Why choose Microsoft Ads for your PPC campaigns?
When it comes to pay-per-click advertising, Google Ads is still seen as the go-to platform. But while Google dominates the market, Microsoft Ads (formerly Bing Ads) has several good reasons not to be overlooked, from cheaper clicks to LinkedIn targeting and ad placements in Microsoft Copilot.
This guide looks at the key differences between the two platforms, and why Microsoft Ads deserves a place in your PPC strategy.
Clicks are often cheaper on Microsoft Ads because fewer advertisers compete
LinkedIn profile targeting is a strong reason to use it for B2B
Search volume is lower, so it works best alongside Google Ads
Importing from Google makes it quick to test
Microsoft Ads vs Google Ads: an overview
Both platforms aim to help businesses drive traffic, increase revenue and reach the right audience. They offer similar tools, such as keyword research and targeting options, but there are some notable differences that can make Microsoft Ads a good choice depending on your goals and budget.
Google Ads
The largest search audience by far
More advertisers competing for each click
Higher costs per click in competitive sectors
The widest range of campaign types
Microsoft Ads
A smaller but distinct search audience
Fewer advertisers competing for each click
Often lower costs per click
LinkedIn profile targeting for B2B
Seven reasons to consider Microsoft Ads
1. Lower costs and less competition
Fewer advertisers bid on Microsoft, so clicks are often cheaper than on Google, especially in competitive sectors. That can stretch your budget further.
2. A different audience
Microsoft reaches people Google doesn’t, including many professionals searching on work computers where Edge and Bing are the defaults.
3. LinkedIn profile targeting
Adjust bids by company, industry and job function using LinkedIn data, which isn’t available on Google Ads. Valuable for B2B campaigns.
4. Reach beyond Bing
Ads can appear on Bing, Yahoo, AOL, DuckDuckGo, MSN and partner sites, and in Microsoft Copilot, opening up more conversational placements.
5. Easier to get started
The interface is simpler than Google’s, and you can import campaigns from Google in a few clicks. See my guide to Microsoft Ads campaign types.
6. Cost-effective, not cut-price
Traffic volume is lower than Google, but cheaper clicks and a strong audience mean it can deliver good returns for the right business.
7. Strong on desktop
Microsoft has a stronger presence on desktop search, where many work-related and higher-value searches happen.
I’ll look at your Google Ads account and show you where Microsoft Ads could bring in more enquiries, free.
Where Microsoft Ads falls short
Microsoft Ads isn’t the right answer on its own for most businesses, and it’s worth knowing its limits before you start.
Lower search volume
You’ll get fewer impressions and clicks than on Google, so it rarely replaces Google Ads entirely.
Smaller audiences
Smaller remarketing lists and less data mean automated bidding can take longer to learn.
Imports need checking
Campaigns imported from Google need adjusting, as some settings don’t carry across cleanly.
Summary: is Microsoft Ads right for your PPC campaigns?
Google Ads still has the largest share of search and the widest reach, but Microsoft Ads shouldn’t be overlooked. If you want to cut costs, reach a different audience or use LinkedIn targeting, it offers real advantages.
For most businesses, the best approach is to run both. Using Microsoft Ads alongside Google Ads lets you compare performance and maximise your reach, whether you’re focused on B2B or on reaching an older, professional audience. Local factors matter too, which I cover in why local knowledge gives your SEO and PPC campaigns an edge.
Thinking about adding Microsoft Ads?
If you’d like to set up Microsoft Ads or find out whether it suits your business, I’ll walk you through the best options.
