The search channel most agencies ignore.
Microsoft Advertising — Bing, Yahoo, AOL — reaches 1 in 3 desktop searches in the UK and US. Audiences skew older, wealthier, and more business-focused. CPCs are typically 30-40% lower than Google. For brands ready to look beyond Google, the upside is real.
Most agencies don't run Bing because their fee structures don't reward it.
Bing campaigns take real work to set up but represent smaller spend volumes. For agencies on percentage-of-spend fee structures, the economics don't work. We run Bing because it works for our clients — even when the fee math is less attractive for us.
Cannot just import Google campaigns
Microsoft makes it easy to import from Google, but the audiences, intent, and creative requirements are different. Imported campaigns underperform until adapted to Bing-specific patterns.
B2B and high-AOV brands underuse it
Bing skews enterprise. Decision-makers at older Fortune 500 companies often default to Bing on their work laptops. For B2B, financial services, and high-AOV consumer brands, Bing is genuinely undervalued.
LinkedIn audience targeting is unique
Microsoft owns LinkedIn. Their LinkedIn Profile Targeting on Bing campaigns lets you target by job title, company, or industry — capabilities Google cannot match.
The channel your competitors forget.
Microsoft reaches roughly one in three desktop searches with an older, wealthier, more business-focused audience — at CPCs well below Google. Run as a first-class channel, it is some of the cheapest profitable revenue available.
Microsoft Advertising, run as its own platform.
We don't import Google campaigns and call it Bing strategy. Bing gets its own keyword research, ad copy, and bidding approach.
- →Bing-specific keyword research and search term mining
- →Native Bing Search campaigns with platform-specific copy
- →Microsoft Shopping Ads for eCommerce
- →LinkedIn Profile Targeting layered on Bing campaigns
- →Microsoft Audience Network for native display
- →Yahoo and AOL syndication management
- →Cross-device tracking and attribution
- →Migration from Google import to native Bing optimization
A second auction, watched for free wins.
Microsoft is not a copy-paste of Google — the audience and the auction behave differently. Our agents import and dedupe your Google structure, then tune bids and negatives for the channel, and hand changes to a strategist.
- 01 · SensingWatches the cheaper auctionQuery terms, CPC gaps versus Google, and audience skew monitored continuously.
- 02 · ReasoningTunes for the audienceBids adapted for an older, affluent base; LinkedIn profile targeting layered where it pays.
- 03 · ConversationA strategist approvesEvery import, bid change, and negative is reviewed before it ships.
Google top terms → Bing exact match
Google top terms → Bing exact match
Bing as a complementary channel, not an afterthought.
Bing works best as a complementary channel to Google — cheaper CPCs on the same intent, plus access to audiences Google cannot easily reach.
Account audit & native rebuild
If you're already running Bing, we audit it. If not, we build native — not imported from Google. Bing search term patterns differ enough that direct imports underperform.
Layered targeting strategy
LinkedIn Profile Targeting for B2B. Microsoft Audience Network for prospecting. Customer match for retention. Multiple targeting layers create more precise audience reach than Google offers.
Optimize for incremental lift
Measure Bing impact alongside Google rather than in isolation. The right metric is incremental conversions, not just absolute Bing performance.
Microsoft, run as a first-class channel.
Most agencies bolt Bing on as a blind copy of Google and never look again. Here is what changes when it gets its own strategy.
Quick answers to common questions.
Should we run Bing if Google is working well?
Almost always yes — but as an addition, not a replacement. Bing typically costs 30-40% less per click for similar intent. For most brands spending $30K+/month on Google, allocating 5-10% of that budget to Bing returns positive incremental conversions.
Is Bing relevant for B2C brands or just B2B?
Both, but B2B benefits more from LinkedIn Profile Targeting. For B2C, Bing is most valuable for brands targeting older or higher-income demographics — financial services, luxury goods, healthcare, premium retail.
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