Microsoft Ads (formerly Bing Ads, now branded Microsoft Advertising) is the pay-per-click platform that most marketers overlook and the savvy ones quietly profit from. While everyone crowds into Google Ads and bids prices up, Microsoft Ads delivers cheaper clicks, an older and more affluent audience, exclusive LinkedIn targeting, and a one-click import of your existing Google campaigns. This guide explains exactly what Microsoft Ads is, how the Microsoft Search Network reaches over a billion people, how it compares to Google Ads, what it costs, and how to set up and scale profitable campaigns in 2026.
What are Microsoft Ads?
Microsoft Ads (formerly Bing Ads) is Microsoft's pay-per-click advertising platform that serves search, shopping, and display ads across the Microsoft Search Network, including Bing, Yahoo, DuckDuckGo, AOL, MSN, and Outlook. Advertisers bid in real-time auctions to reach high-intent, often higher-income users at lower cost-per-click than Google Ads.
If you already run Google Ads, the mechanics will feel familiar: you choose keywords, write ads, set budgets and bids, and pay when someone clicks. The differences are in where your ads appear, who sees them, and how much each click costs. Microsoft rebranded Bing Ads to Microsoft Advertising in 2019, but the underlying ad network, the search engine partnerships, and the auction model are the same battle-tested system that has powered profitable campaigns for over a decade.
How big is the Microsoft Search Network?
The biggest misconception about Microsoft Ads is that "Bing is tiny." In reality, the Microsoft Search Network reaches more than a billion people worldwide because it powers far more than Bing.com. Your ads can appear across:
- Bing — the second-largest search engine in the world, integrated into Windows, the Edge browser, and the Copilot AI assistant.
- Yahoo and AOL — their search results are powered by the Microsoft network, adding a loyal, older user base.
- DuckDuckGo — the privacy-focused engine serves Microsoft-powered ads, reaching users who actively avoid Google.
- MSN, Outlook, Microsoft Start, and the Edge new-tab feed — native placements via the Microsoft Audience Network.
In the United States, the Microsoft Search Network holds roughly 6–8% of search market share, with around 4% globally. That sounds small next to Google's ~90%, but it represents tens of millions of users you will not reach on Google at all — and crucially, they search with the same commercial intent. With Bing now wired into Windows and the Copilot AI experience, that reach has grown, not shrunk.
Microsoft Ads vs Google Ads: how they compare
Microsoft Ads and Google Ads are complements, not rivals. The smart play is to run both: capture cheap incremental conversions on Microsoft while Google handles raw volume. Here is how the two platforms stack up across the factors that matter most.
| Factor | Microsoft Ads | Google Ads |
|---|---|---|
| Reach | ~1B users; ~6–8% US, ~4% global search share | ~90% global search share; far larger volume |
| Average CPC | Often 20–70% lower, depending on industry | Higher — more advertisers competing |
| Competition | Lower advertiser density; easier to win top spots | High; bidding wars common in hot verticals |
| Audience | Older (70%+ aged 35–65), higher income, desktop-heavy, more B2B | Broader and younger; spans all demographics |
| Unique targeting | LinkedIn profile targeting (job title, company, industry) | No native LinkedIn data |
| Campaign import | One-click import from Google Ads (and Meta) | N/A |
| Partner network | Yahoo, AOL, DuckDuckGo, MSN, Outlook | Google Search Partners, Display Network, YouTube |
The headline takeaway: Microsoft Ads typically delivers 30–70% lower cost-per-click than Google in many verticals, and studies have repeatedly shown a meaningfully higher click-through rate because there are fewer competing ads above the fold. For a deeper platform breakdown, see our guide to PPC advertising.
What campaign types does Microsoft Ads offer?
Microsoft Ads supports a full range of campaign types so you can match the format to your funnel stage and goal:
- Search campaigns — responsive search ads (RSAs) that show on Bing, Yahoo, and DuckDuckGo results when users search your keywords. Your highest-intent, bottom-of-funnel workhorse.
- Shopping campaigns — product listing ads with images, prices, and titles, fed by Microsoft Merchant Center. Essential for ecommerce.
- Performance Max — goal-based automation that spans search, shopping, and audience inventory from a single campaign.
- Audience campaigns — native display ads on MSN, Outlook, and Edge via the Microsoft Audience Network, ideal for remarketing and prospecting.
- Streaming and video ads — reach viewers on connected-TV and streaming inventory within the network.
