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:
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Global Desktop Market Share: 2.8–3.2%
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US Desktop Share: 6–9%
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Includes Yahoo, AOL, Microsoft Edge, Windows Search, LinkedIn, and more
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.
🔥 The real kicker? CPCs are often 30–50% 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:
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Bing is the default search engine on Microsoft Edge (the default browser on Windows)
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Windows 11 features a Bing-powered search bar built right into the taskbar
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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 lets you copy your existing Google Ads campaigns directly into the platform — including:
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Keywords
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Budgets
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Ads
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Extensions
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Audiences
This makes it incredibly easy to A/B test Microsoft Ads and compare performance side by side.
💬 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.
👉 Get in touch with us via our contact form and let’s see how Microsoft Ads could work for you.