Most advertisers launch on Google, see results, and never look further. That’s understandable – but it means a second search network often sits untouched, with fewer competitors and an audience skewing towards desktop users at work.
Microsoft Advertising (formerly Bing Ads) serves search ads on Bing, Yahoo, DuckDuckGo and other partners, plus display and native ads across MSN, Outlook and Edge. In 2026 it also connects to Copilot, Microsoft’s AI assistant, which gives it a role in AI search that is worth understanding.
This guide explains how Microsoft Advertising works, how it differs from Google Ads, what it costs, and a practical way to decide whether it’s worth your budget.
Key Takeaways
- Microsoft Advertising reaches searchers on Bing, Yahoo, DuckDuckGo, Ecosia and Microsoft Edge, plus native and display inventory on MSN and Outlook.
- You can import Google Ads campaigns in minutes, so testing it costs little setup time.
- Its unique feature is LinkedIn profile targeting by company, industry and job function – valuable for B2B.
- Volume is smaller than Google, so judge it on cost per conversion, not clicks.
- Copilot ad formats and AI Max pilots make it relevant to AI search visibility in 2026.
What is Microsoft Advertising?
Microsoft Advertising is Microsoft’s pay-per-click platform. You bid on keywords, write responsive search ads, add assets (sitelinks, callouts and so on) and pay when someone clicks – much like Google Ads. On its homepage Microsoft lists the networks it serves: search on Bing, Yahoo, DuckDuckGo, Ecosia and other engines; display and native ads on MSN, Edge, Outlook and Microsoft Casual Games; and video and connected TV through partners.
Microsoft stresses that advertisers keep creative control:
“You always have control of your advertising messages—from headlines, to copy, your landing pages, and offers.”
— Microsoft Advertising, Search ads
Microsoft Advertising vs Google Ads
| Factor | Microsoft Advertising | Google Ads |
|---|---|---|
| Search reach | Bing, Yahoo, DuckDuckGo, Ecosia, Edge and partners | Google Search and search partners |
| Audience skew | Strong on desktop and Windows/Edge users | Broad across mobile and desktop |
| Competition | Usually fewer advertisers per auction | Usually more advertisers per auction |
| Unique targeting | LinkedIn company, industry and job function | Google audience segments, customer match |
| AI surfaces | Copilot, Copilot Search (pilots) | AI Overviews, AI Mode |
| Campaign import | Imports from Google Ads and Meta | Not applicable |
| Automation | Performance Max, automated bidding | Performance Max, AI Max, Smart Bidding |
The biggest practical difference is audience. Microsoft’s own figures on its search ads page (Comscore, March 2023, US desktop only) put its network at 109 million unique PC users and 38.1% of PC search share. Those numbers are dated and desktop-only, but they show where the platform is strongest: office workers, older demographics and people searching on Windows machines. That is why it often performs well for B2B, finance, insurance and higher-ticket purchases. If you also want free visibility in Bing’s local results, see our Bing Places guide, and for paid versus organic trade-offs read SEO vs PPC.
What does Microsoft Advertising cost?
Like Google, it’s an auction, so there is no set price. LocaliQ’s 2026 Search Advertising Benchmarks (updated June 2026), built from customer campaigns across Google Ads and Microsoft Ads combined, put the average search CPC across industries at $5.42. The report doesn’t split Microsoft and Google, so treat it as a rough ceiling rather than a Microsoft-specific figure.
In practice, CPCs on Microsoft are often lower because fewer advertisers compete, but impressions are far fewer too. The right test is cost per click alongside cost per conversion and ROAS after three to four weeks.
Features worth knowing in 2026
LinkedIn profile targeting
Microsoft owns LinkedIn, and lets search advertisers use profile data – company, industry and job function – in Search, Dynamic Search, Shopping, Audience and (for some accounts) Performance Max campaigns. One useful detail from Microsoft’s help documentation:
“LinkedIn profile targeting will not narrow your ads' audience.”
— Microsoft Advertising Help, LinkedIn profile targeting
In other words, it works as a bid adjustment by default rather than a hard filter, so you can raise bids for, say, IT decision makers searching “endpoint security” without excluding everyone else. For dedicated LinkedIn campaigns, see our LinkedIn Ads guide.
Copilot and AI search
Microsoft reported in August 2025 that ads in Copilot drove “73% higher click-through rates and 16% stronger conversion rates” compared with traditional search, based on its own first-party data from February to May 2025. These are Microsoft’s figures, not independent research, but they explain why advertisers watch this space. In April 2026 Microsoft announced Offer Highlights for retail in Copilot, Edge and Bing, and an AI Max open pilot covering Copilot Search, Copilot Answers and Bing.
