Microsoft Ads (Bing): is it worth it for a small business?

Microsoft Ads (formerly Bing Ads) is often worth it for a small business that already runs Google Ads profitably, because it reaches extra searchers at a cost per click that is frequently lower, and setup can start from an import of your Google campaigns. It rarely makes sense as your first or only search channel: the volume is much smaller than Google's, so it works best as a second step, not a replacement.

Below: where Microsoft ads appear, who tends to see them, how to set them up without doubling your workload, what to watch after importing, and when I'd skip it.

Where Microsoft ads show up

Microsoft Advertising places search ads on Bing and on partner sites that use Bing's results. That network has included Yahoo, AOL, DuckDuckGo and others, though partnerships change over time, so check Microsoft's current list. Ads can also appear in Microsoft Edge, in Windows search, on MSN and in Microsoft's AI chat experience, Copilot. Bing is the default search engine on many Windows computers and in Edge, which is a big reason it keeps a meaningful share of desktop searches in the US.

Beyond search, the Microsoft Audience Network shows image and native ads on Microsoft properties and partner sites, similar in spirit to Google's Display and Demand Gen campaigns.

Who you reach

Many advertisers find that Microsoft's search audience leans more toward desktop users and older searchers than Google's, and that work computers make up a noticeable share. Microsoft itself markets its audience as having strong purchasing power. Treat these as tendencies to check against your own data, not facts about your customers.

What it means in practice: businesses whose buyers search at a desk during working hours, or whose customers are older, often see good results. Think B2B services, accountants, financial advisors, insurance, legal services, home improvement for established homeowners, healthcare for older patients and travel.

One feature stands out for B2B: LinkedIn profile targeting. Because Microsoft owns LinkedIn, you can adjust bids for searchers by company, industry or job function. Google can't offer that. For a B2B firm, it can make Microsoft Ads cheaper and more targeted than LinkedIn ads themselves, while still catching people with search intent.

The case for and against

How to set it up without doubling the work

1. Import from Google Ads. Microsoft's import tool copies campaigns, ad groups, keywords, ads, assets and negatives. You can schedule regular imports to keep both in sync, though I prefer one import followed by separate management, because the platforms behave differently.

2. Review settings after import. Check location targeting (Microsoft also has a "people in or interested in" option), budgets, bid strategy, ad schedule and language. Make sure the import didn't switch on networks you don't want.

3. Install the UET tag. Microsoft's Universal Event Tracking tag records conversions, much like the Google tag. Set up the same conversions: calls, forms and bookings. Google Tag Manager makes this easier.

4. Check search partners. Microsoft lets you see and exclude low-performing sites in the search partner network. Review the publisher report after a few weeks.

5. Claim your Bing Places listing. It feeds local results and map listings on Bing and helps your ads show location information. My article on Apple Business Connect and Bing Places explains both.

6. Build its own negative list over time. People phrase searches slightly differently on Bing, so review search terms separately rather than relying only on what you imported. The negative keywords guide applies here too.

What to expect

Volume will be smaller, often a fraction of Google's for the same keywords. That's normal. Judge Microsoft Ads on cost per lead and whether those leads are incremental: new customers you wouldn't have reached anyway. If the cost per lead is similar to or lower than Google's, you've found extra customers at a fair price.

Because volume is lower, automated bidding may have less data to work with. Starting with manual or enhanced bidding on a small account, then moving to conversion-based bidding as data grows, is a sensible path.

A simple way to test it

Pick your best-performing Google campaign (if you're unsure which, a quick Google Ads audit answers that), the one with steady leads and a clean negative list, and import only that. Give it its own modest budget, keep the same landing pages and tracking, and run it for six to eight weeks. Then compare three numbers with Google over the same period: cost per lead, share of leads that became customers, and total new leads added.

If the leads are good but few, try expanding to a second campaign. If they're expensive or poor, check search partner sites and search terms before deciding; one or two bad sources often explain the gap. If it still doesn't work, switch it off. A small, controlled test costs little and answers the question for your business, which no general article can.

When I'd skip it for now

• Google Ads isn't working yet. Fix that first; importing a struggling campaign just doubles the problem.
• Your Google budget is still limited by budget on your best campaigns. More money there usually beats a new platform.
• Your customers are mostly young and mobile-first, like a trendy cafe or a fitness studio for students.
• You have no time to check another account, and nobody to do it for you.

Getting help

Microsoft Ads is quoted individually after a short call; when I already manage your Google Ads, adding it is usually straightforward. See Microsoft Ads for how I set it up, or book a free 30-minute consultation and I'll check whether your Google data suggests Bing is worth a test.