Most businesses that run Google Ads never turn on Microsoft Advertising. That's understandable, since Google gets most of the searches. It also leaves a lot of qualified, often less expensive traffic for the competitors who do show up.

Where Microsoft ads show up

Microsoft Advertising places ads on Bing and across its search partner network, including Yahoo, DuckDuckGo and AOL, and inside Microsoft products like Edge and Copilot. Bing is the default search engine on most Windows computers, so the audience leans toward people searching at work: business owners, office staff, and older, higher-income searchers. For law firms, healthcare practices, B2B services and home improvement, that's often a very good fit.

Why the leads can cost less

Fewer advertisers compete on Microsoft, so cost per click is often lower than Google for the same searches. The volume is smaller, but the leads can be just as good. For many local service businesses, Microsoft becomes a reliable second channel that costs a fraction of the Google budget.

You don't have to start from scratch

Microsoft Advertising can import campaigns directly from Google Ads, including keywords, ads, budgets and extensions. That makes the first launch fast. The work is in the cleanup afterward:

  • Adjust bids and budgets for Microsoft's smaller volume instead of copying Google's numbers.
  • Set up Microsoft's own conversion tracking (UET tag) so calls and forms are counted correctly.
  • Review search terms weekly. Microsoft's matching can be looser, so negative keywords matter.
  • Use LinkedIn profile targeting, a Microsoft-only feature available in the U.S., to raise bids for the companies, industries, job functions or seniority levels that matter to you. Google can't do this.

Who should add Microsoft Advertising

If you already have a Google Ads campaign producing leads, with conversion tracking that works, Microsoft is usually the lowest-risk channel to add next. If your Google tracking isn't trustworthy yet, fix that first. Otherwise you'll be copying a campaign you can't measure.

Common questions

Is Bing worth it for a small business?

Often, yes, as a second channel. Start with a modest budget, track calls and forms, and compare cost per lead against Google after 60–90 days.

Do I need a separate agency for Bing?

No. It should be managed alongside Google so budgets, keywords and reporting stay in one plan.

Next step: We can import your Google campaigns, set up tracking, and show you within a quarter whether Microsoft earns its place. See paid advertising services.