Don’t Forget about Microsoft Ads

If pay-per-click advertising is part of your marketing strategy, it’s likely that you are putting a considerable chunk of your ad spend into Google Ads, right? 

That’s probably because Google has over 80% of the market share worldwide and 93% in the UK. However, I’m sure you know that Google Ads does have its setbacks.

With the introduction of new campaign types like Performance Max, which simplifies ad creation with one ad type that is delivered across the whole Google Network, competition is becoming increasingly high. Average cost per click has been rising year-on-year and control for advertisements is becoming increasingly tricky. 

Rather than upping your budgets, just like Google wants you to, maybe it’s time to diversify your advertising strategy and consider other channels.

Introducing… Microsoft Ads, formerly known as Bing Ads). Now, Microsoft Ads is a platform that should not be underestimated. 

The Microsoft Search Network is made up of Bing, Yahoo!, DuckDuckGo, MSN, AOL and more, the Microsoft search engine daily user count crossed 100 million in August 2023, and hit an advertising revenue of $18 billion in the same year.

Audience Reach & Demographics

So who actually uses Bing? Bing’s users are primarily aged between 45 and 54 and have an income exceeding $100K.

Bing is the pre-installed default search engine on Windows PCs and Tablets, so consider the audience reach here. Many office desktops are locked down to just the Bing search engine, meaning you could be reaching key B2B buyers as they research products and services at work. 

Another feature of Microsoft Ads, which is a huge advantage for B2B advertisers, is LinkedIn Profiling Targeting. Yes, that’s right – you can target users by Industry, Job Function and Company. 

Many Bing users are exclusive to the Microsoft Network, not overlapping with the Google user base. This gives Bing a distinctive audience – an opportunity for advertisers to reach user segments they’ve not been able to access before.

Cost Effectiveness Due to Less Competition

As Microsoft Ads is considerably less saturated, average cost-per-clicks are approximately 50% lower and average cost-per-acquisition is 16% lower compared to Google (industry dependent). This means that Bing advertisers can achieve a higher return on investment with lower costs and competition. 

It’s becoming a no brainer isn’t it? So, here’s one more feature that will get you running over to Microsoft Ads to dip your toe in the water.

Imports From Google Ads

You can import your Google Ads campaigns straight into Microsoft Ads. This incredibly helpful feature allows advertisers to get going quickly with Microsoft Ads and begin testing its potential.

Top tip! Watch out for those advanced import settings, automatic imports, and don’t forget to set up your Universal Event Tracking (UET tag) for conversion tracking data. 


To conclude, whilst Google Ads cannot be denied given its market share and reach, it’s key that advertisers look beyond the familiar horizons and consider the untapped potential of Microsoft Ads.

Microsoft Ads could complement your existing pay-per-click advertising strategy, particularly for those looking to target a more mature and affluent audience, or those operating in the B2B sector.

As competition continues to intensify and costs rise in the Google ecosystem, advertisers need to diversify to unlock new opportunities and improve overall return on investment. So, before upping those budgets on Google Ads, remember to give Microsoft Ads the consideration it deserves!

Atelier is a digital agency based in Hampshire, specialising in online advertising. We are able to offer advice about Google Ads and Microsoft Ads that is specifically tailored to your business needs.