Still Only Google Ads? Give Microsoft Ads a Shot

If your digital ad budget is going 100% into Google, you're likely missing out on untapped potential, and overpaying in the process.

Microsoft Ads (formerly Bing Ads) has quietly become a powerful and cost-effective alternative for performance-driven advertisers. With lower competition, cheaper clicks, and a growing ecosystem, it's a smart channel worth testing, especially if you're running campaigns in the US and Europe.

💡 Why Microsoft Ads Is Worth Testing

While Google still dominates global search, Microsoft Ads holds its own in some highly valuable areas, particularly on desktop.

Here’s what makes it worth your attention:

Global desktop market share

2.8 to 3.2%

US desktop share

6 to 9%

Cheaper clicks than Google

30 to 50%

Typical CPC difference, not a guarantee

The network includes Yahoo, AOL, Microsoft Edge, Windows Search and LinkedIn, among others.

In short: Microsoft Ads isn't just Bing. It powers ad placements across a network that millions of people use every day, often without realizing it.

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🔥 The real kicker? CPCs are often 30 to 50% lower than Google Ads.

Yes, that means you can often pay significantly less for a click, and still convert.

🌍 Microsoft Is Already Built Into Your Audience's World

If your customers are using Windows (and chances are, many of them are), they’re already in the Microsoft ecosystem:

• Bing is the default search engine on Microsoft Edge (the default browser on Windows)
• Windows 11 features a Bing-powered search bar built right into the taskbar
• Even Google users sometimes end up on Bing-powered results through accidental or default flows

It’s not about replacing Google Ads. It’s about diversifying intelligently, and picking up low-hanging fruit while your competitors overlook it.

🧪 Importing Your Google Campaigns Is Easy

The good news? You don’t have to start from scratch.

Microsoft Ads includes a native import tool that copies your existing Google Ads campaigns straight into the platform.

That makes it easy to test Microsoft Ads and compare performance side by side. Before you do, make sure you know what Target ROAS each channel has to hit.

💬 Want Help Getting Started?

At Wolf+Bär Agency in Zurich, Switzerland, we help businesses across Europe and the US diversify their digital ad strategy, including running and optimizing Microsoft Ads.

If you'd like support setting things up, testing campaigns, or managing your media strategy across platforms, we're happy to help.