- Lodging and hotel ads — specialised formats for the travel and hospitality vertical.
How much do Microsoft Ads cost?
Microsoft Ads runs on a flexible, no-minimum budget — you set a daily spend and pay per click. There is no fixed monthly fee, so a small business can start with as little as $5–$10 per day and scale from there. The real question is cost-per-click, and this is where Microsoft shines. Average CPCs run well below Google in most categories. The table below shows representative benchmark ranges; your actual CPC depends on competition, Quality Score, and bid strategy.
| Industry | Typical Microsoft Ads CPC | Approx. saving vs Google |
|---|---|---|
| Retail / Ecommerce | $0.40 – $1.20 | ~30–50% lower |
| Automotive | $0.80 – $1.80 | ~30% lower |
| Travel & Hospitality | $0.60 – $1.50 | ~25–45% lower |
| Finance & Insurance | $2.00 – $6.00 | up to ~59% lower |
| B2B / Technology | $1.50 – $4.00 | ~30–50% lower |
| Legal | $4.00 – $12.00 | ~30–50% lower |
Because clicks are cheaper and the audience tends to spend more, return on ad spend is frequently stronger than Google for the same offer. Many advertisers report Microsoft returning several dollars for every dollar invested once campaigns are optimised. Use Microsoft's built-in Keyword Planner to forecast CPCs for your specific keywords before you launch, and pair it with disciplined keyword research to avoid wasted spend.
Why advertise on Microsoft Ads?
Beyond cheaper clicks, Microsoft Ads offers four structural advantages that make it one of the best-value channels in digital advertising:
- Lower CPCs, higher ROAS. Fewer advertisers means less competition, lower bids, and more profit per conversion.
- An older, affluent audience. Over 70% of the network's users are aged 35–65, and roughly a third of households earn $100K+. These are buyers with money to spend — valuable for finance, healthcare, travel, and considered B2B purchases.
- Less competition for premium placements. The same keyword that triggers a brutal bidding war on Google can win the top spot on Microsoft for a fraction of the cost.
- Effortless import from Google Ads. You can mirror your entire Google account — campaigns, keywords, ads, and extensions — in a few clicks, then schedule automatic syncs. Launch in an afternoon instead of a week.
If you are already investing in paid search through a SEM agency or running your own Google campaigns, adding Microsoft is close to free incremental reach — the creative work is already done.
How to set up Microsoft Ads step by step
Getting your first Microsoft Ads campaign live takes under an hour. Follow these steps:
- Create your account. Go to the official Microsoft Advertising site and click "Sign up now." Sign in with an existing Microsoft account (Outlook, Hotmail, or Microsoft 365) or create one, then choose Small Business mode (simplified) or Expert mode (full controls).
- Import from Google Ads (optional but recommended). If you run Google campaigns, use the import tool to copy your structure across instantly, then review match types, negatives, and tracking afterwards.
- Define your campaign goal. Pick an objective — website visits, sales, phone calls, leads, or app installs — so Microsoft optimises toward the right outcome.
- Choose keywords. Use the Keyword Planner to find terms with strong intent and forecast volume and CPC. Group tightly themed keywords into focused ad groups.
- Set targeting. Configure locations, languages, devices, schedule, and audiences — including LinkedIn profile layers for B2B.
- Write your ads. Create responsive search ads with multiple headlines and descriptions. Add ad extensions (sitelinks, callouts, images, price, call) to boost click-through.
- Install the UET tag. Add the Universal Event Tracking tag (easily deployed via Google Tag Manager) so you can measure conversions and feed automated bidding.
- Set budget and bids. Choose a daily budget and a bid strategy — start with Manual CPC or Maximize Clicks, then move to Maximize Conversions or Target CPA/ROAS once you have data.
- Add payment and launch. Enter billing details and submit. Ads typically clear review and start serving within 24 hours.
- Measure and optimise. Review search terms weekly, add negative keywords, refresh underperforming assets, and reallocate budget to winners.
Unique Microsoft Ads features you won't find on Google
A few capabilities make Microsoft Advertising genuinely distinctive:
LinkedIn profile targeting
Because Microsoft owns LinkedIn, you can layer LinkedIn's professional data — job function, industry, and company — onto search and audience campaigns. No other search platform offers this. It is a decisive advantage for B2B marketers, account-based marketing, and lead generation programs that need to reach specific decision-makers.