Import tools
Microsoft’s import tool can bring in entire Google Ads accounts or selected campaigns – keywords, ads, assets and structure – and repeat the import on a schedule. You can also import Meta campaigns for its audience network.
How to launch Microsoft Advertising (step by step)
- Pick your best Google campaigns. Start with proven, profitable Search campaigns – usually brand plus your top non-brand themes.
- Set up conversion tracking first. Install the Universal Event Tracking (UET) tag, or import conversion goals, so automated bidding has data. Our conversion tracking guide covers the principles.
- Import the campaigns. Use the Google import, then review budgets, bid strategies, locations, languages and ad schedules – these don’t always translate cleanly.
- Check the search partner and audience network settings. Decide whether to include syndicated partners and the Microsoft Audience Network; segment results so you can see each separately.
- Add Microsoft-only features. Layer LinkedIn profile adjustments, and add assets such as sitelinks and callouts.
- Review the search terms report weekly. Add negative keywords just as you would on Google.
- Judge after a month. Compare cost per conversion and conversion quality with Google before scaling.
Is Microsoft Advertising worth it? A quick checklist
| Signal | Leans yes | Leans no |
|---|---|---|
| Google Search performance | Profitable and budget-capped | Not yet profitable |
| Audience | B2B, older, desktop-heavy | Mostly young, mobile-first |
| Deal value | High-value leads or orders | Low-margin, impulse buys |
| Management time | Someone can review it weekly | No capacity beyond Google |
| Tracking | UET and offline conversions possible | No reliable conversion data |
Common mistakes
- Importing and forgetting. Scheduled imports can overwrite Microsoft-specific tweaks; review settings after each sync.
- Copying Google budgets. Microsoft volume is lower; oversized budgets won’t spend, and undersized ones won’t learn.
- Ignoring partner traffic. Syndicated and audience-network traffic can behave very differently – segment and exclude poor placements.
- No UET tag. Without conversion data, automated bidding guesses.
- Judging on CPC alone. Cheaper clicks mean nothing if they don’t convert.
- Skipping ad copy review. Make sure imported responsive search ads and assets still make sense on Bing.
Related Guides
- Google Ads Assets (Extensions): Which to Use
- Responsive Search Ads: How to Write Them
- Google Ads Conversion Tracking: Setup Guide
Frequently Asked Questions
Is Microsoft Advertising the same as Bing Ads?
Yes. Bing Ads was renamed Microsoft Advertising in 2019. It serves ads on Bing and partner search engines as well as Microsoft properties such as MSN, Outlook and Edge.
Is Microsoft Advertising cheaper than Google Ads?
Often, but not always. Fewer advertisers compete in most auctions, which can lower CPCs, but volume is also much lower. Compare cost per conversion, not CPC, after a few weeks of data.
Can I copy my Google Ads campaigns to Microsoft Advertising?
Yes. Microsoft’s import tool can bring in whole accounts or selected campaigns, including keywords, ads and assets, and can run on a schedule to keep them in sync.
Do Microsoft ads show in Copilot?
Microsoft has described ad formats that appear in Copilot experiences, and in 2026 it announced features such as Offer Highlights and an AI Max pilot targeting Copilot surfaces. Check the current eligibility in your account, as availability varies by market.
What is LinkedIn profile targeting?
A Microsoft Advertising feature that lets you target or adjust bids by company, industry and job function, using LinkedIn data. It is useful for B2B search campaigns.
Conclusion
Microsoft Advertising rarely replaces Google, but it is often one of the easiest incremental wins in paid search: low setup effort, less competition and B2B targeting Google can’t match. Test it with your best campaigns, track conversions properly and let the cost per acquisition decide. Our PPC management team runs Microsoft and Google campaigns side by side – request a free quote or read our Google Ads guide first.
References
- Microsoft Advertising – homepage
- Search ads – Microsoft Advertising
- Import tools – Microsoft Advertising
- LinkedIn profile targeting – Microsoft Advertising help
- Conversational AI redefines audience engagement – Microsoft Advertising Blog (Aug 2025)
- Win across all three eras of the web – Microsoft Advertising Blog (Apr 2026)
- Search Advertising Benchmarks 2026 – LocaliQ
- Bing vs. Google: Comparing the Two Search Engines – Semrush Blog
