Bing Ads is now called Microsoft Advertising. It is a smaller channel than Google Ads, but it can bring in qualified buyers at a lower cost per click, especially for B2B and ecommerce. We manage your Microsoft Advertising account as a complement to Google, we measure it separately, and we tell you plainly when it does not pay off.
Bing Ads is the name most people still use for Microsoft’s pay-per-click search advertising platform, which Microsoft now calls Microsoft Advertising. It lets you show ads on Bing and across Microsoft’s partner network, with an auction and bidding model similar to Google Ads.
The honest question is whether it is worth your budget. According to StatCounter (September 2026), Google has 85.19% of search in the United States and Bing has 9.89%. That is a small share compared with Google, but not a negligible one, and the audience skews toward desktop and office users. Bing also feeds Microsoft’s AI search experiences, so keeping your ads and product data in good shape has some added value over time.
A second source of buyers
Microsoft Advertising does not replace Google. It adds a different audience, often with less competition per click.
Results you can compare
Without separate conversion tracking you cannot tell whether the channel pays. We set that up before spending.
A limited, defined test
A small share of search volume means a capped budget and a test period agreed in advance.
The mechanics are similar, so many teams assume they can copy a Google account into Microsoft. The differences are what make a Bing account profitable or not.
| Aspect | Google Ads | Microsoft Advertising | What we do |
|---|---|---|---|
| US search share | 85.19% | 9.89% | Capped, complementary budget |
| Campaign origin | Built from scratch | Importable from Google | Import and adapt, never copy |
| Cost per click | Usually higher | Often lower | Measure real cost per conversion |
| Typical user | Very broad | More desktop and office | Adjust devices and schedules |
| Tracking | Google tag | Microsoft UET tag | Set up both and compare |
Search share: StatCounter, September 2026. The rest of the table summarizes the method we follow at Avafa.
From the first audit to the weekly review: a Bing account is not set up once and forgotten, it is maintained against a cost-per-conversion target.
It usually fits when
It usually fits worse when
In the second case we prefer to fix the foundation before opening a new channel. Businesses that often benefit include ecommerce stores with a clean product feed, B2B and professional services companies, hotels and travel agencies, training providers, clinics and law firms, and repair and maintenance services where a specific search leads to a call.
The useful comparison is not who gets more clicks but how much each result that matters to you costs. To make it fair, both platforms have to be measured the same way, so the first thing we do is set up tracking correctly.
With a small search share, low volume is not a failure: it is the nature of the channel. What matters is that every dollar invested can be explained.
We do not promise results or timelines. What we do describe is the order of work, so you know at every moment what is being done and why.
We review your Google Ads account, create the Microsoft account if it does not exist, install the tag and check that conversions arrive the same way they do in Google.
We import only the campaigns that make sense and adapt them: bids, locations, devices, ad copy and negative keywords.
With a test period closed in advance, we compare cost per conversion and put a decision in writing: expand, maintain or stop. If Bing does not pay off in your case, we say so.
If you run an online store, Microsoft Advertising supports product campaigns built from a product feed, similar to Google. A clean feed serves several channels at once, which is why we start with product data quality rather than with the ad account. See our work on Microsoft Merchant Center and Google Merchant Center for feeds, and on eCommerce SEO if you also want more organic traffic. If you sell on marketplaces too, take a look at our Amazon catalog service.
If you already advertise on Google, the fastest route is to import your campaigns into Microsoft Advertising and review what transfers well and what needs adapting. If you are starting from scratch, we begin with your highest-intent keywords and a landing page that matches them.
Before launch we check that conversion tracking works, that search exclusions are ready and that the daily budget has a clear cap. With that base, the first weeks are used to learn rather than to guess.
Whether you search for a Bing Ads agency, a Microsoft Ads agency or a Microsoft Advertising agency, you are looking for the same job: managing Microsoft’s ad account so that it brings leads or sales at a cost that makes sense for your business.
Campaigns, ad groups, keywords, ad copy, extensions, audience lists and conversion events. That is what we organize and maintain.
How much budget moves from Google, which campaigns are imported and which are not, what cost per conversion is acceptable and how often we review the data. These are business decisions before technical ones, so we document them.
Tell us what you sell and how much you invest in Google today. We will tell you, with numbers, whether Microsoft Advertising is worth a test budget. The first audit is free.
