Microsoft Advertising
Microsoft Advertising reaches search users across Bing, Yahoo, DuckDuckGo and Microsoft properties. Smaller volume than Google, frequently better economics, and one targeting capability nobody else has.
Why It Is Worth Testing
Fewer advertisers compete in Microsoft auctions, so clearing prices are commonly lower for equivalent keywords while conversion rates hold up. The audience skews older, more desktop and more workplace-based, which suits B2B and higher-consideration categories.
The setup cost is low if you already run Google Ads, because campaigns can be imported directly. The main risk is importing Google budgets and bids unchanged, which overspends from day one.
The LinkedIn Advantage
Microsoft owns LinkedIn, and Microsoft Advertising can target search and native campaigns by company, industry and job function. No other search platform offers this.
For B2B advertisers this is frequently the single strongest reason to run the platform.
Guides in this section (3)
- Importing Google Ads Campaigns to Microsoft
How the Google Ads import works, what transfers cleanly, what needs manual correction, and how to avoid duplicating budget mistakes. - Microsoft Advertising Fundamentals
How Microsoft Advertising works, where Bing inventory comes from, audience differences from Google, and when it justifies separate effort. - Microsoft Audience Network
Native advertising across MSN, Outlook and Edge — how the Audience Network differs from search, targeting options and where it performs.