Microsoft advertising, formerly Bing Ads
It’s easy to think that Microsoft Advertising is the same as Google Ads because they both display ads on their search engines – Bing and Google. But they are separate channels and target different audiences.
Microsoft Ads provides access to platforms that Google cannot use because they are Microsoft properties such as LinkedIn and Office 365 products. The same is also true for Google and although Google is the market leader by a long way, the Microsoft Ads platform can gain your business exposure to new audiences Google misses.
You mentioned Microsoft Ads and LinkedIn?
Microsoft owns the LinkedIn platform. Whilst it is not currently possible to advertise on LinkedIn directly through the Microsoft Ads platform, it is possible to import anonymised, demographic data from LinkedIn to your Microsoft Ads account allowing you to target specific companies. This is potentially a huge benefit for B2B companies.
Are Microsoft Ads more expensive than Google Ads?
In general, the answer is ‘Yes.’ but it is sector dependent.
Can I advertise on Microsoft using the same Ad formats I use on Google?
Yes. This includes advertising on websites, apps, and social media using banner displays made up of text, images, video, and audio.
What about my competition?
Microsoft Ads has fewer users and therefore fewer competitors. We have some clients who have utterly dominated the available Impressions on Microsoft Ads as their competitors have yet to discover the platform. This gives them a huge competitive advantage. On average Microsoft Ads campaigns face around 36% less competition than Google Ads.
You only pay for results
Need help determining which ad platform will work best for you, or how to optimise for each one? Get in touch with us and learn more about how we can help you manage and optimise your campaigns.
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Our team of experienced marketing specialists works closely with you to make sure everything is structured correctly from the start. If you already have campaigns running, we’ll assess what’s working, uncover opportunities for improvement, and bring your activity in line with proven best practice to improve performance.
The first 30 days are a vital discovery phase. This is where we learn how your audience responds, what’s gaining traction, and where refinements will have the greatest impact. Throughout this process, we provide clear direction and ongoing guidance, ensuring decisions are informed, measured, and built to support long-term, sustainable growth.
