Bing Ads: Microsoft Advertising

Bing Ads That Reach Buyers Others Miss

High-intent searches on Bing, Yahoo and DuckDuckGo, with less competition, LinkedIn profile targeting and tracking built for Microsoft's network.

Why Bing

What Microsoft Advertising does differently

A network of its own

Your ads show on Bing, Yahoo, AOL and DuckDuckGo, plus Microsoft placements across Edge, MSN, Outlook and Copilot. Bing is also the default search engine in Edge and Windows.

A different audience

Bing searchers lean towards desktop, work hours and considered purchases. Many of them rarely see your Google ads at all.

LinkedIn profile targeting

Adjust bids by company, industry and job function, using LinkedIn data. No other search platform offers this, and it is a strong lever for B2B.

Less competition

Fewer advertisers bid on Bing, so the same high-intent searches often cost less per click than they do elsewhere.

Challenges

Where Bing accounts leak budget

Set up once, then forgotten

Bing gets a small budget and no attention, so search terms, bids and ads are never reviewed and the channel never shows what it can do.

Bing-only features left unused

No LinkedIn profile targeting, no Microsoft Shopping or Performance Max, no audience network testing. The levers that make Bing different stay switched off.

Tracking gaps

No UET tag, missing conversion goals or no revenue values, so Microsoft's smart bidding has nothing reliable to optimise towards.

Services

What's included

Bing Search Campaigns

Microsoft Shopping

Performance Max

LinkedIn Profile Targeting

Microsoft Audience Network

UET Tag & Conversion Goals

Bing Search Term Management

How we run it

Built for Bing, not copied to it

Build for Bing's audience

Campaigns, bids, budgets and ad copy set for how Bing searchers actually behave: device, time of day, location and intent.

Track it properly

UET tag, conversion goals and revenue values set up correctly, so Microsoft's smart bidding optimises towards real sales and leads.

Use what only Bing has

LinkedIn profile targeting, Microsoft Shopping, Performance Max and audience network placements, tested and kept where they pay.

Your first 30 days

What happens after you say yes

Week 1
Audit
We review your Microsoft Advertising account (or your search data if you are new to Bing), search demand on Bing in your category, and where the quick wins are.
Weeks 1 and 2
Set up tracking
UET tag installed and checked, conversion goals created and revenue values passed, so results are measured accurately from day one.
Weeks 2 and 3
Build and launch
Search and Shopping campaigns built for Bing, LinkedIn profile targeting switched on where relevant, then live. Any proven search data you already have gives us a head start.
Week 4
First review
We walk you through early results and Bing search terms, what to expand next, and the plan for the next 60 days.

Fit check

Is this right for you?

We only take on accounts where we can genuinely move the numbers. Here is how to tell.

A good fit if…

You already know paid search works for you and want more of it
Your buyers search on desktop or at work, such as B2B or considered purchases
You sell B2B and want to target by company, industry or job function
You want high-intent traffic where there is less competition
You spend £3K+ per month on ads overall

Probably not a fit if…

Paid search has never been profitable for you anywhere yet
There is very little search demand in your category
You want Bing set up once and left alone
Your total ad budget is under £3K per month

FAQ

Common questions

Is Bing really worth advertising on?

Microsoft Advertising reaches searches on Bing, Yahoo, AOL and DuckDuckGo, plus placements across Microsoft's own products. Volume is smaller than the biggest search engine, but competition is usually lower too, so Bing often delivers conversions at a lower cost. For businesses that already know paid search works, it is the natural channel to add.

Who actually uses Bing?

Bing is the default search engine on Windows PCs through Edge, so it is especially strong on desktop and during work hours. That makes it valuable for B2B, professional services and considered purchases, where buyers research at their desks.

Can I just import my campaigns from another platform?

Microsoft Advertising lets you import campaigns, and it is a useful head start. But imported settings, bids and budgets rarely suit Bing's audience as they are, and scheduled imports can overwrite optimisations made later. We use imports as a starting point, then manage Bing as its own channel.

Do I need separate tracking for Bing?

Yes. Microsoft Advertising uses its own UET tag and conversion goals. We set them up with revenue values so Microsoft's smart bidding works properly and you can compare results with your other channels.

Does it work for B2B and lead generation?

Often very well. LinkedIn profile targeting lets you adjust bids by company, industry or job function in supported markets, which no other search platform offers. Combined with Bing's desktop and work-hours audience, it is a strong channel for B2B lead generation.

What budget do you need?

We work with businesses spending £3K+ per month on ads overall. The Bing budget itself is sized to the search volume available in your category, which we estimate during the audit.