Search engine marketing is much more than just Google. If you want to exploit the full potential of the digital market, there is no getting around Bing Ads (now Microsoft Advertising). But how does Microsoft compare directly with Google Ads and Native Ads? While the competition is often overcrowded and expensive, Bing offers an affluent, often exclusive target group at much more attractive prices. The goal is absolutely clear: qualified traffic, more leads, a higher conversion rate and a more efficient use of your advertising budget.
Why Bing Ads? The advantages of Microsoft Advertising
Advertising on Bing means gaining access to the entire Microsoft Search Network. In addition to Bing, this also includes partners such as Yahoo and DuckDuckGoGo.
“The biggest advantage is often less competition.”
Stephan M. Czaja, Social Media One
Since many marketers blindly rely only on Google, the click prices (CPC) on Bing are often 30 % to 60 % cheaper. This means for you: More traffic for the same budget.
Exclusive target groups and demographics
Bing’s user base differs significantly from that of Google. On average, it is older, has a higher household income and is often on the move in a business context. Through targeted marketing consulting, we analyze whether your products appeal to precisely this target group. If you sell high-value capital goods or specialized software, Bing is often the channel with the best ROI.
Lower click prices (CPC) than with Google
High proportion of B2B decision-makers
Simple import of existing Google campaigns
Presence in Windows ecosystems (Cortana, Edge)
Less aggressive competition for top placements
Also 2026! Would you have thought so? It all starts with:
Comparison: Bing Ads vs. Google & display networks
A modern marketing mix consists of various pillars. While Google delivers sheer quantity, Bing scores with quality. But how does it all fit in alongside specialized networks? Compared to Google Display Ads, Bing in the search network is much closer to the conclusion of a purchase (lower funnel). However, if you are looking for dynamic retargeting across many platforms, you should also consider Adroll Ads or, in the e-commerce sector, explicitly Amazon Ads.
Synergies in the Microsoft network
Microsoft Advertising offers more than just search. Through the Microsoft Audience Network (MSAN), you can place ads on MSN, Outlook.com and in the Edge browser. This is the answer to Google’s display network. In combination with performance marketing approaches, highly efficient image campaigns can be run here that accompany users throughout their entire digital working day.
And then? Check the results!
Place advertisement
Check results, optimize
Continue to place good ad sets
From click to question: What happens when you have traffic?
The best ad is useless if the user experience ends after the click. As an agency, we look at the entire path. A click on a Bing ad must lead to a highly optimized landing page. This is where it is decided within seconds whether the visitor becomes a lead. A clear call-to-action (CTA) and a fast layout are mandatory.
Lead nurturing and e-mail funnel
Once the data has been collected, the real work begins in the backend. Instead of just selling once, we build a sustainable email funnel. We use automated newsletter marketing to keep in touch with the customer. This is the key to profitability, especially for products that require explanation and are searched for via Bing.
Building trust through UGC content on the target page
Automated follow-up sequences
Conversion tracking until the final sale
Step 1: Collect e-mails
Step 2: Use emails for remarketing
Remarketing: Getting back the lost traffic
Not every user buys on their first visit. In fact, around 97% of first-time visitors leave the store without completing a purchase. This is where our strategic remarketing comes in. We tag the visitors to your Bing campaigns and show them targeted ads later – whether again on Bing, in social networks or via display banners. This way, you remain present until the user is ready to buy.
LinkedIn Profile Targeting: The Bing secret
An absolutely unique feature of Bing Ads is the integration of LinkedIn data. Since Microsoft owns both platforms, you can filter your search ads by job title, industry or company. This is recruiting and B2B sales on a level that Google cannot technically offer. You only want to reach IT managers in the automotive industry? With Bing Ads, this is possible in the search network.
Ad types and design
Bing offers classic text ads, but also visual formats. Dynamic Search Ads (DSA) help to automatically create ads for large product ranges – ideal for e-commerce success. We design your ads so that they stand out from the crowd. Clear USPs (unique selling points) and the use of all available ad extensions ensure a maximum click-through rate (CTR).
Use of AI in ad management
The future of SEM lies in automation. Microsoft uses massive computing power to optimize bids in real time. We combine these algorithms with our human expertise in AI marketing. In this way, we ensure that the machine does the work, but the strategy always remains aligned with your individual business goals.
Responsive Search Ads (RSA) for best performance
Sitelink and image extensions
Call extensions for local service providers
Product ads for online stores
Local inventory displays
Prices: Advertising prices on Bing Ads?
Bing is an unbeaten champion in the B2B sector in particular, as Microsoft Edge and Bing search are pre-installed as standard on millions of office computers. If you don’t have a presence here, you leave the field to the competition without a fight.
With our expertise as an SEA agency, we help you to establish Microsoft Advertising not just as a supplement, but as a real performance driver. Use our cost calculator for Google, Bing & Co. to get a feel for the potential in advance.
Google Ads – high reach, CPC usually higher (approx. 1-3 € depending on industry)
Bing Ads – lower reach, CPC often 30-50 % cheaper than Google
Amazon Ads – users close to purchase, CPC often €0.30-1.50
AdRoll Ads – retargeting-based, costs mostly via CPM or CPA
Conclusion: Bing Ads as a performance turbo
If you ignore Bing Ads, you are missing out on money. The combination of low costs, exclusive B2B targeting and a target group with purchasing power makes Microsoft Advertising one of the most underestimated channels in online marketing. In a world where TikTok Ads and Instagram attract attention, people search on Bing when the intention to buy is already concrete.
Your Bing Ads agency & contact
Why choose Social Media One as a partner for your Microsoft Advertising campaigns? We are a full-service marketing and advertising agency that knows exactly how to buy traffic profitably thanks to our own successful brands in the double-digit million range. We are always “cutting edge” as we immediately test new features in real cases. An agency saves you a huge amount of time in setting up and ongoing optimization. We prevent expensive learning costs and ensure that every euro in your advertising budget contributes to your growth.
Ready to overtake the competition on Bing? Let’s diversify and scale your traffic stream together.
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