Microsoft Advertising (Bing Ads): Advertising in Bing and Copilot
Most businesses advertise only on Google and so miss everyone who searches with Bing . Microsoft’s advertising system, called Bing Ads until 2019 and now Microsoft Advertising , opens up this audience for you, often with lower cost per click and less competition. It pays off especially in the UK, the USA, Germany and Austria, and for businesses that want to reach business customers on desktop.
Bing is stronger than you think
On smartphones Google clearly dominates, on desktop it is different. According to StatCounter, almost one in five desktop searches in Austria, Germany, the UK and the USA goes through Bing. If you sell in these markets or target businesses that work on computers, you lose a large share of your customers without Bing.
Why advertise on Bing too
Lower cost per click
Less competition means cheaper clicks. In some of our campaigns cost per click was 30 to 40% lower than in Google Ads.
Less competition
Far fewer businesses advertise on Bing, so the same budget gets you to the top more easily.
Desktop audience
Bing is the default search engine in Windows and the Edge browser. It is used mainly at work, including by people who make purchasing decisions in companies.
Strong in the UK, USA and DACH
In markets such as the UK, the USA, Germany and Austria, Bing has almost a fifth of desktop searches.
Large partner network
Besides Bing, the ads also appear with Microsoft partners and in the display network, for example in MSN, Outlook or the Edge browser.
Advertising in the AI assistant too
Microsoft also shows ads in the answers of its AI assistant Copilot. So your offer also reaches people who ask AI.
Where your ad appears
Microsoft Advertising or Google Ads?
It is not either or. Microsoft Advertising works best as an addition to Google Ads and brings additional customers at lower cost.
| Google Ads | Microsoft Advertising | |
|---|---|---|
| Share in Germany (desktop) | 70.0% | 19.4% |
| Competition | high | lower |
| Cost per click | higher | often lower |
| Typical audience | everyone, mostly mobile | desktop, work, businesses |
| Advertising in the AI assistant | AI Mode and AI Overviews in Google | Microsoft Copilot |
| Launch | new campaign | import of campaigns from Google Ads |
Who Microsoft Advertising pays off for
Businesses targeting the UK, USA, Germany and Austria
In Germany, Austria, the UK and the USA, Bing has almost a fifth of desktop searches. We create ads in English and German.
B2B companies
Your customers look for suppliers at work on company computers with Windows, where Bing is often the default.
Businesses with working Google Ads
If your Google advertising makes money, importing the campaigns into Microsoft Advertising is the fastest way to additional customers.
What we do for you
First consultation and analysis
The first 60 minutes are free. We clarify whether and in which markets Bing pays off for you.
Import and adaptation of campaigns
We take over the campaigns from Google Ads and adapt them to the Bing audience so they are not just a copy.
Launch and tracking
We set up conversion tracking so you see what Bing really brings you.
Optimisation
We adjust bids, keywords and ads regularly so every euro, pound or dollar brings as much as possible.
Technical options in Microsoft Advertising
- Import from Google Ads: you take over existing campaigns in a few clicks and can sync them regularly.
- Settings at ad group level: location, language and ad schedule can be changed for individual ad groups, not only for the whole campaign.
- Targeting by device and operating system.
- Excluding specific websites in the partner and display network.
- Ad extensions such as sitelinks, callouts or phone number, similar to Google Ads.
Approach by industry
We adapt campaigns and content to your industry. See how we work for these industries, for example:
Frequently asked questions
What is Microsoft Advertising?
Microsoft Advertising, Bing Ads until 2019, is Microsoft’s advertising system. It shows paid results in Bing, in partner search engines such as Yahoo and DuckDuckGo, in the Microsoft display network and in the AI assistant Copilot. You only pay for clicks, just as with Google Ads.
Is advertising on Bing worth it in addition to Google Ads?
For many businesses yes. There is less competition on Bing, and in our experience cost per click is often noticeably lower, in some campaigns by 30 to 40%. In Germany and Austria almost one in five desktop searches goes through Bing.
Who is Microsoft Advertising suitable for?
Mainly for businesses in markets where Bing has a bigger share, such as the UK, the USA, Germany or Austria, and for B2B companies whose customers work on company computers.
Can campaigns be taken over from Google Ads?
Yes. Microsoft Advertising can import existing campaigns from Google Ads. We then adapt them to the Bing audience so they are not just a copy.
Does Microsoft Advertising also appear in AI?
Yes. Microsoft also shows ads in the answers of its AI assistant Copilot, so your offer also reaches people who use AI instead of a search engine.
Would you like to reach Bing users too?
The first 60 minutes of consulting are free. We check whether Microsoft Advertising pays off for you and how many customers it can bring.
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