You advertise on Bing through Microsoft Advertising, Microsoft's ad platform. Your search ads then appear not only on Bing but also on search engines and services that show Microsoft ads, such as Yahoo, DuckDuckGo and Ecosia, and in Microsoft environments like Edge and Copilot. It is the main complement to Google for anyone running search ads.
It works largely like Google Ads: keywords, ad copy, bids and conversions. Volume is smaller, but the audience and competition are different.
Why advertise on Bing?
- Extra search volume you don't reach in Google, for example people using Edge and Bing by default on their work PC.
- Often less competition. Because fewer advertisers are active, click prices in many markets are lower than on Google. This varies by sector.
- Business audience. Bing is used relatively often on desktop and in work environments.
- LinkedIn profile targeting. Microsoft Advertising can adjust search ads using LinkedIn data such as company, industry and job function. That is unique compared to Google.
Quick start with the import tool
With Google Ads import you bring over campaigns, keywords, ads and extensions from Google Ads. That saves a lot of work, but check afterwards:
- Bids and budgets — usually need adjusting to the smaller volume.
- Conversion tracking — Microsoft uses its own tag, the UET tag (Universal Event Tracking). Install it on your site or via Google Tag Manager, with consent mode.
- Audience settings — age, devices and locations work slightly differently.
- Scheduled import — if enabled, changes in Google are copied over; that can overwrite adjustments in Microsoft.
Campaign types
| Type | What it is |
|---|---|
| Search campaigns | Text ads on searches |
| Shopping campaigns | Products from a feed via Microsoft Merchant Center |
| Performance Max | Automated across Microsoft's network |
| Audience ads | Image and native ads in the Microsoft Audience Network, including MSN and Outlook |
When Bing fits
Microsoft Advertising makes sense when your Google search ads already work and you want more volume with the same intent, or when your business audience is heavily on desktop and office environments. If you don't have working Google campaigns yet, start there: volume is larger and you learn faster.
Frequently asked questions about Bing advertising
What is Microsoft Advertising?
Microsoft's ad platform, formerly Bing Ads. You advertise on Bing and on search engines and services that show Microsoft ads, such as Yahoo, DuckDuckGo and Ecosia.
Is advertising on Bing cheaper than Google?
In many markets click prices are lower because there are fewer advertisers, but it varies by sector and keyword. Volume is also smaller, so judge on cost per conversion.
Can I move my Google Ads campaigns to Bing?
Yes, with the import tool in Microsoft Advertising. Check bids, budgets and conversion tracking afterwards, as they don't automatically work the same.
What is the UET tag?
Universal Event Tracking is Microsoft Advertising's measurement tag. It records visits and conversions on your website, needed for conversion-based bidding and remarketing.
Can I target by job or company on Bing?
Yes, with LinkedIn profile targeting you can adjust bids by searchers' company, industry and job function. That is especially useful for B2B.
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