Why Microsoft Advertising (Bing Ads) Should Not Be Missing From Any Marketing Mix

Microsoft Advertising (previously known as “Bing Ads”) is a powerful addition to Google Ads, offering numerous advantages such as comparatively lower click prices and advanced targeting options. 

Are you already using Microsoft Ads, or have you limited your advertising to Google so far? In this article, we explore why it's more worthwhile than ever for companies to invest in Microsoft Advertising, what differences and benefits the platform offers, and why the topic of generative AI should not be overlooked.

What is Microsoft Advertising (Bing Ads)?

To begin, here's a brief overview: Microsoft Ads (formerly known as “Bing Ads”) is Microsoft's advertising platform, enabling companies to engage in search engine marketing (SEM), similar to Google Ads. Ads primarily appear on Bing's search results pages, but also on Yahoo, AOL, and partner networks, as well as in Microsoft products like Edge, Outlook, Windows, and the Microsoft Audience Network.

Microsoft Advertising was launched as “Microsoft adCenter” in 2006, rebranded to “Bing Ads” in 2009, and finally to “Microsoft Ads” in 2019. With Microsoft Ads, for example, it’s possible to run keyword-based Text Ads (Search Ads) and also offers Shopping Ads that require a Microsoft Merchant Center feed, Responsive Search Ads, as well as native advertising in the Microsoft Audience Network and Remarketing.

Bing in Search Engine Ranking and Technological Innovations

When people search the internet, they often “Google.” Over time, the term “Googling” has become embedded in the language of most people and even made it into the 23rd edition of the Duden in 2004. It’s perhaps no surprise that “Googling” originated from the namesake search engine. Other search engines still remain in Google's shadow, often slipping from memory when it comes to marketing efforts. But is this justified?

Bing may not automatically come to mind first when thinking about internet research. Nonetheless, the platform has undergone many positive changes and established itself as a solid alternative to Google. In recent years, Bing's market share has steadily grown, while Google currently remains stable (albeit at a high level). According to Statista, Bing's market share was 11.75% globally in April 2025, compared to around 8% three years prior. In Germany, Bing even holds a 15% market share.

The Microsoft Search Network leveraged by Bing includes other search engines such as Yahoo!, DuckDuckGo, and Ecosia, collectively reaching a significant number of users. This enhances the opportunities for advertisers on Microsoft Ads and increases the potential visibility of their ads.

While the Microsoft Search Network still falls short of Google in absolute terms, it has carved out a stable place in the market. It is expected that Bing’s market share will continue to rise, as more people seek alternative search engines in an era of growing privacy concerns.

Microsoft, like Google, continually invests in technological innovations to make Bing more appealing to users. This is demonstrated not only by the new AI features continually being implemented in Bing, but also by a general massive increase in interest around Artificial Intelligence among internet users. This development naturally benefits Microsoft Ads as well. For example, Microsoft Office products offer the possibility of integrating Copilot into an extended license. Copilot is Microsoft’s AI-based agent that draws on Bing as a search engine when needed.

Advantages of Microsoft Advertising over Google Ads

An important factor that sets Bing apart from Google is the demographic composition of its users. While Google appeals to a broad audience, Bing is particularly popular among middle-aged individuals and business professionals. This can be advantageous for companies looking to target these specific audiences. Decision-makers and influencers can be particularly well-reached this way.

Often overlooked, but just as important: On most work PCs running Windows, Microsoft Edge is the default browser, making Bing the default search engine. Cortana also pulls its results from there. This greatly increases the likelihood that a search query on Bing will occur in a business-relevant context. Additionally, the majority of traffic consists of desktop users. These factors can further positively influence the quality of traffic.

Another advantage of Microsoft Advertising is the native integration of LinkedIn targeting. As Microsoft owns LinkedIn, advertisers can access the extensive professional data of LinkedIn users and target their ads more precisely. The attributes “Job Function,” “Company,” and “Industry” are available for more tailored targeting. Bid adjustments can be used, for example, to place higher bids for particularly relevant target groups. This is especially useful when B2B marketing plays a role.

