PAID MEDIA
IGNORING THE CHEAPER AUCTION?
The search channel your competitors forgot.
Bing quietly serves a huge share of professional desktop searches - often at meaningfully lower CPCs, with an older and wealthier audience. Most advertisers never look.
Everyone fights the same auction on Google. Meanwhile Microsoft's network - Bing, Edge, Copilot, and half the default corporate desktops in the world - runs quieter auctions for the same intent.
Why it's worth the setup
- Better economics: less competition means the same intent costs less to win. The number we watch isn't the cheaper CPC, it's cost per qualified lead landing below your Google figure - which it usually does.
- B2B desktop share: corporate machines default to Edge and Bing more than anyone admits. Your buyers are there between meetings.
- LinkedIn profile targeting: bid by industry, company, and job function inside search campaigns. Google has no answer to this, and it pairs naturally with LinkedIn Ads proper.
- Efficient to run: we import and adapt your proven Google structure, so the channel earns its keep without doubling your management overhead.
We've written up the practical side - account access, imports, the settings that bite. Or skip the reading and have us run it.
Questions we get asked
Is the volume really there?
Smaller than Google, yes - but it's concentrated in desktop, workplace machines, and older-skewing demographics. For B2B and higher-value consumer categories, the volume that exists is often better qualified and cheaper to win.
Can you just copy our Google campaigns across?
That's the starting point, not the strategy. Imports need retuned bids, separate negatives, and Microsoft-specific settings watched closely - the auction behaves differently. Set-and-forget imports are why most people think Bing 'doesn't work'.
What's genuinely different about Microsoft's platform?
LinkedIn profile targeting is the big one - bid adjustments by industry, company, and job function directly in search campaigns. There's nothing else like it in paid search, and it's badly underused.
Related reading
ALSO IN GOOGLE ADS
Want this handled properly?
Tell us where you're at. We'll tell you what we'd do - and what it costs.