PAID MEDIA
IGNORING THE CHEAPER AUCTION?
The search channel your competitors forgot.
Bing serves a share of professional desktop searches that most advertisers never bid on, often at lower CPCs and to an older, wealthier audience.
Everyone fights the same auction on Google, while Microsoft's network - Bing, Edge, Copilot, and half the default corporate desktops in the world - runs quieter auctions for the same intent.
Why it's worth the setup
- Better economics: less competition means the same intent costs less to win. We judge that on cost per qualified lead rather than CPC, and it usually comes in under your Google figure.
- B2B desktop share: corporate machines are often set up with Edge and Bing as the defaults, and a lot of people never change that, so your buyers are searching there during the working day.
- LinkedIn profile targeting: bid by industry, company, and job function inside search campaigns. Google has no answer to this, and it pairs naturally with LinkedIn Ads proper.
- Efficient to run: we import and adapt your existing Google structure, so the channel earns its keep without doubling your management overhead.
We've written up the practical side - account access, imports, and the settings that cause problems later. Or we can set it up and run it for you.
Questions we get asked
Is the volume really there?
Smaller than Google, yes - but it's concentrated in desktop, workplace machines, and older-skewing demographics. For B2B and higher-value consumer categories, the volume that exists is often better qualified and cheaper to win.
Can you just copy our Google campaigns across?
That's the starting point. An import needs retuned bids, its own negative lists, and Microsoft-specific settings watched closely, because the auction behaves differently. Set-and-forget imports are why most people think Bing 'doesn't work'.
What's genuinely different about Microsoft's platform?
LinkedIn profile targeting is the big one - bid adjustments by industry, company, and job function directly in search campaigns. There's nothing else like it in paid search, and it's badly underused.
ALSO IN GOOGLE ADS
Want this handled properly?
Tell us where you're at. We'll tell you what we'd do - and what it costs.