Microsoft Ads for the Audience Google Misses
Reach higher-income, enterprise audiences on Bing at lower cost per click
Microsoft Ads reaches 30% of desktop search traffic — often the same B2B decision-makers using Edge and Bing at work. Most advertisers ignore this channel, creating an opportunity: less competition, lower CPCs, and an audience with above-average purchasing power.
Why Microsoft Ads Is the Most Overlooked Paid Search Channel
Most advertisers treat Microsoft Ads as an afterthought — a quick Google import that runs on autopilot. This is a mistake. The Microsoft Search Network serves over 14 billion monthly searches and captures a disproportionate share of high-value B2B traffic. Corporate environments default to Edge and Bing, meaning your enterprise prospects are searching there even if they use Google at home.
The economics are compelling: Microsoft Ads consistently delivers CPCs that are 20-35% lower than Google for the same keywords. The audience skews older, higher-income, and more likely to hold decision-making roles. For B2B companies, this combination of lower cost and higher-value audience is hard to ignore.
What makes Microsoft Ads truly unique is LinkedIn Profile targeting. Because Microsoft owns LinkedIn, you can layer professional targeting — company name, industry, job function — on top of search campaigns. This means you can bid more aggressively when a searcher is from a target account, creating a hybrid of search intent and ABM targeting that no other platform offers.
What You Get
Microsoft Ads account setup or audit
Campaign structure: Search, Shopping, Audience Ads
Keyword strategy with Google Ads import analysis
UET tag and conversion tracking implementation
LinkedIn Profile targeting integration
Monthly optimization and performance reporting
Who Microsoft Ads Works Best For
B2B Companies
Enterprise buyers using Edge and Bing in corporate environments, combined with LinkedIn Profile targeting for account-based search campaigns.
E-commerce Brands
Shopping campaigns on Bing that capture incremental sales at lower CPCs from an audience with above-average household income.
Google Ads Advertisers Hitting Ceiling
Brands maxing out Google search volume can find 20-30% additional qualified traffic on Microsoft at lower acquisition cost.
Financial & Legal Services
High-CPC industries where Microsoft's lower competition translates to significantly cheaper leads for the same search queries.
Capture the search traffic Google misses
Find out how Microsoft Ads can reach your B2B audience at lower cost.
How We Work
Analyze
We evaluate your current Microsoft Ads presence (or lack thereof) and identify the search volume opportunity for your keywords on Bing.
Build
We create campaigns from scratch or import and optimize from Google Ads, adjusting bids, targeting, and structure for Microsoft's audience.
Track
We implement UET tags, set up conversion actions, and configure LinkedIn Profile targeting for B2B audience layering.
Grow
We optimize bids, expand keyword coverage, and test Audience Ads to capture additional demand across the Microsoft network.
Microsoft Ads for Your Industry
B2B & Enterprise
LinkedIn Profile targeting layered on search campaigns to bid aggressively for searches from target accounts and decision-makers.
E-commerce
Microsoft Shopping campaigns with lower CPCs targeting an audience with higher average household income and desktop purchase behavior.
Finance & Insurance
Lower CPCs for high-competition finance keywords, with an older, higher-income audience more likely to convert on financial products.
Legal Services
Significantly lower cost per lead for legal service queries, where Google CPCs can exceed €50-100 per click.
What Our Clients Say
Great collaboration! Communication was always easy & Google Ads Campaigns delivered results. I liked the holistic online marketing approach.
Herr K. hat unsere Google- und Meta-Ads stark optimiert – dank ihm konnten wir unsere Reichweite verdreifachen. Sehr kompetent und professionell!
C. unterstützte mich sehr zuverlässig bei Kundenprojekten und übernahm die operative Steuerung von Google Ads- und Bing Ads-Kampagnen.
C. runs Google and Meta Ads at Barefoot Creative with real passion. He loves helping clients grow and always delivers results. Highly recommend!
Frequently Asked Questions
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Yes. Microsoft Ads typically delivers 20-35% lower CPCs for the same keywords. It reaches audiences that default to Bing through Edge, Windows, and corporate environments — often B2B buyers you are missing on Google.
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You can, and we often start there. But a direct import without adjustment underperforms. We optimize bids, remove underperforming keywords, and adapt targeting to Microsoft's audience profile.
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Microsoft Ads integrates LinkedIn data, letting you layer targeting by company, industry, and job function on top of search campaigns. This is exclusive to Microsoft and extremely valuable for B2B.
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Microsoft Search Network handles over 14 billion monthly searches across Bing, Yahoo, AOL, and DuckDuckGo. In desktop search, it holds roughly 30% market share in many B2B-heavy markets.
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Most clients start by allocating 15-25% of their Google Ads budget to Microsoft Ads. With lower CPCs, that budget often delivers proportionally higher volume than expected.
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Yes. Microsoft Shopping campaigns use the same product feed structure as Google. We set up the Microsoft Merchant Center and optimize feeds for the Bing Shopping experience.
Related Services
Stop ignoring 30% of search traffic
Book a call to see how Microsoft Ads can complement your Google Ads and capture high-value B2B audiences.