Search
Bing Search
Text and responsive ads in Bing and Yahoo search results.
Bing, Yahoo, MSN, Edge, Windows
Microsoft Advertising campaigns (Bing Ads): cheaper traffic, B2B decision makers, and wider reach.
Google is not the only search engine. On Western markets and in B2B, the Microsoft Advertising ecosystem (Bing, Yahoo, MSN, Edge, Windows 11) produces millions of queries at a much lower cost per click (CPC) and a higher conversion rate.
- 20–40%lower CPC, with less competition than in Google Ads
- Profileoffice computers, management, a wealthier demographic
- LinkedInjob title, industry, and company size in search
- Synergystructure sync with Google Ads and separate bid optimization
Why Microsoft Advertising.
- 1
A default presence in Windows
Bing is built into Windows 10 and 11, into Edge, and into Copilot. Millions of employees search in Bing because company IT policy says so.
- 2
Higher purchasing power
Bing users are mostly people over 35, with above-average income, and they decide more often from a desktop.
- 3
A lower cost of a lead
With less competition, CPC is noticeably lower than in Google Ads, often with a higher basket.
- 4
LinkedIn profiles
The only search network that can narrow an ad by company industry, headcount, and the person's role.
Scope
What we run in Microsoft Ads.
Product campaigns
Bing Shopping
Catalog integration in Microsoft Merchant Center, and product ads in the Shopping tab and in the main results.
Native and display
Microsoft Audience Network
Ads on premium pages: MSN, Outlook.com, and Microsoft partner sites.
Beside Google Ads
Import and parity
Full structure sync, with separate bids, negatives, and device modifiers, because Bing users behave differently.
Conversion tracking
UET tag
Universal Event Tracking through Google Tag Manager, Enhanced Conversions for Microsoft, and basket-value tracking.
Who it fits
Where Bing hits the mark.
Decision makers
B2B companies and professional services
CEOs, directors, accountants, engineers, and managers looking for solutions from company computers.
Commerce
Online shops
Extra profitable sales volume at a lower cost of a transaction.
USA, UK, Germany, France, Canada
Expansion abroad
On Western markets Bing's share of desktop search reaches 15% to as much as 30%. Skipping Bing means handing a third of the market to competitors.
How we run the campaigns.
- 1
Potential
Query volume in Bing on the target markets.
- 2
UET tags
Conversion tracking in Google Tag Manager.
- 3
Structure
Proven clusters from Google Ads, adapted to Microsoft.
- 4
Bids and negatives
Cleaning queries, Target CPA or Target ROAS, and excluding weak syndication partners.
- 5
Report
Bing results in the same portal, next to the Google Ads data.
Questions
Do I have to build Bing Ads campaigns from scratch if I already have Google Ads?
No. We can import a proven structure from Google Ads, which shortens the time and the cost of going live. Success in Bing later needs separate bids, budgets, and negatives, because the auction works differently on the two platforms.
Does Bing Ads work on the Polish market?
In Poland Bing's share is growing, especially in B2B and among Windows 11 users. It is a complementary channel that picks up conversions at a lower cost than Google.