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Microsoft Ads
As specialists in search engine advertising – including Microsoft Advertising (formerly Bing Ads) – we help you achieve a higher return on investment. Get started today and take the next step towards attracting more visitors to your website. Our Ads specialists are here to help and will put their expertise to work for your business.
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The benefits of Microsoft Ads
Control over costs
Effective remarketing opportunities
Access to performance reports
Run multiple campaigns simultaneously
Generate extra sales quickly
Reaching local and national audiences
What is Microsoft Ads?
Before the advertising system was given this name, Microsoft’s advertising channel was known as Bing Ads. Bing is Microsoft’s search engine and was officially launched in 2009. Although Bing still does not hold a large share of the search engine market (just 3 per cent), it is nevertheless the second most popular search engine. The other 97 per cent? Google.
Nevertheless, as an entrepreneur, you shouldn’t immediately rule out Bing when it comes to advertising. The search engine is increasingly used in Microsoft products such as the voice assistant Cortana, and certain audience groups use Bing more often than Google. If your target audience happens to be among them, choosing Microsoft Advertising makes perfect sense.
How does Microsoft advertising work?
Advertising via Microsoft’ Advertising , just like Google Ads, also operates on the basis of an auction system. As an advertiser, you are therefore competing for a good position in the search results for a particular keyword. Your final position is determined based on your bid, the maximum Cost Per Click (CPC) you have set, and the quality score of the advert. If competition is high for a particular keyword, there is a chance that your advert will not always appear (at the top) in the search results. However, when competition is low, your advert will almost always appear at the top.
With Microsoft Advertising , it is therefore important to optimise your adverts as effectively as possible to boost your quality score. Furthermore, with Microsoft Advertising , you can pay in two ways: PPC (Pay per Click) or CPM (Cost per Mille). With PPC, you bid on keywords and pay a maximum bid amount when someone clicks on the advert. With CPM, you pay per 1,000 impressions.
Are you also interested in Microsoft’ Advertising ?
To determine whether advertising on Bing is also of interest to you, there are a few factors to consider. For example, it may be worthwhile to use Microsoft Advertising if:
- You’ll generate organic search traffic from Bing, and these visitors will also drive conversions.
- Your Google Ads pay-per-click market is full of competitors, and return-on-investment targets are difficult to achieve.
- Your Google Ads campaign is performing well, but you’ve reached the top of the rankings.
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Why Microsoft Ads?
The main reason companies choose Microsoft Advertising is the low level of competition and, consequently, significantly lower costs. Furthermore, the fact that Bing is used less frequently as a search engine does not necessarily mean that the results for your business will be disappointing if you choose to advertise via Bing. Is your target audience, for example, over 35 years old? If so, Bing could certainly be worth considering. The 45–54 age group, in particular, makes frequent use of Bing as a search engine. And did you know that the click-through rate (CTR) for ‘ shopping ’ adverts on Bing is a whopping 45 per cent higher than on Google? So whilst you’re likely to reach a smaller audience via Bing, it will be an audience that’s highly relevant and willing to click through.
In short, if it turns out that your target audience also makes extensive use of Bing, it is wise to consider Microsoft Advertising as part of your marketing strategy. This can deliver groundbreaking results!
The possibilities of Microsoft Advertising
- Microsoft Ads Editor
Just like Google Ads, Microsoft Ads also offers the option to make bulk changes to your account. In the Editor, you can efficiently implement numerous and significant changes to your account. Examples include changing your account structure, adding a large number of keywords or processing a large volume of adverts.
- Microsoft Advertising s Interface
Microsoft Advertising has a clear and user-friendly web interface. Are you used to the Google Ads interface? Then you’ll find the Microsoft Advertising interface easy to use too. Both interfaces are, in fact, very similar.
- Integrations with Google Ads
Microsoft Advertising can be linked to Google Ads. This allows you to import Ads campaigns (including virtually all settings) in one go, so you don’t have to set everything up and configure it all over again. Set up a scheduled synchronisation yourself so that Microsoft Advertising imports campaigns from Google Ads on a daily or weekly basis.
4 unique features of Microsoft Ads
Although many advertisers choose to advertise via Google Ads, Microsoft Ads is by no means a poor alternative. On the contrary, this system offers many advantages and can make a significant difference to your business too. Some of the possibilities and benefits to consider are as follows.
Less competition
The vast majority of companies advertise via Google Ads. This means that competition on Microsoft’ Advertising s is therefore considerably lower. Moreover, Bing offers you the opportunity to be at the forefront of the market.
Lower costs
Less competition also means lower costs. In other words, more traffic for less money. This is certainly of interest to advertisers with a smaller marketing budget.
Expand your reach
If you use Microsoft Advertising to complement your Google adverts, you’ll expand your reach from just Google users to include both Google and Bing users.
Image extensions
You can include an image in your Bing adverts. Think, for example, of a photo of your logo on a product. This generates greater visibility and brand awareness.
Microsoft’ Advertising s in 2026
Although Microsoft Advertising is still set to trail behind Google in 2026, Microsoft does have ambitious plans for this year. At the start of 2023, the influential company announced that it was collaborating with ChatGPT, a chatbot from OpenAI that can answer questions even faster than the average search engine. This brings Microsoft’s Bing search engine even closer to Google, its formidable competitor.
Frequently asked questions about Microsoft Advertising
What is Microsoft’ Advertising s (Bing Ads)?
Microsoft Ads is Microsoft’s advertising channel for the Bing search engine. Through an auction system, businesses can bid for the top position in the paid search results to drive more traffic to their website.
How much does Microsoft Advertising cost?
The costs of Microsoft Advertising depend entirely on the budget you set aside. You pay per click or per 1,000 impressions and can set a limit on what you are willing to pay for your adverts. Once this daily budget is reached, your advert will no longer be displayed.
Why start with Microsoft Advertising?
There are several reasons why Microsoft Advertising might be of interest. For example, when competition on Google Ads is too fierce, or when it becomes apparent that your target audience makes extensive use of Bing for carrying out searches.
How to get started with Microsoft Advertising?
To advertise on Bing, you need to create an account with Microsoft. If you already have this account, simply log in with your existing credentials and you’re ready to go. Set up your campaigns and aim for maximum return on investment.
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Are you curious about the possibilities of Microsoft’ Advertising s for your website? Please feel free to contact us for a no-obligation consultation. By phone, online or on-site? Let us know what suits you best.
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