February 19, 2026
Bing might not have Google's market share, but it offers something many advertisers overlook: access to over 100 million daily searchers with less competition and lower costs. If you're ready to expand your paid search reach beyond Google, this guide walks you through everything you need to know about advertising on Bing through Microsoft Advertising.
Before diving into the how-to, let's understand why Bing advertising deserves a place in your marketing strategy.
According to Bing statistics, Bing's user base includes some attractive characteristics for advertisers:
Microsoft Ads typically delivers 30-50% lower CPC rates than Google Ads. With less advertiser competition, your budget stretches further while still reaching high-intent searchers.
The Microsoft Search Network includes Bing, Yahoo, AOL, DuckDuckGo, Ecosia, and partner sites—giving you access to audiences you can't reach through Google alone.
Getting started with Bing advertising begins with account setup.
If you already run Google Ads, Microsoft makes expansion easy:
Microsoft allows you to import campaigns directly from Google Ads, including Performance Max campaigns, saving significant setup time.
Before launching campaigns, install tracking to measure results. Microsoft uses the Universal Event Tracking (UET) tag.
Once your UET tag is active:
Microsoft's Enhanced Conversions improve tracking accuracy by using hashed first-party data. Enable this when creating conversion goals to better attribute conversions as third-party cookies phase out.
With tracking in place, you're ready to build campaigns. Understanding the fundamentals of search engine advertising will help you make informed decisions throughout the setup process.
Campaign Type | Best For |
Search | Text ads on search results |
Shopping | Product listings for ecommerce |
Audience | Display ads across Microsoft network |
Performance Max | AI-driven cross-channel campaigns |
For most beginners, start with Search campaigns to capture high-intent traffic.
Choose how you want to bid:
Strategy | Best For |
Manual CPC | Full control, learning phase |
Enhanced CPC | Manual with smart adjustments |
Maximize Clicks | Traffic focus, limited budget |
Maximize Conversions | Conversion focus, sufficient data |
Target CPA | Specific cost-per-acquisition goal |
Target ROAS | Specific return target |
Start with manual bidding to understand your metrics, then transition to automated strategies once you have at least 30 conversions per month.
Campaign structure determines success. Keep ad groups tightly themed.
Match Type | Syntax | Triggers |
Broad match | keyword | Related searches, synonyms |
Phrase match | "keyword" | Searches containing phrase |
Exact match | [keyword] | Exact term and close variants |
Start with exact match keywords for tighter control, then expand to phrase and broad match as you gather data.
Add negative keywords to prevent wasted spend:
Microsoft Ads uses Responsive Search Ads (RSAs) as the primary ad format.
Enhance your ads with extensions:
Microsoft offers powerful targeting options—including some exclusive features. To maximize results, many advertisers explore Bing Ads management services or choose to hire a Bing Ads expert who specializes in these targeting capabilities.
Microsoft is the only search platform offering LinkedIn targeting because Microsoft owns LinkedIn. Target by:
This is invaluable for B2B advertisers reaching decision-makers.
Adjust bids by device:
Consider increasing desktop bids, as Bing holds 12.21% of desktop search market share.
Layer additional audiences:
Before going live, verify these items:
After launch, check these metrics daily:
Metric | What to Look For |
Impressions | Are ads showing? |
Clicks | Are people clicking? |
CTR | Above 2% for search |
Avg. CPC | Within budget expectations |
Search terms | Any irrelevant queries? |
Conversions | Are goals tracking? |
Add negative keywords based on search terms to eliminate waste. Adjust bids based on early performance data. Understanding Microsoft Advertising cost and pricing helps you benchmark your initial results and set realistic expectations.
Bing advertising costs vary by industry and competition. CPCs are typically 20-30% lower than Google. You set your own daily budget—start with $10-20/day to gather data, then scale based on results.
Yes, running both platforms maximizes your reach. Many advertisers start with Google, optimize campaigns, then import to Microsoft Ads for incremental traffic at lower costs.
Campaigns can generate clicks within hours of launch. Meaningful optimization data typically takes 2-4 weeks. Expect 60-90 days before campaigns reach peak performance.
Yes. Lower competition means better ad positions at lower costs. If your audience includes US-based users 25-45 with purchasing power, Bing delivers strong ROI—often better than Google for the same budget.
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