The Math Your Competitors Don't Do
While everyone fights over Google, smart advertisers quietly scale on Bing.
Same intent. 40% cheaper.
Bing users search with the same buying intent as Google users.
But because competition is lower, you pay dramatically less per click.
That's not a marketing opinion. That's math.
Wealthier demographics by default.
Bing users skew older (35+), more educated, and have higher household incomes.
38% earn $100K+. They spend more when they buy.
You're not reaching budget shoppers. You're reaching decision-makers.
LinkedIn targeting. Only on Bing.
The only search platform that lets you target by company, job title, and industry.
For B2B, this is gold. Search intent + professional targeting = quality leads.
Google can't do this. Neither can your competitors.
63 million users you can't reach on Google.
These aren't secondary users. They're exclusive to Bing.
Every month you skip Bing, your competitors get first crack at them.
At some point, ignoring 63 million buyers becomes negligent.
If you're already paying for Google Ads, you should be on Bing.
Every month you ignore Bing, you're paying Google prices for customers Bing delivers cheaper.
Why You Can't Just "Copy-Paste" From Google
Bing requires platform-specific expertise—not Google leftovers
Demographic Optimization
Campaigns tuned for Bing's older, higher-income audience with greater purchasing power.
LinkedIn Targeting
Exclusive B2B targeting by job title, company, and industry—unavailable on Google.
Lower Competition Bids
Strategic bid adjustments that capitalize on 40% lower CPCs than Google Ads.
Platform-Native Creative
Messaging adapted for Bing users—not copy-pasted Google ads that underperform.
Independent Channel Strategy
Bing as a primary channel with its own optimization cycles—not a Google afterthought checked once a month.
Most agencies import Google campaigns and call it a day. That's malpractice.
Bing often becomes our highest-ROI channel for clients who give it proper attention.
What Makes Bing Different
This isn't about being contrarian. It's about following the math.
Cost Arbitrage
40% lower CPCs on average. Same buying intent. The math is simple: pay less, get more.
High-Intent Desktop Buyers
38% of Bing users earn $100K+. 50% are college educated. 70% are 35+.
LinkedIn Integration
Target by company, job title, and industry. The only search platform with this capability.
Less Competition
While everyone fights over Google, Bing remains relatively uncrowded. Better positions, lower costs.
Let's Talk About Bing Ads
Find out if Bing's lower CPCs make sense for your business.
Questions You Should Be Asking
Is Bing Ads worth it if I'm already on Google?
Absolutely. Bing reaches 63 million users you can't reach on Google. With 40% lower CPCs, it's often our highest ROI channel for clients already advertising on Google. The math is simple: same intent, lower cost, wealthier audience.
Can I just copy my Google campaigns to Bing?
You can import them, but that's a mistake. Bing's audience behaves differently—older, wealthier, more deliberate. We optimize specifically for Bing's unique demographics and algorithm. Copy-paste leaves money on the table.
What types of businesses work best on Bing?
B2B services, luxury products, financial services, healthcare, legal, and any business targeting professionals or higher-income demographics. If your customers are 35+, Bing is probably underutilized.
How much should I budget for Bing Ads?
We recommend starting with 20-30% of your Google budget. As we prove ROI, most clients scale Bing to equal or exceed their Google spend. Start conservative, scale what works.
Why aren't more people using Bing?
Because most marketers follow the crowd. Google is default, so everyone fights there. Smart advertisers understand arbitrage: same customer intent, less competition, lower prices. That's Bing. That's exactly why the opportunity still exists. As more advertisers move in, CPCs rise. That's how arbitrage works.
The Complete Guide to Bing Ads Management (Microsoft Advertising)
Bing Ads management—now officially called Microsoft Advertising—represents one of the most underutilized opportunities in paid search. While most advertisers focus exclusively on Google, savvy marketers understand that Microsoft Advertising offers unique advantages: lower cost-per-click, wealthier demographics, and exclusive LinkedIn targeting capabilities unavailable anywhere else.
Why Microsoft Advertising Deserves Your Budget
The Bing search network reaches 1.3 billion monthly searches globally, with a 33% share of the US desktop search market. This isn't a secondary audience—it's a distinct population that often doesn't overlap with Google users.
Microsoft's search network includes Bing.com, Yahoo Search, AOL, and default search in Microsoft Edge browser. For businesses targeting professionals—especially those using Windows PCs in enterprise environments—Bing often captures decision-makers at work.
The Bing Demographics Advantage
Bing users skew toward demographics that advertisers covet:
- Age: 35+ years old—often with more purchasing power and decision-making authority
- Income: 38% of Bing users earn $100,000+ annually
- Education: 50% have college degrees
- Desktop usage: Higher desktop search percentage means larger screens and longer sessions
For B2B companies, professional services, luxury goods, and financial services, these demographics represent ideal customer profiles. The same search query on Bing often represents higher buyer intent and higher customer lifetime value than Google.
