Microsoft Ads reaches a distinct, purchase-ready audience across Bing, LinkedIn targeting, and the Microsoft Display Network — often at a fraction of the cost of Google.
Microsoft Ads (formerly Bing Ads) powers search advertising across Bing, Yahoo, and DuckDuckGo, as well as Microsoft's wider network. It's not as large as Google — but it's often significantly more cost-effective, with average CPCs running 20–35% lower in many categories.
The Bing audience skews older, more affluent, and more likely to be in a professional or decision-making role. For B2B, finance, legal, healthcare, and professional services, that demographic profile often makes Microsoft a stronger channel than the volume numbers alone would suggest. It also integrates with LinkedIn's professional data for audience targeting — something you can't do anywhere else in paid search.
Book a Free Discovery CallLess advertiser competition means lower click costs — often significantly so in B2B and professional categories.
Layer LinkedIn profile data — job title, company, industry — onto search campaigns. Unique to Microsoft Ads.
Existing Google Ads campaigns can be imported and adapted — reducing setup time and effort significantly.
Reach people who aren't heavy Google users — particularly valuable for older professional demographics.
It's not the right channel for every business — but for the ones it fits, it can be a very efficient addition to a paid media strategy.
The Microsoft audience skews heavily towards business professionals. If you're selling to companies rather than consumers — or to senior decision-makers — the demographic match is often better than Google's.
If you're spending significantly on Google Search and seeing diminishing returns, Microsoft offers an incremental audience you haven't reached yet — at lower cost per click.
Categories where Google CPCs are highly competitive. Microsoft can deliver the same qualified intent at meaningfully lower cost — particularly for local and regional service businesses.
If you're working with a limited budget and need every pound to perform, the lower competition on Microsoft can make your spend go further — particularly at the start of a campaign when learning costs are highest.
Full campaign setup, or a careful import and adaptation of your existing Google Ads structure where appropriate.
A clear summary every week — what's working, what's changed, and what's next. No jargon.
Microsoft results reported alongside Google so you have a clear picture of total paid search performance and true incremental reach.
Where relevant, LinkedIn profile targeting layers are tested to refine reach within professional and B2B audiences.
Regular bid management, search term reviews, and ad copy testing — the same rigour applied to Google, applied here.
No account managers or handovers. You speak directly to the person running your campaigns.