Microsoft Advertising isn't a drop-in replacement for Google. After all, Google still commands massive scale and cutting-edge product innovation (depending on who you ask). But Bing (and its partners: Yahoo, AOL, Edge) reaches a demographic that skews more professional, older, and affluent. If your goal is B2B lead generation or fundraising, that built-in audience tilt is pure gold.
Why Bing Ads Deserves Its Own Spotlight
Think default browser on work machines and decision-makers scrolling between meetings. Microsoft Advertising reaches a unique demographic that many advertisers overlook, creating opportunities for those willing to treat it as its own platform rather than a Google Ads afterthought.
The professional audience on Bing represents a significant opportunity for B2B marketers. These users are often in decision-making roles, have higher disposable income, and are actively searching for business solutions during work hours.
The Opportunity: Scale Meets Cost Efficiency
Search Volume vs. Cost
Bing handles roughly 14 billion searches per month while maintaining a median CPC near $0.97 (vs. Google's $1.33).¹ That gap means you can drive more clicks for the same spend, but only if you guard against poor-quality placements.
This cost advantage becomes even more pronounced in competitive B2B verticals where Google Ads CPCs can soar into double digits. The lower competition on Bing often translates to better ad positions at lower costs.
Audience Network Caveat
Microsoft's Audience Network serves ads across third-party apps and sites. This is reach beyond search, yes, but quality varies greatly. Since there's no longer an opt-out toggle (and workarounds with support are harder to execute), your best defense is a weekly "Matched Domains" audit to weed out underperformers. Find where your spend is being wasted and cut it loose.
Pillars of a Profitable Bing Ads Program
1. Treat Bing as Its Own Platform
After your initial Google-to-Bing import, resist the urge to "set and forget." Within 48 hours, dive into Search Term reports, adjust negatives and match types, and refine extensions to reflect how your audience actually searches on Bing.
The search behavior on Bing differs from Google. Users tend to use more conversational queries and longer-tail keywords. Your keyword strategy should reflect these patterns.
2. Isolate Broad Match
Broad match casts a very wide net. It can be great for discovery but it's often noisy. House all broad-match keywords in a dedicated ad group (with or without phrase-match) so you can monitor and prune low-quality queries without polluting your core campaigns.
3. Right-Sized Bid Strategies
Automated bids need data: if a campaign has fewer than ~30 conversions in the past 30 days, stick with Enhanced CPC (Microsoft's "manual plus AI" mode). Once you cross that threshold, graduate to a Max Conversions or Target CPA strategy, letting the engine optimize bids without sacrificing too much control.
4. Consolidate for Learning
Over-segmentation starves the algorithm. Merge overlapping audiences, geos, or product silos where it makes sense. Fewer, larger campaigns ensure each has the budget and data to learn, adapt, and drive consistent ROAS.
5. Mirror Your Funnel Messaging
Your prospects see ads on LinkedIn, YouTube, Facebook—Bing should feel like a seamless next step. Align offers, CTAs, and tone across channels so users recognize your brand and move predictably through the funnel.
6. Humanize Copilot Outputs
Copilot Ads and responsive search ads can spin up dozens of headlines and extensions. These are great for scale, but AI can't nail your niche nuances or unique tone-of-voice. If you prefer, disable the auto-generated assets and pull in AI support only where and when you choose.
Common Pitfalls & How to Dodge Them
Blind Imports
Don't treat Bing as a "dumping ground" for your Google account. Initial imports get you started, but ongoing success requires native builds and optimizations that reflect actual Bing behavior.
Unchecked Audience Network Spend
Leaving bad domains in place can drain budgets and inflate CPAs. Make your "Matched Domains" audit non-negotiable.
Over-Reliance on Automation
AI bids and creatives are powerful, but they need human guardrails. Without regular reviews, you risk sacrificing account performance.
Budget Fragmentation
Splitting budgets across dozens of tiny campaigns may feel granular, but small pockets of budget rarely get enough impressions or conversions to satisfy automated strategies.
30-Day Quick-Win Implementation Checklist
Week 1: Foundation Setup
- Monitor Audience Network Quality: Weekly review the "Matched Domains" report to weed out low-quality placements
- Isolate Broad Match: House broad-match keywords in their own ad group for easy pruning
- Choose the Right Bid Strategy: Use Enhanced CPC if < 30 conversions/30 days; switch to Max Conversions once you hit 30+
Week 2: Optimization
- Consolidate for Scale: Merge overlapping campaigns so each has enough budget to learn
- Mirror Funnel Messaging: Sync Bing Ads copy and CTAs with LinkedIn, YouTube, and other channels
- Audit Post-Import Performance: Two days after import (or when data starts rolling in), tune negatives, match types, and extensions
Week 3-4: Refinement
- Close the Measurement Loop: Install UET + Enhanced Conversions; import offline sales for true ROI when applicable
- Humanize Copilot Outputs: Review and refine all AI-generated assets weekly. Ensure your brand's voice is your brand's voice
Measuring Success
Success in Microsoft Advertising goes beyond traditional metrics. Focus on:
- Quality Score improvements over time
- Conversion rate by device (desktop vs. mobile behavior differs significantly)
- Audience Network performance vs. search network
- Cost per acquisition compared to other channels
- Lifetime value of customers acquired through Bing
Advanced Strategies for 2025
LinkedIn Profile Targeting
Microsoft's integration with LinkedIn opens unique B2B targeting opportunities. Use LinkedIn company, job title, and industry data to refine your audience beyond traditional demographic targeting.
Microsoft Audience Network Optimization
While you can't opt out entirely, you can optimize aggressively. Use placement reports to identify high-performing sites and adjust bids accordingly.
Cross-Channel Attribution
Microsoft's enhanced tracking capabilities allow for better attribution across the Microsoft ecosystem. Leverage this for more accurate ROAS calculations.
Next Steps & Resources
Ready to unlock Microsoft Ads' profit potential? The key is treating it as a unique platform with its own best practices, audience behaviors, and optimization requirements.
Remember: Microsoft Advertising isn't just about lower costs—it's about accessing a professional, decision-making audience that many of your competitors are ignoring. With the right strategy, this platform can become a significant profit driver for your business.
¹ Benchmark CPCs based on November 2024 industry data.
About the Author
William Cawthra
Chief Marketing Officer
William brings deep expertise in content strategy, paid advertising, and marketing automation. His data-driven approach to marketing ensures every campaign is optimized for maximum ROI while maintaining authentic brand voice and messaging.