Introduction to Microsoft Ads
When people think paid search, they think Google. That makes sense as Google dominates the market, but if you are running B2B campaigns and only buying traffic on Google, you are leaving some genuinely good opportunities on the table.
With this in mind, Microsoft Ads (formerly Bing Ads) does not get the hype it deserves. Below are five reasons why you should try Microsoft Ads.
1. The Audience Is Different, and That Is the Point
Microsoft's user base skews towards older, more professional, and more professional decision-makers. We are talking about people using Windows devices in corporate environments, often signed into Microsoft 365, with LinkedIn synced up and job titles tied to their profile.
Microsoft owns LinkedIn, and that data flows directly into their ad targeting. You can layer in job function, seniority, company size, and industry on top of your standard keyword targeting.
For B2B, where reaching the right person matters more than reaching the most people, that targeting precision is a genuine competitive edge.
2. The Competition Is Lower, and So Is the Cost Per Click
Because Google is so dominant, most advertisers pile in and bid against each other, and that drives costs up. Microsoft Ads has a smaller advertiser pool competing for the same keywords, which results in lower Cost Per Clicks (CPCs) across the board, often significantly lower for competitive B2B terms.
The searcher quality is comparable. In many cases, it is the exact same person who uses Bing at work, but you are paying less per click to reach them.
For clients with tighter budgets or aggressive return targets, that efficiency matters and can be utilised through Microsoft Ads.
3. The Interface Is Behind Google, But That Is Not an Excuse to Under-Invest
To be transparent, the Microsoft Ads manager interface is not as polished as Google Ads. It feels a few years behind in terms of UX, and some bulk editing workflows are clunkier than they should be.
But that does not mean you cannot run sharp, modern campaigns inside it. Smart bidding strategies like Target Cost Per Acquisition (Target CPA) and Maximise Conversions are available. Responsive search ads work the same way. You can layer audiences, set up conversion tracking, and run Performance Max-equivalent campaigns.
The interface being dated is a workflow inconvenience, not a capability ceiling. Experienced paid media executives and managers can work around it and still deploy campaigns that are just as strategic and well-optimised as anything running on Google.
4. Import From Google Ads and Stay in Sync
One of the most underused features is the Google Ads import tool. You can pull your existing Google campaigns directly into Microsoft Ads in minutes, match the settings, and have a live campaign running without building from scratch.
That removes the biggest barrier: the time required to manage another platform. Schedule regular imports, keep your structure aligned, and you are essentially doubling your search coverage for a fraction of the extra work.
5. Who Should Be Using Microsoft Ads?
If you operate in B2B sectors, such as enterprise software, financial services, professional services, legal services, healthcare, or any other sector where your buyer is likely a corporate professional on a company-issued device, Microsoft Ads should already be in your media mix.
It also works well for:
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Advertisers who have hit efficiency ceilings on Google and need volume elsewhere
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Brands looking to reduce dependency on a single platform
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Campaigns targeting older demographics, who rank higher on Bing
A Note on Testing
Some advertisers are hesitant to test a new platform, worried it might be a waste budget. At Adtrak, we do not see it that way. Testing is a learning opportunity, a way to optimise and bring clients more qualified leads. The only real mistake is not trying at all.
The Bottom Line
Microsoft Ads is not Google Ads, and it is not trying to be. But for B2B advertisers especially, the LinkedIn-integrated targeting, lower competition, and cost efficiency make it a smart complement to any Google-first strategy.
The platform being less flashy than what you are used to is a reason to learn it properly. The brands that figure that out first tend to enjoy a quieter auction while everyone else queues up on Google.