However, possibly the most significant advantage is that Bing, and thus Bing Ads/Microsoft Ads, is still surprisingly underutilized by many companies. Commonly cited arguments include a comparatively low search volume compared to Google and a lack of time to create and manage a complete account setup on this platform. But therein lies a great opportunity for businesses. The much lower volume of competitors positively impacts cost per click and can help companies position successfully on Bing with relatively low budget investment, yielding significantly more sales and leads compared to

Google Ads vs. Microsoft Ads - Overview of Pros and Cons:

Google Ads

Advantages:

• Higher market share, worldwide and in Germany

• Greater reach and traffic potential

• Broader range of target audiences

• Higher mobile user coverage

Disadvantages:

• Higher competition and hence 

• typically higher click prices (CPC)

• More complex user interface

Microsoft Ads

Advantages:

• Less competition and hence

• Typically more affordable CPC, especially in niche markets

• More cost-effective, even with smaller budgets

• Additional reach through other platforms/search engines like Yahoo!, MSN, and AOL

• Reaches an audience that may not use Google (middle-aged and Edge users)

• Target audience is generally older and wealthier, with many desktop users (particularly interesting for B2B and certain markets)

Disadvantages:

• Lower market share and therefore

• Traffic potential

• Less automation and features

Copilot in Microsoft Ads

Microsoft Copilot is a AI-based assistant integrated into Microsoft Advertising that helps advertisers with various tasks based on campaign data, user inputs, and AI models.

This includes:

• Campaign creation, such as automated keyword research, ad text suggestions, and the creation of Responsive Search Ads based on landing pages or product information

• Campaign optimization, e.g., bid strategy and budget distribution suggestions or A/B testing of ad elements

• Report and analysis creation, e.g., intelligent campaign performance summaries and creation of visual reports

Like Google Ads, Microsoft Ads offers numerous opportunities to automate routine tasks with Copilot, saving time. Automatic intelligent analysis supports data-driven decisions. Copilot is integrated into the platform and allows for dialog-based interaction, similar to tools like ChatGPT. However, caution is advised with any AI-based automation - results should always be checked. Bid strategy suggestions must be critically evaluated to ensure that changes have the desired effect. Another example is ad text, which should always be checked for relevance to the product or service.

Getting Started with Microsoft Advertising (Bing Ads)

As mentioned earlier, many companies forgo advertising on Bing due to the increased setup and maintenance effort, which doesn't seem proportional to the expected return on investment. However, getting started with Microsoft Ads is surprisingly easy. An account can be created in just a few minutes, and the interface somewhat resembles Google's. So those who already advertise on Google’s platform will find navigating Microsoft Advertising straightforward.

Importing Google Account Data into Microsoft Ads

Additionally, Microsoft offers a useful import function that allows entire account setups from Google Ads to be mirrored into Microsoft Ads with just a few clicks. This also applies to other platforms like Facebook Ads or Pinterest Ads or uploading a completed template. This makes it particularly easy for companies with an existing Google Ads account to get started. There’s even the option to regularly import a Google account into Microsoft Ads, keeping the Bing account up-to-date with frequent changes.

But beware: While Microsoft aims to make the entry into Microsoft Advertising as easy as possible and provides various tools, a certain level of account maintenance is still necessary. Importing accounts allows for a quick and easy way to advertise on Bing. However, to get the most out of the channel, Microsoft Ads should also be viewed separately and appropriate optimization measures undertaken. This ensures the target audience is optimally engaged and no potential is wasted.

FAQs for Getting Started with Microsoft Ads

Here are some questions our clients frequently ask about Microsoft Ads (and previously Bing Ads), giving you a deeper insight and helping you decide for or against Microsoft Advertising:

For whom is Microsoft Advertising particularly worthwhile?

Due to the differences in target demographics, Microsoft Ads are especially worthwhile for companies selling to B2B customers or targeting an older, more affluent audience. B2C companies can also benefit from Microsoft Advertising due to lower competition. Thanks to Bing's broader reach, Microsoft Ads are particularly effective in Germany, the USA, UK, Canada, and Australia. In contrast, reaching a younger demographic (under 25) might be more successful through Google or other channels.

How effective are Microsoft Ads?