Bing Ads vs Google Ads: Cost Comparison
The cost arbitrage between Bing Ads and Google Ads remains significant in most industries:
- Average CPC: Bing averages $1.54 versus Google's $2.69—a 40% savings
- Competition: Fewer advertisers on Bing means better ad positions at lower costs
- Quality Score impact: Lower competition means Quality Score improvements have larger effects
This cost difference compounds across campaigns. A $50,000 monthly Google Ads budget could theoretically reach the same number of clicks on Bing for $30,000—or reach 40% more users for the same investment. The math favors advertisers willing to manage both platforms.
LinkedIn Profile Targeting: Bing's Exclusive Advantage
Microsoft's ownership of LinkedIn enables LinkedIn Profile Targeting—a capability no other search platform offers. You can layer LinkedIn data onto search campaigns to target:
- Company: Target employees of specific companies (great for ABM strategies)
- Industry: Focus on decision-makers in specific verticals
- Job Function: Reach specific roles like IT managers, CFOs, or marketing directors
For B2B advertisers, this capability justifies using Bing even without the cost savings. Combining search intent with professional targeting creates highly qualified traffic impossible to replicate on Google. Learn more about our B2B lead generation services.
Microsoft Advertising Campaign Types
Search Campaigns
Bing Search campaigns function similarly to Google Search campaigns but with platform-specific nuances. Match types, ad extensions, and audience targeting all have Microsoft-specific implementations that require dedicated optimization.
Microsoft Shopping Campaigns
E-commerce advertisers should not overlook Microsoft Shopping. Product ads appear across Bing search results and the Microsoft Audience Network. Lower competition typically means better positions and lower CPC for product listings.
Microsoft Audience Network
The Microsoft Audience Network extends reach beyond search to placements on MSN, Outlook.com, Microsoft Edge, and partner sites. While not a replacement for dedicated display advertising, it offers incremental reach for brand awareness and remarketing.
How to Set Up Bing Ads: Import vs Build Fresh
Microsoft makes it easy to import Google Ads campaigns with their Google Import tool. While convenient, this approach often leaves performance on the table:
The Case Against Simple Import
- Different audience behaviors: Bing users often respond differently to ad copy
- Bid optimization: Google bids don't translate directly to Bing's auction
- Extension differences: Some Google extensions don't transfer properly
- Negative keywords: Search term patterns differ between platforms
Our approach uses import as a starting point, then rebuilds campaigns specifically for Microsoft's platform. This hybrid method saves setup time while ensuring platform-specific optimization.
Bing Ads Management Best Practices
Platform-Specific Optimization
Effective Microsoft Advertising management requires treating Bing as a primary channel, not a Google afterthought:
- Independent keyword research: Search patterns vary; don't assume Google data applies
- Bing-specific ad copy: Test different messaging for Bing's audience
- Separate bid management: Competition levels differ; bids should too
- LinkedIn targeting layers: Use this unique capability when applicable
- Platform-specific negative lists: Different search behaviors create different negatives
Budget Allocation Strategy
We typically recommend allocating 20-30% of search budget to Bing initially, then adjusting based on performance. Many clients scale Bing to 40-50% of their search spend once they see the efficiency gains.
Industries That Excel on Microsoft Advertising
While most businesses can benefit from Bing Ads, certain industries see exceptional results:
- B2B Services: Professional targeting and desktop-heavy searches align perfectly
- Financial Services: Higher-income demographics match customer profiles
- Healthcare: Older demographics frequently research health topics
- Legal Services: Desktop searches suggest more deliberate research
- Travel and Luxury: Higher disposable income correlates with purchase ability
- Enterprise Software: IT decision-makers often search from Windows environments
Common Bing Ads Mistakes We Fix
- Direct Google import without optimization: Import is step one, not the complete strategy
- Ignoring LinkedIn targeting: Missing unique B2B opportunities
- Applying Google bid levels: Lower competition usually means lower bids needed
- Same ad copy everywhere: Bing audiences may respond to different messaging
- Neglecting negative keywords: Different platform, different search patterns
- Treating Bing as secondary: Dedicated attention drives better results
Our Microsoft Advertising Management Process
When you work with us for Bing Ads management:
Week 1: Assessment and Setup
We audit existing campaigns (if any), analyze your Google Ads data for import opportunities, and develop a Microsoft-specific strategy. For new accounts, we handle complete setup including conversion tracking and audience configuration.
Weeks 2-4: Campaign Development
Building platform-optimized campaigns with appropriate bid strategies, Bing-specific negative keywords, and LinkedIn targeting where applicable. Initial launch with conservative budgets to gather data.
Ongoing: Optimization and Scaling
Continuous optimization based on Bing-specific performance data. As efficiency proves out, we scale budgets to capture additional market share from the less competitive Bing ecosystem.
Getting Started with Bing Ads
If you're already advertising on Google, adding Microsoft Advertising typically delivers immediate incremental results. The platform's lower costs and unique targeting capabilities make it essential for any comprehensive paid search strategy.
Schedule a consultation to discuss how Bing Ads fits into your overall paid search strategy.