Every year, business advertisers spend millions of dollars on Google Ads. Due to Google’s growth in popularity, advertisers have found that these prices have increased over time without many new features to make the price increase worthwhile. If you are already using Google Ads for your marketing campaigns, you may feel that switching to Microsoft Advertising (formerly known as Bing Ads) would be a downgrade. However, Microsoft Advertising can actually be a great investment for businesses with a smaller budget because there is less competition. If you can afford it, it can even be a way to expand your marketing efforts if you are already using a platform like Google Ads.

Bing Advertising, just like Google Ads, is a pay-per-click advertising platform designed to help businesses reach specific audiences, drive traffic and increase revenue. Microsoft Advertising does have its own specific benefits that make it a unique and preferred option for some advertisers.

Here is a list of reasons to consider choosing Microsoft Advertising to push your marketing campaigns:

Cheaper CPC Rates

CPC (cost-per-click) rates on Google Ads can be really high for some markets due to highly competitive spots and key words. These steep prices may be a big hurdle for small or new businesses. Microsoft, on the hand, has less competition which makes for cheaper CPC rates. You will also see higher ad ranks resulting in higher click rates and conversions. Studies show that advertisers spend an average of 33.5% less per click with Microsoft than they do with Google.

Reaches Multiple Search Engines

Microsoft Advertising comprises three search engines: Bing, Yahoo and AOL. So, when you set up a campaign for one platform, the results are actually seen across all three search engines as well as any of their partner websites.

Reaches a High-Value Audience

Another benefit of using Microsoft Advertising is that you are sure to reach a high-value audience. Studies show the following statistics within the Bing Network:

  • 73% are between the ages of 25-64
  • 58% have an associate degree or higher
  • 46% have a household income of $75K+
  • Bing Network searchers spend 19% more online than the average internet searcher

This means that the audience targeted by Microsoft Advertising is older, more educated, wealthier and more motivated to actually make purchase as opposed to online “window shopping.” All of these factors contribute to a great conversion rate that you might not find on Google.

Features That Google Doesn’t Offer

Upon Google’s introduction of enhanced campaigns, advertisers were forced to default all their campaigns to target users on all devices (desk top, lap top, mobile and voice). Microsoft, however, allows advertisers to adjust their bids for different devices. In addition, you can also choose to opt out of specific device searches and only target an audience using one type of device. You can even go as far as filtering your campaign audiences by the specific operating system used to conduct the searches.

Unlike Google, Microsoft allows advertisers to adjust campaigns to various time zones which make ad scheduling a lot easier. Microsoft also provides the option to adjust settings for a specific ad group while Google forces you to create a brand-new campaign to make any changes to ad groups.

Microsoft includes extensions on your ads that link to your business accounts on the most popular social media platforms: Facebook, Twitter and Instagram. Google’s extensions include links to your Google+ account which is not as popular.

Import Campaigns from Google

One of the biggest advantages for advertisers who are Google Ads loyalists is the ability to directly import campaigns from Google into Bing Advertising. This means you will save more time that would otherwise be spent on re-creating your existing campaigns for Microsoft. You will still need to make minor adjustments on the Microsoft platform to things like your budget, bids and targeting options.




Though Microsoft Advertising is not as dominant as Google Ads in the PPC market, it is still a formidable advertising platform. In order to see the best results, it is best to use both platforms simultaneously, provided that your budget allows it. Microsoft Advertising will complement your PPC strategy by filling in gaps in your online presence, reaching new and unique audiences.

Read more about developing a digital ad strategy for your business in our guide on advertising.

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