesses, financial services, home services, and brands targeting 35+ consumers, the Bing audience often outperforms its market share.
Microsoft Ads vs Google Ads: A Direct Comparison
| Factor | Microsoft Ads | Google Ads |
|---|---|---|
| US Search Market Share | ~6 to 9% | ~90% |
| Average CPC | $1 to $6 (most industries) | $2 to $10+ |
| Audience Age | Skews 35+, higher income | Broader, skews younger |
| B2B Reach | Strong (Office/Windows integration) | Good, but less workplace-specific |
| Competition Level | Lower | Higher |
| Import from Google Ads | Yes, directly | N/A |
| LinkedIn Profile Targeting | Yes (unique feature) | No |
| Shopping Ads | Yes | Yes |
When to Use Microsoft Ads Over (or Alongside) Google
The framing of “Microsoft Ads vs Google Ads” is slightly misleading. The better question is: which businesses should add Microsoft Ads to their Google Ads program, and which businesses can skip it?
Use Microsoft Ads when your audience skews B2B or professional
Microsoft Advertising includes a unique feature not available on Google: LinkedIn profile targeting. Advertisers can target Bing users based on their LinkedIn company, industry, job function, or seniority. For B2B companies targeting specific industries or roles, this is a significant capability. A software company targeting IT directors at manufacturing firms, for example, can apply LinkedIn audience segments directly to their search campaigns on Bing and serve ads specifically to users who match that profile.
Use Microsoft Ads when Google CPCs are high in your category
In competitive paid search categories such as legal, financial services, insurance, home services, and B2B software, Google CPCs can range from $15 to $100+ per click. Microsoft Ads consistently delivers lower CPCs for the same keywords, typically 20 to 40% below Google rates, because there are fewer advertisers competing on the platform. Businesses in high-CPC categories often find that Microsoft Ads delivers comparable conversion rates at materially lower cost, making it highly accretive when added to an existing Google program.
Use Microsoft Ads when you want to extend reach without increasing CPCs
If your Google Ads campaigns are well-optimized and you are capturing most of the available impression share for your target keywords on Google, adding Microsoft Ads is the fastest way to reach more qualified searchers without pushing further into competitive Google auctions where incremental volume comes at sharply higher CPCs.
When Microsoft Ads may not be the priority
If you are early in your paid search program and budget is limited, Google Ads should typically come first because of its larger volume. Microsoft Ads works best as a complement to an established Google program. Businesses targeting very young audiences, mobile-first user bases, or markets outside the US and UK may also find Microsoft’s reach limited relative to Google’s global footprint.
The LinkedIn targeting advantage: Microsoft Ads is the only paid search platform that lets you layer LinkedIn B2B audience attributes (company, industry, job function, seniority) onto keyword-based search campaigns. For B2B advertisers targeting specific professional profiles, this capability alone can justify running Bing Ads alongside Google.
What Does a Microsoft Ads Agency Do?
A Microsoft Ads agency manages paid search campaigns on the Microsoft Advertising platform on behalf of clients. The core work includes:
- Campaign setup and import: Transferring existing Google Ads campaigns to Microsoft Ads using the platform’s native import tool, then adjusting bid strategies and match types for Bing’s auction dynamics.
- Keyword strategy: Microsoft Ads has different search volume distributions than Google. Effective Microsoft Ads management includes reviewing which keywords drive volume specifically on Bing and adjusting bids and match types accordingly rather than simply mirroring Google structure.
- Audience targeting: Setting up LinkedIn profile targeting, in-market audiences, and remarketing lists specific to the Microsoft Advertising platform.
- Bid and budget management: Microsoft’s automated bidding strategies (Target CPA, Target ROAS, Maximize Conversions) work differently than Google’s, and a Microsoft Ads agency calibrates these for the platform’s auction behavior.
- Ad copy and extensions: Writing and testing ad copy, and configuring all available ad extensions (sitelinks, callouts, structured snippets, call extensions) for maximum quality score and click-through rate.
