Microsoft Ads
Microsoft Ads (formerly Bing Ads) is the search advertising platform for the Microsoft Search Network, which includes Bing, Yahoo, and partner sites. While smaller than Google Ads in market share, Microsoft Ads reaches a significant and often underserved audience. For performance marketing programs, it provides an additional high intent search channel that typically delivers lower cost per click than Google.
This page covers what Microsoft Ads is, how I use it alongside other platforms, common mistakes, and when it adds the most value.
What It Is and Why It Matters
Microsoft Ads serves search ads across Bing, Yahoo, AOL, and partner sites. The platform reaches approximately 35 percent of desktop search users in many markets, including significant reach on Windows devices (Bing is the default search engine for Edge and Windows Search) and through integrations with LinkedIn audience data.
For performance marketing, Microsoft Ads offers several advantages beyond just incremental reach. The audience tends to skew older and higher income, which can be valuable for B2B and premium consumer products. LinkedIn profile targeting (available exclusively on Microsoft Ads) allows targeting by company, industry, job function, and seniority, making it uniquely powerful for B2B advertising.
The platform interface and campaign structure are similar to Google Ads, which makes it straightforward to manage both. Microsoft even offers an import tool that copies Google Ads campaigns directly, though I recommend adapting campaigns rather than copying them blindly.
Common Use Cases
When and how to use Microsoft Ads effectively.
Search Advertising
Text ads on Bing, Yahoo, and partner search results. Same high intent model as Google Search ads but with different audience demographics and typically lower cost per click.
B2B Targeting with LinkedIn
Using LinkedIn profile data (company, industry, job function) to target search ads. This combination of search intent and professional targeting is unique to Microsoft Ads and very effective for B2B.
Shopping Campaigns
Product listing ads on Bing Shopping. Similar to Google Shopping but with less competition and often lower cost per click. Uses the same product feed format as Google Merchant Center.
Audience Network
Display and native ads across Microsoft properties and partner sites including MSN, Outlook, and Microsoft Edge. Useful for remarketing and awareness campaigns alongside search.
Incremental Reach
Reaching search users who do not use Google as their primary search engine. Desktop users, older demographics, and corporate users with managed Windows devices are disproportionately represented.
Cost Efficient Testing
Testing keywords, ad copy, and landing pages at lower cost before scaling on Google Ads. The lower competition on Microsoft Ads makes it a useful testing ground for new campaigns.
Practical Experience
I manage Microsoft Ads as a complement to Google Ads in most performance marketing programs. The platform typically produces 10 to 30 percent of total search advertising volume, but often at 20 to 40 percent lower cost per click, which makes it an efficient source of incremental conversions.
The LinkedIn profile targeting capability is where Microsoft Ads really differentiates. For B2B campaigns, being able to target by job title, company size, and industry while also capturing search intent is extremely powerful. I have used this for lead generation campaigns where the combination of search intent and professional targeting produces significantly higher lead quality than either signal alone.
One practical lesson: do not simply import Google Ads campaigns and expect them to perform the same way. The audience is different, the competitive landscape is different, and the bidding dynamics are different. I adapt campaigns for Microsoft Ads specifically, adjusting bids, keywords, and ad copy to match the platform characteristics.
I also integrate Microsoft Ads conversion tracking with the broader analytics setup through Google Tag Manager, ensuring that conversions are accurately attributed across both platforms. This cross platform view is essential for making informed budget allocation decisions between Google Ads, Meta Ads, and Microsoft Ads.
For Shopping campaigns, I maintain a separate Microsoft Merchant Center feed or sync the Google Merchant Center feed. Microsoft Shopping tends to deliver lower cost per click than Google Shopping, making it a valuable additional revenue channel for ecommerce advertisers. The setup process is straightforward, especially when using automated feed imports from an existing Google Merchant Center account.
Common Mistakes to Avoid
Common Microsoft Ads mistakes that reduce the value of this channel.
Blind Import from Google
Importing Google Ads campaigns without adapting them. Different audience, different competition levels, different optimal bids. Campaigns need to be customized for the Microsoft Ads environment.
Ignoring the Platform Entirely
Many advertisers skip Microsoft Ads because of smaller market share. This leaves a significant audience uncontested. In B2B especially, the desktop heavy, professional audience can be highly valuable.
Not Using LinkedIn Targeting
Failing to take advantage of the unique LinkedIn audience targeting. This is the one capability Microsoft Ads has that no other search platform offers. For B2B advertisers, not using it means missing the platform primary differentiator.
Inadequate Conversion Tracking
Not setting up Microsoft Ads UET tag properly. Without accurate conversion tracking, the platform cannot optimize bidding. Implement the UET tag alongside your Google tracking for accurate cross platform measurement.
Frequently Asked Questions
Yes, especially for B2B. Even with a small budget, the lower competition means you can achieve meaningful reach and conversions. Start by running your best performing Google Ads keywords on Microsoft Ads to test the platform with minimal effort. If cost per acquisition is lower, gradually increase investment.
Microsoft Ads users tend to be older, have higher household income, and are more likely to be using desktop devices. In many markets, a significant portion of the audience uses Bing because it is the default search engine on Windows and Edge. This makes the platform particularly valuable for B2B and premium consumer products.
Yes, the same landing pages work for both platforms. However, if you have the resources, testing Microsoft Ads specific messaging that speaks to the platform audience characteristics can improve conversion rates. At minimum, ensure your conversion tracking captures both sources accurately.
A typical starting allocation is 80 to 90 percent Google Ads and 10 to 20 percent Microsoft Ads. Adjust based on actual performance. If Microsoft Ads delivers lower cost per acquisition, increase the allocation. Some B2B accounts end up with 30 to 40 percent of budget on Microsoft Ads because the LinkedIn targeting produces superior lead quality.
Yes. Microsoft Ads offers Target CPA, Target ROAS, Maximize Conversions, and Enhanced CPC bidding strategies. These work similarly to Google Ads automated bidding but require sufficient conversion data to optimize effectively. As with Google, I recommend having at least 30 conversions per month per campaign before switching to fully automated bidding.
The Universal Event Tracking (UET) tag is Microsoft Ads equivalent of the Google Ads conversion tag. It is a JavaScript snippet placed on your website that tracks user behavior after they click a Microsoft Ads ad. It records page visits, conversions, and remarketing audiences. I deploy it through Google Tag Manager alongside other tracking tags for streamlined management and consistent data collection across platforms.
Related Topics
Performance Marketing
Paid acquisition strategy.
Google Ads
Search advertising platform.
Meta Ads
Social advertising.
Google Shopping
Product listing ads.
Performance Marketing Manager
Campaign management.
Attribution Modeling
Cross channel attribution.
Growth Marketing
Full funnel growth.
What Is Performance Marketing
Performance marketing explained.
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I manage Microsoft Ads campaigns that complement your search advertising strategy and reach audiences Google misses.