Everything You Need to Know About Bing Ads (Microsoft Advertising)

If you’re only running your ad campaigns on Google Ads, you’re leaving serious money on the table. Bing Ads (now called Microsoft Advertising) is an underutilized powerhouse that can deliver results at a fraction of the cost of Google Ads. For businesses looking to grow or scale online, leveraging Bing Ads is a no-brainer. Lower competition, cheaper clicks, and a highly engaged audience make Bing Ads a cost-effective addition to your marketing strategy.

In this guide, we’ll cover what makes Bing Ads a smarter play for certain businesses, how it can be more cost-effective than Google Ads, and what unique advantages Bing offers to help you crush the competition.

What is Bing Ads?

Bing Ads (part of Microsoft Advertising) is a paid search advertising platform similar to Google Ads but with access to an entirely different search network—Microsoft’s Search Network. This network includes Bing, Yahoo, and AOL search engines, reaching millions of users who are often overlooked by businesses focused solely on Google Ads.

By running campaigns on Bing Ads, you’re tapping into an audience that is less targeted by your competitors, offering you a strategic advantage. If you’re looking for a way to reach more customers while keeping ad costs low, Bing Ads is your secret weapon.

Why Bing Ads Can Be More Cost-Effective Than Google Ads

Here’s the bottom line: Bing Ads can stretch your budget further than Google Ads. Here’s why:

1. Lower Cost Per Click (CPC)
   Bing Ads typically has a lower cost per click compared to Google Ads. The main reason for this is lower competition. Fewer businesses are advertising on Bing, which means less bidding competition for keywords. For businesses looking to make every dollar count, this is huge. You’ll pay less per click, driving more traffic to your site for the same budget.
2. Higher Ad Position for Lower Bids
   Because Bing Ads has less competition, your ads have a better chance of landing in the top positions without needing to place sky-high bids. On Google, you might be fighting for a top position, bidding aggressively just to stay in the game. On Bing, you can dominate prime real estate for much less.
3. Better ROI for Certain Industries
   Bing Ads can be particularly effective for specific industries, especially in finance, healthcare, travel, and B2B sectors. If your audience skews older or more professional, Bing’s user demographics align with that, meaning you’re more likely to reach high-value leads who are ready to convert.
4. Higher Conversion Rates
   Studies have shown that Bing users tend to have higher conversion rates than Google users. Since the Bing audience skews older and often has a higher income, they are more likely to be serious buyers with the spending power to match. This can lead to a better return on ad spend (ROAS).

What Makes Bing Ads Different from Google Ads?

While Google Ads is a giant, Bing Ads has some unique advantages that separate it from Google and make it a valuable addition to your marketing strategy. Let’s look at some of the features that set Bing Ads apart:

1. Reach a Different Audience
   Bing reaches a slightly different audience than Google. Bing users tend to be older, more professional, and wealthier. In fact, Microsoft’s Search Network boasts a higher percentage of desktop users and a demographic with a higher household income than Google’s average user. If your product or service appeals to these demographics, you can access a high-value audience that your competitors might be ignoring.
2. Less Competition, More Visibility
   As mentioned, less competition on Bing means you have a greater chance of getting noticed. Your ad can occupy top positions more easily, leading to higher visibility at a lower cost. With less bidding competition, you can dominate your niche and capture leads before they even hit Google.
3. Enhanced Device Targeting
   Bing Ads gives you better control over device targeting than Google Ads. You can adjust bids specifically for desktop, tablet, or mobile users, tailoring your ads to the devices that matter most to your audience. This added flexibility means you can run more cost-effective campaigns by narrowing your targeting where it makes the most sense.
4. LinkedIn Profile Targeting
   One of the most powerful features unique to Bing Ads is the integration with LinkedIn profile targeting. This allows you to target ads based on users’ LinkedIn profiles—specifically by job function, industry, and company. If you’re in the B2B space, this gives you a direct line to decision-makers who are actively searching for solutions in your field.
5. Better Control Over Search Partner Targeting
   Unlike Google, Bing allows you to control whether your ads appear on search partners like Yahoo and AOL. This control means you can choose to optimize your ads for performance on Bing alone or expand them to other search partners depending on what works best for your business.

The Bing Ads Advantage: More Bang for Your Buck

When you leverage Bing Ads, you’re getting better value for every advertising dollar. Lower CPCs, less competition, and a more targeted audience mean you can reach more potential customers without maxing out your budget. It’s an affordable and effective way to supplement your Google Ads strategy and increase your overall visibility online.

If your business isn’t using Bing Ads, you’re not only leaving potential customers behind—you’re letting your competitors take them without a fight.

Why You Shouldn’t Rely on Google Ads Alone

If you’re putting all your eggs in the Google Ads basket, you’re playing a one-sided game. Here’s what you miss by ignoring Bing Ads:

• Cheaper Clicks, Higher ROI: As Google Ads becomes more expensive due to high competition, Bing Ads offers a cost-effective way to drive quality traffic to your site. You’ll pay less per click and get better ad placements without blowing your budget.
• Untapped Audience: Bing reaches a different audience than Google, one that’s often wealthier and more ready to convert. If you’re not advertising on Bing, you’re missing out on a large segment of users who could be perfect for your business.
• Smarter Targeting Options: Bing’s advanced targeting capabilities, especially with LinkedIn integration, provide you with more precise control over who sees your ads. If you’re not using Bing Ads, you’re giving up valuable targeting options that can improve your ad performance.

Why You Need an Expert from Signature Strategy

While Bing Ads offers incredible opportunities, getting the most out of it requires a strategy. That’s where Signature Strategy comes in. We don’t just set up Bing Ads campaigns; we optimize them for maximum impact, ensuring you’re getting the best return on investment.

Here’s how we can help:

• Grow Your Brand Online: We’ll help you tap into Bing’s untapped audience, allowing you to scale your online presence and reach customers your competitors are overlooking.
• Target and Track Your Ideal Customers: Our team will leverage Bing’s unique targeting features, like LinkedIn profile integration and advanced device targeting, to ensure your ads are seen by the right people, at the right time, on the right platform.
• Make Data-Driven Decisions: With conversion tracking and in-depth analytics, we’ll provide you with the data you need to optimize your campaigns and make informed decisions that drive revenue.
• Optimize Ad Spend for Maximum ROI: We’ll ensure your budget is working smarter, not harder. By focusing on Bing Ads’ lower cost per click and high-value audience, we’ll maximize your ad spend and help you get more bang for your buck.
• Install and Manage Advanced Campaigns: Our experts will handle the manual installation of tracking tags, set up advanced campaigns, and continuously monitor your ads to ensure optimal performance.

Ready to Outrun Your Competition?

If you’re serious about scaling your business and getting more out of your advertising budget, Bing Ads needs to be a part of your strategy. Don’t let your competitors scoop up all the high-value traffic while you’re stuck paying premium rates on Google Ads. Signature Strategy can help you harness the power of Bing Ads to boost your visibility, increase conversions, and get more results for less money.

Partner with Signature Strategy to make Bing Ads work for you. With our expertise, you’ll have access to a cost-effective, high-impact advertising solution that helps you dominate your competition and grow your business faster. Let’s talk.