When it comes to search advertising, almost everyone assumes Google Ads. And for most cases, it is the right choice. But Microsoft Advertising (formerly Bing Ads) has features that make it relevant for some specific cases where it outperforms Google.
Why Microsoft Ads can deliver better ROI
Significantly lower CPC: the cost per click on Microsoft Ads is between 30% and 60% lower than Google Ads for similar keywords. Less competition = lower prices.
Distinct demographic audience: Bing users have a slightly older profile, with greater purchasing power and a stronger presence in B2B sectors. For some industries, this translates into better-quality leads.
LinkedIn integration: Microsoft owns LinkedIn, which allows Microsoft Ads targeting using LinkedIn professional data. For B2B, this is highly valuable.
Greater presence in Edge: with the growth of Edge and the integration with Bing in Windows 11,Microsoft’s share in search is growing, especially in corporate environments.
Which businesses it makes sense for
B2B with a defined professional profile: LinkedIn data allows very precise targeting of roles and industries.
Sectors with high competition on Google: if the CPC on Google is prohibitive, Microsoft Ads can capture similar traffic at a more reasonable price.
Businesses that already have Google Ads optimised: Microsoft Ads lets you import campaigns from Google with one click. The effort to test it is minimal.
When it doesn’t make sense
B2C with a young audience: Bing’s audience skews older; products aimed at Gen Z and younger millennials perform better on other channels.
Small volume: the total search volume on Bing in Spain is low. If your sector has little volume even on Google, Bing will have even less.
For businesses that already have Google Ads working well, dedicating 200–300€/mes to testing Microsoft Ads is a low-risk experiment with high potential to uncover an underutilised channel.