- Conversion tracking: Setting up Microsoft’s UET (Universal Event Tracking) tag for conversion measurement, and ensuring server-side or API-based conversion signals are in place for maximum attribution accuracy.
- Cross-platform reporting: Comparing performance between Google Ads and Microsoft Ads to understand incremental reach, blended CPC, and which platform drives better conversion rates for specific campaigns.
Microsoft Ads Cost: What to Expect
Microsoft Advertising works on the same cost-per-click auction model as Google Ads. You set bids, compete in auctions, and pay when someone clicks your ad. Key cost benchmarks:
- Average CPC: $1 to $6 across most industries, compared to $2 to $10+ on Google for the same keywords.
- High-competition categories: Legal, financial services, and insurance still see higher CPCs on Bing ($8 to $20+), but typically 20 to 40% below equivalent Google CPCs.
- Minimum daily budget: $0.05 per day, making it accessible for small programs.
- Agency management fees: Typically a percentage of ad spend (10 to 20%) or a flat monthly retainer, depending on campaign complexity.
Because Microsoft Ads typically delivers lower CPCs for equivalent keyword intent, businesses that add Microsoft Ads to an existing Google program often see their blended paid search CPC decrease as Microsoft’s lower-cost volume increases total paid search scale.
How YourGrowthPartner Manages Microsoft Ads
At YourGrowthPartner, we manage Microsoft Advertising as part of a broader paid search strategy rather than in isolation. For clients running Google Ads, we evaluate whether adding Microsoft Ads makes sense based on their target audience demographics, Google CPC levels, and available budget. When it does make sense, we handle the full setup, import, and ongoing optimization.
We pay particular attention to the elements that require platform-specific calibration: Microsoft’s auction dynamics differ from Google’s, the audience composition on Bing skews differently from Google, and LinkedIn profile targeting requires its own strategy separate from standard keyword bidding. Treating Bing as a simple copy of a Google account leaves a significant amount of performance on the table.
If you are running Google Ads and have not evaluated Microsoft Ads as an incremental paid search channel, it is worth a conversation. For the right business types, it is often the fastest way to add qualified paid search volume at a lower marginal CPC.
Frequently Asked Questions About Microsoft Ads
What is a Microsoft Ads agency?
A Microsoft Ads agency (or Bing Ads agency) is a paid search firm that manages advertising campaigns on the Microsoft Advertising platform, which serves ads on Bing, Yahoo, DuckDuckGo, and the Microsoft Audience Network. A Microsoft Ads agency handles campaign setup, keyword strategy, audience targeting, bid management, ad copy, and conversion tracking on the platform.
Should I use Microsoft Ads or Google Ads?
Most businesses with an established paid search program should use both. Google Ads reaches the largest search audience, while Microsoft Ads reaches a complementary audience that skews older, more affluent, and more B2B-weighted. Microsoft Ads typically offers lower CPCs and less competition. The best approach is Google Ads as the primary channel, with Microsoft Ads added for incremental reach at lower cost.
Is Microsoft Advertising worth it?
Microsoft Advertising is worth it for most businesses already running Google Ads. It reaches an audience Google does not fully capture, typically delivers 20 to 40% lower CPCs, and offers unique LinkedIn audience targeting for B2B advertisers. For B2B businesses, financial services, home services, and brands targeting users 35 and older, Microsoft Ads consistently delivers strong ROI relative to its market share.
How much do Microsoft Ads cost?
Microsoft Ads typically cost 20 to 40% less per click than Google Ads for equivalent keywords. Average CPCs range from $1 to $6 across most industries. High-competition categories (legal, finance, insurance) see higher CPCs but still typically below Google rates. There is no minimum spend requirement beyond the $0.05 minimum daily budget per campaign.
Thinking About Adding Microsoft Ads to Your Paid Search Program?
YourGrowthPartner evaluates whether Microsoft Advertising makes sense for your business and manages the setup and ongoing optimization alongside your existing Google Ads program. If there is incremental paid search volume to capture at a lower CPC, we will find it.
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