Microsoft Advertising can be very effective, but the performance of your campaigns largely depends on the services or products you offer and the target group you wish to reach. The lower CPC and highly accurate B2B targeting can make Microsoft Ads very effective. We also observe from many clients a lower cost per acquisition with the same or even higher quality of leads or product purchases. If you’re unsure, we’re happy to advise whether Microsoft is a sensible addition for your business.

What types of advertising campaigns are available on Microsoft?

The campaign types on Microsoft are similar to those on Google Ads. Available campaign types include Search Ads, Shopping Ads, Multimedia Ads, Audience Campaigns, Remarketing Campaigns, Dynamic Search Ads (DSA), Hotel Ads, Local Ads, Performance Max Campaigns, and App Install Campaigns. Additionally, with Microsoft Ads, ads can be run on CTV (e.g., with an add-on package on Netflix). 

What automation options are available in Microsoft Ads?

Thanks to Copilot, Microsoft offers AI-based support directly in the advertising platform. Copilot enables automated creation and optimization of ads, as well as analyses and reports. Additionally, automatic bidding strategies (Smart Bidding) are possible as in Google Ads. Campaign management can also be automated, e.g., by setting rules for activating and pausing ads. However, it's important to note that automation is not a substitute for strategy or expertise, but rather a complement to efficient work. It's crucial to regularly check whether all campaigns and ads deliver the desired performance.

Is Bing/Microsoft better than Google Ads?

No, Microsoft Ads are a worthwhile addition for many companies and can even be an alternative depending on orientation and target group. Both platforms have advantages and disadvantages that need to be weighed against each other. For B2B companies, but also for many other topics and industries, a combination of Google and Microsoft Ads is the optimal blend in the marketing mix. We’re happy to advise if Microsoft Ads can be effective for your business.

Microsoft Ads for B2B Companies

As mentioned earlier, Microsoft Advertising is a very attractive alternative or addition to Google Ads for companies with a B2B target audience. The combination of target audience, platform integration, and cost-efficiency makes Microsoft Ads, just like earlier Bing Ads, very interesting for B2B businesses.

Many users in the Microsoft Search Network are doing professional work when using Windows, Microsoft Edge, Cortana, and Office. It’s an effective way to reach decision-makers and executives.

The higher proportion of higher-educated and higher-earning users makes Microsoft Ads relevant for industries like SaaS, industrial, and financial services. On average, Bing users are also older than the Google target audience.

The lower competition and often cheaper CPCs are very advantageous for companies with costly leads and long sales cycles. The frequently 20-40% lower click prices make better ROIs possible.

The high proportion of desktop users is also an ideal match for a B2B target group, as many purchases and research activities in a business environment occur via desktop, not mobile. The combination of desktop usage in professional fields increases the conversion likelihood for users in Microsoft Ads.

Thanks to LinkedIn targeting, users from specific industries or companies, with certain job titles or functions, can be specifically targeted. This segmentation is only possible with Microsoft Ads, making the platform particularly appealing for B2B companies.

It is important, though: Microsoft Ads should not be viewed as a replacement for Google Ads, but as a strategically sensible addition to specifically reach a B2B audience and expand reach outside the Google universe.

Why Microsoft Advertising?

Bing, and consequently Microsoft Advertising, is still often underestimated today but offers many advantages. While both platforms are quite similar, there are some key differences between Microsoft Ads and the major competitor Google Ads that make Microsoft's platform a true alternative or an effective complement.

To summarize:

• Running ads on Bing is relatively simple

• Cost-effective and efficient with regular account maintenance

• Enhanced targeting capabilities, especially relevant for a B2B target audience

• Differences in target audience compared to Google: generally older, higher educated, and with a higher household income

• Exclusive access to other search engines, e.g., DuckDuckGo and Ecosia

For anyone wanting to get a step ahead of the competition, seriously considering incorporating Microsoft Advertising into the marketing mix can unlock full potential in online marketing.

We’re Happy to Assist You

The internetwarriors team consists of experts in various online marketing disciplines, from SEA to SEO, from workshops for service companies to strategic consulting for eCommerce companies. Our decades of expertise as a full-service agency allow us a comprehensive view of different channels and measures, and an informed comparison, such as between Google Ads and Microsoft (Bing).

Have you been thinking for a while about advertising through Microsoft Ads, or would you like some preliminary advice on the topic? Then feel free to contact us, and we’ll find the right solution for your business!