How to Advertise on Bing: Step-by-Step Guide for 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.
Why Advertise on Bing
Before diving into the how-to, let's understand why Bing advertising deserves a place in your marketing strategy.
The Bing Audience Advantage
According to Bing statistics, Bing's user base includes some attractive characteristics for advertisers:
- Over 100 million daily searchers across the Microsoft Search Network
- 85% of users located in the US
- 73% of users under age 45 (largest group is 25-34)
- 54% married, 59% have children living with them
- Users tend to have higher household incomes and purchasing power
Cost Advantages
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.
Step 1: Create Your Microsoft Advertising Account
Getting started with Bing advertising begins with account setup.
Account Creation Process
- Visit ads.microsoft.com and click "Sign up now"
- Sign in with a Microsoft account (or create one using any email address)
- Enter your business information:
- Business name
- Business website URL
- Country/region
- Time zone
- Currency
- Set up billing: Add a payment method (credit card, debit card, or PayPal)
- Verify your account: Confirm your email address
Import from Google Ads (Optional)
If you already run Google Ads, Microsoft makes expansion easy:
- In your new Microsoft Advertising account, click Import > Import from Google Ads
- Sign in to your Google account and authorize access
- Select the campaigns you want to import
- Review and adjust settings (budgets, bids, targeting)
- Complete the import
Microsoft allows you to import campaigns directly from Google Ads, including Performance Max campaigns, saving significant setup time.
Step 2: Set Up Conversion Tracking
Before launching campaigns, install tracking to measure results. Microsoft uses the Universal Event Tracking (UET) tag.
Installing the UET Tag
- In Microsoft Advertising, go to Tools > Conversion tracking > UET tag
- Click Create UET tag
- Name your tag (e.g., "Main UET Tag")
- Choose your installation method:
- Install yourself: Copy the tag code and add it to every page of your website (in the
<head> section)
- Use a tag manager: Add via Google Tag Manager or similar
- Verify installation using the UET Tag Helper browser extension
Setting Up Conversion Goals
Once your UET tag is active:
- Go to Tools > Conversion tracking > Conversion goals
- Click Create conversion goal
- Choose your goal type:
- URL (page view, like a thank-you page)
- Event (custom actions like form submissions)
- Duration (time spent on site)
- Pages viewed per visit
- Configure goal settings:
- Conversion name
- Revenue value (static or dynamic)
- Count (all conversions or unique)
- Conversion window
- Save your goal
Enhanced Conversions
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.
Step 3: Create Your First Campaign
With tracking in place, you're ready to build campaigns.
Campaign Types Available
| 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.
Campaign Setup Steps
- Click Create campaign in your dashboard
- Select your campaign goal:
- Visits to my website
- Conversions on my website
- Phone calls to my business
- Dynamic Search Ads
- Choose Search as your campaign type
- Configure campaign settings:
- Campaign name: Descriptive name (e.g., "Brand - Search")
- Budget: Daily budget amount
- Location targeting: Countries, regions, or radius
- Language targeting: Languages your customers use
Bid Strategy Selection
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.
Step 4: Build Your Ad Groups and Keywords
Campaign structure determines success. Keep ad groups tightly themed.
Ad Group Creation
- Create an ad group within your campaign
- Name it based on theme (e.g., "Project Management Software")
- Set default bid (your maximum CPC)
- Add 5-10 closely related keywords
Keyword Match Types
| 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.
Negative Keywords
Add negative keywords to prevent wasted spend:
- "free" (unless you offer free products)
- "jobs" or "careers" (job seekers, not buyers)
- "login" or "sign in" (existing users)
- Competitor misspellings that don't convert
Step 5: Write Your Ads
Microsoft Ads uses Responsive Search Ads (RSAs) as the primary ad format.
RSA Components
- Headlines: Up to 15 headlines (30 characters each)
- Descriptions: Up to 4 descriptions (90 characters each)
- Display URL paths: Two 15-character paths
- Final URL: Landing page destination
Ad Writing Best Practices
- Include your keyword in headlines: Match search intent
- Highlight unique value: What makes you different
- Add calls to action: "Get a Quote," "Book Demo," "Shop Now"
- Use numbers and specifics: "Save 30%," "24/7 Support"
- Write multiple variations: Microsoft tests combinations automatically
Ad Extensions
Enhance your ads with extensions:
- Sitelink extensions: Additional page links
- Callout extensions: Additional text highlights
- Call extensions: Phone number
- Location extensions: Business address
- Price extensions: Product/service pricing
- Image extensions: Visual elements
Step 6: Configure Targeting
Microsoft offers powerful targeting options—including some exclusive features.
LinkedIn Profile Targeting (Exclusive)
Microsoft is the only search platform offering LinkedIn targeting because Microsoft owns LinkedIn. Target by:
- Company: 80,000+ companies available
- Industry: 148 industries
- Job function: 26 job functions
This is invaluable for B2B advertisers reaching decision-makers.
Device Targeting
Adjust bids by device:
- Desktop (Bing's strongest platform)
- Mobile
- Tablet
Consider increasing desktop bids, as Bing holds 12.21% of desktop search market share.
Audience Targeting
Layer additional audiences:
- In-market audiences: Users actively researching
- Remarketing: Past website visitors
- Custom audiences: Your customer data
- Similar audiences: Lookalikes of your customers
Launch Checklist
Before going live, verify these items:
Technical Setup
- [ ] UET tag installed and verified
- [ ] Conversion goals created
- [ ] Auto-tagging enabled
Campaign Settings
- [ ] Budget set appropriately (start conservative)
- [ ] Location targeting matches service area
- [ ] Language targeting correct
- [ ] Bid strategy selected
- [ ] Ad schedule configured (if needed)
Ad Groups
- [ ] Keywords organized by theme
- [ ] Negative keywords added
- [ ] Match types appropriate
Ads
- [ ] Multiple headlines written
- [ ] Multiple descriptions written
- [ ] CTAs included
- [ ] Extensions added
Tracking
- [ ] Google Analytics linked (optional)
- [ ] Reporting dashboard set up
First Week: What to Monitor
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.
Frequently Asked Questions
How much does it cost to advertise on Bing?
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.
Can I run Bing Ads and Google Ads at the same time?
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.
How long until I see results from Bing Ads?
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.
Is Bing Ads worth it for small businesses?
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.
Key Takeaways
- Over 100 million daily users search on Bing, with 85% located in the US
- CPCs are 20-50% lower than Google Ads due to less competition
- Import existing Google campaigns to save setup time
- Install UET tracking first before launching campaigns
- LinkedIn targeting is exclusive to Microsoft Ads—invaluable for B2B
- Start with exact match keywords and expand as you gather data
Need help setting up your Bing Ads campaigns? Contact our team for expert assistance, or schedule a consultation to discuss your Microsoft Advertising strategy.
