Less traffic than Google, usually fewer advertisers bidding for it, and an audience that
leans towards work computers. For many accounts that trade is worth making, but only
if the campaigns are rebuilt for Microsoft, not pasted in from Google and left alone.
Fit check first: is your audience on Bing at all, before you spend anything
Import from Google, then every setting checked: locations, schedule, bids, goals
Shopping campaigns from the Merchant Center feed you already have
One flat fee when I run it together with your Google Ads
BingMicrosoft's own search, default on Windows and Edge
Yahoo · AOLserved from the same Microsoft campaigns
DuckDuckGoits search ads come from Microsoft too
Copilotads inside AI answers, from your existing campaigns
01 · Fit
When Microsoft Ads is worth running
CASE A
Google clicks got expensive
In competitive niches the same searcher often costs less on Bing, simply because fewer advertisers bid there. Less volume, but cheaper volume.
CASE B
You sell to businesses
Bing is the default on many company laptops, and Microsoft lets you raise bids for people by company, industry, job function and seniority from their LinkedIn profiles. Google search cannot do that.
CASE C
You already run Shopping
The same product feed works there, so launching takes setup time, not new creative work. One of the cheapest tests an online store can run.
02 · Launch
How I launch Bing without wasting a month
Step 1
Check the audience
Is there meaningful Microsoft search volume for your market and niche? In some the honest answer is no, and the check ends there.
Step 2
Import and clean up
Campaigns import from Google in minutes. Then the real work: every imported setting reviewed before the budget starts.
Step 3
Tracking
UET tag and conversion goals of its own, otherwise the two platforms claim each other's conversions.
Step 4
Compare
After the first month: cost per lead on both platforms side by side, and budget moved to whichever wins.
One Microsoft Advertising campaign covers Bing and the partner search engines that take their ads from Microsoft, among them Yahoo, AOL and DuckDuckGo. The reach is wider than Bing's own market share suggests.
The same campaigns can also serve ads inside Copilot, Microsoft's AI assistant, next to its answers. You do not need a separate campaign for it, but it is one more reason to keep ad copy and landing pages specific: an AI answer gives the reader context, and a vague ad looks worse next to it.
LinkedIn targeting for B2B
Microsoft owns LinkedIn, and Microsoft Advertising can use LinkedIn profile data: company, industry, job function and, since mid 2026, job seniority. In search campaigns it works as a bid adjustment on top of keywords. The person still has to search for what you sell, but you can pay more when that person is a procurement manager at a company in your industry.
For B2B services this is often the main reason to run Microsoft at all. The data is not available in every market, so I check it for yours during the fit check.
What breaks when you import from Google
The import tool copies campaigns in minutes, and carries over settings that do not fit:
Location targeting that includes people only “interested in” a place, not located there
Ad schedules landing in the wrong time zone
Bids set for Google auctions, usually higher than Microsoft needs
Scheduled re-imports that silently overwrite every change made on the Microsoft side
I review every imported setting before the budget starts, switch off what would overwrite the clean-up, and read the search terms report after the first two weeks.
Microsoft Ads versus Google Ads
Google brings far more volume. Microsoft brings fewer clicks, often at a lower price, from an audience that leans older and more office based. Most accounts do not choose between them: Google stays the main channel, and Microsoft gets the budget where its cost per lead comes out lower.
The decision comes from your data after the first month, not from averages in someone's blog post, mine included.
04 · Pricing
Pricing
Fit check
$0
I look at your market and niche and tell you whether Microsoft is worth your time.
20-minute call
Volume check
The verdict stays with you
Setup
from $300one-off
Import, clean-up, tracking and a structure that works on Microsoft's own terms.
Campaign build
UET and conversion goals
Shopping from your feed
With Google Ads
Management
from $300per month
Run together with Google Ads for one flat fee, so the budget can move to whichever platform wins.
Both platforms
Weekly optimisation
One monthly report
You pay Microsoft directly for the clicks. That money never passes through me.
05 · Questions
Questions about Microsoft Ads
Is there enough traffic on Bing?
Far less than on Google, and it varies a lot by country and niche. That is why the fit check comes first: if the volume is not there, I tell you and we stop.
Can I just import my Google campaigns?
You can, and many accounts that do it waste money. Imported locations, schedules and bids rarely suit Microsoft as they are, and scheduled re-imports undo any fixes. Import is the start of the work, not the end.
Does Shopping work on Microsoft?
Yes, with the same product feed you use in Google Merchant Center. For online stores that makes Microsoft one of the cheapest channels to test.
Do you charge extra for the second platform?
Not when I already run your Google Ads: both platforms are covered by one flat fee. On its own, Microsoft Ads management starts from the same $300 a month.
Do Microsoft ads show on Yahoo and DuckDuckGo?
Yes. Both take their search ads from Microsoft's network, so the same campaign reaches them along with Bing.
Do my ads appear in Copilot?
They can. Microsoft serves ads from regular campaigns inside Copilot answers, without a separate campaign type. You see those placements in the same reports.
Can I target by job title on Bing?
You can raise or lower bids by company, industry, job function and seniority from LinkedIn profiles. In search it works on top of keywords, so the person still has to search for what you sell.
Are Bing leads worse than Google leads?
Not by default. I judge it by cost per lead and, where you share it, lead quality in your own data after the first month, then move budget to whichever platform wins.
Tell me what you sell and where you advertise now. I look at the account with
read-only access, change nothing, and walk you through what I found on a
20-minute call. The list of fixes stays with you, even if we never work together.