Microsoft Audience Network
The Microsoft Audience Network places native ads across MSN, Outlook, Microsoft Edge, and partner sites. These ads blend into editorial content, use AI to find lookalike audiences, and are excellent for remarketing and mid-funnel awareness at low cost.
Audience-level ad customizers and Copilot AI
Microsoft lets you customise ad copy by audience segment — something Google does not natively offer. And with Bing integrated into the Copilot AI assistant, your ads can surface inside AI-generated answers, putting you in front of users at the exact moment of research.
Microsoft Ads best practices
- Import, then fix. After importing from Google, re-check match types, negative keyword lists, search-partner settings, and tracking templates — they don't always carry over cleanly.
- Build tight ad groups. Keep each ad group focused on one tightly themed cluster of keywords for higher relevance and Quality Score.
- Use pre-qualifying ad copy. Mention price, location, or specifics to filter out low-intent clicks before they cost you.
- Load up on extensions. Sitelinks, callouts, images, prices, and promotions all lift click-through rate at no extra cost.
- Lean on automation carefully. Move to automated bidding once you have 20–30 conversions per month so the algorithm has enough signal.
- Mine search terms weekly. Add negatives, surface new winning keywords, and refresh creative on a consistent cadence.
- Track everything with UET. Without the UET tag and proper conversion goals, you are flying blind — and smart bidding can't work.
For more on writing ads that convert, study these ad copy examples and proven display ad examples.
Who should use Microsoft Ads?
Microsoft Ads is a strong fit for almost any advertiser already running paid search, but it is especially valuable for:
- B2B companies that want LinkedIn job-title and company targeting to reach decision-makers.
- Brands targeting older, affluent buyers — finance, insurance, healthcare, luxury, and travel.
- Ecommerce stores looking for cheaper shopping clicks and incremental sales beyond Google.
- Anyone facing rising Google CPCs who needs a "pressure valve" to keep scaling profitably.
- Small businesses on tight budgets that want maximum reach per dollar.
For consumers curious about the loyalty side of the ecosystem, our explainer on Bing Rewards covers how Microsoft incentivises Bing usage — one reason the network's engaged audience keeps growing. You can also explore the wider world of online advertising to see where Microsoft fits in your mix.
Frequently Asked Questions
Is Microsoft Ads the same as Bing Ads?
Yes. Microsoft rebranded Bing Ads to Microsoft Advertising (commonly called Microsoft Ads) in 2019. It is the same platform and ad network, just under a new name that reflects its reach beyond Bing into Yahoo, AOL, DuckDuckGo, and the Microsoft Audience Network.
Are Microsoft Ads cheaper than Google Ads?
In most industries, yes. Because fewer advertisers compete on the Microsoft Search Network, cost-per-click is frequently 20–70% lower than Google. Combined with an older, higher-spending audience, this often produces a stronger return on ad spend.
Can I import my Google Ads campaigns into Microsoft Ads?
Absolutely. Microsoft Ads includes a one-click import tool that copies your Google campaigns, ad groups, keywords, ads, and extensions. You can also schedule automatic syncs. Always review match types, negatives, and tracking after importing.
How much should I budget for Microsoft Ads?
There is no minimum spend. You set a flexible daily budget — small businesses often start at $5–$15 per day — and scale based on results. Because CPCs are lower, your budget tends to buy more clicks than the equivalent spend on Google.
What is the Microsoft Audience Network?
It is Microsoft's native display network, placing ads across MSN, Outlook, Microsoft Edge, and partner sites. It uses AI to find relevant audiences and is ideal for remarketing and mid-funnel prospecting at a low cost-per-click.
Does Microsoft Ads offer LinkedIn targeting?
Yes — and it is unique to Microsoft. Because Microsoft owns LinkedIn, you can target users by job function, industry, and company, making the platform exceptionally powerful for B2B and account-based marketing.
Get more from Microsoft Ads with D'Marketing Agency
Microsoft Ads is one of the most underrated, high-ROI channels in digital marketing — cheaper clicks, an affluent audience, exclusive LinkedIn targeting, and a painless import from Google. The advertisers winning with it are simply the ones who showed up. If you want a team to build, manage, and scale profitable Microsoft Advertising and content marketing campaigns for you, D'Marketing Agency can help. Use the quote form on this page to request a free strategy session, and let's turn the search engine everyone ignores into your most efficient acquisition channel.
