Unlocking Opportunity with Microsoft Advertising

The Untapped Potential of Bing Ads

In the world of paid search, Google Ads often dominates the conversation. But savvy marketers and business owners know there’s more to the search ecosystem. Microsoft Advertising (formerly Bing Ads) is an often-overlooked platform that holds real strategic value — especially for lead generation campaigns.

With over one billion unique monthly searches globally, Microsoft’s network powers not just Bing, but also Yahoo, AOL, and partner sites across the Microsoft Audience Network. It provides access to a demographically diverse, often more mature and higher-income user base — a perfect audience for B2B and professional services.

Easy Google Ads Integration

One of the biggest advantages of Microsoft Advertising is its seamless compatibility with Google Ads. You can:

• Import campaigns directly from Google Ads in a few clicks

• Retain your ad copy, keyword structures, extensions, and bids

• Sync your campaigns automatically to reflect future changes in Google Ads

This import feature makes Microsoft Ads a low-effort, high-reward opportunity for businesses already running search campaigns. It means you’re not starting from scratch — you’re leveraging existing strategy in a new space.

How to import Google Ads campaigns to Microsoft Advertising

Lower CPCs and Higher ROI Potential

One of the most compelling benefits is the cost-efficiency of Bing traffic. Because competition is lower than on Google:

• Cost-per-click (CPC) tends to be significantly cheaper

• Ad visibility is easier to achieve

• Impression share is often higher

This translates to greater ROI, particularly for campaigns targeting professional audiences, desktop users, or industries with older demographics.

A High-Quality Audience

Microsoft’s ecosystem is deeply embedded in professional environments:

• Bing is the default search engine on Microsoft Edge and many corporate Windows devices

• LinkedIn profile targeting can enhance B2B relevance

• Users tend to skew towards decision-makers, higher earners, and desktop users

This makes it a prime channel for lead generation, especially for businesses in finance, legal, tech, and healthcare industries.

Advanced Features Worth Exploring

While similar to Google Ads, Microsoft Advertising brings its own set of unique tools:

• LinkedIn Profile Targeting: Advertisers can target users by industry, company, or job function — incredibly powerful for B2B.

• Multimedia Ads: A rich visual format for high-impact branding alongside search results.

• In-market Audiences: Pre-defined audiences actively researching specific products or services.

These tools allow for deeper segmentation and refined targeting that many advertisers overlook.

Don't Sleep on Bing

While it may not have Google’s scale, Microsoft Advertising brings efficiency, reach, and strategic advantage. It’s a valuable extension to any search strategy — especially when:

• You’re looking to maximize your total addressable market

• You want to diversify channel risk beyond one platform

• You’re targeting specific demographics or industries

• You want to test additional reach without reinventing your campaign structure

In short, Microsoft Advertising isn’t just an afterthought — it’s a smart, scalable, and often underutilized platform that deserves a place in your lead generation mix.

Microsoft Advertising Help Centre