PPC Bing Ads Management
Google is not the only search engine your customers use. Microsoft Advertising puts your ads on Bing, Microsoft Copilot and a network of partner search sites.
As a Microsoft Advertising Partner, we set up and manage Bing campaigns that often deliver customers at a lower cost than Google, especially for B2B and older audiences.
One Account, a Whole Network
Ads from a single Microsoft Advertising account can reach people searching on Bing, inside Microsoft Copilot, in Windows and Edge, and on syndicated partners such as Yahoo and AOL.
Because fewer advertisers compete there, clicks are often cheaper than on Google for the same keywords. Bing is also the default search engine on many work computers, making it a strong channel for reaching business buyers.
Often Cheaper Clicks for the Same Searches
How average cost per click can compare between Google and Microsoft Ads for the same keywords.
Average cost per click
Same keywords, £, illustrative
- Google Ads
- Microsoft Ads
Illustrative. Real costs vary by sector, and volumes on Bing are smaller than on Google.
View the data as a table
| Keyword theme | Google Ads | Microsoft Ads |
|---|---|---|
| Brand | 0.5 | 0.3 |
| Generic | 1.9 | 1.2 |
| Product | 1.1 | 0.8 |
| Competitor | 2.2 | 1.4 |
| Local | 1.6 | 1.1 |
Fast to Launch, Managed on Its Own Merits
If you already run Google Ads, we can import your best campaigns into Microsoft Advertising, so you are live quickly with proven keywords and ads.
After that, we manage it as its own channel: separate bids, budgets and negative keywords, plus Microsoft-only features like LinkedIn profile targeting by company, industry and job function.
How We Run Your Microsoft Ads
Quick to start, carefully managed after that.
- 01
Review
We check your Google account and goals to decide what to bring across.
- 02
Import & Track
Campaigns imported and Microsoft’s UET conversion tag installed.
- 03
Tune
Bids, devices, schedules and audiences adjusted for Bing users.
- 04
Report
Microsoft results reported alongside Google so you can compare like for like.
Why Add Microsoft Advertising
Lower Competition
Fewer advertisers bidding often means cheaper clicks.
Extra Reach
Customers Google campaigns simply never see.
Strong for B2B
Default search on many work PCs, plus LinkedIn targeting.
Copilot Placements
Ads can appear within Microsoft Copilot conversations.
Shopping Campaigns
Product ads from your existing Merchant Center feed.
Microsoft Ads Partner
Certified specialists managing your account.
Questions
For many businesses, yes. Volumes are smaller, but clicks are often cheaper and audiences can convert well. We usually recommend a test budget and judge it on cost per conversion.
Yes. Microsoft Advertising has its own budget, billed by Microsoft. We recommend a starting budget based on your Google data and adjust it as results come in.
We import them as a starting point, then optimise separately. Bing users search differently, so bids, negatives and schedules need their own management.
Yes. If you sell online, we can run Microsoft Shopping campaigns using your existing product feed.
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