"Is Bing Ads worth it?" is one of the most common questions advertisers ask when considering expanding beyond Google. The honest answer: for most businesses, yes—but with important caveats depending on your audience, budget, and goals.
This guide provides an objective analysis of Microsoft Advertising (formerly Bing Ads), examining the real data on costs, audience quality, and when it makes sense to invest.
Before dismissing Microsoft Advertising as a minor player, consider the numbers that make it compelling for advertisers.
According to 2026 Bing statistics:
| Metric | Data Point |
|---|---|
| Daily active users | Over 100 million |
| US desktop search share | ~17% |
| Global search market share | ~4% |
| Markets served | 187 globally |
While Google dominates overall search, Bing's 100+ million daily users represent significant opportunity—especially since many advertisers ignore the platform entirely, reducing competition and costs.
When you advertise on Microsoft Advertising, you reach users across:
This network extends your reach beyond just Bing.com to multiple touchpoints where potential customers are searching.
The cost advantage is Microsoft Advertising's most compelling argument.
According to industry data, Microsoft Ads delivers significant savings:
| Metric | Microsoft Ads | Google Ads | Difference |
|---|---|---|---|
| Average CPC | $1.55 | $2.69 | 42% lower |
| Average CPA | $41.44 | ~$48-60 | 20-30% lower |
| Competition | Lower | High | Less bidding pressure |
These savings compound over time. A budget that buys 1,000 clicks on Google might buy 1,400+ clicks on Microsoft—potentially 40% more opportunities to convert.
The lower costs aren't because Microsoft users are less valuable. They're lower because:
| Monthly Budget | Google Clicks | Microsoft Clicks | Additional Clicks |
|---|---|---|---|
| $1,000 | 372 | 645 | +273 (+73%) |
| $5,000 | 1,859 | 3,226 | +1,367 (+73%) |
| $10,000 | 3,717 | 6,452 | +2,735 (+73%) |
Based on $2.69 Google CPC vs $1.55 Microsoft CPC
Lower costs mean nothing if the audience can't convert. Here's where Microsoft Advertising often surprises advertisers.
According to Microsoft Advertising data:
| Demographic | Microsoft Network Users |
|---|---|
| Household income $100K+ | 41% |
| Age under 45 | 73% |
| College graduates | 34% |
| Married | 54% |
| Have children | 59% |
This audience profile represents established households with significant purchasing power—often more valuable than the broader Google audience for high-ticket products and services.
Microsoft's LinkedIn integration provides unique B2B targeting:
For B2B advertisers, this LinkedIn integration alone can justify using Microsoft Advertising.
According to advertising research:
| Performance Metric | Microsoft Ads Average |
|---|---|
| Click-Through Rate | 3.10% |
| Conversion Rate | 3.50% |
| Product research users | 54% |
The 3.50% conversion rate often exceeds Google Ads benchmarks in many industries, suggesting that Bing users who click are more likely to convert.
| Pro | Why It Matters |
|---|---|
| Lower CPCs | 30-40% less than Google on average |
| Less competition | Easier to rank, lower bid pressure |
| Higher-income audience | 41% earn $100K+ annually |
| LinkedIn integration | Unique B2B targeting capabilities |
| Easy import | Bring Google campaigns over in minutes |
| AI features | Copilot assistance for campaign creation |
According to recent platform updates, Microsoft Advertising launched AI-powered features including automated campaign creation and performance forecasting, making management easier than ever.
| Con | Consideration |
|---|---|
| Smaller reach | 4% global vs. Google's ~90% |
| Less volume | May not fulfill all budget capacity |
| Fewer features | Some Google features unavailable |
| Less documentation | Smaller community and resources |
| US-heavy audience | 85% of users are US-based |
Microsoft Advertising isn't a Google replacement—it's a complement. Most successful advertisers run both platforms, using Microsoft to extend reach at lower costs while maintaining their Google presence.
Microsoft Advertising works best for:
B2B Companies
High-Ticket Products/Services
US-Focused Businesses
Budget-Constrained Advertisers
Google Ads Overflow
Microsoft Advertising may not suit:
If you decide Microsoft Advertising is worth trying, the onboarding process is straightforward.
According to platform documentation, you can now import campaigns directly from Google Ads, including Performance Max campaigns:
This import feature means you can test Microsoft Advertising with minimal setup time—often under 30 minutes.
For advertisers new to Microsoft:
| Google Budget | Recommended Microsoft Budget | Rationale |
|---|---|---|
| Under $3,000/mo | $500-1,000/mo | Test performance |
| $3,000-10,000/mo | $1,000-3,000/mo | Meaningful scale |
| Over $10,000/mo | 15-25% of Google spend | Balanced diversification |
Start conservatively, measure results for 30-60 days, then scale based on performance.
Yes. According to industry benchmarks, the average CPC on Microsoft Advertising is $1.55 compared to Google's $2.69—approximately 42% lower. Many advertisers see even greater savings in competitive industries. The lower costs stem from reduced competition, not lower audience quality.
Yes, Microsoft provides a direct import tool that transfers campaign structure, keywords, ads, and settings from Google Ads. However, you should adjust bids (typically lower by 20-30%) and review settings for platform-specific optimization. Don't simply mirror budgets—Microsoft may need different allocation.
Often yes, especially for US-based small businesses. Lower CPCs stretch limited budgets further, and less competition makes it easier to achieve visibility. The import feature means minimal setup time, and the high-income audience often converts well for premium services. Start with $500-1,000/month to test.
Ready to test Microsoft Advertising? Contact us for expert campaign setup and management or schedule a free consultation to discuss if Bing Ads fits your strategy.
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