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!

1. Place advertisement
2. Check results, optimize
3. Continue to place good ad sets

From click to question: What happens when you have traffic?

Strategy: What happens after the click?

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.

• Optimization of the landing page load time
• Implementation of Webpush notifications for reactivation
• 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.

• Contact us directly
• Video strategies for Bing accompaniment
• Retain customers from Bing in the long term

Advertising costs at a glance

Coded with ♡ von Stephan

With search engine and display ads, you can reach users at exactly two moments: actively searching (search) or passively consuming (display). Our calculators help you to realistically plan budgets at channel and campaign level – including reach and click estimates.

• Google Search Ads Calculator
• Google Display Ads Calculator
• Microsoft (Bing) Ads Calculator

Google Search Ads

Google Search Ads place you at the top of the search results when users actively search for solutions. Use the calculator to plan click prices, daily budgets and expected clicks – an ideal basis for lead and sales campaigns.

• High intent: Visible for relevant search queries
• Strong lever for performance (leads & sales)
• Google Search Ads Calculator

Read here what we can do for you: Google Ads Agency.

Google Display Ads

Google Display Ads deliver reach on millions of websites, apps and YouTube. Perfect for upper funnel, awareness and retargeting. Use the calculator to see how many impressions your budget can realistically deliver.

• Wide inventory in the Google Display Network
• Ideal for branding and smart retargeting setups
• Google Display Ads Calculator

Microsoft (Bing) Ads

Microsoft Advertising (Bing) reaches target groups that search outside of Google – often with higher purchasing power and less competition. The calculator helps you to plan CPC, budget and click reach precisely.

• Alternative search reach with solid conversion quality
• Often lower CPC due to less competition
• Microsoft (Bing) Ads Calculator

Plan budget & reach realistically

Realistic media plans are based on clear assumptions: CPC, CTR, CR and target CPA. Our calculators ensure transparency – you can immediately see what reach, clicks and conversions your budget is likely to achieve, comparable across all channels.

• Fast scenarios: Low / Medium / High
• Transparent basis for offer & forecast phases
• Free to use online – without registration

Best practices for greater efficiency

Solid structure beats high budget: Work with clean keyword groups, negative keywords, suitable placements and clear goals. Combine search (intent) and display (reach/recall) – plus retargeting – for a holistic performance.

• Clean campaign structure & tracking
• Combine search + display + retargeting
• Test regularly: ad texts, target groups, bids

Marketing calculator online: All tools

Looking for free marketing tools? We’ve collected them all for you! You can calculate the most important KPIs for your marketing such as CPC, CR or ROI directly online. We also have social media ad calculators for budget and reach, including for TikTok, Instagram and YouTube. Search engine and display ads calculators are also included, such as for Google Search, Google Display or Microsoft Bing. With the right bidding strategies, you can work wonders in online marketing. Start now and optimize your campaigns online for free!

• Marketing calculator free of charge
• Marketing Tools: List