Microsoft advertising management the paid search channel most of your competitors are ignoring
Microsoft Advertising - formerly Bing Ads - is the most consistently undervalued paid search channel in UK digital marketing. Most businesses focus exclusively on Google and leave a meaningful share of qualified search traffic completely uncontested. The businesses that add Bing to their paid search strategy almost always find that cost per lead is lower, competition is thinner, and the audience demographic is more valuable than expected.
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Why Bing Matters
Why Bing Ads Is Worth Taking Seriously
Microsoft's search engine powers Bing, Yahoo, MSN, and a range of other search surfaces, accounting for a meaningful proportion of UK search traffic. Bing's audience demographic tends to skew older, more affluent, and more likely to be making considered purchase decisions - characteristics that align well with high-value service businesses and B2B sectors.
Cost per click on Microsoft Advertising is consistently lower than Google for equivalent terms. Competition is lower because fewer businesses run Bing campaigns. And the import functionality means most Google Ads campaigns can be set up on Bing quickly.
Setting up and managing microsoft advertising
We import existing Google Ads campaigns into Microsoft Advertising then adapt them for the platform - adjusting bids for Bing's competitive landscape, reviewing audience targeting options, and taking advantage of Microsoft's unique capabilities including LinkedIn profile targeting.
Ongoing management follows the same rigour as our PPC management approach: regular bid adjustments, negative keyword maintenance, ad copy testing, and clear monthly reporting.
FAQs
01 Is Bing Ads worth it for my business?
For most businesses already running Google Ads, yes. The cost of adding Microsoft Advertising is low relative to the incremental leads it generates. We would recommend starting with an import of your Google campaigns and letting data inform ongoing investment.
02 How does Bing's audience compare to Google's?
Bing's UK audience skews slightly older with higher average household income. For professional services, financial products, B2B, and considered consumer purchases, this demographic alignment is genuinely valuable.
03 Can you import our Google Ads campaigns to Bing?
Yes. The import process transfers campaigns, ad groups, ads, keywords, and negative keywords. We review and adapt after import to optimise for Bing's specific environment.
04 Do you report on Bing and Google separately?
Yes. We report on each platform separately and compare performance so you can see the incremental value of each channel clearly.
05 What budget do you recommend for Bing Ads?
Typically 15-25% of your Google Ads budget as a starting point. The exact proportion depends on search volume for your terms on Bing and the results campaigns produce.
06 Do you manage LinkedIn Ads through Microsoft Advertising?
Microsoft Advertising offers LinkedIn audience targeting which can be powerful for B2B businesses - targeting by job title, company size, or industry. We can incorporate this into campaign setup where relevant.